Marketing Assignment.

MARKETING PLAN

A Taste of Home for Western Expats INTRODUCTION

SEGMENTATION

Saudi Arabia

Bahrain

Qatar

POTENTIAL MARKET

TARGETTING

POSITIONING

CONSUMER HABITS AND LIFESTYLE

PRODUCT RANGE

PRICING

LOGISTICS AND DISTRIBUTION

BUILDING AWARNES AND LOYALTY

LEGAL STRUCTURE FOR SETTING UP BUSINESS IN QATAR

CONCLUSION

SAMPLE FOOD (PICTURES

REFERENCE INTRODUCTION

The Middle East and Gulf Region is a US 7 .4-billion food market and is predicted to grow by 11 percent in 2006 . The region 90 percent food and beverage is imported and

has an average annual per captia income of US12500 , which makes it a market for high- end products . The Middle East consumer is not only quality conscious but also taste conscious as a result hundreds of fast food and imported food shops has been mushroomed in past few years catering to the needs of its diverse population , who come from all parts of world

Western` expatriate community in Bahrain , Qatar and eastern Saudi Arabia are substantial , and generally enjoy an excellent standard of living Yet , they miss traditional food items of their home countries , which are not met from the local market . Often they have to plead with visiting friends or relatives to bring some supplies out for them , however that stock doesn 't last long

For Expats , money is not a problem , as they can afford to buy premium items , but problem is an-availability of such products . There is a dire need of lunching business in this niche market to provide Western Expats with the traditional food and give them A Taste of Home ' over seas This report will look at the feasibility of A Taste of Home ' project and will provide strategy to implement the plan

SEGMENTATION

Market segmentation is the process of identifying a specific set of characteristics that differentiate one group of consumers from the rest The socio-cultural segmentation looks at various cultures and nationalities and their preferences . Certain cultural groups tend to have similar needs especially when it comes to food , it is natural to like traditional foods , but in overseas market it is hard to find it

Being a Middle East based company majority of the A taste for home needs be located in the high and premium locations , as Expats (Western normally like to visit modern shopping centers and markets . The food product will consist of American , French , Italian and English traditional food items . A taste of home can initially market in three key locations (Saudi Arabia , Bahrain and Qatar , however there is possibility of further growth in the region , specifically UAE states which have huge amount of Western Expats and they make 5 of UAE population

The following are the three key locations , where the Western Expats will be targeted

SAUDI ARABIA

Saudi Arabia is the largest country on the Arabian Peninsula , with annual GDP of US 242 Billion (2002 . It imported US 29 .7 billion worth of goods , including processed food products as well

Population

The number of Western Expats is Saudi Arabia is about 100 , 000 thousand majorities of...