This report presents a strategic marketing plan for Nestle's "Immune Booster" product, focusing on its potential launch in the Sri Lankan market. It begins with an executive summary and then delves into a thorough macroeconomic analysis using the PESTEL framework to assess the political, economic, social, technological, environmental, and legal environments. The report identifies opportunities and threats within the Sri Lankan context, leading to a discussion of market entry strategies, with recommendations for direct manufacturing, direct exporting, and joint ventures. After evaluating these options, the report justifies the selection of direct manufacturing. It then proceeds to analyze customer segmentation based on demographic, geographic, psychographic, and behavioral factors. Finally, the report applies Porter's generic strategies to recommend a competitive approach for Nestle. The report concludes with a summary of findings and recommendations, supported by references and appendices, including advantages and disadvantages of various market entry strategies. The assignment underscores the importance of a well-defined marketing plan for a new product introduction in a competitive market.
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