MARKET ENTRY STRATEGY PLAN

For the Kingdom of Pakistan

Indus River Dolphin Ring

(Proposed Travel-Related Product)

Prepared by:
LOUISE JOSEPH G. PERALTA
MIKAELA LOUISE S. HAYNO
Grade 11- Accountancy, Business and Management
Student-Participants

RAYMUND BRIONES
Teacher-Coach

SORSOGON NATIONAL HIGH SCHOOL

SDO Sorsogon City, Region V
School Represented
 Table of Contents
Page
Preliminaries
Cover Page
Table of Contents

Executive Summary ................................................................................................. 1

The Problem and Its Setting.………………………………………………... 1
Proposed Solution …………...…..................................................................... 2
Market Size and Growth Opportunity ............................................................ 2
Competition .................................................................................................... 2
Competitive Advantage …………................................................................. 3
Business Model .............................................................................................. 3

Product Overview …………………………………………………………………. 3

Features and its Benefits ................................................................................. 3
Technical Description ……………………………………………………… 3
Materials and UPF rating ………….……………………………….. 4
Design ………………………………………………………………. 4

Market Plan ......…………………………………………………………………… 5

Research and Analysis …………………………………………………... 5
Strategy …………………………………………………………………… 5

References
 Executive Summary

Type of Document: Markey Entry Strategy Plan

Target Market: Kingdom of Pakistan
Proposed Product: Indus River Dolphin Ring
Product Category: Physical Fashion Product

The Problem and Its Setting

Pakistan is among the most urbanized countries of South Asia. As challenges
mount, urban planning is gradually finding space in the policy discourse. The main drivers of
Pakistan’s urban growth are high birth rates and migration from rural areas. Migrants are
attracted to cities for better jobs and improved access to basic services. However, urbanization
has inflated Pakistan’s biggest cities so rapidly that they struggle to deliver public services,
creation of jobs, maintain safety and environmental cleanliness. Furthermore, scarcity in water
and sanitation are common problems that Pakistan struggles to address in fact, statistics said that
only 50% of the population is delivered from most Pakistani cities from only 4 to 16 hours a day.
This further results to the increase of construction of numerous dams and barrages to provide
enough water across the country. Consequently, this hurts one from hundreds of precious living
creatures that is now undergoing through extinction specifically the Indus River Dolphins. As
urban poverty is on the rise, these fascinating creatures are directly affected due to its proximity
to the densely populated area, scarcity in water, habitant destruction (pollution), and for further
exploration in traditional medicine. Also, untreated sewage from communities that reside along
irrigation canals and the banks of the Indus River directly pollutes the water. Washing clothes
and utensils in the river also causes pollution. Industrial pollution has allegedly caused a massive
quantity of fish deaths in urban areas, which affects the Indus River dolphin’s food supply.
Pesticides from sugarcane and cotton crops also pollute the riverbank.

Proposed Solution
Pakistan’s Implementation of the 2030 Agenda for Sustainable Development
supports the re-establishment and repurification of the Indus River alongside its inhabitant.
Similarly, our product offers to provide societal awareness for the people of Pakistan to help
themselves on bringing back their national representatives and symbols specifically the Indus
River Dolphin. This way, it will surely enhance their sanitation, and stable ecological environment,
and as a contributing factor for a firmer economy.

Market Size and Growth Opportunity

Big market awaits this proposed product. The substantial rating of how big the
industry of fashion is uncountable compared to other industries. Since, fashion has always been an
important part of how people define themselves and others, people will always seek out for
something new to satisfy their level of confidence and public image. Now the proposed product is
not an exclusion. Indus River Dolphin Ring are not just any typical looking ring, it’s made from
high quality and durable material and its overall look is purely eye-catchy, fresh, and never been
seen from a standard ring before. Its design choice is very well suited for a Pakistani and for tourists
also, as it projects one of its Dearing creatures, a national symbol of Pakistan the Indus River
Dolphin increasing the availability and popularity of the product.
Competition
 The proposed product indirectly competes with local and international companies
manufacturing rings. Particularly, Mala Golds and AR Rakib Jewels are two popular enterprises
that produce quality rings in Pakistan. On the other hand, domestic and foreign stores trading ring
related parts and jewelries, likewise serve as indirect competitors.

Competitive Advantage
The proposed product has innovative and unseen features which other companies had not
been able to come up with the same idea. Features like Two-central joints for the tail flukes and
the beak, enabling them to constantly move up and down simultaneously. Similarly, it’s very
attractive to one’s eye; it gives them a feeling of confidence and level of highness; setting apart
from other individuals, are just multiple beneficiaries you can get than just a standard looking
jewelry. Also, the ring is made from high-quality materials, durable, and comfortable for best
consumer experience. Lastly, the proponents would like to give a variety of material options used
for different consumer price range and personal preference.

