Assignment

1. Executive Summary

In this assignment, I will write about a marketing plan for a sports company "New Era", which is run by Jamal and Kareem as well as the wealthy investor. They initially launched a store in New York, but the next goal is to invest in any country of the Gulf Cooperation Council. I learned that the State of Qatar for its economies is the best place to build a company. It specializes in sports tools, so first I will write about our goals in the market to build great competition between companies and analyze buyer behavior in-depth for Qatari consumers and their purchasing behaviors, and then we provide a complete analysis of the country with a PESTLE analysis model to provide more comprehensive information, and then the company's business portfolio and its analysis in all its details, finally we conclude with several strategies on the one hand Growth, target segmentation and also the dual market strategy in general and entirely relied on secondary reliable sources from websites and articles journal.

2. Marketing objectives:

The objective of the company is to show a strong position in the market and to form a strong relationship with local and international clients. The company's vision is to prepare a marketing plan that targets a different category of people by providing various sports equipment. Therefore, a wealthy investor is bound to achieve the best goals and invest in the company to obtain a large return. It will achieve profits and a strong return on investment due to the prosperity of mathematical factors in Qatar. Moreover, brand innovation means that we want to develop our products; we want to create new products, and acquire a brand to invest in the market. "The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." - Peter F. Drucker, (1909 - 2005),

3. Consumer Behavior analysis:

Due to the interest of the consumer and the Qatari society as a whole in sports. They are in dire need in everything related to sports. As the purchasing behavior of Qatari consumers increases in terms of sports equipment and clothes. However, there is consumer-buying behavior of sports equipment, the way they buy, and the elements that affect and attract the consumer. In general, several factors are essential for Qatari consumers. The most important factor is the price, as the consumer cares about the price when making a purchase decision, and their focus on the movement of product sales. Provide promotional offers that attract the consumer to buy any sports product. In addition, consumers are interested in the quality of goods in terms of providing high-quality and original sports equipment, and the services offered by providing the latest sports equipment, and consumers prefer to try new products, as new goods provide a competitive advantage in the market.In addition, the Qatari consumer is affected by fashion and brand awareness, and the attitude of consumers towards luxury brands is greatly influenced by social comparison. Besides, Qatari consumers prefer to think before purchasing any product or service and get feedback from consumer experiences and reviews, because they trust other consumer's experiences and take their opinions more than advertising campaigns.

4. PESTEL analysis:

Political:

The State of Qatar is a country located on the continent of Asia and it is within the Arab Gulf Cooperation Council. The State of Qatar enjoys an independent policy and great political stability, and the State of Qatar enjoys a balanced policy free from internal conflicts, which led to Qatar choosing to host the World Cup by 2022 and the State of Qatar worked hard In developing the infrastructure of stadiums and sports facilities of very high quality and standards, which makes it a great commercial center, this qualifies and encourages the establishment of New IRA and is considered a great gain for its interest in sports and its future vision in terms of sports.The state's economy is very strong, this indicates that Qatari citizens enjoy a luxury of living, and this indicates that the income of the Qatari individual is at an excellent level, and this helps very much to establish the company in Qatar because the level of consumption will be excellent and this contributes to an increase in productivity.

Economical:

The economy of the State of Qatar is very strong and rich in oil and natural gas. Qatar is a peaceful country, so there are sufficient opportunities for businessmen to develop their businesses. This helps to increase the profits of any company and increase the revenues to increase the economic growth and the gross domestic product in the country.This indicates that Qatari citizens enjoy a luxury of living and also indicates that the income of the Qatari person is at an excellent level, and this very helps the investment of New Era in Qatar because the level of consumption will be excellent and this will help increase productivity and profit.

Social:

The social structure in Qatar takes the largest part of the youth group at a rate of more than 67% ؜. As for learning, it is a state that pays great attention to learning and developing the skills of young people at all levels, as the state provides high-quality learning and is free of charge, and the Qatari society is an open society with the world. Global changes. Qatari youth tend to favor sports. The World Cup will now make it a focal point for attracting people all over the world and people will start their commercial activities. From this case, the Sports Equipment project will meet the provision of the requirements of the sport's customers, which will increase the percentage of services for the residents' interest in sports.

Technology:

It pays great attention to innovations and scientific research, as it keeps pace with the developments of the fourth revolution and technological changes. Most of the Qatari consumers use social networking sites. The development of technology contributes to the possibility of sharing and disseminating goods related to the New Era, and it can be advertised via the Internet and TV ads. This will contribute to the company's investment in Qatar.

