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Marketing Environment and Planning (MEP)

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Graduate diploma in Marketing

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POSTGRADUATE DIPLOMA IN MARKETING MANAGEMENT (PGDIP)

Table of contents

Executive
summary ………………………………………………………………………………………
…….
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Module Marketing Environment and Planning (MEP)

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Marketing Environment and Planning (MEP)

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Table of contents
1. Executive Summary............................................................................................................... 6
2. Situational Analysis................................................................................................................7
3. Sales and Marketing Objectives........................................................................................... 15
4. Marketing Strategies.............................................................................................................16
4.1. Generic Strategies...................................................................................................... 16
4.2. Target Marketing Strategy......................................................................................... 17
4.3. Marketing Mix Strategies...........................................................................................19
5. Tactics, Action plan and Budgeting..................................................................................... 26
6. Monitoring, Evaluation and Control.................................................................................... 29
7. Conclusion............................................................................................................................31
8. References............................................................................................................................ 31
1. Executive Summary

Soapby (Pvt) Ltd is a 100% Sri Lankan own company. The brand has been in the market for
over 10 years with a good reputation. The management of Soapby (pvt) Ltd has decided to
introduce a new product on 1st of January 2022 under the product portofolio due to the high
demand in the current market expecting approximately Rs.100 million turnover in the first
year and the budget allocated for the marketing and promotion per month is around 2 Million.

In the Sri Lankan Market people are usually adhere to the rules and regulations that impose
by the government especially related to Covid-19. Since government has imposed to wear
mask when going out from home, to take the Covid-19 vaccine and advised to wash hands,
use sanitizers frequently, there is a huge demand for alcohol-based sanitizers in the market.
However, there are some key companies to be considered in the industry of Sanitizer Market
as well.

When entering into the industry it is highly recommended to briefly research the macro
environmental factors in the Sri Lankan market to reduce the risks and other adverse events.
When the brand is launching in the local market there will be 5 major objectives to be
achieved in the financial year. To achieve those objectives, the company should come up with
a good STP and marketing mix as well as company should adopt the best pricing strategy,
prepare a sales forecast and should implement the appropriate action plan to achieve the
ultimate goals. After setting the goals and implementing the plans and actions there should be
monitoring, evaluating and control process to make sure that the organization is achieving the
set goals and objectives.

All these steps and processes are being explained in the upcoming plan and by executing
the plan the company could reach its goals and gain more profit in the local market after the
Launch.
2. Situational Analysis
2.1. Introduction to the company

Figure 1 - Intro of the company

Soapby (Pvt) Ltd is a 100% Sri Lankan company that was founded in 2008. In the beginning,
the company was operating only the Herbal Soap catagory including Baby Soap and then it
started to operate in Herbal Skin Care catagory and Herbal Oralcare catagory as well.

Vision Statement

“To restore and lavish skin using Nature's best ingredients and to Inspire others”.

Mission Statement

“To offer patients and clients a wide range of treatments and help them choose the correct
treatment plan that matches their needs and budget”.

Since there is a huge increasing demand for Alcohol based sanitizers, the management has
decided to enter the local consumer market with a new Sanitizer product from 01st January
2022.

2.2. Nature of the industry, Opportunities and threats to the industry

Nature of the industry

Alcohol based Sanitizer products are considered as superior quality products which has the
ability to kill microorganisms on hands quickly. Even though these sanitizer products were in
the market for a longer time of period, now only the customers are aware about these
sanitizer products because of COVID-19 and there is an increasing demand in Sri Lankan
market.
Hand sanitizers typically come in foam, gel, or liquid form. Their use is recommended
when soap and water are not available for hand washing or when repeated hand washing
compromises the natural skin barrier. Depending on the active ingredient used, hand
sanitizers can be classified as one of two types: alcohol-based or alcohol-free. Alcohol-based
products typically contain between 60 and 95 percent alcohol. In general, alcohol-based hand
sanitizers, if rubbed thoroughly over finger and hand surfaces for a period of 30 seconds,
followed by complete air-drying, can effectively reduce populations of bacteria, fungi, and
some enveloped viruses. Also according to the reports, there are some sanitizer products
which are ineffective against bacterial spores and also do not fully cleanse or sanitize the skin.

Due to this increasing demand in the market

many businesses have also started either to
import or manufacture Sanitizer products as
well.

Figure 2 - Sri Lankan Map

Opportunities and Threats

Opportunities Threats

 High demand in the market.  Large, Medium, Small scale businesses

are already in the market.
 Growing health consciousness lifestyle
in the society.  High Competitiveness.

 Tedency to buy poducts online.  More attractive advertising campaigns

are in both traditional and digital media.
 Increasing consumer awareness.

 Current market trend for Alcohol based

sanitizer products.

 Rules and regulations / Customer trust

and belief about sanitizer products.

