Ambr Eyewear: Global Marketing and Sales Development in Morocco

This report provides a comprehensive analysis of the global marketing and sales development strategy for Ambr Eyewear, focusing on the Moroccan market. It begins with an introduction to globalization and international marketing, followed by a company overview of Ambr Eyewear and its product offerings. A detailed situation analysis, including PESTLE analysis, examines the political, economic, social, technological, legal, and environmental factors influencing the Moroccan market. The report outlines specific marketing objectives using the SMART framework, emphasizing market entry, market share growth, brand recognition, and profitability. It assesses the attractiveness of Morocco as a foreign investment destination, considering factors like cost, profitability, and risk. The report also explores the mode of entry, highlighting the relationship between Morocco and Ireland. It then details the marketing tactics, including product, pricing, promotion, and place strategies, along with a marketing action plan. The report concludes with a summary of findings and recommendations, supported by relevant references. This assignment is contributed by a student to be published on the website Desklib. Desklib is a platform which provides all the necessary AI based study tools for students.

Global Marketing and Sales Development of Ambr eyewear
Name of the Writer
Name of the Institute

Table of Contents
Introduction......................................................................................................................................3
Company Overview.........................................................................................................................3
Situation analysis.............................................................................................................................4
Marketing Objectives.......................................................................................................................7
The Attractiveness of a country.......................................................................................................8
Why Morocco attracts foreign investment......................................................................................8
Mode of Entry..................................................................................................................................9
Morocco Ireland relationship...........................................................................................................9
Marketing tactics...........................................................................................................................10
Product.......................................................................................................................................10
Pricing........................................................................................................................................10
Promotion..................................................................................................................................11
Booths for displays................................................................................................................11
Coupons.................................................................................................................................11
Place Strategy............................................................................................................................11
Marketing Action plan...................................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

Introduction
Regardless of the size or location of the firm, in today's changing business climate, it is
frequently the most important chance for an organisation to extend outside its original nation and
begin to operate globally. Globalisation refers to the fact that the economies of the globe are now
interconnected, and there are no longer any national boundaries. According to Grigorescu and
Zaif (2017), Economic productivity and prosperity increase as a result of globalisation, as well as
the interdependence of all businesses, which benefits both consumers and businesses.
International commerce accounts for a major portion of GDP in many nations, indicating that
countries exchange resources such as capital, goods, or services across international borders due
to a shortage of internal resources (Gkaane et al., 2019).
Marketers who work internationally are those who develop and implement marketing mix
strategies that extend much beyond national boundaries. Krugman et al. (2018) stated that by
focusing on the discovery and implementation of international marketing initiatives,
organisations hope to obtain a competitive advantage over their competitors Marketing managers
should have the proper skills, such as comprehending the complexity of global markets, tactics,
and strategies, being aware of ethical concerns and diversity, government rules, and accessibility
to the media, among other talents. This Business environment audit report analyses Morocco's
attractiveness as a potential market for Ireland based eyewear SME Ambr.
Company Overview
Ambr was founded in 2017 in Ireland, now employees are 2-10 exist in company. Ambr
Eyewear makes glasses for those who spend a lot of time staring at digital screens for extended
periods of time. Company have a wide choice of lens options with the company's single-vision,

