2.

Analysis of Kuwait

2.1 Macro environmental analysis (PESTEL)

a. Political - Kuwait got freedom from Iraq in 2011. The economy is highly reliant on on its
export of oil. It is the eighth richest country. Kuwait is spending $77 billion on
manufacturing and constructions[ CITATION Kas15 \l 1033 ].

b. Economic - Kuwait has decided to spend more money on contractors. Oil and natural
gases contributes nearly 59% to the total GDP of the country. Kuwait is also spending
money on getting new technology to their industries[ CITATION Kas15 \l 1033 ].

c. Social - More immigrants like to work in Kuwait, because of high salaries and well -
being economy. The population in Kuwait is 2.7 million including 1.3 million of non -
Kuwait citizens and 900,000 temporary works[ CITATION Kas15 \l 1033 ].

d. Technology – The central bank of Kuwait ensures to invest finance in technological

advancements in order to improve its varied industries. It also spends enough and more
finances for the mining of oil[ CITATION Kas15 \l 1033 ].

e. Legal - In Kuwait there are no taxes on salary and wages. However, there are other laws
that have to be strictly followed. Workers are not allowed to leave the country until all
dues are paid. The rates of crime occurrences are low, according to U.S
Researchers[ CITATION Kas15 \l 1033 ].

f. Environmental – The weather fluctuates in Kuwait where the country experiences

sandstorms and heavy rainfalls that can cause harm when travelling. Oil spills during
export of oil causes air and water pollution. The black smoke from burning oil is harmful
in terms of health and impacts climate change[ CITATION Kas15 \l 1033 ].
2.2 SWOT analysis

Table 2.1, shows a constructed SWOT analysis that states the strengths, weaknesses,
opportunities and threats of introducing Marina’s products to Kuwait.

Table 2.1 – SWOT analysis for Marina’s expansion to Kuwait

1. Positive brand image

2. Creative and smart advertising
3. Customer loyalty and trust.
4. Some products have a low percentage of cholesterol.
Strength 5. Usage of new technology and innovation
6. Produces diverse products (For example, Vegetable Ghee)
7. Obtained internationally recognized certifications, ISO 22000/HACCP
and Halal.

1. Price of the product is relatively high compared to other brands.

2. Negative public perceptions related to the coconut oil like health issues,
Weakness
diseases and high cholesterol level.
3. Not available in certain supermarkets.

1. Develop marketing strategies in urban and rural markets to increase sales.

2. Increasing the demand of premium cooking oil.
Opportunity 3 Marina’s virgin coconut oil is the only product to have received USDA
(United States Department of Agriculture), JAS (Japanese Organic
certification), BRC (British Certified Manufacturer).
4. Specific oil varieties will have health benefits.

1. Highly competitive industry.

Threats
2. Changing and rising of the quality of stands in the market.
3. The threats of low price competition.