Project

Of

International Marketing

Submitted by: Muhammad Yousaf

Submitted to: Ms. Javeria Shabbir

Class: MBA – V (Morning)

Roll # 13466

National University of Modern Languages

Islamabad
Contents
Executive Summary:........................................................................................................................3
Vision:..............................................................................................................................................3
Mission:...........................................................................................................................................3
Company’s introduction:.................................................................................................................3
Market Analysis:..............................................................................................................................4
Industry analysis:.........................................................................................................................4
Industry Participants:...................................................................................................................4
Keys to success:...............................................................................................................................4
SWOT Analysis:..............................................................................................................................5
Consumer Analysis:.........................................................................................................................6
Market segmentation:......................................................................................................................6
Future Products:...............................................................................................................................6
Goals and Objectives:......................................................................................................................6
Marketing Strategy:.........................................................................................................................7
International Market:.......................................................................................................................7
Marketing strategy:..........................................................................................................................8
Product:........................................................................................................................................8
Price:............................................................................................................................................8
Placement:....................................................................................................................................8
Promotion:...................................................................................................................................8
Financial Plan:.................................................................................................................................8
Executive Summary:
For me Divine Peach Farm is a start-up venture and this intended to provide the income.
Approximately 15 canal of fruit growing land is to be acquired using a loan. The farm will be
owned by my family.
The prime fruit growing land of 15 canal is in Mandra and starts in 2014. This is one of the best
area for growing peaches and other fruits. The land gets plenty of water, excellent drainage, and
an optimal soil ph. As we plan to grow peaches on 50 canal in the first 10 years. Once the
profitability has been established, the farm will begin to expand into rarer varieties of peaches.
The attractiveness of this crop is that fresh, high-quality peaches and nectarines are sweet tasting
and low in calories, with one medium peach furnishing only about 37 calories. These fruit are a
good source of Vitamin C and yellow-fleshed varieties are a good source of Vitamin A.

Vision:
Divine Peach Farms will strive to create a safe, rewarding working environment for employees.
To grow and diversify using state-of-the-art agricultural practices while achieving financial
success with utmost efficiency.

Mission:
Achieving the highest customer satisfaction through teamwork by creating work integrity and
developing farming practices in a safe, healthy work environment.

Company’s introduction:
Company’s name: Divine Peach
Slogan: A life full of nature secrets
Business type: Family business
Facilities: Easily accessible, unique packaging
Main market: Gujar khan, Rawalpindi, Islamabad.

1
Market Analysis:

Industry analysis:

As there is a wide range of industry participants in the fruit business, from large
corporations to small farm that sell fruit directly to the buyer from a small number of
trees. So this makes the industry difficult to generalize strengths, weaknesses,
competitors, and opportunities. Attempts to combine the industry in the past have been of
only limited success because of its capital intensive nature and government involvement
in promoting family-style farming.

Industry Participants:

The fruit farming industry is highly fragmented with a large number of industry
participants ranging in size from very large corporate farms with hundreds of acres and
employing significant migrant workers. During the harvest season to the small family
farms that are often smaller than a hundred acres and have less than ten laborers per farm.
As there are number of competitors in the market so we have to make full plan to
compete with them.

Keys to success:
Location: Easily accessible
Packing design: Unique and attractive
Product: Peach
Quality Control: Clean and good product
Service: Presented by professional owner’s
Employee: Trained and well educated in related field
Creating the high level of customer’s satisfactions.
Create unique and attractive product that will differentiate us from the rest of the
competitors. Sell that products that are of high quality.

2
SWOT Analysis:
Strengths:
 Convenient location
 Healthier and fresh fruit
 Skilled staff
 Innovation and Creativity

Weaknesses:
 Lack of knowledge about operational activities
 Lack of investment

Opportunities:
 E-business
 Less competitors in the market

Threats:
 Environmental conditions
 Threats from substitutes and new entrance

Consumer Analysis:
In Pakistan the environment is quite favorable for Peach production. Peach is a traditional crop
of Khyber Pakhtunkhwa province and quite favors to Peach cultivation. It cultivated on the area
of 6,330 hectares with the production of 36,155 tons in 2013-14 and normally 48284 tones. It is
delicious in taste and attractive in flavor and aroma.

