Contents

• Executive Summary 3
• Environment Analysis 4
• STEEP Analysis 4
• Social 4
• Technological 4
• Economic 5
• Environmental 5
• Political 6
• SWOT 6
• Strength 7
• Weakness 7
• Opportunities 8
• Threats 8
• Market Analysis 8
• Porters Five Forces Analysis 10
• Analysis of Four functions of management 11
• Marketing Strategy 12
• Objective 12
• Target Market 13
• Market Positioning 14
• Marketing Mix 14
• Product 15
• Price 15
• Promotion 16
• Place 16
• Planning assumption 17
• Projected sales and cost 17
• Sensitivity and contingency plan 19
• Implementation 19
• Gantt chart 21
• Conclusion 22
• General summary 22
• Recommendation 22
• Bibliography 24

Description

The major objective of the paper is to evaluate the market of Middle East and to develop a marketing plan for the company of Gold Roast to enter into the Middle East market. Gold Roast is a coffee retailing store and restaurant chain established in Singapore. The company is planning for its business expansion for the region of Middle East.
For the business expansion into a developing economy definitely have a numerous prospects and growth opportunities for the company yet the risks for the developing markets are also to be evaluated for ensuring the success of the business. An elaborated environmental analysis has been done in the paper for the market of Middle East to comprehend the favorable and nor favorable condition of the region at present. A number of strategic tools has been employed to evaluate the current external conditions of Middle East, namely, STEEP analysis, SWOT, Porter’s five forces etc.
The paper also develops extensive marketing strategies and marketing plan for the company of Gold Roast to enter successfully into the Middle East market. For developing the marketing plan the identification of the key marketing objectives of the company and the target customer of Gold Roast has being highlighted. The marketing mix which would be applied by the company as a apart of their marketing strategy has been explained in the paper.
The budget for the marketing plan and the contingency planning of the company has also being developed. The implementation calendar and the different phases of the marketing plan have also been provided to facilitate the expansion plan of the company. The paper concludes with a number of recommendations for the next 5 years of planning for Gold Roast to establish successfully into the Middle East market.