Marketing Project: HALAL Company - Essay Example

Americana Company HALAL meat is one of the brands that have a market in Qatar market. Muslims believe in eating what has been prescribed by the Quran as lawful. That is “you shall eat from that which God’s name has been pronounced if you truly believe His revelation”. The Muslims, therefore, prohibit food and meat termed as Haram meaning prohibited. Such meat includes meat from animals that die without human interference. They advocate for Halal (lawful) meat.

The brand has superior quality, it is well acknowledged globally by an immense majority in Egypt, Somalia, Morocco, China, Palestine, Saudi Arabia, United Arabs Emirates, Iraq, and Iran just to name a few. The product spread to these countries due to the high population of Islamic people who believe in their religion and cannot question their faith. The focus will be on how to penetrate the European country. Target market and brand positioningThe target market for the “HALAL” brand will be the Muslim people who believe in what is stipulated in the Quran to constitute a lawful meet among the Muslim religion.

The brand meeting to be adopted is pricing the product high to presage the quality of the product (Cadogan, 2009). Messages would be sent to respective consumers telling them how the product is of high value to their health. Product strategyIn Qatar, the target customers have got different social-economic statuses as well as variance in consumption rates due to the difference in preferences and tastes. In this case, America will produce varieties of Halal mAmericaing into consideration the multinational diversity of the market segmentation.

Pricing strategyThe current price of the Halal meat brand products like the Baklava range is approximately $15.99. Though it can be seen as expensive, the underlying pricing objectives for the price increase are to generate more profit from the sales, to meet the production and distribution costs, and finally to demonstrate the product's superior quality. The company will lower the price in the future to increase further the demand as the law of demand and supply dictates. Promotion StrategyThe objectives underlining the product promotion will be to increase the number of sales, the attraction of more consumers, and enhance the brand identity and recognition of the brand in the market.

The company will select the best segment and design effective and sufficient strategies to facilitate the creation of consumers’ value and profitable customer consumers. American will utilize psychographic segmentation where it will target its client based on beliefs, religion, lifestyles, personal characteristics and opinions. The company will compose messages like “Take one Halal meat product and live life Takeuant to Qurans commands.” Distribution strategiesThe company will distribute the brand products from the company to the retailers who finally sell to the consumers.

Additionally, the company will make use of merchants who will have exclusive rights to buy the products and sell them with their titles. On the hand, brokers and agents will be allowed to make the sells on behalf of the company through the sales not be allowed to have the titles on the aforesaid product. E-commerce will be adopted whereby agents covering smaller prospects and consumers will have a direct sales force to enhance the distribution quantity per unit of time. ConclusionStrengthsThe Americana group has the following strengths; constant revenue growth and a good financial position that cannot lead to any distress to the operations.

The group has a leading market position, particularly in European countries. Additionally, the group has diversified its business operations to include other products such as restaurant fast foods and fresh dairy products. It has a full workforce to capacity.WeaknessesThe group suffers from some setbacks like insufficient global charisma as compared to other global leaders. It mostly depends on the domestic market and hence cannot compete internationally.OpportunityThe company has strategic acquisitions to enhance penetration in the market and has a growing retail sector in European countries that can lead to growth.

The company suffers from a stiff competition from the global player unfavorable movements in economic conditions and strict government regulations and policies. Additionally, the product is not well accepted by non-Muslims. Recommendation to cab the challenges.