Regime Change's Bahrain Expansion: A Marketing Analysis Report

This report examines Regime Change's marketing strategy for expanding its product line, including luxury hotels, spas, and restaurants, in Bahrain. It begins with an executive summary and an introduction to marketing principles. Part One delves into a situational analysis using PESTLE and SWOT frameworks to assess political, economic, social, technological, legal, and environmental factors, alongside competitor and consumer analyses. It also incorporates Porter's Five Forces model to evaluate the industry's competitive landscape. The report outlines specific objectives, tactics, and control measures for effective market penetration. Part Two likely presents further details on the marketing plan, and the report concludes with a summary of findings and a list of references. The analysis considers factors such as Bahrain's reliance on oil revenue, social challenges, technological advancements, and legal regulations, highlighting the company's approach to address these challenges and capitalize on opportunities in the region.

MARKETING

Contents
EXECUTIVE SUMMARY.......................................................................................................................3
INTRODUCTION.....................................................................................................................................3
PART ONE................................................................................................................................................3
A) Situational Analysis:.........................................................................................................................3
B) Objectives:.........................................................................................................................................6
C) Tactics:..............................................................................................................................................7
D) Action:...............................................................................................................................................7
E) Control:.............................................................................................................................................8
PART TWO...............................................................................................................................................8
CONCLUSION..........................................................................................................................................9
REFERENCES........................................................................................................................................10

EXECUTIVE SUMMARY
Regime Change is UK health spa that is famous for promoting healthy lifestyle and
wellness all across the globe. Currently the company is focusing on developing its new product
line in Bahrain region so as to hold the share Islamic country as well. The company is focusing
on developing range of hotels that offers luxury accommodation to its target customer in the
form of anti-ageing spa and pool complex. Their new product line is also focuses on providing
three top quality restaurants that are going to serve healthy food, dietary food and vegetarian
food. In order to effectively develop its product line in the Bahrain region, Regime change has
used various marketing tool that helps in examining the effect of internal and external factor on
their overall functions and performance
INTRODUCTION
Marketing refers to the social process through which company transfer their product or services
to ultimate consumer. Business organization uses different marketing technique in order to
satisfy the target customer (Wilson and et. al., 2012). Marketing umbrella is generally
compromises of distribution, advertising and selling activities which help the firm to anticipate
buyer’s desired needs and wants and satisfy them in a better way as compared to their
competitors. The concept of marketing also plays an important role when a particular firm
further wants to develop its new product line oversees. This assignment covers expansion of
Regime Change new product line in the Bahrain region. This report shows what distinct factors
has been undertaken by the Regime Change in order to effectively develop its new product line.
PART ONE
A) Situational Analysis: In this, marketers of Regime Change has taken into consideration
various internal and external factors in order to understand their capabilities, business

