International Marketing

In addition, the celebrations. Com we Bessie informs that there now exists a huge gap between the rich and the poor in BRB jail, which would lessen when poor people have access to education and the opportunity to develop reading skills. In a recent article dated October 1 , 2013, the www. Goalposts. Com website reports that Brazil now experiences disappointing economic growth. Despite President Dilemma Recourses efforts to revive the economy with stimulus packages and TA x cuts, the GAP grew only 0. 6 percent and both stock market and currency rates plume Ted.Other economic problems in Brazil include: â€Å"high salary costs, falling productivity, an d terrible 2 logistical bottlenecks that Rousseau has not yet addressed† ( l). In addition, Humblers Barbara, president of BEANIE, a lobby group for the elect Nils industry, predicts that unless infrastructure resolves its problems, industry will I continue to suffer ( 1 The website also informs that household consumption grew jus t 0. 1 percent due to inflation which adversely affected the purchasing power of consumers. In order to combat the problem of high inflation Brazil has increase seed interest rates.Brazier's business leaders have also encore raged Rousseau to reform tax a ND labor costs â€Å"so factories can regain their competitiveness at home and abroad† ( 2). Although Brazil now experiences these problems, the article states that Brazier's economy still flourishes in some areas. These areas include: low unemployment, strong foreign investment levels, Recourses approval rate of 80 percent, and a strong harvest and increased agricultural activity. In addition, Guide Ma enter (Brazier's Finance Minister) asserts that the investment growth trend will contain u.The article concludes with David Reese' (an economist for Capital Economics in Loon don) suggestion that Brazil should rebalanced the economy towards investment in 0 order to create growth rates of five percent, which investors want to see ( 3). A recent article in The Economist titled ‘ ‘The Price is Wrong,† and dated September 28, 2013 reports that â€Å"Brazil offers appalling value for money† ( www. Economist. Com 1). The article states that a pizza in Brazil costs 530 and also that a cheap, windowless hotel room in ROI costs $250/ night.The article also reports that 3 payroll taxes are 58% Of salary, that a Broadminded car costs 45% less in Mix than in Brazil, that a smartened costs 50% more than in the US, and that large domestic appliances and cars cost 50% more than in other Mendocino coo entries. The article presents the following reasons why these problems exist in Brazil: or infrastructure, high crime rates that necessitate an army of 650,000 security g awards, expensive office rents, expensive credit, decreased household consumption, a decreased exports of manufacturing goods.The article explains that the Brazil liana people go on foreign shopping sprees in order to make more e conomical purr chases and to avoid the â€Å"Custom Brazil† which â€Å"refers to the increased operational costs ass associated with doing business in Brazil, making Brazilian goods and services more expel noise compared to other countries† ( www. Economist Another recent article in , titled â€Å"Stuck in the Mud,† and dated June 8, 201 3 describes the current economic growth of Brazil as feeble limited.The article informs that Brazil now experiences a trade deficit, a shrink king primary fiscal surplus, and growing government debt mainly due to domestic rigidities. The article also discusses Dilemma Recourses efforts to â€Å"stimulate growth by hike Eng public spending and the minimum wage, and forcing starters banks to lend more† ( 2). Again, despite these efforts, consumer confidence continues to suffer, which greatly impairs economic growth.The government (the Centre al Bank) has responded by increasing base interest rates to 8% in addition to elim inate g a tax on foreign purchases of bonds in order to increase currency inflows and to â€Å"slow the weakening Of the real† ( 2). The government has also attempted to 4 solve these problems by encouraging investment and discouraging consumption Ion. However, these efforts proved unsuccessful for the steamrollered oil giant p terrors, for the grandmotherly industry, and for the electricity and banking industry sees.Other attempts to correct the dismal situation include: investments in the oil industry Y, the government's attempts to attract bidders to its road and rail concessions, and stimulating sales to increase business confidence. However, the challenging a ND diverse political landscape in Brazil, as well as Recourses inability to be diploma attic, will most likely cause further corrective actions to be unsuccessful. Http://Brasilia. Com/economy/ http://www. interdependence. Com/Brazil/economy. HTML http://www. celebrations. Com/bristlecone. HTML http://www. Goalposts . Mom/dispatch/news/thunderstorms/131001 / barometrically http://www. Economist. Com/news/ species Loretta/21 586678whybrazi I paraprofessional's Americas/21579048feeblegrowthhasforcedchange c b. Demographics As of July 2012, Brazil had a population of 199,321,413 people, with the majors y being in the 2554 age range. The majority of their population (87%) resides in urban areas. The largest city in Brazil is SAA Paulo with about 20 million residents. Ri o De Jeanine, where the 2016 Summer Olympics will be held, is the second largest c tit with about 12 million residents.In terms of diversity, over half of Brazier's residents are Caucasian and the sec 5 largest group is mulatto (mixed), making up almost 40% of the total population n. The official and most widely spoken language is Portuguese. The largest religious group IS Roman Catholic, with almost thirds of the demographic. A vast majority of Brazilian are literate with 89% of the population fifteen years old and over be inning a ble to read and write. ( http://www. Undermine. Com/Brazil/demographics_profile. HTML ) c. Cultural information Sports are very popular and important in Brazil.Most citizens regularly follow participate in various sport activities. The most popular sport in Brazil is foot all (American soccer). It is said that football â€Å"†¦ Is in the blood of the people of Bra Brazier's tropical climate is excellent for playing and practicing football. Brazil is also the only country to have participated in and qualified for all of the Football World Cups to date. The Brazilian soccer team is known all over the world for their brilliant Pl areas. Everyone in Brazil, from small villages to large cities, is known to go crazy for t heir country during the World Cup.Brazilian are known for the pride they feel for their country during sporting events. Brazil holds the most wins for the World Cup with five wins, known to Brazilian as the â€Å"Pentane†. The most dollied Brazilian soccer P l areas are Cafe, Aid, Ronald, and Reinhold. Sports such as sailing and golf are considered to be for the high class and are not accessible to the general public. Brazilian also enjoy footloose, basketball l, tennis, auto racing, and volleyball ( http://www. Mayflowers. Com/Brazil/sports/ Women's football has gathered an increasing share of interest in Brazil.The country's SST