Business Model
The proponents desire to create a visually-pleasing, innovative product that will enhance
and satisfy both domestic and foreign fashion enthusiasts. They envision manufacturing this
product with the end in view of contributing to the Fashion Industry. This highly innovative
fashion related product, entices the silver lining to ring innovation and metal casting.
Consequently, it tends to make a show of the various culture and architectural wonders of Pakistan.
This campaign supports the Royal Government of Pakistan's efforts to promote fashion and
tourism for further economic stability.

Product Overview
Features and Its Benefits
The ring is not just any typical ring that you can just casually find in the market. Its
production made another silver lining to innovation. The ring was designed to upgrade the already
plausible fashion sense of the people in Pakistan specifically in jewelry. It is outfitted with various
designs and elements depicting the specified locale which is Pakistan in general. Also, it’s mended
and shaped like the Indus River dolphin which is one of the great symbols of it in fact, it’s their
national mammal.
Diving deep into the mechanism, there are three parts consisting the whole structure of
the piece: head, body, and tail. Each one of them has its own unique function and roles, just like a
normal dolphin would operate. There are two central joints where the beak and the tail fluke are
attached. It supports the upward and downward movement if there’s a registered motion or a bend
from the finger. The joints are located right above where the knuckle would probably sit in. That
way, there’s little to no delay when the finger start moving. Furthermore, there is also a spine
which is made of two consecutive brass curb chain; it’s very durable, rigid and it can withstand
some heavy consumer use, it serves as the main functionality of the movement of the flukes and
beak. The rings are made from relatively valuable and yet neutral for the buck, it is sculpted finely
and detailed offering you the best out of the hands of our craftsman. As for the head, there are
three main parts and each of them has their own circular joints allowing them to bend along and
aligned with the right curvature of the finger. Lastly, consumer preference and price range are all
considered with the fact that the material used are made through some several options: bronze,
copper, stainless steel, golden plate, titanium blue. Overall, the features, mechanism, and design
act jointly from each other.
Technical Framework

3. Fluke – up > down 2. Head – bend up > down

1. Beak – close > open

Indus River Dolphin -Technical Framework

Fig. 1
Materials
Primary materials include: GI Plain Sheet Gauge 26 x 8 – Copper – Gold -Titanium
blue, and Stainless Steel 316 for the base; Crush birthstones: diamond, ruby, or Moissanite – red
- green - cyan for the center stones; Circular joint’s, rail, and bearings: Titanium alloy (Ti6Al4V)
or SAE 52100 steel, for wear resistant. Brass curb chain – silver – golden; Gallery, Titanium
alloy, Metal polish, lubricant, Enamel Spray paint – Copper brown – Silver – Gold – Teal Blue.
Design

(Stainless steel – lime stone) (Titanium blue plate – fancy-colored diamonds –

teal green)