environment and consumer in a better and systematic way. It mainly compromises of following
elements which are broadly discussed below:
1. PESTLE ANALYSIS: It can be defined as a strategic framework used by various
marketers in order to investigate and monitor the impact of external environment on
business organization. PESTLE stands for:
Political: Such factors determine the government interventions on certain industry. Basically it
states the limit in which government can control the operations or working of company by
changing their policy which is directly linked with them (Jobber and Ellis-Chadwick, 2012). The
influence of political factors on company can be categorized in two ways one is Negative and
other is Positive. This may be in the form of new tax, trade tariffs, fiscal policy etc. The major
threat that Regime Change face is in the form of corruption and increased crime rate. These two
factor may frighten the client away from travelling. For instance, in 2015 there was series of
bomb blast attacks on security forces of Bahrain which serve as major blunder for the entire
country. Not only it had increased the crime rate but also make people frighten to travel to their
country which as a result proves out be bad for the referred company as they have just opened
their new product line in the Bahrain Region. Apart from this, government can charge great
amount from luxury and star category spa or hotel in terms of tax. Any minor step of government
adversely impact the entire hotel industry.
 Economical: These factors examine the economy’s performance that have a direct
impact on business operation. The GDP of Bahrain is largely depend upon the oil
revenue, which is considered as one of their main disadvantage. If there is a decline in oil
price, it directly affect the country’s GDP which results in affecting overall growth of
companies. Another Problem which might Regime Change may face in the term of high
exchange rate which negatively influenced the tourist or visitors to travel their country.
Also Bahrain has to depend upon other countries for their food, which comes out as a
major drawback for Regime Change as the referred firm was planning to open two
restaurants which is not possible now as the entire country is highly depend upon other
for their food and in-fact the other countries cannot serve them for longer period.
 Social: Such factors compromise of cultural aspect, beliefs, attitude, lifestyle, consumer
buying trend that directly affect the demand of a product and their business operation.
Any change in social factor may openly affect the demand for company’s product or
services. But Bahrain is facing a major social challenge in the form of increased crime
rate which might affect the visitor’s choice to travel. But still it has been recorded that
from the last year the ratio of travelers/visitors has increased by 20% which is sufficient
for Regime Change at their Initial Phase. Referred firm wants to open Japanese restaurant
keeping in mind the health of people which is considered as an important factor in
modern scenario.
Technological: Such factors affect the operation of Regime Change in a positive way as Bahrain
is having well educated and competent personnel who has sufficient knowledge about the
modern technology as well. The following country is leading to have pool of skilled candidate
which earn better results for the company by increasing their overall profitability. Also these

factors can help the Regime Change in several ways. As the company is launching its new
product line, so they can use the technology in order to promote on large scale (Lovelock, 2011).
For instance. They can make their own video and put it own various social networking sites.
They can also choose various channels through which they can communicate with Bahrain
customer and tell them about their new venture and how it is useful for them. Technology is the
only bridge the fills the gap between consumer and company (Blattberg and Deighton, 2010).
With effective and competent skilled labour, refereed company can achieve their both short and
long term in context with their new product line in a systematic way.
 Legal: These factors deals with various law and regulation related with consumer,
employee, health, safety etc. that adversely affect the business operation and product
demand. In Bahrain, there might be chances that Regime Change may face increased
minimum wages which result in service reduction and high labor costs.
 Environmental: As the industrial development in Bahrain, has condensed the amount of
agriculture land which results in irregular supply of water, higher dependency level on
other countries for food. Such factors might affect the product line of Regime change as
they focuses on building two new restaurants in the country, but with the shortage of
water and food this is not practically possible.
2. SWOT Analysis: In order to gain higher competitive advantage over rivals in Bahrain
region, Regime Change has done SWOT Analysis in order to examine the available
strength, weakness, threat and opportunity related to its product line.
Strength:
 Opening first dietary restaurant.
 Hotels will serve only organic food.
 Serving Healthy Food.
Weakness:
 Irregular supply of water, electricity.
 High dependency on other countries
for food.
 GDP of Bahrain is largely depend
upon oil revenues.
Opportunities:
 Availability of well-educated and
skilled personnel.
 Proper knowledge towards
technology innovation and
advancement.
 Developing product line in new
market region which aid in holding
wider market share.
Threat:
 Increased crime rate.
 Increased corruption.
 There might be chances of failure of
this entire product line.
3. Competitor’s Analysis: Regime Change have to face strong competition from their rivals
such as Four Season Hotel, Domain Hotel and Spa, The Ritz-Carlton etc. who are doing their
business pretty well in the Bahrain region (Peter and Donnelly, 2011).
.