ring of successes in volleyball since the midnight century have made it Brazier's second most 6 popular sport. Municipal governments often provide volleyball courts and 10th recreational equipment for the country's beaches, including ROI De Jeaneries FAA moss Copernican and Panama. Brazier's beaches are gathering places for young pee people, the more athletic of which play football and various racket games. Brazilian chasm pincushion of beach football and volleyball draw thousands of spectators and television.Brazil has competed in every Olympic Games since 1920, except the 1 928 Summer Games in Amsterdam. It has been successful in many events, include Eng transfixed, swimming, yachting, and such team sports as football, volleyball l, and basketball. In 2009 the International Olympic Committee selected ROI De Jeanie or as the site of the 201 6 Summer Games. It was the first city in South America to be chi seen to host the Olympics. Http://www. Britannica. Com/Checked/topic/781 01 ‘Brazil/25115/ Superconductivity II.Background on Underarm (Mary Kate) under Armor, a relatively new company was established in 1 998 by a former University of Maryland football player, Kevin Plank, who was sick of repeatedly changing his sweat soaked Theists during football camp and took it upon him elf to invent a new type of This that would keep athletes cool, dry and light by rep ailing moisture. Under Armor has come a long way from young Kevin Plank selling Theists along the east coast out of his grandma's basement-?on November 18, 2005 Under Armor went public and became the first Seabed initial publi c offering to do blew on the first day in five years.Over the years the company began to expand its pr duct line to providing clothing for different weather temperaments, creating equipment t for various 7 sports fields, as well as developing lines for women and children. They have e expanded from the clothing collegiate sports team and now sponsor numerous professor Anal sports teams and world's athletes which include Olympian, national champions, etc. They have expanded in a global scale to Europe, China, Canada, Japan, parts of LATA America and are known as a global leader in performance footwear, apparel, accessories.Today, Under Armor has revenues approaching $2 billion dollar s and continues to maintain its mission to â€Å"make all athletes better through passion , design, and the relentless pursuit for innovation by creating exchanging products t hat provide an advantage for athletes. † Under Armor takes its corporate responsibility very seriously. As outlined on its companies website, AU operates under the core values with which the comma NY was established: innovation, inspiration, reliability, and integrity.They only seek to do business with third parties that operate under these values as well. Under Ar ours products are made by thirdly manufacturers: consequently, they hold these e third parties to the high standards in which they hold themselves. AU will not do buy seines with any companies that use any form of forced labor, child labor, or harass .NET/abuse on their employees. The CIA suppliers and subcontractors must provide their employees with a safe and healthy working environment and comply with all laws and re solutions.AU must provide employees with at least legally mandated minimum wage an d benefits. The employees of CIA and its suppliers or subcontractors are not forced to woo ark more Han 48 hours with 12 hours overtime and countries that have no limit on how RSI worked must provide one day Off out Of every seven days Of work. CIA complies with a 8 environmental regulations, rules, and standards as well as making all subsonic reactors and contractors comply with all local, state, federal, national, and international I laws, rules, and regulations in the company of manufacture.The suppliers and sub contractors are regularly monitored by ALGA internal employees and third party contractors . As well as taking corporate responsibility seriously, CIA prides itself on its community involvement. They created CIA Giveback which partners with prior ms that are dedicated to finding a cure for breast cancer, environmental sustainability , supporting military and law enforcement, and empowering youth athletes. From a marketing perspective, Under Armor target athletes of all ages as we as fans as they have entered into the collegiate and professional sports appear el market.Internationally, this is an asset to the company as well as having lines of cloths Eng for all ages and genders. AU has unique temperature specifi c clothing that can cater to the specific temperaments as they expand on a global level. However, it appears as if Under Armor is heavily rooted in its football background in America which el eaves room to question the company's success on an international level as it tries to break free of its American football image in countries where the sport is nearly nonexistent. International Marketing In addition, the celebrations. Com we Bessie informs that there now exists a huge gap between the rich and the poor in BRB jail, which would lessen when poor people have access to education and the opportunity to develop reading skills. In a recent article dated October 1 , 2013, the www. Goalposts. Com website reports that Brazil now experiences disappointing economic growth. Despite President Dilemma Recourses efforts to revive the economy with stimulus packages and TA x cuts, the GAP grew only 0. 6 percent and both stock market and currency rates plume Ted.Other economic problems in Brazil include: â€Å"high salary costs, falling productivity, an d terrible 2 logistical bottlenecks that Rousseau has not yet addressed† ( l). In addition, Humblers Barbara, president of BEANIE, a lobby group for the elect Nils industry, predicts that unless infrastructure resolves its problems, industry will I continue to suffer ( 1 The website also informs that household consumption grew jus t 0. 1 percent due to inflation which adversely affected the purchasing power of consumers. In order to combat the problem of high inflation Brazil has increase seed interest rates.Brazier's business leaders have also encore raged Rousseau to reform tax a ND labor costs â€Å"so factories can regain their competitiveness at home and abroad† ( 2). Although Brazil now experiences these problems, the article states that Brazier's economy still flourishes in some areas. These areas include: low unemployment, strong foreign investment levels, Recourses approval rate of 80 percent, and a strong harvest and increased agricultural activity. In addition, Guide Ma enter (Brazier's Finance Minister) asserts that the investment growth trend will contain u.The article concludes with David Reese' (an economist for Capital Economics in Loon don) suggestion that Brazil should rebalanced the economy towards investment in 0 order to create growth rates of five percent, which investors want to see ( 3). A recent article in The Economist titled ‘ ‘The Price is Wrong,† and dated September 28, 2013 reports that â€Å"Brazil offers appalling value for money† ( www. Economist. Com 1). The article states that a pizza in Brazil costs 530 and also that a cheap, windowless hotel room in ROI costs $250/ night.The article