3
Market segmentation:
Divine Peach Farm plans to sell its crop to three main buyers. In order to keep its profit margin
high, the divine will concentrate on selling the majority of its fruit to the local produce stands
which are able to charge more for the higher quality fruit. Most of the rest of the fruit will be
sold to local fruit packers and distributors that then resell the fruit to grocery stores. Finally, any
fruit that does not meet the quality/maturity standards of the other two buyers will be sold to
canneries.

Future Products:
At the beginning of operations the Divine Peach Farm plans to grow established early harvest
varieties of peaches and nectarines in order to be first to market during the year. As the farm
starts producing a profit (estimated sometime around year four) the farm will start producing
some of the newer varieties fruits in order to produce a higher margin.

Goals and Objectives:

 Achieve profitability in one year.
 Expand by an additional 50 canal of adjacent land by 10th year.
 Capitalize on the niche market for hybrid fruits.
 Increase yield per acre to achieve economies of scale.

Marketing Strategy:
Products and Services:

4
 The numerous varieties of peaches are cultivated in Pakistan; the variety that I will cultivate
the famous breed King Florida Peach. In Pakistan peach cultivated in Swat and in the
northern areas. As the tree is attacked by various fungi, virus diseases, and insect pests,
against all of which careful precautions must be taken by cultivators. The peach is closely
related to other trees like cherry, plum, and almond.
The nectarine tree occasionally produces peaches, and the peach tree nectarines. In
appearance, culture, and care the nectarine is almost identical to the peach.
Peach/nectarine harvest begins in May, peaks in June/July, and ends in August.
By making an application we can give customer’s home delivery services. We can add other
fruits and vegetables in our cart.

International Market:

In order to go in the international market we will first study the pros and cons of the new market
which are like payment method like credit card, PayPal or cash on delivery payments, Research
on the international shipping options of the other countries.
Selling your products to your customers is one thing and how you deliver items to them is
another.
Every country may have different shipping regulations so do some research and arrange the
logistics with your shipping company.
We might even consider drop shipping options if we have a larger number of orders from one
particular country. In order to do drop shipping we will have to find a drop shipping partner and
we might save ourselves plenty of time and money.
Also get familiar with taxes and regulations, make our website or store speak in multiple
languages, support local currencies, and get to know new market.

Marketing strategy:
In marketing strategy, we review the product, its price, its placement, and its promotion.

5
Product:

As peaches and nectarines harvest in May, June and July so we attract our customers. As
in a fruit business my product will be unique and attractive with its packing. We sell
those products which are fresh.

Price:

Secondly we sell our products to those buyers to whom we can get maximum profit. We
will charge that amount through which we can achieve our profit.

Placement:

Thirdly we can choose those places where we can get more customers like Bazar’s of
Rawalpindi and Islamabad.

Promotion:

In this strategy we can promote our product by advertising on social media, friends and
family. We also advertise our products by placing banners on the popular places.

Financial Plan:
Start-up funding
Start-up expenses 50000
Start-up assets 100000
Total funding 150000
Non cash asset 50000
Cash required for start-up 50000

6
 Additional cash 100000
Total assets 200000
Liabilities and capital
Liabilities 0
Account payable 0
Other current liabilities 0
Total liability 0
Capital 200000
Planned Investment 50000
Additional investment 50000
Total planned investment 400000
As our product sales grow, we expand our business into new location.

Profit and loss:

Profit and loss Year 1 Year 2 Year 3
Sales 400000 500000 600000
Expenses 20000 35000 50000
Total Sales 420000 535000 650000

7
8