Marketing plan report for Masafi company Essay Example | Topics and Well Written Essays - 2750 words

Marketing plan report for Masafi company - Essay Example It would examine the trends and choices for marketing and running the business. The report goes on to examine some important trends in the markets and deduce the competitor positions. It would identify the marketing potential and from there, the paper would formulate and recommend a marketing plan after identifying the marketing gaps that exist in Masafi. Background Analysis Masafi is focuses on mineral water and other food products that they produce in their factory and sell to customers in the Middle East, Persian Gulf and different parts of the world. Their products are unique and are tapped from the rich oases and mountains of Masafi, a region in the north-east of the United Arab Emirates. Masafi's competitive strength is in the fact that it produces world class water and consumer goods with a high degree of natural freshness and health potentials. Masafi is also reputed for being environmental-friendly in its approach of doing things. Past History The Masafi mountains and region is a vegetated mountainous region in the United Arab Emirates. The region contrasts the area in the vast west of the region which is mainly a sandy desert area. Masafi has a reputation of being an area with numerous springs and oases which were documented in Roman times. The locals of Masafi have always made use of the water and natural resources and sent them to different parts of the country for generations. However, in 1976, Masafi was officially incorporated with the view of commercializing the sale of water from the springs of the Masafi geographic area (Masafi Corporate, 2013). Masafi started with a small portfolio of just producing bottled water to consumers around the local area. It used traditional systems and methods of collecting water and sending it out to nearby communities. In 1990, Masafi expanded to different parts of the UAE. They sold their mineral water to large cities of the United Arab Emirates. In 1995, Masafi expanded to different portfolios. They produced ju ices from natural fruits, flavoured water, potato chips, and Basmati rice. The biggest product, the 4G (Four Gallon) water was added in 2000. In 2008, Masfai gained a reputation as a natural, organic and health product when they entered the beverage market. This quest was to make the company a fast-moving consumer goods company (FMCG) by 2011. They continued to produce 100% pure and natural products for consumers in different parts of the Persian Gulf Region. Export increased with the growth of the Emirati economy. This led to the sale of Masafi products to Africa, the Middle East and different zones around the region. Organizational Setup Masafi has a capital base of $5.5 million . This capital enables it to continue to produce and fund its operations and expansion drives. The company is involved in different projects in different parts of the country. Masafi has over 1,000 employees. The primary plants are located in the Masafi regions. However, the company has different warehousi ng networks around the country which enables it to distribute the products to the various cities and the ports of UAE. Masafi maintains a major recycling system on its site which allows it to recycle the plastics and other containers that are used to carry out the activities of the company. Masafi is one of the most profitable entities in the industry. In 2008, they increased their profits by 36% from 2007 records (Zawya, 2009). This represents a revenue of $26