Business Plan
Manufacturing facility in Qatar
Marketing Mix (4 Ps)
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Product
The first segment of the product indicates trash bags, packaging films, and printed shopping bags. In Qatar, people are usually price conscious, and they want the quality of the product. For Instance, the customer expects the quality of these bags to ensure the safety of their products. The management of the company is looking to increase the properties of this product segment. Different features such as stiffness, flexibility, intensity and usability are to be streamlined in the market to attract customers. Of course, these product features are based on different market insights. Interestingly, it is to mention that there are not costly features in this product segment, as whole products are usable or workable. Trash bags will be used in different companies and different residential areas.
Based on the usage or need, customers will have different sizes of bags. In the presence of different competitors in Qatar, it seems important to make these bags inimitable. The product pricing and promotion will be different. However, the company intends to make it through the designing process in the manufacturing facility to make the difference. The design, color, size, and features are four factors that can create the core value for customers. Interestingly, customers have to relate these factors to their needs, and focusing on them is an effective product strategy.
Adhesive tape is a need of different industries. The first thing that the customer can demand from the company is product quality. Different types of tapes must contain different quality measures, and it is a huge factor to drive customer satisfaction. Different types of tapes are masking tapes, Bopp Tapes, aluminum foil tape, printed tape, duct tape, and self-protection tape. The size of these tapes is based on the demand and usage. The most important thing is to make these products, sustainable in the competitive market of Qatar.
The proposed manufacturing facility is looking to come up with the broad range of products including trash bags and adhesive tapes. The personally managed channel of distribution is effective for this manufacturing facility. Interestingly customers want to align with the single channel that offers different product ranges. Based on product performance, safety, weight, and presentation, bags and tapes are competitive products. The manufacturing facility is in the commotion due to massive production of paper and cardboard. Thus, the big competitive factor for this company is to make plastic bags and films durable and sustainable. It can lead us to a competitive edge in the market.
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Price
In Qatar, there are many suppliers or manufacturers that are producing trash bags, packaging Films, and different shopping bags. There are many competitors in Qatar that are producing high-quality plastic bags. These companies contain form fills, seals, shrinkable films, shrinkable hoods, construction foils, agriculture films and an immense number of huge garbage bags. Competitors are operating in Doha to supply these bags in different parts of the country. These firms intend to differentiate products through the pricing strategy. Thus, due to the stiff competition in the market, it seems tough for the management to keep the profit margins high.
Customer-driven pricing is the best technique to enhance the visibility of both customers and investors. In this process, the company can set the price of trash bags and other products that customers are willing to pay. For Instance, if a customer likes packaging Film, the price of this product may be different as compared to the prices of competitors’ products. The customer wants to pay certain about against the perceived value. Placing the expensive product right after the standard product is an interesting trait. For Instance, the firm can offer trash bags by keeping the price low in the market. Conversely, the firm can come up with high prices of packaging film. Competitors are also using the cost leadership strategy in the country to come up with affordable prices for these products. Initially, the firm can set a customer-driven strategy for the first three years. Based on Qatar’s market position and trends along with the production capacity, the company can change the pricing strategy. The customer will have moderately priced bags as compared to other companies. Therefore, the chances of customer conversion and high profitability are quite high.
As mentioned, the market is not competitive as far as the production and sales of adhesive tapes are concerned. Thus, it is a great chance for the company to use a pricing strategy that can lead towards high sales and profitability. This manufacturing facility can come up with penetration pricing. The purpose is to perceive high perceptions and expectations of customers through setting the low price of these adhesive tapes. Encouraging the favorable perceptions in the market is a good approach that can derive both customer satisfaction and loyalty. Wholesalers import these tapes from China and Taiwan at high prices. Thus, penetration pricing is a good approach to create cheap opportunities for customers.
However, the penetration pricing can enable a higher margin for customers as compared to the imported products. Thus, penetration pricing justifies the best alternative for customers in Qatar. Interestingly, the firm can enjoy high sales revenues and profitability. The penetration pricing is a source to fend off competitors or the new arrival in the market. The management wants to increase the visibility of these products, and it can be justified through this pricing strategy. This pricing strategy can reduce the risk of the limited customer base, and the firm must be aware of it. The penetration pricing strategy can accelerate the sales process, as high-quality products at low prices mean a lot to customers. Customers can create the perception that they can get top quality products at low prices. It will enable a positive buying decision at the end.
