Rayyan Water Qatar Asia (Coursework Sample)

Rayyan Water
Name:
Institution:
INTRODUCTION
Rayyan Water Company is a premier water selling company based at Qatar, Asia that, processes, packages and distributes bottled water across the country. One of the company’s main objectives is to provide quality and healthy water to its consumers, as quality is key in attracting and maintaining customers (Bricault,2012 ). This has made the company to be able to sustain competitive advantage in the Qatar market and consequently stay as the main market leader in the country. The company has recently realized gaps in the Qatar markets where we, as Rayyan Water Company plan on introducing brands of flavored water into Qatar’s markets. We therefore aim at strategizing on introducing the strawberry, lemon, rosewater and the ginger flavored waters to match up to the dynamic needs of our clientele. Below is our marketing strategy.
MARKETING GOALS
For an organization to be able to conquer huge market shares in their target markets, the organization needs to have SMART marketing goals. SMART is an acronym for Specific, Measurable, Accurate, Realistic and Timely. We therefore have set SMART goals which include; to generally be able to realize a 40% return on capital employed by the end of the second year. We also aim to make our new brands of flavored water the preferred brands among children and the youth in Qatar by the end of the first year. We are primarily targeting the children and the youths since they get more excited by flavored drinks as compared to unflavored ones. This will eventually help us gain a significant 25 % of the total market share of flavored water in Qatar and build a competitive edge against our competitors, especially among the strawberry and lemon flavors which are already available in the Qatar markets.
Another of our SMART goals is to create awareness to all areas across Qatar through vigorous promotional means by the end of our first eighteen months of introducing these products. By creating awareness we are sure of capturing huge market shares in the country of Qatar.
GENERALMARKETING STRATEGY
Our general marketing strategy is to capture and conquer significant market shares in Qatar by providing quality water in its purest form and consequently become the market leader in the country.
PRODUCT DECISIONS
Our new brands will be designed and tailored to meet the various needs of the people of Qatar and we hope to surpass and exceed our customer’s average expectations with our remarkable product features. Our different water brands will come in different sizes, ranging from the small size of 300 ml that will be most ideal for immediate consumption to the largest size of 20 liters that will be most suitable for home and office purposes. Other tangible dimensions/ attributes that will be evident in our products are the packaging. We plan to have eco friendly packaging materials that will cause minimal damage to Qatar’s environment. Our customers will also be able to enjoy high quality water, in its purest form from us since we strategize on using natural preservatives in keeping our water fresh. The benefits that our customers are set to derive from our products are infinite. They include rehydration and refreshment hence helping our customers to always stay healthy.
In relation to the augmented level of our product, we shall strategize on offering after sale services such as free transportation to customers who buy from us in bulk. Through this we hope to create customer loyalty to eventually be able to achieve repeated purchases as we add on the non tangible benefits that our products will offer. We also plan to establish help lines that will enable our customers to reach at us and also table their constructive criticisms as well as their praises. We plan to use, ‘Rayyan Flavored Waters’ as our trade name.
PRICING STRATEGIES
We shall strategize on using a couple of pricing strategies that will help us in conquering huge market shares. We plan on using the penetration pricing strategy. This a strategy where we shall fix low prices to the products during the introductory stages but eventually raise the prices as time goes by. This will help our organization to penetrate into the potential markets within very short periods of time and enable us to position our products against other competitors, making us gain a competitive edge. Also, in relations to our pricing strategies, we plan to put the discrimination pricing strategy into action. This is a strategy where the same product is sold at different prices to different customers in different geographical localities .Hence we plan to fix slightly higher prices to products that will be sold to the well off residential areas. This will help us in maximizing our revenue returns and profit margins.
These pricing strategies, complemented and coupled by our high quality products will significantly help us in achieving and conquering huge market shares in Qatar and sustaining our competitive advantage.
PROMOTIONAL STRATGIES
Promotional strategies fall as one of the most essential and crucial tactics that an organization can adopt to help in gaining a competitive edge. This is because promotional strategies create awareness about a product to members of the public...