Project of Global Marketing

SUBMITTED TO: Dr. Muhammad Ali

SUBMITTED BY: Asghar Ali (60)

Shabi Ul Hassan
Atif Rehman
Nadia Rasheed(37)
Muhammad Abrar

Brand Name:
 Brand Name is “StriKar’’.
Logo:

Slogan:

“The few, The Proud, Our Bat’’

Packaging:

Cricket bats come packed in zippered jackets that provide the required cushioning to the
product. It also makes it easy to carry the cricket bat around. When shipping cricket bats,
concentrate on the secondary or external cricket bat packaging material. We specialize in sports
good shipping bags designed for durability.

Website:
 https://www.striKar.com

Industry Analysis of Sir Lanka:

 Sri Lanka’s exports decreased by 2.2% in 2018, while imports recorded an increase of
2.5%, resulting in a trade deficit of US$9.1 billion. In the first five months of 2018, both
exports and imports recorded year-on-year increases of 4.3% and 12.6% respectively.
 Tax incentives and duty-free facilitation are given to qualified foreign investors.

Entry mode with Justification:

We have chosen exporting, as way to enter in Sir Lanka market. By exporting, it actually
meant for direct exporting- which means firm work with foreign customers or markets with the
opportunity to develop a relationship.

PESTEL analysis of selected country:

Introduction:
Sri Lanka, officially the Democratic Socialist Republic of Sri Lanka, is a country in South Asia
known until 1972 as Ceylon. As a result of its location in the path of major sea routes, Sri Lanka
is a strategic naval link between West Asia and South East Asia and was colonized by
Portuguese, Dutch and English. As of 205, Sri Lanka was one of the fastest growing economies
of the world. Its stock exchange was Asia’s best performing stock market during
2009 and 205

Political System:
Sri Lanka is a democratic, socialist republic and a unitary state which is governed by a semi-
presidential system, with a mixture of a presidential system and a parliamentary system.
It constitutes a parliamentary system governed under the Constitution of Sri Lanka. Most
provisions of the Constitution of Sri Lanka can be amended by a two-thirds majority.
Sri Lanka has gone through a changing political scenario over the years and especially after the
end of the civil war in 2009 and has gained a considerable political stability as the present
government has a majority in the parliament. However there is a concern that too much power
is centered among few individuals in the present governing regime and had been instances
where politicians having interference with the businesses and policy changes either to assist or
restrict company operations.

Economic Factors:
Sri Lanka is recognized as a fast growing middle income country. According to the International
Monetary Fund, Sri Lanka has a yearly gross domestic output of US $64 billion as of 2012.It has
a GDP of US$158 billion in terms of purchasing power parity. Sri Lanka is in terms of per capital
income, with a nominal value of US$2,435 and PPP value of US $5,220.It recorded a GDP
growth of 8.3% in 2014.The Global Competitiveness Report published by the World Economic
Forum has listed Sri Lanka as a transitive economy, from factor-driven stage to efficiency-driven
stage, ranking 52nd in the global competitiveness and 41st in goods market efficiency out of the
142 countries surveyed. Dow Jones classified Sri Lanka as an emerging market in 205, and
Citigroup classified it as a 3G country in February 2014. Sri Lanka ranks well above other South
Asian countries in Human Development Index (HDI) with 0.658 points.

Social Factors:
Sri Lanka has a population of little over 20 million people and is far ahead of her South Asian
neighbors in the accomplishment of human development goals. Life expectancy at birth is
currently 75 years, and is close to the estimated lifespan in the developed countries. A high
literacy rate of 92.5% has helped the nation to build a skilled labor market. Low mortality rates
of 14 in 205 and the steadily declining population growth of below 1%; reflect the country’s
progress in the sphere of social development. More than 67% of the population is in between
15 to 64 years old and as a result the country has a big skilled labor force.( Statistics
Department, 2014)
Technological Factors:
Besides the human and natural resources available in a country market, the technological
resources in that market may influence its attractiveness.

 Transport:
 Use of Internet and Mobile:
Sri Lanka has around 2 million internet users in 2014 and telecommunication is one of
the fastest growing sectors in Sri Lanka. Sri Lanka’s cellular subscriber base has shown a
staggering 550% growth, from 205 to 205.
 Research and Development:
Sri Lanka had spent more than 5 billion US dollars on research and development(R & D)
in 2008.
Environmental Factors:
Sri Lanka enjoys a tropical climate with varying temperatures according to location. Coastal or
upland areas benefit from Cool Mountain or sea breezes all year round. Monsoon season is
between May to September in the South & West and October to April in the North & East of the
country. These monsoons give Sri Lanka its only seasons as it is located so near to the Equator.
Temperatures average 27°C (80°F) in Colombo and 16°C (61°F) in Nuwara Eliya, which is on
higher ground, all year round. However with the increased number of development projects,
there are many issues that have taken the attention. Deforestation, pollution, filling the marshy
lands and in fact the unauthorized buildings have caused numerous environmental problems in
Sri Lanka.
Sri Lanka being close to the equator and having a tropical rainy climate have influenced the life
pattern of Sri Lankans tremendously. The hot weather and having enough water in the country
give chance to have body wash regularly and this could be why the cosmetic industry has
developed in Sri Lanka continuously. Therefore Rad ox having its British and European
background has a better chance of establishing itself in the Sri Lankan market.

Legal System:
The Legal system of Sri Lanka is a highly complex mixture of several laws. In fact, it exemplifies
the absolute possibility for the coexistence of diverse elements of several legal systems for it
gather together with a common framework, laws as diverse in their origin as those of Rome and
England, Holland and South Africa, Arabia, South India and old Ceylon .The ethnic and religious
diversity of the nation and the colonial history, which traced back to 1505–1948 are the major
factors which had contributed to this complexity.

