MSc International Business Suite/MBA Graduate

Student Name: Muhammad Taha Shaikh

Student No: 100073110

Tutor’s Name: David Glikes

Module: International Business Communications and Marketing

Assessment No: 1

Submission Date: 22/03/2023

CHRIST CHURCH BUSINESS SCHOOL

(excluding abstracts, appendices,direct quotes, bibliography, diagrams and illustrations)
Students must sign here Taha to show that they have read and adhered to the University plagiarism regulations as stated in the student handbook.
 Group members:
i. Rai Muhammad Touseef
Shakeel
ii. Abdul Rehman Rafiq
iii. Arnold Rafiq
iv. Muhammad Taha Shaikh
V. Rabia

Topic : Rooh Afza

•
Introduction
In today's increasingly
interconnected world, it's more
important than ever for firms to
research and prepare for
expansion into international
markets.
• It is crucial to analyze the market
and choose the best market
entrance strategy before breaking
into a new market.
• Pakistani beverage brand Rooh
Afza and its possible expansion
into the British market.
• Hakim Mohammad Saeed had
founded it in 1953.
 Organization Background
• The company Hamdard Labs makes a widely
consumed beverage brand in Pakistan called
Rooh Afza. In South Asia, it has been a
mainstay since its introduction in 1907.
Concentrated Rooh Afza syrup is produced
from a variety of herbs and fruits and has no
alcoholic content. A pleasant drink may be
made by adding it to water or milk.
• One of Pakistan's leading pharmaceutical firms,
Hamdard Labs now exports to more than 25
nations. The firm is well-recognized in Pakistan
for its dedication to developing high-quality
goods inspired by conventional medicine. The
firm makes many additional drinks besides
Rooh Afza, including Joshanda and Sualin.
 Characteristics of industry in the
host market
• The UK's market economy is among the most
developed in the world.
• With a population of over 66 million and a
relatively good standard of living, the country
might be a promising expansion market for
international businesses.
• It's possible that members of the big and rapidly
expanding South Asian population in the UK
might enjoy Rooh Afza.
Macro Environment Analysis
• To better understand the macro environment in the
UK, we need to analyze the economic, political, and
social factors that may impact
• Rooh Afza's entry into the market. The UK has a
stable economy and is one of the largest markets for
food and beverage products in Europe. However,
political uncertainty surrounding Brexit and the
COVID-19 pandemic could potentially impact
consumer behavior and demand.
• Analysis can be done through 2 ways efficiently
a) Porters diamond forces
b) PESTEL Analysis
The PESTLE study is a method for assessing the potential influences from the
outside environment on a company's activities. Issues such as politics, economics,
society, technology, law, and the environment are all included. The manufacture and
marketing of Rooh Afza raises important ethical and environmental questions that
must be answered before the product can be legally sold in the United Kingdom.
• A stable political climate and
relatively business-friendly business
environment make Rooh Afza
imports and sales in the UK easy.
• There are no major political risks or
restrictions in the UK.
• Rooh Afza imports and sales to the
UK are made easy in an environment
that is relatively business-friendly.
• In general, the UK has a strong
economy
• The UK is an important market for
international businesses.
• However, there may be some
economic challenges associated
with Brexit, such as changes in
currency exchange rates and
possible changes in trade
agreements..
• As Rooh Afza's target markets are
South Asian communities, the UK
has a diverse population with a
range of cultural backgrounds.
• This presents an opportunity for
Rooh Afza to enter these markets
like the UK.
• Since Rooh Afza is a sweet drink
with added sugar, the trend
towards healthier lifestyles may
pose a challenge.
• As one of the most technologically
advanced countries in the world,
the UK places a strong emphasis
on innovation and technology.
• Rooh Afza may have an
opportunity to use digital
marketing channels and e-
commerce platforms to market
itself as a traditional drink with a
modern twist.
• Sustainability and
environmental issues are highly
prioritized in the UK.
• In order to appeal to UK
consumers, Rooh Afza will have
to ensure its packaging and
manufacturing processes are
environmentally friendly.
• There are strict regulations
governing food and drink
products in the UK, including
labeling requirements and health
and safety
• Hence, these regulations must be
followed in order for Rooh Afza
to be able to sell his products in
the UK regulations.
 Micro Analysis
• As part of a microenvironment analysis,
suppliers, distributors, and competitors are
considered as internal factors that may
influence a business's operations.
• It will be important to identify potential
distributors in the UK who can help Rooh
Afza reach out to new customers and
increase brand awareness.
• Micro analysis done on micro environment
of organization
• Have direct influence on how an
 SWOT analysis
Weakness
Strength

• Strong brand Name • Profitability

• Diversified Business model • Product Flops
• Innovative Drink
• Local marketing
• Global Expansion • Government Regulations
• Partnership • Increasing competition
 Market and Entry Mode
• Methods for Penetration of a New Market:
Rooh Afza has a number of options for breaking
into the UK market, including exporting,
licensing, joint ventures, and direct investment.
The cheap cost and low risk associated with
exporting make it the ideal entry method for
Rooh Afza.

• Exporting:
 Market and Entry Mode
• Positioning and market segmentation:
Rooh Afza can segment its market to reach the
Muslim community of the United Kingdom since
they are acquainted with the brand and
participate in Ramadan. Being a natural and low-
calorie substitute for sugary soft drinks, Rooh
Afza may also target health-conscious
customers.
• The Four Elements of the Marketing Mix
The marketing mix for Rooh Afza in the United
 Market and Entry Mode

• A Plan for Spreading the Word

Companies interested in selling Rooh Afza in

the United Kingdom might do so by teaming up
with distributors or stores that focus on selling
international cuisine. E-commerce sites and
social media are just two examples of online
channels the business may use to get its
message out to consumers.
 Summary
• This presentation examines Rooh Afza, a well-known Pakistani beverage brand, and
how it may break into the British market. The United Kingdom has a sophisticated
market economy and is home to a large and diversified population, including many
people of South Asian descent. Both domestic and foreign companies compete
fiercely for a piece of Pakistan's beverage market. When analyzing the macro
environment, experts use Porter's Diamond Model, which considers things like
resource availability, infrastructural quality, and political instability. The United
Kingdom is a developed economy and a major consumer market for food and drink;
nevertheless, political instability due to Brexit and the COVID-19 epidemic might
affect buying patterns. In order to enter the UK market successfully, Rooh Afza must
first think about the ecological and moral effects of its manufacturing and
distribution methods.
 References

• Ahmed, R. and Din, I., 2013. Prospects and Challenges for Soft Drinks
Industry: Research Analysis of Rooh Afza as the Case. Radix International
Journal of Banking, Finance and Accounting, 2(4).
• Fahim, S.M., 2016. Evaluating the Brand Audit Report–RoohAfza. Journal
of Marketing Management and Consumer Behavior.
• Jamal, A., 2005. Playing to win: an explorative study of marketing
strategies of small ethnic retail entrepreneurs in the UK. Journal of
Retailing and Consumer Services, 12(1), pp.1-13.
• Suhag, N., 2017. An empirical study on new outlook in the product
development of beverages. Available at SSRN 3065772.
• Perera, R., 2017. The PESTLE analysis. Nerdynaut.
• GURL, E., 2017. SWOT analysis: a theoretical review..