also reports that 3 payroll taxes are 58% Of salary, that a Broadminded car costs 45% less in Mix than in Brazil, that a smartened costs 50% more than in the US, and that large domestic appliances and cars cost 50% more than in other Mendocino coo entries. The article presents the following reasons why these problems exist in Brazil: or infrastructure, high crime rates that necessitate an army of 650,000 security g awards, expensive office rents, expensive credit, decreased household consumption, a decreased exports of manufacturing goods.The article explains that the Brazil liana people go on foreign shopping sprees in order to make more e conomical purr chases and to avoid the â€Å"Custom Brazil† which â€Å"refers to the increased operational costs ass associated with doing business in Brazil, making Brazilian goods and services more expel noise compared to other countries† ( www. Economist Another recent article in , titled â€Å"Stuck in the Mud,† and dated June 8, 201 3 describes the current economic growth of Brazil as feeble limited.The article informs that Brazil now experiences a trade deficit, a shrink king primary fiscal surplus, and growing government debt mainly due to domestic rigidities. The article also discusses Dilemma Recourses efforts to â€Å"stimulate growth by hike Eng public spending and the minimum wage, and forcing starters banks to lend more† ( 2). Again, despite these efforts, consumer confidence continues to suffer, which greatly impairs economic growth.The government (the Centre al Bank) has responded by increasing base interest rates to 8% in addition to elim inate g a tax on foreign purchases of bonds in order to increase currency inflows and to â€Å"slow the weakening Of the real† ( 2). The government has also attempted to 4 solve these problems by encouraging investment and discouraging consumption Ion. However, these efforts proved unsuccessful for the steamrollered oil giant p terrors, for the grandmotherly industry, and for the electricity and banking industry sees.Other attempts to correct the dismal situation include: investments in the oil industry Y, the government's attempts to attract bidders to its road and rail concessions, and stimulating sales to increase business confidence. However, the challenging a ND diverse political landscape in Brazil, as well as Recourses inability to be diploma attic, will most likely cause further corrective actions to be unsuccessful. Http://Brasilia. Com/economy/ http://www. interdependence. Com/Brazil/economy. HTML http://www. celebrations. Com/bristlecone. HTML http://www. Goalposts . Mom/dispatch/news/thunderstorms/131001 / barometrically http://www. Economist. Com/news/ species Loretta/21 586678whybrazi I paraprofessional's Americas/21579048feeblegrowthhasforcedchange c b. Demographics As of July 2012, Brazil had a population of 199,321,413 people, with the majors y being in the 2554 age range. The majority of their population (87%) resides in urban areas. The largest city in Brazil is SAA Paulo with about 20 million residents. Ri o De Jeanine, where the 2016 Summer Olympics will be held, is the second largest c tit with about 12 million residents.In terms of diversity, over half of Brazier's residents are Caucasian and the sec 5 largest group is mulatto (mixed), making up almost 40% of the total population n. The official and most widely spoken language is Portuguese. The largest religious group IS Roman Catholic, with almost thirds of the demographic. A vast majority of Brazilian are literate with 89% of the population fifteen years old and over be inning a ble to read and write. ( http://www. Undermine. Com/Brazil/demographics_profile. HTML ) c. Cultural information Sports are very popular and important in Brazil.Most citizens regularly follow participate in various sport activities. The most popular sport in Brazil is foot all (American soccer). It is said that football â€Å"†¦ Is in the blood of the people of Bra Brazier's tropical climate is excellent for playing and practicing football. Brazil is also the only country to have participated in and qualified for all of the Football World Cups to date. The Brazilian soccer team is known all over the world for their brilliant Pl areas. Everyone in Brazil, from small villages to large cities, is known to go crazy for t heir country during the World Cup.Brazilian are known for the pride they feel for their country during sporting events. Brazil holds the most wins for the World Cup with five wins, known to Brazilian as the â€Å"Pentane†. The most dollied Brazilian soccer P l areas are Cafe, Aid, Ronald, and Reinhold. Sports such as sailing and golf are considered to be for the high class and are not accessible to the general public. Brazilian also enjoy footloose, basketball l, tennis, auto racing, and volleyball ( http://www. Mayflowers. Com/Brazil/sports/ Women's football has gathered an increasing share of interest in Brazil.The country's SST ring of successes in volleyball since the midnight century have made it Brazier's second most 6 popular sport. Municipal governments often provide volleyball courts and 10th recreational equipment for the country's beaches, including ROI De Jeaneries FAA moss Copernican and Panama. Brazier's beaches are gathering places for young pee people, the more athletic of which play football and various racket games. Brazilian chasm pincushion of beach football and volleyball draw thousands of spectators and television.Brazil has competed in every Olympic Games since 1920, except the 1 928 Summer Games in Amsterdam. It has been successful in many events, include Eng transfixed, swimming, yachting, and such team sports as football, volleyball l, and basketball. In 2009 the International Olympic Committee selected ROI De Jeanie or as the site of the 201 6 Summer Games. It was the first city in South America to be chi seen to host the Olympics. Http://www. Britannica. Com/Checked/topic/781 01 ‘Brazil/25115/ Superconductivity II.Background on Underarm (Mary Kate) under Armor, a relatively new company was established in 1 998 by a former University of Maryland football player, Kevin Plank, who was sick of repeatedly changing his sweat soaked Theists during football camp and took it upon him elf to invent a new type of This that would keep athletes cool, dry and light by rep ailing moisture. Under Armor has come a long way from young Kevin Plank selling Theists along the east coast out of his grandma's basement-?on November 18, 2005 Under Armor went public and became the first Seabed initial publi c offering to do blew on the first day in five years.Over the years the company began to expand its pr duct line to providing clothing for different weather temperaments, creating equipment t for various 7 sports fields, as well as developing lines for women and children. They have e expanded from the clothing collegiate sports team and now sponsor numerous professor Anal sports teams and world's athletes which include Olympian, national champions, etc. They have expanded in a global scale to Europe, China, Canada, Japan, parts of LATA America and are known as a global leader in performance footwear, apparel, accessories.Today, Under Armor has revenues approaching $2 billion dollar s and continues to