 Covid-19

 Huge sanitizer requirements from

 companies since the employees have
started to report to work.

Table 1 - Opportunities and Threats

2.3. Nature of the market, Market size, Market structure

Nature of the Market

In today’s world, customers have rising concerns over personal hygiene and health factors.
Therefore, majority of customers take several important steps and consider buying hygienic
consumer products. Hand sanitizer spray is one of those hygienic products and has gained a
higher traction among target consumers. As a result, it is expected to drive the value sales
growth of the hand sanitizer market.

Market Size

Sri Lankan market for sanitizers started to increase due to the soaring number of corona virus
infections across the country. There was a time which suppliers couldn’t supply sanitizer
products due to the huge demand of customers for sanitizer products in the market but then
unexpectedly many new entries came to the industry as well. Since the number of new
infections are reporting in the country, as the result there is a huge demand for sanitizer
across public places such as hospitals, offices and shopping centers.

According to 6Wresearch, Srilanka Hand Sanitizer Market size is anticipated to witness

considerable growth during 2020-2026. Rising population, growing tourism sector,
increasing investment by distillery and chemical companies, rising awareness along
with changing lifestyle as well as government initiatives are some of the key growth
drivers of the Srilanka hand sanitizer market over the coming years.
Market Structure

“Monopolystic Competition Market”

“Monopolistic competition characterizes an industry in which many firms offer products or

services that are similar (but not perfect) substitutes. Barriers to entry and exit in a
monopolistic competitive industry are low, and the decisions of any one firm do not directly
affect those of its competitors. Monopolistic competition is closely related to the business
strategy of brand differentiation.”

Since hand sanitizers got popular in Sri Lanka after 2019 with the Covid 19 breakdown,
currently there are quite a lot substitutes as well. Because the barriers to entry to the market
and to exit the market are low, it didn’t take much time for those substitutes to enter the
market. Also, the decisions of the competitors are not strongly affect on company’s
processes as well. For an example, some particular Hand Sanitizer manufacturing companies
decided to increase their prices in a very huge percentage due to the high demand and some
manufacturers decided to keep their prices as same. But non of these decisions can have a
strong impact on Soapby’s processes.

2.4. Nature of the demand, Factors affecting to the demand, and Demand Elasticity

Nature of the Demand

Diagram 1 - Nature of the Demand

In 2019, when it started to increase the numbers of covid infected people, there was a high
demand for Hand Sanitizer products in the market. Even suppliers didn’t have the ability to
supply products to that demand. At that time consumers were willing to buy a uge amount of
Hand Sanitizer products even at a higher price due to the low supply in the market. But then
after substitute companies started to enter the market with a good supply people started to be
aware about the product and in the current market in 2021, people are focusing about the
quality (Eg: Percentage of Alcohol) and price as well. Therefore, as a comparison, even
though consumers had a huge demand for Hand Sanitizers even at a higher price in that
particular time of 2019, in the current market there demand is depending on both Quality and
the Price as well.
Factors affecting demand

 Price of the product and price of the substitute products.

As per the nature of the demand for Hand Sanitizers in Sri Lanka, customers are now more
considered about Price. If the price of a Hand Sanitizer is high, the customer will look for
substitutes and if the price of those substitutes are low, customer will go with that. Or if the
customer is loyal to the Brand, as a result the amount of the product which customer is
willing to pay will be decreased.

 The consumer’s Income

There is a positive relationship between consumer’s income and the the amount of the
product that consumer is willing to buy and that is totally depends on the consumer’s
perception towards the brand. If the customer was using a low quality Sanitizer product under
his previous income, when consumer’s income gets higher, they will stop using that product
and move to a substitute. But in the other hand, if consumer is happy with the quality and
features of the sanitizer product, they will increase the amount that they are buying.

 The number of consumers in the market

As more or fewer consumers enter the market this has a direct effect on the amount of a
product that consumers in general are willing and able to buy. For an example before covid-
19 had a bad impact on the country, people didn’t consider about purchasing Sanitizer
products even though it was available in the market. Back then there was a low demand for
sanitizer products. But in the current market because of Covid-19 consumers are willing to
purchase more and more with a huge demand.

 Consumer’s expectations

One’s expectations for the future can also effect how much of a product one is willing and
able to buy. If the company decided to reduce the price of sanitizer products in the future or
to do promotional thing targeting the season, the current demand will decrease but the
demand will grow in the future.

 Advertising

Since there are more competitors in the current market, it is impossible to increase sales
without doing Advertising. At first customers need to be aware about the product and to do
that, it’s necessary to have good advertising campaigns.
Demand Elasticity
Demand Elasticity

Diagram 2 - Demand and Elasticity

According to the current demand in the market for sanitizers, the demand elasticity type can
be identified as “Perfectly Elastic Demand”. In this case a small rise in price results in fall in
demand to zero, while a small fall in price causes increase in demand to infinity.

