Contents

• Introduction 2
• External Environment 2
• PESTEL Analysis of Sultanate of Oman 3
• Political 3
• Economic 3
• Social 4
• Technological 4
• Environmental 4
• Legal 5
• Internal Environment 5
• Strengths 6
• Weaknesses 6
• Opportunities 6
• Threats 7
• Branding 7
• Mental Map 7
• Brand Mantra 8
• Consumer Value 8
• Brand Positioning 8
• Marketing Mix- 4Ps 9
• Product 9
• Price 9
• Place 9
• Promotion 10
• Demographic/Socio Cultural Factors And Target Market 10
• Service Dominant Logic Influences 11
• Conclusion 12
• References 13

Description

This report is based on the following requirement -
“Glaxo sells Lucozade and Ribena to Suntory for £1.35bn cash” Ever-expanding Japanese beverage behemoth, Suntory, is the new owner of Lucozade and Ribena, which GlaxoSmithKline (GSK) has sold for £1.35bn (€1.6bn/$2.11bn) as it admits defeat in its internationalisation plans and trains its focus on its pharma activities.
Further information can be found at:
http://www.nutraingredients.com/On-your-radar/Financial-plays/Glaxo-sells-Lucozade-and-Ribena-to-Suntory-for-1.35bn-cash
You will review the information regarding this sale from the above and other sources. Your role is to determine what branding approaches would be appropriate to enter the Oman market with either one of these products (you must choose one for the individual report). There will be a need to consider this against the background concepts of service dominant logic and branding. Your individual assignment will develop propositions, based on relevant Branding and Marketing theory which will enable the company to develop the brand that would be successful within the Oman market.
It is important that your evaluation uses fully journal articles relevant to the topic, and the majority of these i.e. more than half must have been published after 2008. For this assignment, whilst text books may be useful for guiding principles, they will be not be considered relevant for referencing and underpinning of theory.