maintain its mission to â€Å"make all athletes better through passion , design, and the relentless pursuit for innovation by creating exchanging products t hat provide an advantage for athletes. † Under Armor takes its corporate responsibility very seriously. As outlined on its companies website, AU operates under the core values with which the comma NY was established: innovation, inspiration, reliability, and integrity.They only seek to do business with third parties that operate under these values as well. Under Ar ours products are made by thirdly manufacturers: consequently, they hold these e third parties to the high standards in which they hold themselves. AU will not do buy seines with any companies that use any form of forced labor, child labor, or harass .NET/abuse on their employees. The CIA suppliers and subcontractors must provide their employees with a safe and healthy working environment and comply with all laws and re solutions.AU must provide employees with at least legally mandated minimum wage an d benefits. The employees of CIA and its suppliers or subcontractors are not forced to woo ark more Han 48 hours with 12 hours overtime and countries that have no limit on how RSI worked must provide one day Off out Of every seven days Of work. CIA complies with a 8 environmental regulations, rules, and standards as well as making all subsonic reactors and contractors comply with all local, state, federal, national, and international I laws, rules, and regulations in the company of manufacture.The suppliers and sub contractors are regularly monitored by ALGA internal employees and third party contractors . As well as taking corporate responsibility seriously, CIA prides itself on its community involvement. They created CIA Giveback which partners with prior ms that are dedicated to finding a cure for breast cancer, environmental sustainability , supporting military and law enforcement, and empowering youth athletes. From a marketing perspective, Under Armor target athletes of all ages as we as fans as they have entered into the collegiate and professional sports appear el market.Internationally, this is an asset to the company as well as having lines of cloths Eng for all ages and genders. AU has unique temperature specifi c clothing that can cater to the specific temperaments as they expand on a global level. However, it appears as if Under Armor is heavily rooted in its football background in America which el eaves room to question the company's success on an international level as it tries to break free of its American football image in countries where the sport is nearly nonexistent. International Marketing INTRODUCTION TO THE REPORT & THEME The basic objective of this report is to study about the Global market opportunities for Kandos chocolates & prepare a Strategy to capture it. I would like to take this opportunity to gratefully the Chairman & Board of Directors to give a excellent Opportunity work as International Marketing Manager & I would really enjoying to take the challenging task, which has been mentioned in this whole report. BUSINESS PROFILE 5th May 1962 was an evolutionary day for Sri Lankan confectionery industry due to the commencement of Ceylon Chocolates Ltd.Prior to the establishment of Ceylon Chocolates Limited Sri Lanka was 100% relaying on imports for Chocolates. The main objective behind the pioneering activity of producing chocolates locally is to gain certain advantage on foreign exchange by increasing the local production as well as controlling the imports. In 1970 Kandos became one of most popular brand among the consumers. On the same year the millionaire ind ustrialist Philip Upali Wijewardene acquired full control of Ceylon Chocolate Ltd.During this time Delta confectioner products manufactured by Ceylon sugar company Ltd which was started by Upali Wijewardene1 in 1962 was the leader in sugar confectionery. In 1970 both these companies were amalgamated and the production of Kandos Chocolates and the Delta toffees were merged and started operating as Ceylon Chocolate Ltd. As the next avenue Kandos emerged into global market. Kandos became very successful brand in South East Asian Region. As a result of the above successes in order to take the business towards another step forward Mr.Upali Wijewardena formed Upali Group of Companies and Ceylon Chocolate Limited became one of the subsidiaries. Upali Group of Companies established them as one the large conglomerate and also as a key diversified business enterprise in South East Asia. It was leading in the products such as Chocolate, confectionary, beverages, soap & detergents and also moto r cars, Aviation, Electronics, newspapers, plantation became their key business. From the inception Kandos products were locally distributed by M/S Shaw Wallace & Hedges Ltd. In 1991 Ceylon chocolate Ltd had a mile stone of stepping into their own distribution channel.The head office is located in Colombo & The factory and main stores are located in Kundasale. Another small warehouse is located at Homagama, in order to distribute the chocolates demand of the Colombo city and suburbs. At preset it has 68 Distributors island wide and also it has Delta Toffee plant, Wafer Biscuit manufacturing plant & Pudding manufacturing plants as well. There are two chocolate outlets which are named as â€Å"Kandos Shop†, which produce varieties of products using chocolates and there our plans for future developments as another trade mark operation. Product RangeChocolates are categorized as dark, milk, compound, flavored, filled chocolates and couverture. There are many sub brands under thes e categories with different varieties. Basically the chocolates are classified as Cocoa butter chocolates (CB) and Non Cocoa Butter chocolates (NCB). In NCBs cocoa butter substitute (Hydrogenated Palm Kernel Oil) is used instead of cocoa butter. CB chocolates include Couverture-A, Super Blend, K-21 Collection, Milk and Fruit & Nut, Classic milk, while NCB chocolates include Super-10, Crispy, New Gen, Tak Tik, Kiddies, Super car and Couverture-B.Each category has different varieties. PHASE 1: GOAL SETTING Vision To be the leader in our chosen field in the confectionery industry in Asia. Mission To be the leader in manufacturing & marketing best quality chocolate & confectionery products maintaining the highest brand values in a profitable manner to satisfy the needs of consumers. Long Term Objectives 1)To be the market leader in chocolate industry in Sri Lanka in year 2015. 2)Diversify the Business in to biscuits range, adding varieties of toffees & other confectionaries such as pudd ing, beverages etc in year 2020. )Re-brand Kandos in globally in year 2013. 4)Go to Cocoa Plantation through vertical Integration of Supply Chain Management in Sri Lanka in year 2012 & extend to overseas by year 2016. (China, Malaysia & Indonesia) 5)Re-build new manufacturing plants in China, Malaysia & Indonesia by year 2018. 6)Start Exporting of Biscuits & toffee range in year 2018. 