Business Plan: Trading Dates and Products Between Tunisia and Europe

This assignment presents a comprehensive business plan for a trading company focused on the import and export of dates and date-related products between Tunisia and Europe. The plan includes a thorough literature review, analyzing industry trends, market size, growth rates, and competitor analysis, including a comparison of companies like Simonds FarsonsCisk, FarsonsCisk, Emmanuel Delicata, and Air Malta. It outlines the business idea, marketing mix (product, place, price, promotion), segmentation, target market, and positioning strategies. The research methodology, data analysis, and discussion sections are included to support the plan's feasibility and potential for success. The plan aims to leverage Malta's strong trade relations, particularly with Europe, to establish a viable business venture. The business plan also includes the company's marketing mix, segmentation, target market and positioning strategies.

Trading company that trades
between Tunisia and Europe
selling dates and products
containing dates in any form.

Table of Contents
LITERATURE REVIEW...........................................................................................................3
Determine the trend of industry.............................................................................................3
Industry size, growth rate and competitor analysis................................................................4
Business idea for the existing company.................................................................................6
Marketing mix analysis..........................................................................................................6
Segmentation..........................................................................................................................7
Target Market.........................................................................................................................7
Positioning..............................................................................................................................7
Through knowledge and comprehension of an industry........................................................8
Understanding the relevant concept and theories of business model.....................................9
Summary and clear understanding of principal issues.........................................................10
RESEARCH METHODOLOGY.............................................................................................10
DATA ANLYSIS & DISCUSSION........................................................................................15
REFERENCES.........................................................................................................................21

Title: Trading between the Tunisia and Europe by selling dates and its related products in
any form
LITERATURE REVIEW
Determine the trend of industry
In accordance with the view of Badger(2020) the success of Malta is completely
depend upon the financial services and with the emerging trading companies, it increase the
overall economy of the country as well. From 2020 March, it is analyzed that industrial
production is Malta is advanced by 5.5% and it is continuously increases from last month
around 13.7 %. This, shows that there is a sudden rise in the condition of the industry but on
the other side, it also affect the overall product and slower down the capital goods as well. In
addition to this, Hornok and et.al., (2020) also stated that with the report of World Economic
Forum Competitiveness Report of 2012- 2013, it is determine that Malta is ranked as 15th
among all 144th countries in the term of financial market development. As the trading
industry mainly imports cargo and different material, but now it wants to expand the industry
and that is why, it wants to import the product related to dates.
Vaghela and Tan(2018) present their views that from last many years, Malta is inly
import the product related to Petroleum by using boats and raw material related to
agriculture. But on the other side, government is also try to made policies which help to meet
the promote the products and issue a ten year agricultural policy in which, government also
involve all the stakeholders and take help to make decision by private firm as well. Fangand
et.al., (2020) Stated that due to increase in the competitiveness of active farmers who are
mainly focus on the providing good quality of food and products to their customers by
encouraging diversification as well.
On the other side, it is also determine byAquilina(2020) that Malta is consider as a
developing country for Olives and there is no production related to dates. But it is consider as
a good raw material to make wine and that is why, by start making efforts in this will help the
country to become a top country in the financial market development. Through investing into
this, company and start importing the product related to dates such that wine, food material
will help the country to enhance the customer base and also assist to occupy new market
share in the overall business.

Industry size, growth rate and competitor analysis
Giannino, Di Maio and Vianelli(2020) explain in their study that Malta is completely
dominant in US market and it is joined European Union in 2004. Also, the trade relation with
the Maltese government of the Europe is so strong such that Maltese exports to US amount
$158.7 million and it is consider 4% of the Malta total export. Thus it is stated that there is a
strong relation of Malta export- import with Europe and that is why, investing into trade of
dates and its related product will be more beneficial for the company. As the study shows that
Malta import fuel and gas, aircraft engines and different machinery product to the US and on
the other side, it export medicines and device for therapeutic purpose which clearly shows
that the country has a strong brand image and sufficient food that helps to meet the define
aim and objectives.
AsZang and et.al., (2020) present their views that with import and export, there is an
increase in dollar up to 2.9% in 2016. In addition to this, the size of industry is also increases
which is clearly stated by the increase in the export and import rates. Also, it is analyzed that
Malta trading company represent around 14.2% of the total export and import to the total
GDP of the country, hence, this is stated that it help the country to increase the GDP in
positive manner. That is why, it is suggested that the firm must start investing into the trading
of dates and its related product so that it will help to meet the define aim and sustain the good
market share as well.
Competitor analysis
There are so many trading firm which provide the best services and product to their
customers but they all are famous for their own uniqueness. Thus the competitor analysis is
as mention below:
Basis of
differentiation
Simonds
FarsonsCisk
Emmanuel Delicata Air Malta
Product This company only
trading the product
which are related to
brewing, production
and also deal with the
This company is only
deal with the wine
producer and also, keep
some indigenous grape
varieties. In addition to
The quoted firm import
the product through
airline means and it also
operate the services and
import product at

