Table of Contents

3. SWOT Analysis of Jamuna A.C..................................................................................................2

4. Recommended Marketing Strategy.............................................................................................3
Target Market Identification and Segmentation Strategy............................................................4
Market Positioning.......................................................................................................................4
Market Entry Strategy..................................................................................................................4
5. Marketing Mix Strategies and Tactics.........................................................................................5
Product and Branding Strategy....................................................................................................5
Place(Distribution) Strategy........................................................................................................5
Price Strategy Structure...............................................................................................................6
Promotion Strategy......................................................................................................................6
6. Implementation and Control........................................................................................................6
Formal Contingency Plan............................................................................................................6
7. References....................................................................................................................................7
3. SWOT Analysis of Jamuna A.C
A SWOT analysis (strengths, weaknesses, opportunities, and threats) is a strategic method that
supports the company in overcoming obstacles and determining which new leads to follow.

To run a successful company, one should evaluate the processes on a regular basis to ensure that
they are running as efficiently as possible. Although there are many ways to evaluate your
business, conducting a SWOT analysis is one of the most useful[ CITATION Nad091 \l 1033 ].

SWOT analysis is a method for evaluating a company's success, competition, risk, and potential,
as well as parts of a company like a product line or division, a market, or another organization.

Using both internal and external data, the technique will guide companies into more effective
strategies and away from those that have been or are likely to be less successful. They may also
get advice from independent SWOT analysts, investors, or competitors on whether an
organization, product line, or industry is strong or weak, and why[ CITATION Ala16 \l 1033 ].

A SWOT Analysis for Jamuna A.C for the internal and the external assessment is listed below

Strength

 The weather of Bahrain being humid, needs a huge demand for cooling items;
 They import large quantity of products from different countries of the world;
 Construction for some big projects has been going on in Bahrain which also requires a
large quantity of AC’s;
 Bahrain offers an attractive regulatory environment with governance standards;
 The overall economy and importantly the currency exchange rate is very much acceptable
for continuing the business with Bangladesh.

Weaknesses:

 The political situation of Bahrain is not quite stable;

 Since Bahrain imports AC from many of the renown brands, thus it creates a great deal of
competition for Jamuna AC to sustain in the market and earn profits;
 The residents of Bahrain have an uplifting disposition towards unfamiliar brands;
 The people of Bahrain care more about the brand value.
 Opportunities:

 The cost of Jamuna AC is comparatively less expensive than any other existing
brands in the market, which gives them an advantage to have more demand for
purchasing;
 Since the regulatory board for trade and finance is flexible in Bahrain it gives Jamuna
AC to invest in Bahrain;
 If the management of Jamuna AC can implement the strategies properly, Bahrain can
be a profitable market for them.

Threats:

 If Jamuna AC does not focus on developing strategies to create a brand value, they will
be facing loss for not coping up with brands that already have a high brand value;

So, the above mentioned points include the internal amd external market analysis for Jamuna AC
in Bahrain. The internal and external analysis are needed to be focused on for developing the
market strategy for Jamuna AC.

4. Recommended Marketing Strategy

The TSP marketing model (Segmentation, Targeting, Positioning) is a well-known strategic
marketing strategy today. It's one of the most widely used marketing strategies today. When
developing marketing communications strategies, the TSP model is helpful since it allows
marketers to prioritize propositions and then create and deliver customized and appropriate
messages to communicate with various customers[ CITATION Ven12 \l 1033 ].

This is a more audience-focused approach to marketing communications than a product-focused

approach, which helps deliver more meaningful messages to commercially attractive markets.

The TSP marketing strategies include the following factors:

 Market Targeting: This part is concerned with analyzing the demand of the segmented
market;
 Market Segmentation: Market segmentation works with identifying and analyzing the
customer data;
  Market Positioning: It is the internal analysis for the research of the competitors present
in the existing market.

The TSP model for Jamuna AC has been stated below:

Target Market Identification and Segmentation Strategy

Target marketing entails segmenting a market and focusing the marketing efforts on one or a few
main segments of consumers whose needs and expectations are most closely aligned with the
product or service offerings. It may be the secret to attracting new customers, growing profits,
and ensuring the sustainability of Jamuna AC. The management needs to decide who majorly
would be their targeted base of customers. The targeted base can be identified based on the
gender, age, income level etc.

Since, there are many industries that have been growing in Bahrain Jamuna AC can mainly focus
on the industrial sector.