7)Capture the Asian Market by year 2035. (Achieving 60% of Asian market) As go with company Vision, Mission & Long Term Objectives as an International Marketing Manager, I & my division also have following goals. )Execellarate Export market & do the preset Export Orders in effective & efficient manner. b)Re-branding as an International Brand in tourist countries such as Maldives, Seychelles, Mauritius, Singapore, Thailand, Hong Kong & Dubai from year 2013 as a Joint Venture agreement with respective local agents. Planning to capture 40% market share by year 2018. c)Gradually Increase the small Export O rders to countries such as India, Malaysia, Pakistan, China, Japan & Middle East countries by year 2013 onwards. Strategic approach to capture 20% market share by year 2025) d)Go beyond from Exporting & check feasibility of establish own plants from countries such as Malaysia, Thailand, Indonesia or Pakistan to act as true global player by year 2014. e)Capture 25% market share by year 2018 & increase up to 50% in year 2025 from above selected country, which we establish a plant. f)Using the same strategy & builds own manufacturing plants in selected countries, based on prevailing situation in the Asia. Year 2020 & beyond) g)Plan to capture 25% of market share in above mentioned countries in year 2025. h)Gradually positioning the Kandos brand in other Asian countries such as Bangladesh, Nepal, Philippines, Korea, Taiwan, Myanmar, & other Asian countries i)Ultimately we strategically approach to capture 50% of Asian Countries. Functional Strategies Business Strategy: Vision, Mission & Long Term Objectives’ of the Kandos as stated above. Marketing Strategy: How sales, marketing effort will support firm’s Business Strategy.Operation Strategy: It support Business Strategy through specifies the policies & plans for using organizational resource. Strategic Decisions in operation involves products, services, process & technology, capacity, supply chain management, Product Design, Layout Planning & quality etc. Finance Strategy: Develop LT finance plan in order to support Business Strategy. In a simple term, corporate strategies are essentially about what the business wants to achieve. Strategy is about making high-level decisions & forms the management game plan for †¦.. †¢Satisfying customers (meeting customer needs) Running the business (organizing resources in the most efficient & effective way) †¢Beating the competition (strategies $ tactics to gain competitive advantage) †¢Achieving corporate objectives. Corporate business object ives are set at the high level & are quite distinct from any more detailed functional objectives set for the functional areas of a business. The position of corporate objectives in the hierarchy of business objectives can be illustrated as follows; BCG Matrix2 & Ansoff growth matrix2 can be used to explain how corporate objectives achieved through strategy as follows.As far as International market is concern, Kandos is at Growth stage at the Product Life Cycle, since they are in the Export market. We have to decide the place in the BCG Matrix in accordance with stage in the Product Life Cycle. Only Coco Butter ranges chocolates that we are going to market, then we are in Stars level at the Local market. When we consider International market it is in cash cow level, we need to build up strategies to become Star level. GLOBAL STRATEGY FOR KANDOS IN ANSOFF MATRIX 1)Market Penetration – An existing product in an existing market.Therefore to penetrate the market, the company will have to consider the following. †¢Offer competitive prices. †¢New minor changes – Improved taste, different tastes (such as 3 layer chocolates) †¢Sales promotional Activities & advertising. (Push & Pull Strategies’) †¢Positioning in alternative usages. (Gift packs, gift for lovers, promises chocolates) †¢Change the packaging. 2)Product Development – New Product to the Existing Market. †¢Develop white chocolate, Dark Chocolate. †¢Chocolate cake for wedding. †¢Re-launch Coco Powder packet for households. 3)Market Development – Existing Product in a new market. Presence in the global market. †¢Increasing the Chocolate consumption of the elders. 4)Diversification – New Product in a new market †¢Pure Coco Chocolate Biscuit to Middle East. †¢Energy Cocoa Drink. PHASE 2: MARKETING AUDIT FOR INTERNATIONAL MARKET & ASSUMPTIONS The marketing audit3 is a fundamental part of the marketing planning process. It considers both internal internal & external influences on marketing planning, as well as a review of the plan itself. Therefore it’s not involving at the beginning of the process, but also at a series of points during the implementation of the plan.SWOT Analysis, PEST Analysis, Porters Five Forces Model & Value Chain Analysis are most widely used as a tool to marketing audit. In many ways the marketing audit clarify opportunities & treats, and allows the marketing manager to make alterations to the plan if necessary. In this phase as a International Marketing Strategy, and introduces a marketing audit checklist. The checklist is designed to answer the question, what is the current marketing situation? Lets consider the marketing audit under three key headings4; 1)The Internal Marketing Environment. 2)The External Marketing Environment. )A Review of our Current Marketing Plan. The Internal Marketing Environment. What resources do we have at hand? (i. e. Five â€Å"M†s5 ) I. Men (Labour) II. Money (Finance) III. Machinery (Equipment) IV. Minutes (Time) V. Materials (Factors of Production) †¢How is our marketing team organized? †¢How efficient is our marketing team? †¢How effective is our marketing team? †¢How does our marketing team interface with other organizations & internal functions? †¢How effective are we at Customer Relationship Management (CRM)? †¢What is the state of our marketing planning process? Is our marketing planning information current & accurate? †¢What is the current state of New Product Development? (Product) The External Marketing Environment. As a market oriented organization, we must start by asking – What is the nature of our ‘customer’? Such as; †¢Their needs & how we satisfy them? †¢Their buyer decision process & consumer behavior. †¢Their perception of our brand, and loyalty to it. †¢The nature of segmentation, targeting & positioning in our ma rkets. †¢What customers ‘value’ & how we provide that ‘value’? What is the nature of competition in our target markets? Our competitors’ level of profitability. †¢Their number/concentration. †¢The relative strength & weakness of competition. What is the cultural nature of the environment(s)? †¢Beliefs & religious. †¢The standards & average levels of education. †¢The evolving lifestyles of our target consumers. †¢The nature of consumerism in our target markets. What is the demography of our consumers? Such as average age, levels of population, gender make up, & so on. How does technology play a part? †¢The level of adoption of mobile & internet technologies. †¢The way in which goods are manufactured. Information systems. †¢Making communications uses of technology & media. What is the economic condition of our markets? A Review of our Current Marketing Plan. †¢What are our current objectives for ma rketing? †¢What are our current marketing strategies? †¢How do we apply the marketing mix? (Including factors covered above in (a)) †¢Is the marketing process being controlled effectively? †¢Are we achieving our marketing budget? †¢Are realizing our SMART objectives? †¢Is our marketing team implementing the marketing plan effectively? †¢Levels of staffing. †¢ Staff training & development. Experiencing & Learning. 