bi-focal, polarised, photo chromic and blue light blocking glasses and lenses. Blue light from
screens is blocked by Ambr glasses, allowing you to have a more comfortable and productive
workday. As a result of excessive screen exposure, users of our trendy glasses will enjoy a
reduction in headaches as well as blurred vision, strain, stress, and sleeplessness.
Situation analysis
It is a collection of methodologies used by managers to examine external and internal business
environment sectors to determine their business position, capacity, and consumers. As a result of
a situation analysis, you will be able to identify internal and external opportunities and problems
for your organization service or product. Also, you can use it to determine the extent of a
problem by using a matrix. According to Nugraha et al. (2018), the 5Cs Analysis, SWOT
Analysis, PESTLE Analysis, and Porter Five Forces Analysis are all part of the situation
analysis. Marketers build a marketing plan to help them explain the benefits of their products to
potential customers' demands. In the marketing plan, the second phase is a situation analysis.
Using situation analysis, you can find possibilities and pitfalls in a situation.
In this part, a conceptual structure analysis PESTLE will be used to examine Morocco's potential
as a business location. As may be observed, a comprehensive PESTLE analysis table is provided.
Comprehensive PESTLE Analysis of Morocco
Political
Morocco is a multi-party democracy with a parliamentary constitutional
monarchy headed by a Prime Minister. The government wields executive
power. Parliamentary power is divided between the government and the
two chambers, the Moroccan Assembly of Representatives and the
Moroccan Council. Saad-Eddine El Othmani is the current head of state.
An independent judiciary and parliament are guaranteed by the Moroccan
Constitution. The king of Morocco retains little executive powers after
2011 constitutional revisions whilst the prime minister's powers have been
increased King Abdullah has honorific powers, preside over the Council of
Ministers, and appoint the Prime Minister from the political party that has
won most seats in the parliamentary elections. The Prime Minister then

nominates the cabinet members on the basis of proposals from that party.
Officially, the King is the military's commander-in-chief. (Christodoulou
and Cullinane ,2019)
Economic
Because of its reliance on raw materials exportation like many other former
African colonies, Morocco's economy remains highly vulnerable. Modern
sectors, like as tourism and telecommunications, are also becoming more
important to the economy. According to Tur-porcar, Roig and Llorca,
(2018) the modern sector accounts for more than two-thirds of the
country's gross domestic product (GDP), but only employing roughly one-
third of the country's workers. Certain economic sectors, previously
controlled by the government, have been privatised in Morocco since 1993.
In recent years, Morocco has emerged as a prominent participant in African
economic issues, ranking 5th in terms of GDP (PPP). In its African
Competitiveness Report 2014-2015, the World Economic Forum ranked
Morocco as the most competitive economy in North Africa. However, the
COVID-19 shock has pushed the Moroccan economy into first ever
depression since 1995: the IMF predicts a GDP reduction of roughly 7% in
2020, after a drop of 14.9 percent in the second quarter alone. There was a
decline in added value across all sectors, with the exception of extractive
industries; the same was true for the agricultural and tertiary sectors. GDP
growth is predicted to rise to 4.5 percent this year and 3.9 percent in 2022
as the global situation stabilises (IMF, April 2021), however uncertainty
persists owing to the pandemic's second wave. Agriculture, phosphates,
and tourism are the mainstays of the Moroccan economy. Fish and seafood
sales are also significant. Industry and mining account for almost one-third
of annual GDP. Although Morocco has a structural trade deficit, this is
often offset by strong tourism-related services profits and large remittance
inflows from the Diaspora, and the country typically runs a tiny current-
account surplus. (Chistian and Airativich, 2018)
There are not enough male physicians (0.5 per 1,000 people) and hospital
beds (1 per 1,000 people) in Morocco, according to the United States

Social
government, and the country's population has insufficient access to water
and sanitation (82 percent) (75 percent of the population). To fulfil
demand, the country's medical care system contains 122 hospitals as well
as 2,400 health centres and four university clinics, but they're underfunded
and understaffed. Per year there are 6 million patients needing medical
attention and just 24,000 beds are available to accommodate them,
including 3 million emergency situations each year. The health budget
accounts for 1.1 percent of GDP and 5.5 percent of the central government
budget in the United States. Morocco's life expectancy at birth was 76.9
years in 2020. At an average annual rate of 0.77 percent, Morocco's life
expectancy at birth climbed from 52.94 to 76.9 years from 1971 to 2020.
Morocco has one of the lowest education rankings in the world. In
Morocco, education is free and compulsory up to the primary level.
Moroccans are projected to be illiterate at 73.75 percent, according to the
United Nations Educational Scientific Organization. The male literacy rate
is 83.3 percent, whereas the female literacy rate is 64.59 percent, indicating
a large gender discrepancy. In terms of literacy rate, it is ranked 125th out
of 190 countries. Morocco has more than 40 universities, colleges, and
polytechnics scattered throughout the country's main areas. (Hashemi,
Aghayei and Fetrati, 2019)
Technical
In recent years, science and technology in Morocco has advanced
substantially. Le, vu and Nghiem, (2018) find that in order to foster
scientific research in Morocco, the Moroccan government has been
pursuing changes. The Moroccan government has not yet made research a
national priority, but the country has significant assets that may transform
its R&D sector into a critical vehicle for development. There is still a
strong public sector presence in the industry, with universities employing
58% of researchers. As a result of Morocco's own examination of its
national research system in 2020, it was found that the country has a good
supply of well qualified high quality personnel as well as a few laboratories
of extremely high quality A few facts about Morocco's technical