Environmental:

The government shows activity to protect the environment as it established the Environmental Protection Committee to follow up the factors that may cause environmental pollution, due to their desire to ensure a clean and green environment that will give a good reflection of the country in terms of attracting international investors to attend and invest their sums in various businesses. In addition to organizing the FIFA World Cup, they will make this site better for their commercial activities. Therefore, the environment in Qatar is very stimulating for New Era to invest and market it.

Legal:

The State of Qatar is a state of law and institutions with a system that enjoys integrity, justice, and equality among individuals without distinction of race, color, religion, or tribes, and the system includes laws and regulations that help individuals carry out their commercial activities and safeguard their property as well as maintain the security and safety of their properties, and the Qatari system also helps Investment for non-Qataris such as it is permissible to allocate the lands necessary for the non-Qatari investor to establish his investment project. Non-Qatari investment projects are exempt from customs duties on their imports of machinery and equipment necessary for their construction. Therefore, Qatar is an ideal country for company investment and starting commercial activities.

5. Business Portfolio Analysis:

New Era is an exceptionally dynamic and passionate network that climbs an exceptional sporting legacy that puts consumer loyalty and requirements the most. Created by Karim and Beauty. Two enterprising teenagers, discover how to create a major community in New York and subsequent branches in Qatar with the help of a financial professional. The advertising department of the group's group of centers consists of active adults, college students and guardians who have dynamic youth in youth sports, women who love vibrant traditional clothing and those looking for luxury clothing. Their wardrobe repair procedure is to import premium sportswear, for example, sportswear, and women's gear, shoes, and sports equipment. New Age goals are committed to working with total dedication, building a one-on-one relationship with customers, and making environmentally friendly things that are biodegradable and reusable. We collect the plastic waste strewn on the beaches and recycle it to form the product packaging in a way that attracts and meets our goals, satisfies the buyer, does not conflict with the brand reputation and retail entry, and the material is instantly accessible to people in general. Expanding relationship with different brands for the sake of cooperation builds the market an incentive for the brand and can help in maintaining steady income. Associations are coordinated and managed; Sales representatives and their assistants are fully prepared, workplace equity, human resources, and board system empower the workforce.

6. Marketing strategies:

Market Segmentation Strategy:

The company (New Era) targets from 15 to 40 years, which is characterized by the Qatari population composition, which is the largest in the population pyramid, and we attract that category by promoting our products through websites and electronic communication programs, because this type of generation is very close to technology and they have the knowledge It is widely used and is considered to be from generation (Z), and also New Era targets teenagers under the age of 20 and provides them with clothes in different sports such as football that pays great attention to Qatari youth, as well as New Era targeting those families that want to It seems like a modern and sporty lifestyle, and there is no doubt that New Era focuses on all social and economic classes, as well as attracting females in the practice of sports and by virtue of the Qatari society is a Muslim society, and that means that females must wear the hijab for their religious belief, we designed and allocated clothes for them to They can exercise comfortably, and also it does not contradict their religious belief, which is one of the factors of attraction.

Market Growth Strategy:

There are several strategies for moving forward and achieving the growth and expansion of the New Era:

· The strategy of developing the company in the market: This strategy aims to increase the market segments and sell sports products in different places, by opening new branches with the same sports products, which helps to increase the growth in sales significantly.

· Product development strategy: The product development strategy aims to sell newer products to the market. By expanding the range of sports equipment products in a very bold way to include in her company other products such as sports equipment and accessories, sports equipment, providing a global market and so on. This increases the opportunity for expansion and growth in the market. "Good merchandise, even hidden, soon finds buyers." - Titus Maccius Plautus

· Market infiltration strategy: Focus on achieving an increase in sales of sports products in the market. This means instead of more advertising and marketing effort to be able to acquire a larger percentage of consumers in addition to expanding the customer base. "In order to sell a product or a service, a company must establish a relationship with the consumer. It must build trust and rapport. It must understand the customer's needs, and it must provide a product that delivers the promised benefits." - Jay C. Levinson, American Author

Marketing Mix

7. Evaluation and recommendations

Sport is a prominent and effective field in all society. Especially in the State of Qatar, Qatar expresses its desire clearly and effectively to all parts of the world through sports. Where it invests sports companies that provide sports equipment and products. It studies marketing objectives and to know consumer requirements to develop marketing strategies by expanding and growing in the market. Qatar is a large commercial center and a convenient and ideal country for any project and investment in the market.

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