1)SWOT Analysis STRENGTHWEAKNESSES †¢Brand Value †¢50 years presence in market †¢Good Rapport with Super market †¢Good Rapport with Government †¢High Quality †¢Loyal Employees†¢Did not change with Environmental changes †¢High Cost of Production, sp. Labor †¢Less Advertising & modern marketing approach †¢Problems in Distribution Channel, cause by above matters †¢Failure of facing competition †¢Slowly emergent of Quality issues OPPORTUNITIESTHREATS †¢High growth rate in co untry †¢Consumer pattern is changing for better in confectionary industry †¢Export pportunities, including Maldives, Middle east & Pakistan(SLPFTA) etc †¢Agricultural Economy is enhancing worldwide useful for cocoa plantation. †¢Emergent of New technologies†¢High competition(within other brand & industry in Local & Global brands) †¢Increasing trend of RM prices (Cocoa etc due to inflation, Exchange rate) †¢Encourage to new Entrants (Global through Free Trade Agreements, Horizontal integration of Super Market channel. Ex. Cargill’s have Kist, Cadbury) †¢Rules & Regulations in Food Industry 2)Porters Five Forces Analysis6 of the Kandos Bargaining Power of Suppliers’ )As an industry bargaining power of suppliers are very high, & as per the company it is also high. Examples are as follows. †¢Sugar Industry. Monopolies in the market in worldwide, new entrants are not possible at all. †¢Our Production is comparatively low; he nce bargaining power is less possible in a world market as well as locally to some extent. Ex : Cocoa consumption is very low, considering world market. Coco Butter Substitute usage is low, compare with Ritzbery & Edna. Ritzbery has more bargaining power in Milk powder & Sugar with a synergy effect. )Price determination is high in local Coco beans suppliers; hence it is very price sensitive market. The risk is high comparatively since only Cocoa Beans processing Chocolate Company in Sri Lanka. 3)Packing materials are also playing major role, therefore Edna is doing it their under own control. Ritzbery’s strategy is concerning core business & outsources supporting activities as much as possible. We have waste experience is printing industry & we have to upgrade it to present culture. 4)Direct buying is widespread concept in Food industry, examples are as follows. Elephant House is doing their own Vanila plantation for Ice Cream & Ginger for ginger bear. -Munchee is buying igur u for Samaposha,soya for soya meet. 5)Continually conducting R & D for alternative suppliers & RM. -Ritzbery is doing continuously R & D for alternative suppliers for CBS & other RM too. -Producing Rice cookies, Kurakan biscuits. (by munchee) -Sweet treat (by Kandos) Bargaining Power of Customers’ 1)There is considerable bargaining power of customers in the world market & local since there are few operators are in the chocolate industry.Further switching cost is almost nil, and customers consider taste, quality, attractiveness of packing, advertising & pricing. 2)Generally Sri Lankan consumers are very much price sensitive, so it is obvious all competitors are tend to price competitive, in that condense Customer bargaining power is very high. Ex: Offer product at Rs 5, Rs 10. 3)As a norm Producers are changing customers mind through introducing new Products. Munchee is introducing new Biscuits in regular basis. Ritzbery also doing New Product Development. 4)Advertising also t ool to reduce customer bargaining power & maintain Brand & product Loyalty.Ex : Cream cracker for small hungry. Elephant House ice Cream is new method of giving gifts. New Colours of Lovers, blue (by Ritzbery) Novel way to lovers’ gift, tropica coconut based chocolate by Ritzbery 5)Doing continually market research is helpful to identify customers mind & their consumer pattern changing. Threat of New Entrants 1)Chocolate industry is somewhat challenging industry, therefore there is limited chances to entering this market. Nevertheless there is trend to import & distribute in Sri Lanka, since it has less Business risk. )Diana is latest newcomer to the market & there is trend to enter this market by following Companies in Local & global. -Cargills. They are going to vertical integration Strategy & sell their own brands. Therefore there will be high probability to entering Chocolates market in the future. Ex : Kist, Walls Ice cream,Diana Biscuits (Kist Biscuits) , 3 Coin Beer co mpany,Cargills meet balls, Kothmale Milk Products, Cargills detergents etc -Other players in the super market Industry are also following Cargills. Ex : Keels going to acquire Rich Life MilkArpico is selling their own brands Laufgh Sun up is going to start their own brands. -There is high probability to enter world class Chocolate in to Sri Lanka, since we are booming economy in the region & world, changing consumer patterns & emergent tourist industry etc. -There is also probability to enter chocolate market by confectionary manufacturing Companies as Diversification strategy. Ex : Nestle, Hemas, Maliban,Rigam, Daintee, Cherish etc Threat of Substitute Products 1)In Sri Lankan culture, most of the confectionary products are buying to give as a gift.Therefore following products are competing with chocolate products such as Biscuits, Ice Cream, Gift Vouchers, Sugar, fruits, Fruit Drinks etc. 2)Further there are more products to be chosen by consumers as alternative to eat as a desser t or as snacks. These Products are also including Biscuits, Ice Cream, fruits, Fruit Drinks, Yogurt, Milk packet, Chocolates & many more. 3)As the result of that there is numerous treat to Chocolate industry, & we must focus on increasing chocolate consumption of the general public in order to hike Sales. Ex : Biscuit Consumption per Person has been increased due to advertising & competition.Elephant House Ice cream has increased their sales volume through market development through branding it as â€Å"new method of giving gifts ’’. Sunquick also tried to do market development through branding it as â€Å"new method of giving gifts †. Cream crackers is re-position as â€Å"small hungry† Samahan is positioned to use daily prevents from cold. 4)Knowing culture & consumer pattern through effective market research, we can create delighted customers rather than satisfying customers. Competitive Rival within Industry 1)Price competition is done by Edna, Ritzb ery is compete through heavily advertising. )We mainly use our unmatched quality as a core competence to compete in the local market. 3)We are focusing to prevail in the market as a leader. 4)Growing global chocolates brands will be treat to Kandos. 5)Vertical & Horizontal Integration strategies used by the competitors to survive in the market. 