2.4. Nature of the competition, Main competitors and possible new competitors.

Nature of the competition

As a reputed and profit earning organization which can spend alot on advertising per month,
Soapby has a good market in foreign countries for their beauty products but now the plan is
to enter the local maket to satisfy the customer needs with what they want.

When considering about the competition, for this Sanitizer product, there are both direct and
indirect competitors in the market. Even the market is very open and anyone can enter the
market easily so the competition is high.

List of competitors and possible new competitors

 Lifebouy Hand Sanitizer

 Dettol Hand Sanitizer
 Janet Hand Sanitizer
 Godrej Hand Sanitizer
 Kohomba Hand Sanitizer from Swedeshi Kohomba
 Hi-care Sanitizer
 Pro San Hand Sanitizer
 Safe guard hand sanitizer
 Red Germ Killer Hand Sanitizer
 Protekt plus hand sanitizer
 Medisafe hand sanitizer

2.6. PESTEL Analysis

Political Environment
Political factor and legal factor in Sri Lanka is a very important factor to any business that
operates in the country. It influences the rules and regulations on businesses and also the
spending power of consumers. Few elements could affect the organic fruits and vegetable
Companies.
 Political Stability – Sri Lankan political stability ranking is 114 among the 194
countries as per the reports of the Global Economy.
 Government policies on Sanitizer manufacturing.

Social Environment
According to the worldometer 2021 June, 2nd report Sri Lankan population is 21,495,539,
18.7% of people are in the urban areas and the median age is 34years, life expectancy as per
BBC, 2019 is 78 years (women) 72years (men).

Humans are social being and now they are more conscious about the health due to covid-19.
Also since Sri Lanka has a majority of people who adhere to the rules and regulations, it will
be easy to market the Sanitizer products to the country.

Technological Environment
Technological usage and the advancement of technology is very good for any industry. If
the technology is rich, then the marketers could use it for production as well as marketing.
Sri Lanka is initiating digitalization in many different sectors with a high literacy rate of
92% and 25.7% of computer literacy rate (Kithmina Hewage and Damithri Munasinghe).
This helps the e-commerce sites and online vendors to sell their products. Soapby companies
too can adopt these facts and improve the business in e-commerce sites.

Environmental Factor
When highlighting about the fact of current environment, people started to be more conscious
about their health again due to the new Covid-19 variant name “OMICRON”. But also the
companies have started their operations and even employees are reporting to work and
children are going to their schools as well. And this environment would be one of the best
time to market and sell the Sanitizer product of Soapby to gain a good profit.
Legal Environment
Sri Lanka is adjusting well to the stringent ISO 22000 series and to the health & safety
regulations stipulated by the European Community. Also every Alcohol based sanitizers in
Sri Lanka needs to have SLS 1657 certificate in order to sell the product in the market as well.

2.7. SWOT Analysis

Strengths Weaknesses

 Company has a good reputation in the  No experience in Hand Sanitizer market.

FMCG Market.
 Has a good plan about STP.
 Having a decent financial condition
which will allow the company to spend
more on marketing activities and
creating brand awareness
 Ability to market online and offline
 Was a bit late to introduce this new
product and now the competitors have
gain a good market share.
 Difficulty in catering to the all-island
demand.

Opportunities Threats

 High demand in the market.  Large, Medium, Small scale businesses

are already in the market.
 Growing health consciousness lifestyle
in the society.  High Competitiveness.

 Tedency to buy poducts online.  More attractive advertising campaigns

are in both traditional and digital media.
 Increasing consumer awareness.
 Growing demand for fragranced &
 Current market trend for Alcohol based organic hand sanitizers
sanitizer products.
 Increasing influence on the internet-
 Rules and regulations / Customer trust based end users purchasing behavior and
and belief about sanitizer products. it is quite difficult to do the promotions
through an influencer with the given
 Covid-19 budget.

 Huge sanitizer requirements from

companies since the employees have
started to report to work.
Table 2 - SWOT Analysis
3. Sales and Marketing Objectives

Marketing objectives should be contributing and aligning with the company’s overall goal.
And should be ‘SMART’ which means Specific, Measurable, Achievable, Relevant and
Time-Bounded.

 Increase Brand Awareness by 60% after the 2nd quater of the financial year
2022/2023.
Since the budget is already allocated for TVC, Radio advertising, Social Media Advertising,
PR and BTL side as well, have to gain the minimum of 60% brand awareness through that.

 Achieve Rs.100Mn turnover by the end of the financial year 2022/2023.

Have to maintain the Gross Profit Margin at 60% and achieve Rs.100Mn turnover by
developing competitive advantage.

 Increase the Distribution Network with 20% in the beginning of the 3rd quater of
the financial yer 2022/2023.
Have to rental 10 new outlets to distibute Soapby products.

