The Body Washer: A Marketing Plan for the United Arabic Emirates

Trabajo de Seminario , 2010 , 30 Páginas , Calificación: 1.7

Economía de las empresas - Marketing en línea y fuera de línea

The Body-Washer has been introduced to the European market just lately aiming for the healthcare sector. Due to the versatile concept of the product and the ease of use additional interest from the hotel sector and from private households for wellness and nursing purposes arises. Furthermore, the Arabic peninsula, in particular from the UAE, has signaled interest in the unique product.

Subsequently the UAE market in this regards is analyzed from two different perspectives. The analysis was done on a micro- as well as on a macro-environmental view. The investigations are on the company itself, the suppliers as well as customers and competitors on the one hand side and local aspects such as political, economic and social trends on the other. Together with the SWOT analysis of the product with respect to the UAE market a marketing strategy has been developed. As part of the marketing strategy, a market segmentation was done in order to derive the target market for the Body Washer in the UAE, the health care as well as the tourism sector.

For the target market segments a “4P” analysis (price, product, place and promotion) has been done followed by an implementation plan accordingly. The conclusion and the ITM checklist are finalizing the marketing assignment on the Body Washer marketing plan for the UAE summarizing the main aspects.

Table of Contents

Executive Summary.

List of Abbreviations

List of Figures

1. Introduction
1.1. Problem Definition
1.2. Objectives
1.3. Methodology

2. Marketing Plan
2.1. Marketing Environment
2.1.1. Microenvironmental Analysis
2.1.2. Macroenvironmental Analysis
2.2. SWOT Analysis
2.2.1. Strengths
2.2.2. Weaknesses
2.2.3. Opportunities
2.2.4. Threats
2.3. Marketing Strategy
2.3.1. Market Segmentation
2.3.2. Market Targeting
2.4. Marketing Mix
2.4.1. Product
2.4.2. Price
2.4.3. Place
2.4.4. Promotion

3. Roll-Out Plan

4. Conclusion

5. ITM Checklist

Bibliography

List of Abbreviations

Abbildung in dieser Leseprobe nicht enthalten

List of Figures

Figure 1: SWOT analysis (self-developed)

Figure 2: Customer profile for different market segments (self-developed)

Figure 3: The Four-P framework according to Jerome McCarthy (Kotler 1999, p. 96)

Figure 4: Body-Washer GmbH FY11 Project Plan (self-developed)

• Universidad: University of applied sciences, Munich
• Curso: MBA
• Calificación: 1.7
• Autor: Dipl. Ing. MBA Matthias Beer (Autor)
• Año de publicación: 2010
• Páginas: 30
• No. de catálogo: V262134
• ISBN (Ebook): 9783656509400
• ISBN (Libro): 9783656509684
• Idioma: Inglés
• Etiqueta: Body, Washer, UAE, Marketing, Plan, Porter, B2B, B2C, USP, SWOT, GDP, IMF, DHCC, MPR, SEO