environment are as follows: Morocco had roughly 27.62 million internet
users as of January 2021, up from 25.32 million in the same month of the
previous year.
Environmental
About 56 percent of the electricity in Morocco in 2020 was generated by
coal-fired power plants. A new law has been enacted to encourage
Moroccans to diversify their energy supply, incorporating more renewable
sources. There are plans for a solar thermal power plant in Morocco, and
the government is also looking at the usage of Natural Gas as a possible
revenue stream for the country. In order to reduce its dependence on fossil
fuels and eventually export electricity to Europe, Morocco has begun
building of enormous solar energy farms. Here are a few statistics and data
to consider:
• According to the United Nations Food and Agriculture
Organization (FAO), 11.5 percent of Morocco's land is wooded,
or around 5,131,000 hectares.
• The percentage of total energy derived from combustible
renewable and wastes in 2019 was 2.5 percent.
• The Moroccan Ministry of Energy estimates that Morocco
imports 90 percent of its energy. Annually, primary energy
usage has risen by roughly 5%
Legal
Legal systems from throughout the world are mixed together in Morocco's
system. In Morocco, the legal system is composed on a mix of Islamic and
civil laws. Developed in continental Europe, civil law is based on a written
code. It is a global code that is reasonable (based on reason). In the dual
legal system, secular courts based on French legal tradition coexist with
religious tribunals based on the Jewish and Islamic faiths. An appeals court
and a supreme court are included in the secular court system. Supreme
Court is organised into five chambers: criminal, correctional (civil) appeals
(civil appeals), social, administrative, and constitution. (Anderson, 2017)

Marketing Objectives
A marketing aim is a method used to advertise a service or product to potential customers within
a specified term. Businesses commonly utilise the SMART tool to create an effective marketing
plan and reach their goals more effectively by using the SMART tool. According to Sinha and
Sheth (2018), SMART tool mean it is Specific, Measurable, Attainable, Relevant, and Time-
Bound. SMART objectives are perhaps the most effective approach to focus attention and get
things done in business. Deontological ethical theory suggests that an organization's competitive
advantage is directly tied to acting morally. It helps firms operate ethically and address human
rights while developing marketing strategies or incorporating other economic, social, and
environmental issues into commercial activity. Patil and Bach (2017) said that examining the
internal environment of a firm the reasonable aim for further growing market share would be to
boost sales by improving the marketing plan and increasing consumer base through
globalisation; in order to fulfil additional expansion objectives over the next five years, the firm
should meet the following criteria;
 To join the Morocco market from native country
 To grow market share to internationally
 To enhance brand name recognition by using different Marketing tactics
 To improve total profitability and want to get higher return
The Attractiveness of a country
According to the study of Melfou et al. (2020), investment in foreign countries is the most
essential component of international business, thus corporations want to know how well a
country's external business environment suits them. A company's investment decision is based on
the risk and profitability of conducting business in a certain country. In order to arrive at a
choice, this judgement must consider environmental considerations.
A country with lower costs, more profits, and less dangers is preferred by enterprises. When it
comes to investing, cost considerations play a role. Profitability is determined by the availability
of sufficient resources. As a result, the environment is a major concern. Risks come in many