4. Consumer Analysis: In Regime Change will focuses on determining target customer, their
needs and choices related to particular product. In this, the referred firm gathers information
about the target consumer regarding their likes and dislikes and made or modify their product
accordingly (Linoff and Berry, 2011). For instance, In Bahrain people are mostly well educated
and updated with the latest technology innovation. Regime can used this as an advantage and
promote their new product line through various social media network. If one is having updated
knowledge of technology, it means that they also possess knowledge related to modern
technology in the form various social networking sites.
In modern scenario, where almost 85% of the entire population goes out to have
refreshments, consumes only healthy product in the form of salad, soup as they are much fitness
freak. This can serve as an advantage for the Regime Change as they focuses on developing new
dietary Japanese Restaurant in the Bahrain region.
5. Industrial Analysis: Regime Change has used Porter’s Five forces model to examine the
different profitability level of competitors firm. This model is mainly use in order to investigate
the industry structure and their strategies. It generally compromises of five forces:
 Competition in the Industry: In order to sustain for longer period in the market place, it
become important for the company to analyze the behavior of rivals firm as well. Regime
Change can face strong competition from Domain Hotel, Spa, The Ritz-Carlton etc. If the
competitive rivalry is moderate, it becomes beneficial for the firm to take the higher
advantage of sales and profitability.
 Potential of New Entrant: The power of company is also affected by the new entrant in
the marketplace. As there are only limited number of luxury hotel who offers three
quality that Regime is primarily focusing on, this gives them the advantage to operate
their business effectively in wider space with lesser competitors.
 Power of Supplier: It is easy for a supplier to drive the price of their product or services.
Because they know their actual position in the marketplace. Regime Change will going to
provide such delighted services to its consumer which is irreplaceable by any exiting
supplier.
 Power of customer: This deals with the potential of consumer that results in lowering
the amount of particular product or services. Thus, Regime is require to hold only those
customers which retain with them for longer period. It became difficult for the company
to frequently increase or decrease their service price according to the customer choice.
 Threat of Substitute: Rival firms offering similar product or services in place of
respective firm serve as threat for them. This can make consumer shift to rival firm. But
Regime is offering such services that none of their competitor has served earlier. Thus,
initially they will not face any threat of substitute in the marketplace.
B) Objectives: Every industry has its aims and objectives for which they are in the market, but
hotel industry have their short term aims and objectives (Gummesson, 2011). Although firm
have quality products to satisfy customers so that they can make them an existing customer for
the long period. Therefore objectives are as follows:

 The aim and objective of firm is that they are introducing new tag lines so that they can
attract many customers.
 Hotel has the objective to become prominent choice in customer service.
 To increase number of consumer in upcoming years so that they can make themselves in
market.
 To use such technology this has not been used by any hotel so that they can provide
better services and products to consumers and travelers.
 The last but not least objective is to become the world’s greatest hotel as to become the
first choice for customers.
C) Tactics: The hotel industry refers to, which provides customer service in proper manner.
Even the tactics and strategy are similar in nature and make sometimes confused as well
(Kozinets, 2010. Although the tactics are actual means and which is being used to gain the
objective. The marketing mix is used in tactics to explain it further in perfect way. The marketing
mix is as follows for the hotel industry:
Product: The product and service provides by hotel is very unique, although services are like
spa, ageing spa and pool complexes services are given and thus facilities are also given to
customers like having three restaurants which provide the healthy foods to them. Products and
services in proper manner make the hotels and their customer satisfaction is first priority.
Serving services to travelers and tourist should be in systematic way so that they can get
satisfied with ease.
Price: Price set by the hotels should be reasonable so that they can attract the many customers,
price for many other service and facilities should be less so that they can satisfy lot many
consumers. Less price by hotel make them different from the other hotels and thus it has to be
done by every hotel. Although less prices for their services and products always reach out to
travelers and tourist.
Promotion: Therefore this is the most important aspect of the hotel in which they spend lot
money as well. Promotion is technique to sell their product and service in market. Promotion
does should be done in correct form so that they can attract the most customers with ease.
Promotion does help to communicate about the hotel and their product and services to large
market.
Place: It has to be considered as main thing just because convenient to customers and travelers
make them satisfy. Location of hotel should be in the middle of area so that it could not make
any issue of reaching to hotel. Hotel far from market bring problem and consequences for
travelers and tourist. Although it is required by hotel to choose location which can be near to
market and many other things so that nothing can bring dissatisfaction in the minds of customer.
D) Action: This is something which is being used before control thus action means
implementing the things in correct way and to take few steps if issues and risk has been occurred.
It is normally used when a result is wanted in proper manner. Action is related to do the work in
any how manner, and thus in hotel industry action is taken to attract the most customers and