Market Positioning
The ability to influence consumer perceptions of a brand or product in relation to competitors is
referred to as market positioning. The goal of market positioning is to create a brand's or
product's image or identity so that customers view it in a specific way.

The people of Bahrain focuses more on brand value than any other things. So to sustain in the
competitive market, Jamuna AC needs to focus on developing their advertising strategies to
reach out to the customers.

Market Entry Strategy

A proposed distribution and delivery system of products or services to a new target market is
referred to as a market entry strategy. It refers to the development, establishment, and
management of contracts in a foreign country when it comes to the import and export of services.

Jamuna AC being manufactured in Bangladesh is planning to make an investment in Bahrain.

Before entering into the market, Jamuna AC needs to focus on the factors that will have an
impact on the trade of their items. To study the market Jamuna AC will observe the rules and
regulations regarding the trade that are followed by Bahrain. The socio-cultural environment is
also needed to be observed carefully to make the entry in the market.
5. Marketing Mix Strategies and Tactics
An effective promotional strategy will assist in defining the marketing's overall course and
objectives. The plan will spell out how they'll offer your goods or services in a way that pleases
their customers. Product, price, place, and promotion are the four Ps of marketing[ CITATION
Phi12 \l 1033 ].

The four Ps of the marketing mix are four classes of variables that make up the marketing mix:

 Product: A company's product is the products and/or services it provides to its

customers.
 Price: Customers pay a certain amount of money to buy a commodity, which is called
the price.
 Place: The activities that make the product accessible to customers are referred to as
"location" (or "distribution").
 Promotion: Practices that inform consumers of a product's features and benefits and
convince them to buy it.

The implication of marketing mix and developing a strategy to reach out the customers in
Bahrain for Jamuna AC has been stated below under the mentioned headings.

Product and Branding Strategy

An effective product and brand strategy establishes brand recognition and identity, which
distinguishes the products from the countless others solely on the basis of their brand
name[ CITATION Alv15 \l 1033 ]. A well-thought-out approach for Jamuna AC tells potential
and existing customers why they should choose their product over those with similar features on
a regular basis.
So, Jamuna AC needs to build a strong market strategy which includes the product knowledge
and its delivery to the customers.
Place(Distribution) Strategy
It specifies how and where a company's goods and services will be placed in order to increase
market share and customer purchases. Place strategy, also known as distribution strategy, can
involve physical and online stores, as well as any other means by which the business can attract
consumers.
Jamuna AC is planning to invest in Bahrain, where the climate is extremely humid. Besides,
there are some other provisions available that to would make them easy to invest in Bahrain. So,
Jamuna AC needs to focus on all the aspects of trade and investment that will help them to
expand their business in Bahrain.

Price Strategy Structure

It encompasses an entire pricing strategy through the organization, with a focus on how the
pricing relates to the features of the product that are made available and how it affects consumer
use.
The price of Jamuna AC is comparatively lower than many other existing brands. So, this is an
advantage for them to sustain in the market.
Promotion Strategy
Jamuna has already grabbed the attention in the local market with their promotional strategies.
Now, they should focus on entering the market of Bahrain. For doing that, they should develop
the promotional strategies focusing on the socio-cultural environment of Bahrain.

6. Implementation and Control

The implementation and control of marketing plans is a mechanism that should ensure that the
company's strategic goals are met. The purpose of coordinating and guiding people plays a
unique role in this process[ CITATION Ric05 \l 1033 ].

Formal Contingency Plan

A contingency plan is a strategy for an organization to adapt effectively to a major potential
occurrence or circumstance that may or may not occur. Jamuna AC also needs to have a
contingency plan in any case they face loss while investing in the competitive market of Bahrain.

Jamuna AC should not make a large investment in the first place as it has a risk of facing loss,
since people will not previous reviews or recommendations of the product. This can be stated as
a test transmission phase. If by any chance it fails, Jamuna AC should plan to invest in other
countries which will have a favorable market acceptance.

The another plan for it can be to sell them in the local market but they should lessen their
production to sell the items that have been manufactured earlier to sell in Bahrain.
7. References
Kotler, P. (2012). Kotler on Marketing. Simon and Schuster.
Lee, A. (2015). The Strategy of Global Branding and Brand Equity. Routledge.
Pahl, N. (2009). Swot Analysis - Idea, Methodology and a Practical Approach. GRIN Verlag.
Sarsby, A. (2016). SWOT Analysis. Lulu Publishers.
Shankar, V. (2012). Handbook of Marketing Strategy. Edward Elgar Publishing.
Wilson, R. M. (2005). Strategic Marketing Management. Routledge.