selling of beers and
soft drinks. In addition
to this company also
import the product i.e.
wholesale, retail of
food as well as
beverages.
this, to increase the
profitability, the
company also import
the wine product and
that is why, it is
consider as a largest
privately owned
company in Malta.
international level as well
(Hornok and et.al.,2020).
It is so because it has its
own cargo system which
help to transport the
things using air as a
medium.
Price Simonds FarsonsCisk
is using competitive
pricing strategy and
that is why, it will help
the firm to meet the
define aim and
objectives. Through
this pricing strategy,
company mainly
analyse the rival’s
strategy and then
apply for the same.
This company uses
seasonal pricing
strategy and
penetration strategy
which help to grab
attention of many
customers. On the
other side, company is
also changes its pricing
on the basis of change
in the demand of
customers (Badger,
2020).
Air Malta uses skimming
pricing strategy in which
the firm charges are
higher as compared to
others rivals because it
deal with high quality of
services with proper care
of cargo. In addition to
this, using this strategy
the quoted firm help to
minimize the investment
rate and sustain the brad
image as well.
Promotion The company uses the
modern form of
promotion method
which includes online
marketing and use of
social media that helps
to attract range of
people.
The company uses both
modern and tradition
method and sometimes
also offer the discounts
to their customers.
Air Malta only uses
modern form of
traditional which
includes, leaflate and
publish the ads in
magazines in order to
attract range of
customers.

Business idea for the existing company
The product idea is all about to import the dates and its related product in order to
establish new market share in new country. It is analyzed that Malta is famous for importing
agriculture in other countries and in the same way, when the quotes trading firm will start
importing dates and its related product to Tunisia and Europe then it will be more beneficial
for the firm and this in turn assist to meet the define aim, also sustain the brand image at
international level. As per the present scenario, Simonds FarsonsCisk majorly focus on
importing the food and beverage to other country but when it start importing dates to Europe,
it will assist to raise the financial position and easily compete Air Malta as well.
It is also analysed that this business idea is quite viable because none of the other rival
firm offering the same product and that is why, it will help to those retailer who wants to
enjoy importing the product in new market (Kharat,Tibe and Chitnis, 2020). On the other
side, it is also examine that Malta is known as a top developing country for agriculture sector
and the economy is also good because of trading sector between many countries. Thus, it can
be stated that investing in this business in more beneficial and successful for Simonds
FarsonsCisk.
Marketing mix analysis
Linder and Williander(2017) stated that marketing mix refers to those tools which are
used to promote the product and services at different level. There are four types of marketing
mix analysis which are as mention below:
Product:Simonds FarsonsCisk is mainly deal in importing Maltese food and beverage
product to other countries. The business is currently working in selling distribution of beer
and soft drink product and with these range of product, company will also start dealing with
importing Dates to new consumer which in turn assist to meet the define aim and also leads
to expand the current market as well.
Place:Simonds FarsonsCisk is deal with many countries and with addition to new
product, company has to set new client and customer for the same I.e. Tunisia and Europe.
Hence, it can be stated that by adding new services to the existing product will help to meet
the define aim and increase the market share at new country as well (Ho, Pang and Choy
2020). Therefore, importing the product between Tunisia and Europe will be more beneficial
because in that state, customer consume lot of product related to dates.

Price: As it is a new business plan, that is why, Simonds FarsonsCisk has to make
sure that the company has to keep the price of the product low and that is why, it uses
penetration pricing strategy in which the company rapidly reach to new market and attract
range of new customer, with low price (Pogorelovaand et.al., 2016).
Promotion: To offer new product in totally new market, the company has to use new
and advance marketing tools which help to attract range of new customers. That is why, at
initial stage, the company has to make attractive advertisement and this must be published in
newspaper and billboard so that it attract new customers (Tomczak, Reinecke and Kuss,
2018). The company should make sure that the advertisement present proper message and
provide detail of new service offered by Simonds FarsonsCisk. As a result, the company has
grab a range of new customers which in turn assist to sustain the brand awareness at global
level.
Segmentation
Massa, Tucci and Afuah(2017) present their views that market segmentation is that
process of dividing the market of potential customer on the basis of group, segment and
different characteristic. In the same way, as per the current situation, the company is also
segment the people on the basis of geographic segmentation because the people are located in
different location and that is why, company has to segment as per their interest, taste and
preferences. So, the company has to make sure that both Tunisia and Europe have different
taste and religion and that is why, the company has to make sure that it provide the service by
analyzing the need and wants of customers. In addition to this, Simonds FarsonsCisk may
also segment their business on the basis of occupation, so that it will target the retailer who
wants to purchase the product of dates and this in turn assist to enhance the brand image and
increase market share as well.
Target Market
Simonds FarsonsCisk target manly retailer and those people who prefer to eat product
made up from dates. That is why, to meet the demand of target people, quoted firm uses
differentiated strategies in which the company mainly target the large group of people with
total market so that it will help to meet the demand of customers. Also, it is analyzed by
Linder and Williander(2017) to investing into new business, company should make sure that
its target market in strong because it will help to attract range of new customers and enhance