3)Porters Generic Strategy7 of the Kandos In Sri Lankan Chocolates markets, the above categorization is as follows, according to Brands. Cost Leadership Differentiation †¢EDNA †¢RITZBERY †¢KINDER JOY Focused Low Cost Focused Differentiation †¢DIANA †¢DAINTEE †¢CADBURY †¢TOBLERONE FERRARI †¢KIT KAT Kandos does not have any particular strategy, hence theoretical it is categorized as Best Cost Provider &/or Stuck in the Middle. Because Kandos is not cost focusing, focusing differentiate a products to some extent & catering whole market, same as Edna & Ritzbery. SWOT FOR MARKETING OFFER A detailed SWOT anal ysis is to be carried out for the marketing mix8 of the company as shown below and the recommendations made in each component of the marketing mix will lead to formulation of a better comprehensive marketing strategy. ?SWOT for PRODUCT – Done for Coco Butter range in Singapore, Malaysia & ThailandStrengthsWeaknessesOpportunitiesThreats Was there in 1980’s & have prior experience. Working capital problems. Emerging economies of the selected countries for chocolates. Already there is a presence of multinationals. Be in a market as unmatched quality of Coco Butter Chocolates’ in the Asian region. Difficult in Product adaptation in ASEAN region. There’s a lot of room to do value additions & product development in Chocolates’. High Competition. Excellent sales staff with a strong knowledge of existing productsNon Coco Butter Products are popular in those countries.Trade Barriers for global companies. Recommendations ?Market penetration ?More product ada ptation ?More value additions ?New product development ?SWOT for PRICE N/A ?SWOT for PLACE StrengthsWeaknessesOpportunitiesThreats Excellent R&D staff with a strong knowledge of existing products for Local marketControlling issues in overseas operationDistribution systems are good enough compare to other Asian countriesMultinationals have more bargaining power in the Distribution channel Have prior experience in Overseas DeliveryHaving own distribution mode will be more costlyCultural difference Recommendations Change distribution channel & outsource distribution ? Offer more sales commission to Agents ?Implementing Intensive strategy ?SWOT for PROMOTION StrengthsWeaknessesOpportunitiesThreats Promotion for just remind the customer mind towards Kandos brand. Less experience of handling promotional campaign in the selected countriesThe use of latest technology to develop advertisementsMultinational Companies Promotional Budget & effort is very competitive. The use of social media lik e facebook for online advertisingThe high costs to be spent for promotions in the selected countries compared to Sri Lanka Read also: Reed Supermarkets: a New Wave of Competitors International Marketing In addition, the celebrations. Com we Bessie informs that there now exists a huge gap between the rich and the poor in BRB jail, which would lessen when poor people have access to education and the opportunity to develop reading skills. In a recent article dated October 1 , 2013, the www. Goalposts. Com website reports that Brazil now experiences disappointing economic growth. Despite President Dilemma Recourses efforts to revive the economy with stimulus packages and TA x cuts, the GAP grew only 0. 6 percent and both stock market and currency rates plume Ted.Other economic problems in Brazil include: â€Å"high salary costs, falling productivity, an d terrible 2 logistical bottlenecks that Rousseau has not yet addressed† ( l). In addition, Humblers Barbara, president of BEANIE, a lobby group for the elect Nils industry, predicts that unless infrastructure resolves its problems, industry will I continue to suffer ( 1 The website also informs that household consumption grew jus t 0. 1 percent due to inflation which adversely affected the purchasing power of consumers. In order to combat the problem of high inflation Brazil has increase seed interest rates.Brazier's business leaders have also encore raged Rousseau to reform tax a ND labor costs â€Å"so factories can regain their competitiveness at home and abroad† ( 2). Although Brazil now experiences these problems, the article states that Brazier's economy still flourishes in some areas. These areas include: low unemployment, strong foreign investment levels, Recourses approval rate of 80 percent, and a strong harvest and increased agricultural activity. In addition, Guide Ma enter (Brazier's Finance Minister) asserts that the investment growth trend will contain u.The article concludes with David Reese' (an economist for Capital Economics in Loon don) suggestion that Brazil should rebalanced the economy towards investment in 0 order to create growth rates of five percent, which investors want to see ( 3). A recent article in The Economist titled ‘ ‘The Price is Wrong,† and dated September 28, 2013 reports that â€Å"Brazil offers appalling value for money† ( www. Economist. Com 1). The article states that a pizza in Brazil costs 530 and also that a cheap, windowless hotel room in ROI costs $250/ night.The article also reports that 3 payroll taxes are 58% Of salary, that a Broadminded car costs 45% less in Mix than in Brazil, that a smartened costs 50% more than in the US, and that large domestic appliances and cars cost 50% more than in other Mendocino coo entries. The article presents the following reasons why these problems exist in Brazil: or infrastructure, high crime rates that necessitate an army of 650,000 security g awards, expensive office rents, expensive credit, decreased household consumption, a decreased exports of manufacturing goods.The article explains that the Brazil liana people go on foreign shopping sprees in order to make more e conomical purr chases and to avoid the â€Å"Custom Brazil† which â€Å"refers to the increased operational costs ass associated with doing business in Brazil, making Brazilian goods and services more expel noise compared to other countries† ( www. Economist Another recent article in , titled â€Å"Stuck in the Mud,† and dated June 8, 201 3 describes the current economic growth of Brazil as feeble limited.The article informs that Brazil now experiences a trade deficit, a shrink king primary fiscal surplus, and growing government debt mainly due to domestic rigidities. The article also discusses Dilemma Recourses efforts to â€Å"stimulate growth by hike Eng public spending and the minimum wage, and forcing starters banks to lend more† ( 2). Again, despite these efforts, consumer confidence continues to suffer, which greatly impairs economic growth.The government (the Centre al Bank) has responded by increasing base interest rates to 8% in addition to elim inate g a tax on foreign purchases of bonds in order to increase currency inflows and to â€Å"slow the weakening Of the real† ( 2). The government has also attempted to 4 solve these problems by encouraging investment and discouraging consumption Ion. However, these efforts proved unsuccessful for the steamrollered oil giant p terrors, for the grandmotherly industry, and for the electricity and banking industry sees.Other attempts to correct the dismal situation include: investments in the oil industry Y, the government's attempts to attract bidders to its road and rail concessions, and stimulating sales to increase business confidence. However, the challenging a ND diverse political landscape in Brazil, as well as Recourses inability to be diploma attic, will most likely cause further corrective actions to be unsuccessful. Http://Brasilia. Com/economy/ http://www. interdependence. Com/Brazil/economy. HTML http://www. celebrations. Com/bristlecone. HTML http://www. Goalposts . Mom/dispatch/news/thunderstorms/131001 / barometrically http://www. Economist. Com/news/ species Loretta/21 586678whybrazi I paraprofessional's Americas/21579048feeblegrowthhasforcedchange c b. Demographics As of July 2012, Brazil had a population of 199,321,413 people, with the majors y being in the 2554 age range. The majority of their population (87%) resides in urban areas. The largest city in Brazil is SAA Paulo with about 20 million residents. Ri o De Jeanine, where the 2016 Summer Olympics will be held, is the second largest c tit with about 12 million residents.In terms of diversity, over half of Brazier's residents are Caucasian and the sec 5 largest group is mulatto (mixed), making up almost 40% of the total population n. The official and most widely spoken language is Portuguese. The largest religious group IS Roman Catholic, with almost thirds of the demographic. A vast majority of Brazilian are literate with 89% of the population fifteen years old and over be inning a ble to read and write. ( http://www. Undermine. Com/Brazil/demographics_profile. HTML ) c. Cultural information Sports are very popular and important in Brazil.Most citizens regularly follow participate in various sport activities. The most popular sport in Brazil is foot all (American soccer). It is said that football â€Å"†¦ Is in the blood of the people of Bra Brazier's tropical climate is excellent for playing and practicing football. Brazil is also the only country to have participated in and qualified for all of the Football World Cups to date. The Brazilian soccer team is known all over the world for their brilliant Pl areas. Everyone in Brazil, from small villages to large cities, is known to go crazy for t heir country during the World Cup.Brazilian are known for the pride they feel for their country during sporting events. Brazil holds the most wins for the World Cup with five wins, known to Brazilian as the â€Å"Pentane†. The most dollied Brazilian soccer P l areas are Cafe, Aid, Ronald, and Reinhold. Sports such as sailing and golf are considered to be for the high class and are not accessible to the general public. Brazilian also enjoy footloose, basketball l, tennis, auto racing, and volleyball ( http://www. Mayflowers. Com/Brazil/sports/ Women's football has gathered an increasing share of interest in Brazil.The country's SST ring of successes in volleyball since the midnight century have made it Brazier's second most 6 popular sport. Municipal governments often provide volleyball courts and 10th recreational equipment for the country's beaches, including ROI De Jeaneries FAA moss Copernican and Panama. Brazier's beaches are gathering places for young pee people, the more athletic of which play football and various racket games. Brazilian chasm pincushion of beach football and volleyball draw thousands of spectators and television.Brazil has competed in every Olympic Games since 1920, except the 1 928 Summer Games in Amsterdam. It has been successful in many events, include Eng transfixed, swimming, yachting, and such team sports as football, volleyball l, and basketball. In 2009 the International Olympic Committee selected ROI De Jeanie or as the site of the 201 6 Summer Games. It was the first city in South America to be chi seen to host the Olympics. Http://www. Britannica. Com/Checked/topic/781 01 ‘Brazil/25115/ Superconductivity II.Background on Underarm (Mary Kate) under Armor, a relatively new company was established in 1 998 by a former University of Maryland football player, Kevin Plank, who was sick of repeatedly changing his sweat soaked Theists during football camp and took it upon him elf to invent a new type of This that would keep athletes cool, dry and light by rep ailing moisture. Under Armor has come a long way from young Kevin Plank selling Theists along the east coast out of his grandma's basement-?on November 18, 2005 Under Armor went public and became the first Seabed initial publi c offering to do blew on the first day in five years.Over the years the company began to expand its pr duct line to providing clothing for different weather temperaments, creating equipment t for various 7 sports fields, as well as developing lines for women and children. They have e expanded from the clothing collegiate sports team and now sponsor numerous professor Anal sports teams and world's athletes which include Olympian, national champions, etc. They have expanded in a global scale to Europe, China, Canada, Japan, parts of LATA America and are known as a global leader in performance footwear, apparel, accessories.Today, Under Armor has revenues approaching $2 billion dollar s and continues to maintain its mission to â€Å"make all athletes better through passion , design, and the relentless pursuit for innovation by creating exchanging products t hat provide an advantage for athletes. † Under Armor takes its corporate responsibility very seriously. As outlined on its companies website, AU operates under the core values with which the comma NY was established: innovation, inspiration, reliability, and integrity.They only seek to do business with third parties that operate under these values as well. Under Ar ours products are made by thirdly manufacturers: consequently, they hold these e third parties to the high standards in which they hold themselves. AU will not do buy seines with any companies that use any form of forced labor, child labor, or harass .NET/abuse on their employees. The CIA suppliers and subcontractors must provide their employees with a safe and healthy working environment and comply with all laws and re solutions.AU must provide employees with at least legally mandated minimum wage an d benefits. The employees of CIA and its suppliers or subcontractors are not forced to woo ark more Han 48 hours with 12 hours overtime and countries that have no limit on how RSI worked must provide one day Off out Of every seven days Of work. CIA complies with a 8 environmental regulations, rules, and standards as well as making all subsonic reactors and contractors comply with all local, state, federal, national, and international I laws, rules, and regulations in the company of manufacture.The suppliers and sub contractors are regularly monitored by ALGA internal employees and third party contractors . As well as taking corporate responsibility seriously, CIA prides itself on its community involvement. They created CIA Giveback which partners with prior ms that are dedicated to finding a cure for breast cancer, environmental sustainability , supporting military and law enforcement, and empowering youth athletes. From a marketing perspective, Under Armor target athletes of all ages as we as fans as they have entered into the collegiate and professional sports appear el market.Internationally, this is an asset to the company as well as having lines of cloths Eng for all ages and genders. AU has unique temperature specifi c clothing that can cater to the specific temperaments as they expand on a global level. However, it appears as if Under Armor is heavily rooted in its football background in America which el eaves room to question the company's success on an international level as it tries to break free of its American football image in countries where the sport is nearly nonexistent.