forms. A more stable country in terms of political, social, legal, and economic situations is more
appealing for beginning a business (Hollender et al., 2017).
Why Morocco attracts foreign investment
Morocco is stable in the Middle East, North Africa, and most of Africa. Investments worth $3.9
billion in 2015 went to the automotive and aerospace industries, including PSA, Stelia, Figeac,
Aero, and Delfingen. In the 2019, World Investment Report of the United Nations Conference on
Trade and Development (UNCTAD), Moroccan foreign direct investment (FDI) ranked fourth in
Africa, jumping from $2.7 billion in 2017 to $3.6 billion in 2018. Investing in North Africa grew
by 7 percent to $14 billion, with the largest share going to Egypt and Morocco, while Algeria
and Tunisia received between $1 billion and $2 billion in investments, according to the latest
statistics. According to Butnaru and Lonescu, (2019) a year after joining the African Union
(AU), Morocco continues to position itself as "the door to Africa" for international investors. The
African Continental Free Trade Area (AFTA) was launched in March 2018. The Tangier-Med
commercial maritime port in Morocco was extended in June of this year, making it the largest in
the Mediterranean and the largest in Africa. By the first high-speed train service in Africa,
Tangier is connected to Rabat and Casablanca, Morocco's political and commercial capitals.
According to The World Bank's Doing Business Index, Morocco will rise to 53rd in 2020. There
are 237 free zones across the continent, which provide a specific tax environment to attract
foreign investment in diverse value-added industries in African countries, including Morocco.
According to Sofuoğlu and Ay, (2020) the United Nations Conference on Trade and
Development (UNCTAD) says that special economic zones are an important export promotion
tool for most nations, especially those that export manufactured goods. These zones account for
around 60 percent of Morocco's net non-oil exports. With 71 trade agreements for the promotion
and development of investments, Morocco has signed 60 economic agreements, including with
the United States and the majority of EU members, to prevent double taxation. More than 95%
percent of eligible consumer and industrial items are tariff-free in Morocco, making it East
Africa only FTA (Free trade agreement) country. There are high-level consultations and personal
dialogue between the two countries, as well as the annual U.S.-Morocco Trade and Investment

Forum, which provides a platform for strengthening business-to-business ties. (Badatunde,
Ibukum and Oyeyemi, 2017)
Mode of Entry
Laufs et al. (2016) said that foreign market entry modes are the ways in which a company can
expand its services into a non-domestic market. In light of the following research, it can be
concluded that export is the most appropriate method of bringing Ambr eyewear into Morocco.
Politically secure and business-friendly, Morocco is a great place to do business. Morocco's
economy has traditionally been more associated with Europe than with Africa, but the country is
increasingly taking advantage of opportunities on the African continent as a result of its
geographic location. Enkhtaivan and Davaadroj, (2020) said the Moroccan economy is becoming
more open, which opens up new prospects for Irish companies. These past few years, Morocco
and Ireland have developed a great bilateral relationship, and both countries are determined to
continue expanding their collaborations in a variety of fields.
Morocco Ireland relationship
These past few years, Morocco and Ireland have developed a great bilateral relationship, and
both countries are determined to continue deepening their collaborations in a variety of fields.
The two countries share universal principles and are dedicated to global governance and global
collaboration. From agribusiness and food processing to ICT, telecoms and financial services,
logistics, renewable energy, health and pharmaceutical products and services, Morocco offers
Irish companies a wide range of business prospects. According to Hamri, Quariti and Rharoubi ,
(2019 In the wake of a very fruitful discussion, both sides agreed to investigate some particular
actions that may be jointly done in the future years in order to increase the level of contact
between Irish and Moroccan companies. Initially, it was noted that Morocco is the closest Arab
country to Ireland in terms of geography. Furthermore, both countries have a long history of
bilateral commerce and economic interaction, which gives numerous prospects for future growth
and expansion.

