Global Marketing Report: HBI's Strategy for Morocco Market Entry

This report provides a comprehensive analysis of Holland & Barrett's (HBI) global marketing strategy, specifically focusing on its planned entry into the Morocco market. The report begins with a situational analysis, examining the company's strengths, weaknesses, and the opportunities and threats present in the Moroccan market. It then outlines the company's objectives, which are categorized into 'Sell,' 'Serve,' and 'Save,' with a focus on leveraging digital marketing tools. The report details the company's marketing strategy, including the STP (Segment, Target, and Position) approach, targeting college students, young people, women, and sports enthusiasts. Furthermore, it applies the Ansoff's Matrix, specifically focusing on market development strategies. The report also covers marketing tactics, including the marketing mix (product, place, promotion, price, physical evidence, process, and people), and concludes with an action plan and control measures, including benchmarking, to monitor progress and outcomes. The report emphasizes the use of digital marketing tools like social media to engage with the target audience and achieve the company's objectives. The report also includes a conclusion, references, and an introduction.

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Contents
Introduction.................................................................................................................................................2
1. Situational analysis...............................................................................................................................3
Strength and weaknesses of the competitors................................................................................................3
Opportunities and threats of the market.......................................................................................................3
2. Objectives.............................................................................................................................................4
3. Strategy.................................................................................................................................................4
Segment, Target, and Position (STP)...........................................................................................................4
Ansoff’s Matrix...........................................................................................................................................5
4. Tactics..................................................................................................................................................5
5. Action...................................................................................................................................................5
6. Control..................................................................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

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Introduction
Founded by William Holland and Alfred Barrett, Holland & Barrett international (HBI) is one of
the world’s leading health and wellness retailer in Europe dealing with herbal vitamins,
supplements, and other health care products. The company intends to explore Morocco market
with its diversified product portfolio. This paper seeks to analyse the digital market framework
used by the firm to advertise and penetrate the Morocco market.
1. Situational analysis
Strength and weaknesses of the competitors
Holland & Barrett has a reliable brand name and extensive product portfolio. It is now providing
its consumers with a popular sort of health supplements, vitamins, minerals, and natural beauty
products.
The top competitor for the HBI is the GSK Morocco which also has a strong brand name and
diversified products
Opportunities and threats of the market
It is well-known that the Moroccans maintain healthy diets, especially young individuals,
women and also a sports fanatic. In line with this, consumption of dietary and vitamins
supplements is rising, not merely for the treatment of existing conditions but also avoidance of
illness.
Due to unstable daily food consumption lacking in essential vitamins and minerals, Moroccans
are expected to continue promoting sales of vitamins and dietary supplements as consumers
attempt to compensate for missing nutrition.

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The utmost blockades to trade in Morocco are nonexistence of transparency in regime
procurement, sluggish administrative decision-making, and processes (Stephen 2016, p 20).
Laboratoires Laprophan remains to be the chief competitor in vitamins and dietary supplements
provision.
2. Objectives
Sell: the internet provides a necessary means to maximise the HBI's financial success. The
primary focus of the company is signing new customer engagement.
Objective: HBI project to increase its users’ connection and involvement within the four months
of its operation
Serve: The HBI webpages are useful for the user to raise complaints. Thus, the firm will
emphasise to adding worth as it contributes to the firm’s success.
Objective: The Company will hire experienced personnel and upsurge online platforms to build
users engagement
Save: HBI should identify novel methods to reduce the financial burden
Objective: HBI will use digital marketing tools such as Instagram and Facebook which will be
cost friendly.
3. Strategy
Segment, Target, and Position (STP)
The corporation campaign’s target markets are college students, young people, women,
and exercising and playing sports fanatics. The firm campaign will specifically target both fluent

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and non-fluent English speaking audience. The marketing will also target college students,
women and sports fanatics that maintain an active lifestyle (Kottler, Bowen, Makens and Baloglu
2017, p. 14). The business will have delivery centres to all retail outlets across Morocco.
Ansoff’s Matrix
Figure 1: Ansoff’s Matrix (DeMooj 2018, p. 22)
From the above figure, it can be seen that the Ansoffs matrix has four parts: marketing
development, diversification, marketing penetration, and product development strategies zones.
For the purpose of this task, market development approaches part will be utilised. It is due to the
fact that HBI have existing products which they wish to launch in new market segments,
Morocco. The matrix part will be expedient for the corporation as the use internet for market
targeting on new customer and geographic segments is vital.
For the company to capture new geographic and customer segments, it will use different social
media marketing tools such as LinkedIn, Twitter, Google plus, Facebook, and Instagram. The

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company will use metrics such as referrals and likes to monitor customer’s engagement (DeMooj
2018, p. 22).
4. Tactics
Marketing mix
Product
The company will provide health supplements, vitamins, minerals, and natural beauty products.
The most significant value proposition for combined marketing promotion will be geared
towards the nutritional value of each product.
Place
HBI will have distribution channels in Rabat, and main port, Casablanca. The firm will give
online orders from the consumers through the company virtual locator.
Promotion
HBI will utilise in-store sales, event sponsorship promotions, and engaging internet programs
such as Facebook, Twitter, and Instagram. The firm will gauge the promotion effectiveness by
assessing the transaction before and after the advertisement.
Price
The HBI’s valuation ought to focus on the expenditures of the young people, women, sports
fanatics and college’s students due to the directed demographic. The company will price the
innovative merchandises lower, choosing for reduced profits margins while chasing large
transactions capacities (Kannan 2017, p. 44).

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Physical evidence
The company will use brochures, business cards, internet presence and equipment, office outlet,
production plan, and medical literature as it will influence customer perceptions of the quality
and experiences of the product.
Process
The process will comprise HBI's procedures, mechanisms, and flow of activities by which the
products are delivered to the users.
People
It comprises patients, clients, customers, prospective patients, providers, staff, and management
involved in the real-time production of the products.
5. Action
Action plan: The Company will use qualified and experienced sales personnel team to respond to
both negative and positive feedback, and to keep the new and existing users engaged. The
products should be compatible with the needs and demands of the customers. Offers and
discount strategies could take to create interest among local individuals. The locations of outlets
could be available and within reach of segmented markets (Chaffey and Ellis-Chandwick 2019,
p. 12). HBI will use 50% of its total return on investment to progress the promotional mix.

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6. Control
The company will use benchmarking to display its massive expediency in monitoring progress
and activities in a suitable method. The company also compares the expected performance with
actual outcomes.
Conclusion
Morocco is a country with a significant population hence ready market. Holland and Barrett
should utilize this opportunity by penetrating the market. They should adopt the best strategies
and actions, set SMART objectives and finally control their goals.
References
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
DeMooji, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publication Limited.

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Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing,34,(1), p. 22-45.
Kottler, P., Bowen, J.T., Makens, J. and Baloglu, S., 2017. Marketing for hospitality an tourism
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology, 10(2016):17-21

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