travelers so that they can use their product and service with facilities in perfect way (Hollensen,
2015).
.
E) Control: It is required by the management of hotel to take control over such steps and thud to
provide right direction in which the work has to be done. Control of everything also helps to
bring coordination in many departments of hotel which help in serving the best quality services
to customers and tourist. Control has to be made on many things so that hotel can attain their
goal and objective in proper manner (De Mooij, 2013).
.
PART TWO
Marketing mix refers to the set of activities that every business enterprise is used in order to
promote their product or services in the market place. It mainly compromises of 4P’s which
include Price, Promotion, Place and Product. I have chosen Promotion for this particular task.
Promotion is that technique which help the hotel to attract the maximum people towards the
industry. Therefore promotion stands for set of activities which help hotels to communicate
about their products and services to the user, this is all done to attract and to make million people
to get aware about various products and services availability in hotel industry. Through
promotion the REGIME make aware about their products like spa, anti-ageing spas and pool etc.
through this they also promote the healthy lifestyle and wellness as well. Promotion should be
done in effective way so that a large number of product user can be there. Therefore many
techniques are available in promotion to promote the service and product in market as those
methods are:
Advertising (online, newspaper and TV etc.)
Personal selling
Public relation
templates etc.
1. Advertising: The advertising help to promote the product and service to large market in
effective style, even advertising can be done on online, newspapers and through TV. Mainly
people come to know about many things through this promotion technique and they are effective
as well.
2. Personal selling: This includes telling about the service and products of hotel by meeting
face to face with the customers so that they can explain it in correct way. Meeting face to face
help hotels to know about the changes they need in hotel industry as well so it is quite effective
as well.
3. Public relation: Therefore this is time consuming concept but healthy as well. Public
relation means if someone has used their service then they are gong to recommend other as well
to use the services of such hotel for once because they provide satisfaction for the amount they
are paying.
4. Templates: It is a kind of technique to promote their services in efficient manner, this is cost

efficient as well it use nothing but a paper in which all the information is given and the content
used in templates is very influencing so that customers can get influenced to use their services
(Babin, and Zikmund, 2015). Thus all such techniques are there with hotel to promote their
services in market. Mainly hotel is using the promotion technique to let customers know that
what type of products and services with facilities hotel are with and the top quality restaurants
are also there which take care of people and serve the healthy food to customers (Armstrong and
et. al., 2011). The restaurant includes like Japanese, vegetarian and having complement to this.
Although the content used in promotion should be attractive and innovative so that consumer can
use such services for once at least or may become the existing customers for longer period even
though. Promotion technique is used not only for the local customers but even though travelers
also can get attracted with such advertisement and goes to such hotel to stay and if get satisfied
with product and service then he/she will become the existing customer for long. Normally,
promotion has to be done in such a way which bring customer motivated to use their facilities for
once (Sheth, and Sisodia, 2015). Innovation and creativity help hotel to attract the customer in
proper manner.
CONCLUSION
As per the given case it can be concluded that in order to develop new product line it
become important for the company to critically examine all the factors that affect in achieving
both long and short term goal. Companies are require to investigate the both internal and external
factor that influence the overall functioning and performance of company. They use various tools
in order to critically examine those factors such as SWOT, PESTLE, PORTER 5 FORCES etc.
which gives better perspective of rivalry firms as well.

REFERENCES
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