Marketing tactics
Ambr eyewear analyses the brand with the marketing mix framework, which covers the 4Ps, to
build the marketing techniques approach to enter the Moroccan market (Product, Price, Place,
and Promotion). Product innovation, price, and promotion planning are just a few of the
marketing methods available. Based on Ambr eyewear marketing mix, these business methods
help the brand prosper the brand/company to reach its commercial goals and objectives
(Hollender et al., 2017).
Product
Irish eyewear brand Ambr offers a wide range of eyeglasses, including spectacles and contact
lenses. Ambr eyewear designs its frames based on the needs of their clients, which makes them
more appealing to customers. Sunglasses, Blue Light Lenses, Lenses, and Transition Lenses
comprise the company's product portfolio. Lahtinen, Dietrich and Rundle,(2020) said that ambr
eyewear has also developed a way to customise spectacles to meet the needs of users, including
UV protection from computer screens and other sources. Ambr eyewear is constantly monitoring
the needs and wants of its consumers, and it has been effective in keeping its products up-to-date
with the latest trends, as well as being able to match its objectives.
Pricing
Ambr Eyewear sells contemporary sunglasses for $50-$75, which is far less than its name-brand
competitors, but it is also more expensive than off-brand sunglass and spectacle companies.
When it comes to Spectacles and Sunglasses, the company is doing extremely well marketing to
its target group because its retail pricing is right in the middle.
Promotion
Demonstrations and booths at music festivals across Ireland, incentives for frequent online
consumers, and style recommendations on social media are among the key promotional efforts.
Booths for displays
Music festivals take place all year round in a variety of venues throughout Ireland. People at
music festivals tend to be young people, which is exactly who we're trying to reach with this
campaign. Thabit and Raewf, (2018) said by using these booths, shoppers may try on numerous

models of sunglasses or eyeglasses from Ambr Eyewear while also receiving coupons to make
the sunglasses more inexpensive. Each year, these demonstrations will be held at all major music
festivals and a number of smaller ones.
Coupons
The Ambr Eyewear website offers coupons for Ambr Eyewear products. For example, ambr
Eyewear is offering consumers $20.00 off when they recommend a friend to their website and
they want them to do it by sharing the link. On every friend who joins using your referral link,
you'll earn a 20% discount coupon for a pair of sunglasses! There is a $75.00 minimum order
requirement to qualify for free shipping. When customers become ambassadors and share their
code on social media with their friends, Ambr Eyewear offers a 25 percent off voucher. (Ang and
Rusli, 2018)
Place Strategy
As an internet brand, Ambr eyewear may be accessed from anywhere. Most of the time, it is an
online store, but during the past few years, it has extended to a number of locations in Ireland.
The organisation supplies across the country via its web platform. A number of third-party
vendors are involved in distributing the eyewear brand's products throughout the country.
Marketing Action plan
As part of Ambr eyewear's marketing action strategy in Morocco, strategic activities will be
examined and updated every three months.
Task and objectives
Traction phase
 Form the export management team
 Contact potential partner
 Prepare legal documents
 Marketing campaign development beginning
Transition phase

 Setup website useful for morocco and setup workplace
 Gather skilled team
 Collaboration with local team to deliver their product
Growth phase
 Fully established marketing plan
 Start advertising campaign according to Morocco’s environment also in Radio, television,
magazines and social media platforms
 Incorporate business activities with well know marketing company
Conclusion
Global marketing is a business discipline that opens many doors for a company by applying
marketing ideas and techniques abroad. Ambr can capture the best opportunities by accessing the
new market for operations. Ambr eyewear doing a successful online business in their native
country now easily access new potential customer. Ambr eyewear provides access to a pool of
workers with specialised knowledge that can affect directly their profit. One of the biggest
advantages of international expansion is increase in business growth. Entering overseas markets
allows faster growth for businesses. Thus, it will be advantageous for the growth of Ambr if they
decide to go international as it can give the opportunity to increase the business turnover. The
market in Morocco has the potential for Ambr to grow and earn profits desireable by it.

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