(Bronze and Copper – fancy-colored diamonds - (Golden plated – fancy-colored diamonds - red)
cyan)
 Market Plan
Research and Analysis
In this section of the proposal, we aim and seek to convince the market that the product that
we will produce will benefit and bring advantages to the consumers, investors, and workers by providing
the purpose, influence, and the impact that our product will contribute. And by determining all these
factors, it will help the public know that the Indus River Dolphin Ring is suited to their market and culture
and at the same time will meet their needs and wants.
The COVID-19 pandemic affects the global fashion industry as governments close
manufacturing plants, and through store closures, and event cancellations to slow the spread of the virus.
The coronavirus pandemic has had a major impact on fashion brands worldwide. At the same time, the
fashion industry faces challenges in consumer demand. As retail stores shut their doors and stay-at-home
orders kept people inside, there was a dramatic shift towards digital commerce that is likely to continue
post-pandemic. The impact of Covid-19 also affected the consumers’ taste and necessities by looking for
an existing product and service that is new to them.
A new, creative, and innovative product is what the Indus River Dolphin ring will provide
to the market. It’s a product that is fresh to the eyes of consumers and is surely attractive that will fit the
personality and culture of the people living in Pakistan. The beauty of this is that it’s not just open to our
target market which is Pakistan but it is also possible to be distributed all over the world because it
represents a great sense of fashion.
Indus River Dolphin is the national mammal of Pakistan. These mammals can only be
found in the lower parts of the Indus River around its coverage and in River Beas, a tributary of the Indus
River in Punjab, India. In Pakistan, their numbers declined dramatically after the construction of an
irrigation system, and most dolphins are confined to a 750 mile stretch of the river and divided into isolated
populations by six barrages. They have adapted to life in the muddy river and are functionally blind. They
rely on echolocation to navigate, communicate, and hunt prey including prawns, catfish, and carp. In 2017,
WWF (world wildlife fund) conducted a survey that says, there are now an estimated 1,816 Indus River
dolphins in Pakistan—almost 50% more than the 1,200 dolphins estimated during the first comprehensive
census in 2001 when the species appeared to be on the brink of extinction. The Indus River Dolphin is
one of the world's rarest mammals and the second most endangered freshwater river dolphin. It is one of
the flagship species and an indicator of the biological health of the aquatic and terrestrial environment
adjoining the Indus River.
Pakistan's gross domestic product (GDP) has grown at an average of 5.3%/year since 1950
and real per capita income has increased 3.7%/year over the past decade, despite a 3% annual population
growth rate. Contributing to this dynamic economic growth have been migration, the construction of a
new national economy following independence, controlled irrigation, foreign exchange availability, and
an expectation on the part of the public of higher earnings and consumption. Despite these trends, the
Pakistan economy is structurally weak and there have been rapid increases in both the domestic and
foreign debt. The country is currently facing socio-economic problems such as poverty and unemployment
that affects their economic growth. Pakistan's HDI value for 2019 is 0.557, which put the country in the
medium human development category, positioning it at 154 out of 189 countries and territories.
In relation to the extinction of their national mammal and the socio-economic problems that
they are facing, we formulated a product that will raise awareness and will promote the beauty of Indus
River Dolphins which also represents the culture and name of Pakistan. The Indus River Dolphin Ring
will be made of moissanite for the stone gem, bronze, stainless steel and ___ that will make the ring
acceptable and much more affordable for the consumers to avail. This will enable not just the upper but
also the middle and lower class in the economy of Pakistan to experience the product.
 Indus River Dolphin Ring is a high-quality product that will surely increase the customers’
trust; will provide a solid value proposition and a longer product support because of the availability of the
resources and the raw materials that will be used in formulating the product. The product also represents
the pride of the ownership which fits the personality of a Pakistani. The unique characteristics of this ring
will provide premium features to the market.
The Indus River Dolphin Ring won’t only deliver a high-quality product but it also intends
to promote and acknowledge the most underestimated and unappreciated jobs in the Philippines (black
smith) that has something to do with the materials that we will be using in the construction of our product
specifically, minerals which is also one of the imports of Pakistan from the Philippines. It will require a
huge and well talented craftsman which means a desirable amount of income for the workers. In this way,
the product will be able to provide jobs in the Philippines and in Pakistan wherein unemployment is very
prevalent. Moreover, it will represent and exhibit the culture and beauty of Pakistan and the high quality
and cost friendly products that the Philippines can produce.
Strategy
Considering the current competition, there is a need to strategically position the product.
As such, various plans shall be considered to wit:
Differentiation strategy- The proposed product shall be its competing products through the
creation of value including quality and add-on features, that customers will surely benefit from.
Confrontation strategy- This venture decides to confront, rather than avoid, the current
competition; differentiating the product from similar existing products surely places the former in
a competitive side.
Sales channel and advertisement- Online and traditional retail are understood to be a
practical sales channel for this product. Partnering with reliable delivery agencies shall be
solidified to make sure that the product reaches the customer in perfect condition. Placing stalls in
select areas in Cambodian airport and nearby areas will surely intensify sales. Customers are
allowed to request modification to suit their aesthetic needs. Paid advertisement like Facebook ad
and through other social media platforms will certainly increase popularity of the product.
Partnering with local companies in Cambodia will surely boost sales and provide livelihood
opportunities to its locals.
PRODUCT PRICING SHEET

EXPENSE
ESTIMATED PRICE Quantity ESTIMATED TOTAL

Indus River dolphin Ring:

Php 550
1/15 Php 55
• GI Plain Sheet Gauge 26 x 8, 1/15
Php 452 1 Php 452
• Stainless Steel 316
Php 1500 1 Php 1500
• Crush birthstones: Moissanite
Php 217
RAW MATERIAL EXPENSES • Metal plate 4.5 mm
Php 4340 1/20 Php 750
• Enamel Spray paint Php 750 1 Php 180
• Metal polish Php 180 1
TOTAL
RAW
MATERIAL EXPENSES
Php 3,154.00

SELLING and
DISTRIBUTION EXPENSES Php1,000/ pc
Php 1,000.00
OPERATING EXPENSES (Salary, utilities, machineries)
Php 3,000.00
TOTAL
EXPENSES:
Php 7,154.00
PROFIT/INCOME RATE Php 2,845.00
SELLING PRICE:
PHP 9,999.00 or PKR 32,652.10
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