HawKar

Hiba Sassi
Mouhamed Amine Machfar
Mohamed Ali Ben Gharbia
Skander Radhouane

 1 Introduction

2 Description

Agenda 3
Marketing environment
alanalysis(SWOT)

4 Marketing strategy

5 4p's

Recommendation and
6
conclusion
 1- Introduction:
HawKar is a socially innovative Tunisian startup dedicated to people with reduced mobility.
HawKar tries to solve the problems & failures of the infrastructure and public transport unsuitable
for people with disabilities.

Mission : Vision : Products :

Making independence and Improving the life of people Our products are made for anyone with
freedom of mobility accessible with reduced mobility and reduced mobility who wants to have
to all. making a difference . freedom of mobility and needs to move
long distances every day.
 2- Description of the company:
Automotive
Transport

The first prototype was developed in 2017,

HawKar was incorporated in 2018.

+50 employees

International comapny

Avenue Nozha Hawkar.tn contact@hawkar.tn https://www.facebook.com/HawKar.tn/

Zone Touristique Gammarth, 1057 Tunis .
3- Marketing environment analysis(SWOT):
Strengths Weaknesses

*Results take time to show up.

*A deeper knowledge of the standards thanks to the CEO’s personal
*The company suffers from weak brand awareness within both foreign and
input.
domestic markets.
*Capable of responding to different types of physical disabilities.
*Very little media coverage .
*Meets international quality standards and necessary requirements.
*The funding has been a constant constraint for the startup ,even with people
*Have received international awards.
appreciating the goodness of their mission ,they still do not fully believe in the
*Reasonable and affordable prices .
project.

Opportunities Threats

* Skilled workers in Tunisia. *Threat of new entrants to the market.

*Technological breakthroughs. *Red tape in Tunisia and administrative burdens .
*There are few services provided for people with reduced mobility who *The struggle to bring in foreign investment because of political risk concerns
often have to make do with the means at hand. brought on by civil unrest and violence
⇒ competitive advantage *Weak financial institutions of the country
4-Marketing Strategy :
It is crucial to develop an effective value-
driven marketing strategy, and in order to
achieve that, we have placed a significant
emphasis on several essential factors.
These factors include market segmentation,
market targeting, and market positioning. In
the following slides, we will take a closer look
at each of these factors and how they
contribute to the success of our marketing
strategy.
4.1 Market Segmentation

Market segmentation is a strategic approach that involves dividing a target market into smaller segments
based on specific criteria. There are several ways to segment a market, including geographic and
demographic segmentation.
Geographic segmentation involves dividing the market based on geographical location. In the case of HawKar
Products, an in-depth study was conducted to identify the best option for exporting their products. After
careful consideration of various factors, such as infrastructure, public transport, and the number of disabled
individuals, the French market was chosen as the ideal location for their first venture.
Demographic segmentation is another approach that is commonly used to segment a market. This involves
dividing the market based on demographic factors such as age, gender, and income. By considering these
factors, HawKar Products can create a more targeted marketing campaign that caters to the specific needs
and preferences of each segment. For instance, the company may offer different price ranges based on
income levels or design their products to appeal to different genders or age groups.

4.2 Targeting:

Targeting customers in a clear and effective manner is crucial

for the success of any business, and HawKar is no exception.
Given the unique features of the product, with a focus on
meeting the transportation needs of disabled individuals,
HawKar's primary customer target will be individuals with
disabilities. By catering to this specific group, HawKar can
create a niche for itself in the market and establish itself as a
leading provider of mobility solutions for people with disabilities.
This approach can help build a loyal customer base and
generate positive word-of-mouth referrals from satisfied
customers, ultimately leading to increased sales and growth for
the company.
4.3 Positioning:

To position our product in the market, we will adopt a

price versus value strategy initially(the same for less). We
plan to offer the same features and benefits as our
competitors but at a lower price point since our product
will be shipped and not constructed on site. This
approach will help us to establish our brand and build a
customer base. As our brand image and reputation
improve, we will gradually increase our prices to be more
in line with our competitors, thereby increasing our profit
margins.
5- 4P's:
International expansion can bring significant
business benefits,
but it comes with its own challenges.
Exporting is more complicated than simply selling
to domestic customers.
It requires intricate logistics, entirely new skill-
sets, and long-term commitment.
Some strategies must be developed to hand
Hawkar’s business a boarding pass to overseas
success.
5.1: Strategy for International Product

Due to the nature of the product” an innovation” and the inability to afford
changes(founders think they still need 525 100 € to make more progress in their
project )it is seen as best fitting to choose a standardization strategy.

This strategy makes sense also because all people worldwide with reduced
mobility, whether in Tunisia or France, have more or less the same characteristics
and face the same problems (a transparent prism effect) that revolve mainly
around experiencing adverse socioeconomic outcomes such as less education,
lower levels of employment, and higher poverty rates.
5.2: Strategy for International Price

France is the leading destination for job-rich foreign industrial investment in the automobile
sector in Europe since there are multiple financial incentives to develop innovationThe
competitive environment in the French automobile sector is too obvious.
French electric cars such as the Kenguru car costs about $25,000, the KImsi car costs also 25 000
$ but the cost varies depending on the adaptations added.
Hence, to offset the costs of this high investment project, such as export shipment, taxes, and
required maintenance costs the strategy according to the competition would be the optimum
option.
This strategy can be super lucrative for our business since our product is set at a lower
price,that’s not profitable but draws in new customers and enables our business to sell additional,
more profitable Goods to those customers.
==> Eventually the price will be better fixed at 24500 $ .

 5.3: Strategy for International Place

As a new company we want to reduce our costs as much as possible to penetrate a new market.

The Exclusive Distribution Strategy:

ensure that our product reaches the right market at the right time.
more control over how our product is sold
===> Maintain quality control over production & ensure that all products reach their customers safely
and on time.

Europe's leading manufacturer of wheelchair-accessible cars, people carriers, and mini-buses with more than
20 years of experience across a wide range of specially adapted vehicles from disabled cars to larger mobility
vans.

They work closely with more than 800 local service partners throughout the UK to ensure that we have all the
backup we need for regular servicing of our new mobility vehicle.
===> To illustrate, with Allied Mobility we can have the added reassurance of dealing directly with the UK’s
leading wheelchair accessible vehicle specialist and it would sell our cars with a marginal profit.
5.4: Strategy for International Promotion:
-Type of communication: communication of the product :
•Car: rechargeable /lightweight/small.
•Wheels: power (electric) assistance/easily mountable & removable.
-Creative advertising:
+criteria of selection of media :
* Client coverage(Most used mean) : Facebook /Instagram/TV .
*Possibility to do: the budget (the price of the advertisement on the media platforms: from 50
5 072,57 TND ).
+choice of media and tools : internet spamming
6. Recommendations and Conclusion:

This innovative project has a very high potential to be an

economically, socially and environmentally promising breakthrough
for both Tunisia and France .It definitely needs to have more light
shed on and foreign investment’s encouragement but with the right
opportunities to expand, many other markets may present themselves
as potential ones for further expansion .

Thank You!