International marketing plan Assignment Example | Topics and Well Written Essays - 1750 words

International marketing plan - Assignment Example In order to expand the market target of the company with baked products, the company commenced the construction of a new bakery in 2009 in Al Kharj. The aim of the company in constructing an additional bakery was to increase the portfolio of baked products they offered to the market. In this case, the L’usine brand was adapted as a brand name for all baked products. The L’usine brand is a family-oriented brand that offers products mainly for use as consumer products. The retail industry with reference to consumer products provides both basic products and other products used in the daily family lives. In this case, the L’usine brand provides products such as bread, burger bums, sandwich rolls, and puffs among other products. The aim of the products is to offer consumers with a variety of products that can be used for breakfast and snack purposes both at the family setting and at the workplace. However, the position of the products is related to the family segment of the market. This shows that the products do not target a certain social class and therefore targets every customer while at the same time providing the hotel industry with products to offer to their customers under customized customer-dependent orders. Based on the positioning of the products, the L’usine brand is better placed as it competes with both bread and the confectionery industry companies offering customers with quick-bites (ready to consume products). The product strategy for the L’usine brand involves pricing and diversity of products. Starting with the pricing strategy, it is observed that the target market of the company allows low-prices to facilitate and increase operations’ productivity by considering economies of scale. With the market position playing a role, the pricing strategy ensures that the products sell at a low price while at the same time generating vast sales. On the other hand, the diversity strategy ensures that the