the financial position of the company which is not possible when company did not use strong
target market.
Positioning
Bocken and et.al.,(2016) stated that positioning strategy refers to the strength and
weakness of the company such that it will help to meet the define aim and objective of the
company. In the same way, Simonds FarsonsCisk is also offer the new and unique product to
their target market which is not offered by its rival firm, i.e. products made from dates and
dates itself. Hence, it can be stated that the USP of the company is completely different from
others and also, the price of the service is also low as compared to others. That is why, it
adopted differentiation as a positioning marketing strategy which help to meet the define aim
and objectives of the firm.
Through knowledge and comprehension of an industry
Malta is the developed country which has a population of around 4.75 lack and it is
majorly famous for farming. From last many years, country is importing the product related
to food and beverages and that is why, there is a need to change the market into new region
which in turn assist to attract range of customers. On the other side, government of the
country is also focused on developing rules that further help to grow the sector in new era.
Srnicek(2017) stated that the Maltese are the well- known for fried date delicacies which is
also known as Imqaret and Malta is also imported from the Middle East.
In addition to this, also stated that Christensen, Bartman and Van Bever (2016) when
the study conducted by Arab Organization for Agricultural Development has revealed that
dates sector in Tunisia will face many problem such that excess of production on local
market. But the country is also focus on developing new strategy that is “Green Morocco”
program which also help to minimize the challenges and increase the production rate of the
Dates. As the situation of Tunisia is clearly examine and that is why, Malta has to take
advantage from this situation and start importing the Dates to this area in order to meet the
define aim and objectives.
Moreover, from the secondary data it is analyzed that there are around 37% of the
import done from European market to Tunisia, while 3% of the import is done through Asian
market. That is why, it is analyzed that in order to increase the import rate, Malta should start
investing into this and start importing dates and its related product to Europe and Tunisia. It
is also analyzed by Evans and et.al., (2017) that the farmers have weak- financial resources

and they do not have good range of supervisor, further, due to not having specific guidelines
related to agriculture sector, Tunisia is not able to produce the dates and that is why, it is
country did not producing dates. In order to took advantage from this situation, Simonds
FarsonsCisk should invest into import business which in turn assist to meet the define aim
and objectives of the firm as well.
Understanding the relevant concept and theories of business model
The business model help the company to determine the actual performance and also
analyze whether it is able to meet the define aim and objectives. These model are as mention
below:
 Gary Hamel’s business model: this model is consist of four key stages, such that
customer interface, therefore, as per the current situation, the quoted firm is has
develop a good customer relationship by offering new services to their customers.
Next is core strategy, which means it uses differentiation strategy that helps to meet
the define aim and start importing the product related to dates (Vaghela and Tan,
2018). Third is, strategic resources which means it core competencies i.e. good quality
of services and last is value network which means, Simonds FarsonsCisk has to tie up
with the range of suppliers and partners.
 Stakeholder theory :Caruana(2016) stated that the company has to make sure that
while developing new business, it is necessary for the firm to take interest of all the
stakeholders so that it will assist to determine the decision is correct or not. Also, this
theory assist to involve all the stakeholders in the decision making process so that all
the members provide their views in order to make the business plan successful and
also realize the stakeholder that they are also an important part of the company as
well.
Business Model Canvas
Key Partners
 Suppliers
of dates
Key activities
Dates will be purchases
and start importing the
product
Value Propositions
Best quality of crops
Customer
Relationships
Through best
marketing option such
that online marketing
Customer Segments
Retailers and people
who prefer to eat
Dates.
Key resources Channels