SWOT Analysis:
Strength:
Strikar bats have an excellent power to hit big shots and can maintain balance as well.
Weakness:
 Lot of competitor in Sir Lanka.
 Not known about culture of the relevant country.

Opportunity:
These are handmade bats which provide good absorption capability and have thick edges.
These edges are designed rounded especially for aggressive and hard hitting batsmen.

Treats:
It sprung up as a challenge to set a new trend and convince Sir Lanka players to try something.
They preferred to play with English bats

Entering Mode
We are using two modes of entering (Exporting& Joint Venture)

Exporting

Exporting means sending goods produced in one country to sell them in another country.
Exporting is a low-risk strategy that businesses find attractive for several reasons. First, mature
products in a domestic market might find new growth opportunities overseas. Second, some
firms find it less risky and more profitable to export existing products, instead of developing
new ones. Third, firms that face seasonal domestic demand might choose to market their
offerings abroad to balance out seasonal demand in their revenue streams. Finally, some firms
might export because there is less competition overseas. Smaller firms often choose exporting
over other strategies because it offers a degree of control over risk, cost, and resource
commitment. Smaller firms often only export in response to an unsolicited overseas order,
which is also perceived as low risk.

Joint Ventures

A joint venture is a partnership between a domestic and foreign firm. Both partners invest
money, share ownership, and share control of the venture. Typically the foreign partner
provides expertise about the new market, business connections and networks, and access to
other in-country elements of business like real-estate and regulatory compliance. Joint ventures
require a greater commitment from firms than other methods, because they are riskier and less
flexible. Joint ventures may afford tax advantages in many countries, particularly where foreign-
owned businesses are taxed at higher rates than locally owned businesses. Some countries
require all business ventures to be at least partially owned by domestic business partners. Joint
ventures may also span multiple countries. This is most common when business partners team
up to conduct business in a world region.
Marketing Mix:
Product:
People age 15-17 year had highest rate of participation (79%) participation numbers are highest
in the age group (25-34). Therefore we choose following groups.

 12-14
 15-17
 18-34

12-14 Pakistanis companies are not present in the junior range in Sir Lanka.

So introducing a junior range of cricket bats seems too feasible. This will cater to the 12-14
segments this is because the more we attune the young players towards cricket, the more
benefits we get during the later stage.

15-34 these are the players who play/ aspire to play professional cricket along with recreational
playing. This category is chosen for the numbers available with this category. There can be
option for the choice of bat used.

Pricing:
Depend on Segmentation.

1 Pakistani Rupee is equal to 1.16 Sir Lankan Rupee

We used market oriented pricing strategy also known as a competition-based strategy, market-
oriented pricing compares similar products being offered on the market. Then, the seller sets the
price higher or lower than their competitors depending on how well their own product matches up.
Promotion:
We connected to famous Cricketers of Sir Lanka (Thisara Perera, Kusal Perera).

We also used sports club for promotion. Promote our products through advertisement and

Electronic media.

Place:
We used direct selling, some sell by telemarketing, online order, some sell at trade show or
retailer establishment. We distribute the product to the right place at right time to allow easy
to purchase.

Porter’s five Force:

Customer:
Power of buyers in the sports equipment industry is strong.

 Customer satisfaction has become crucial factor in shaping companies’ business strategy
 If a company wants to be successful, customer have to be on the top of its priority list

Potential Entrants:
 If new products are priced too low with a goal of quickly gaining a large market shares,
consumers might get the perception that the products are of low quality; and when they
are priced too high, people will most likely retain their currently preferred products.
  Companies trying to enter the sports equipment market have to spend more on
research and development and marketing.
 Competitive barriers to companies trying to enter the market include economic,
technological and regulatory obstacle; even though they are not as rigid as in other
industries.
 Most difficult obstacles to overcome when entering sports equipment market is the
consumers’ loyalty for existing brands.
 Finding the right balance between quality and price is a key to success for companies
trying to introduce new products to the market.

Substitute:
 Direct competition from other companies producing the same type of products.
 Competition from producers of other sports equipment within the industry, which may
be due to change in customer tastes, interest or other change.(Like changing
preferences of customer from cricket bats to pads or gloves).
 Indirect competition from other industries (Like consumers who are trying to decide
whether to used their free time to play tennis, watch a movies, Go to concert, play video
games).

Competition:

 Competition among seller to gain market share exists in the areas such as new
technologies, product performance, price and service, design, and strategies alliances.
 Two popular ways to reduce production costs and stay price competitive: through e
commerce and through the formation of partnerships with retailers.
 Sports equipment manufacture have partnered up with specialized retailers.

Suppliers:

 Bargaining power of suppliers in Pakistan is strong but Sir Lanka is weak to moderate in
sport equipment industry.
 Most sport equipment in Sir Lanka is weak to moderate influences because of supplier-
seller collaboration that discourages any single retailer’s distribution of product.
 The reason is that we export directly to Sir Lanka.
Segmentation, Target market and Positioning (STP):

People age 15-17 year had highest rate of participation (79%) participation numbers are highest
in the age group (25-34). Therefore we choose following groups.

 12-14
 15-17
 18-34

12-14 Pakistanis companies are not present in the junior range in Sir Lanka.

So introducing a junior range of cricket bats seems too feasible. This will cater to the 12-14
segments this is because the more we attune the young players towards cricket, the more
benefits we get during the later stage.

15-34 these are the players who play/ aspire to play professional cricket along with recreational
playing. This category is chosen for the numbers available with this category. There can be
option for the choice of bat used.

Conclusion
 After survey we are recommend that the Sri Lanka country is best for sale
of cricket bat using the both strategies.
 Number people interesting in cricket game.
 Cricket bat is one of the most important investments you will make in
cricket.