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Place
Putting the right product at the right time and the right place is the priority of the company. Accordingly, this company is to be placed in Qatar. For Instance, in Doha, there are many healthcare institutions, retail chains, and other production facilities. All industries need trash bags, packaging films, and printed shopping bags. Thus, the ideal location for this firm in Doha, as the visibility of customers is quite prominent. The big benefit of this manufacturing facility in this region is the availability of effective distribution channels. The company can access the right distribution channel in no time.
The company may intend to integrate with some online platform for effective B2B distribution. However, currently making a sales force in the area and sending samples to clients is the pertinent placement strategy for the firm. B2B distribution or selling is the right choice, as it can streamline sales and customer engagement. It will also create a positive impact on profitability.
The big benefit that this proposed manufacturing facility can get in Qatar is fast delivery to other companies due to near supply to factories. The firm can collaborate with other firms to enhance the technical support. Based on the technical requirement derived from other companies, the company can mold the production process and take actions immediately.
The manufacturing facility is to be established in an industrial area in Qatar. The company can target potential customers. Even in industrial areas, the firm can supply products to other manufacturing facilities. It seems a business-to-business process. For Instance, the best placement strategy for the firm is to create the website to enhance the information-rich projection. Using search engine optimization tools to streamline a high-performance website is a good placement strategy. On-site and off-site search engine optimization will be used. For Instance, this business to the business corporation can streamline some keywords to let other business forms focus on the key expertise.
Conversely, off-site search engine optimization can bring companies directly to the website through different links. Trash bags can be distributed by indirect channels, as the firm can distribute to hyper stores, supermarkets, and grocery stores. On the other hand, to hotel, catering, airline and cleaning companies, these trash bags are to be sold directly. Thus, the placement varies according to the industry nature. Through direct channels, general use film can be sold to packaging companies. Laundry, mall shops and restaurants are suitable for selling printed bags, and it can also be done through direct channels. Bopp tape and surface protection tape can be sold to manufacturing or packaging firms.
Due to the effective and attractive character of the adhesive tape brand, the firm will be in a better position to boost the brand appeal. The starting point in Doha, and based on outcomes after one or two years, the placement strategy can be changed.
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Promotion
For this product segment, it seems effective for the company to use both traditional and modern media channels. Streamlining products through traditional and modern media channels is better to grab the immense range of customers. For Instance, product promotion can be enhanced by initiating different printed media advertisements. Similarly, social media channels and online websites can help to simulate or visualize the products attractively. However, the most important thing is to enhance mail order marketing. Industries are growing in this region, and promoting products by using this technique can increase the traffic. If the customer visits the manufacturing facility, he decides to buy the product.
The next step is to get the personal option through emails and send free samples. On the other hand, the social media platform can be used as a direct marketing tool. Different customers have to examine or evaluate the company with several perceptive. Potential customers can be targeted on social media channels such as Facebook, Google, and YouTube. Another promotional technique, which is suitable in Qatar, is after sales survey. By mail or by telephone, the company can drive customer satisfaction effectively. Competitors are using social media channels and after-sales surveys for promotion. Being a new arrival, it is also pertinent to this company. Streamlining the product through media channels is a kind of communication process that can inform customers about key features, benefits, and rationale of the usage.
To promote different types of adhesive tapes in the market, the firm needs to augment the effective communication process to portray features or benefits to customers. Building awareness, creating interesting, and providing information is three main objectives regarding the promotion. Again, the firm, to target the largest audience, intends to integrate modern and traditional media channels. Integrated marketing communication is the best tool to contain effective customer engagement. After grabbing the attention of people through advertising the product, the firm will use product giveaways as a key promotional trait. It will force customers to make buying decisions.
Due to the limited budget, this product segment is to be streamlined through exhibitions. The production and marketing team will participate in different business trade shows and exhibitions to communicate features and benefits. The company will manage to develop its website, as different customers can navigate different types of bags and order the free samples. Through these promotional tools, the firm wants to streamline products, benefits, and features. Without a competition, these promotional tools can accelerate the sales process in Qatar. Based on different adhesive tape segments or types, the promotional message can be changed. Complete information for customers regarding the usage, prices, availability, benefits, and cautions regarding these tapes can be portrayed through print media as well. A comprehensive description of properties and usability can be presented in different business magazines to attract or convince clients. In business-to-business considerations, business magazines, trade shows, and exhibitions are powerful promotional tools. Successful implementation of these promotional tools is needed.
By participating in trade shows or exhibitions, the company can attract importers and other plastic manufacturers. It can help us to run our own marketing campaign in this region. Exploiting the internet is the better idea to communicate with customers and justify the key marketing process. Based on the successful marketing, the proposed facility will be in the better position to make a long-term sales agreement with established plastic manufacturers in Qatar.