Experienced staff
Financial resources
Technological resource
Online marketing
Cost Structure
Transportation cost will be added and
raw material channel is added
Revenue Streams
Revenue earn from retailer
Direct customers
Summary and clear understanding of principal issues
Through the above, it is summarized that in order to produce dates, climatic condition
creates direct impact upon the business of dates and it is also analyzed that due to excessive
global warming, the company is not able to able to produce the dates. As in other country the
quality of dates and its related product is low and that is why, it is essential for the Simonds
FarsonsCisk to import in this because Malta is based upon agriculture sector. Therefore, it is
stated by Vaghela and Tan(2018) that elevation in the cost of purchase is consider another
issue which is related to the topic and it is so because economic condition of Tunisia is not
stable and due to inflation rate, the cost of farming is also high which in turn increase the
rates of dates. That is why, it is better option to import the dates and its related product to the
customer of Tunisia and Europe.
Apart from this,Hutaurukand et.al., (2018) explain their views that fluctuation in the
economic condition of the country is also consider another principle issue, such that every
country have their own domestic and international factor which affect the success of the
business. That is why, there is a need to cope up with this in order to control in situation.
Also, from this above, it is also summarized that investing into this business is more viable
such that it will help to increase the business and market share of the company without
affecting the business in negative manner.

RESEARCH METHODOLOGY
Research Type: Research is the type of the study which is generally conducted by the
researcher for the purpose of carrying out different solution of the issue which are being
faced by the company in the long run. There are two different type of research type which is
generally used by different scholar in the market that is Quantitative research type and
qualitative research type (Fletcher, 2017). Quantitative research type is generally adopted by
the researcher at the time of collection the data in the numerical form and which are analyzed
in the organization with the help of the mathematical method. It mainly used to indicate in the
form of presenting the information in statistic form. At the same time Qualitative research
method is the type of the research type which generally used to undertake by gathering open
ended conversational communication in the market This method mainly adapted regarding
raising questionnaire from the participants and gathering the original information
For conducting these researches for the organization, researcher will be using qualitative
research type to conduct this sort of the research in the organization in this method researcher
will be collecting the different data with the help of different questionnaire procedure to raise
questions from respondent. Another reason for selecting these sort of research type in the
organization was same that it was getting difficult for the researcher to carry out the outcome
of the research in the numeric form.
Research approach- the research approach is the plan or the process which includes
the different steps of the different assumption relating to the methods of data collection,
analysis and the interpretation of the data. The approach of the research is based over the
problem of the research problem. The two different type of research approach is the inductive
and deductive approach. The inductive approach is the one which help assist the researcher in
formulating the aim and objective relating to the research objective. Thus, this approach is
more suitable with the qualitative type of research. On the other side the deductive approach
is the one under which the researcher formulate the hypothesis and then try to test the
hypothesis that whether it is correct or not. The research approach is very important to e
decided in advance as this help the researcher in assessing the fact that how they will be
going to conduct the study in proper and effective manner. Thus, both the approach of
research is important at their place. For the present study the researcher will make use of the
inductive approach as this is more suitable for the researcher in identifying the fact that
whether the company will be able to trade dates in between Tunisia and Europe.

Research philosophy: While conducting research, researchers generated various
beliefs, ideas and thoughts related to the research topic. Research philosophy is the process
which leads to generations of all that belief and ideas. Research Philosophy is used to
gathered important information related to topic and analysis and interpret it to collect actual
information. It can be done in two ways i.e. Interpretivism and positivism. Interpretivism
refers to evaluated the collected data and importance elements are interpreted from the data to
get accurate and better outcomes. It also emphasizes that accurate data can not only collected
by conducting a interview with the respondents rather secondary method can also used i.e
data can be collected from various previously collected sources. In respect of positivism
method, ideas and factual knowledge are gained through collecting data which are also
indicated by it.
In this type of research, researchers generally prefer Interpretivism method as it
collect data by quantitative procedures and help in interpreting such data in more prominent
ways. In this method actual data has to be examined by researchers if questionnaires are used
to collect data and also it need to properly evaluate the actual data and present it in proper
way. It also help in make our research different from others as it help in showing the actual
and important data. It is very much important and necessary for research to take examples of
luxury industry for identifying the reason behind their success and the procedures and plans
followed by them to achieve their goals in such a effective and efficient ways. It is important
as the data should be gathered after examining and evaluating different decision which may
be taken by the organization in the market . The main benefit researchers have by using such
aspects is that it help researchers to collect and represent useful information and also help in
providing various effects of using more innovative marketing techniques. The earlier
knowledge of such barriers will help in facing such barriers easily and help in overcoming it
by taking proper decisions regarding it timely and efficiently.
Data collection: Researchers need to gathered all the relevant information regarding
research topic by systematically approaching to several sources for collecting accurate and
reliable data. It is collected from various sources as it provide view of different respondent
which help researchers to reach at a particular results (Goldberg and et.al., 2017). Data
collection includes asking various questions from respondents, making predictions and
evaluating the outcomes to reach at a important information and help in identifying the future
trends and the probabilities. Data, which has been collected by researcher, should be accurate
and reliable because accuracy of data will define the integrity of the research, it also help in