 Increase the number of daily enquiries generating from the market communications
activities by 30% each quarter of 2021/2022 annual year.
Have to generate more leads through attractive advertising on TV, Radio, Social Media and
PR as well.
4. Marketing Strategies

4.1. Generic Strategies

Michael Porter’s generic strategy is suggesting three general types of strategies to gain
competitive advantage.

 Cost leadership strategy

 Differentiation strategy
 Focus strategy

Cost leadership Strategy

Organizations call for a Cost leadership strategy when they try to be the lowest cost
manufacturer or distributor in their respective industry and the companies will aim to reduce
the costs in many aspects like labor cost, production material costs, transports, etc... To
achieve cost leadership, the organization must produce the goods on a large scale so then they
will be benefited from ‘Economies of Scale’.

Differentiation Strategy

The most common goal of the differentiation led organizations is to show their products as
unique or attractive or different from any other products in the industry to gain a competitive
advantage. this type stands tall than the competitors with a different type of approach of
marketing and production. This type of organizations mostly targets a larger market to gain
profit.

Focus Strategy

Under this strategy, organization focus on a niche market to promote their products and
services. They identify the needs and wants of a particular market serve them to take the
competitive advantage over others.

The strategy that Soapby company can adopt

Out of these strategies the company can follow “Cost Leadership strategy”. Since this
Sanitizer product is also a FMCG product it has to serve a large number of customers without
differentiating. If the country situation is not bad and covid is not there, we can target a niche
market by differentiating the product because before covid-19 there were a very small market
to Sanitizer products. But in today’s senario, the company has to go with Cost Leadership
Strategy and then, since they have to produce a large quantity at a time, the cost will also be
low and as a result they can achieve the goal of “Economies of Scale” as well.
4.2. Target Marketing Strategy

There are 4 target marketing strategies such as,

 Mass Marketing - Everybody everywhere

 Differentiated Marketing - Large group within the total market
 Niche Marketing - High penetration within specialized segments
 Micro Marketing - individual customers or localized micro segments

According to the SWOT analysis of Soapby, to achieve the targets of this new Hand Sanitizer
product, it is ideal to to go with the “Mass Marketing” strategy. If the company can convince
customers when introducing the product to the market they can have more potential
customers. Because to serve the large market, company has to do the production in large
scale as well. Hence the company can decide an affordable price for the product and if the
quality is good there will be potential customers to the product and will increase the sales as
well.

Segmenting

Segment 01
Students between age 16 to 21 in Western, Southern and Central provinces who depend on
the money get from parents and are conscious about Covid-19

Segment 02
Working people age between 22 to 28 in Western, Southern and Central provinces who are
earning more than 30,000LKR per month.

Segment 03
People age between 29 to 35 in Western, Southern and Central provinces who are earning
more than 60,000LKR per month.

Segment 04
People age between 21 to 35 in the urban areas of Western, Southern and Central provinces
who are trendy.

Segment 05
Business organizations in Western, Southern and Central provinces with at least 50
employees which are conscious about the health of their employees.

Segment 06
People age between 21 to 45 in Western, Southern and Central provinces who are using
Online Shopping applications when purchasing products.
 Targeting

Among the above segments, the most appropriate segments would be Segment 02,04 and
05.But even can serve to the other segments by giving priority for these segments as main.

For an example,
Company can display their products on a leading e-commerce platform such as Daraz who
are having daily users of 115,000. In this case company will have to pay them only their
commission and as well as since they are having much more campaigns throughout the year,
by giving discounts the company can also promote and attract customers as well. But still the
main priority would be Segment 02,04 ad 05.

Also another way to target the segment 04 is with the packaging. If company can design a
trendy and attractive packaging targeting all the segments, it will be benefit to target this
segment.
High Price
Positioning

Low Quality High Quality

Hand Sanitizer from Soapby

Low Price

Figure 3 - Positioning Strategy

4.3. Marketing Mix Strategies

Figure 4 - Marketing Mix

Product

Soapby Company (pvt) Ltd is going to enter the local market with new product range by
introducing several sizes of Hand Sanitizer products targeting both B2B and B2C markets
such as 100ml and 500ml for B2C market and 1L, 5L and 10L for B2B market. Even though
Soapby company is in the market for considerable years this is the first time of thought to
manufacture a Hand Sanitizer product under this situation.

Brand Name and Logo

Figure 5 - Brand Name and Logo

Since Soapby company is in the market for years, people are aware about that brand and has a
good reputation too. Therefore it’s better to go with the same brand name for this product too.
Also the tagline “To rebuild your skin” will be appear in this product too because people are
more aware about this tagline. And this Brown colour in the the logo will represent the
earthiness and richness of the product.
Packaging

Figure 6 - Packaging
The packaging can be done like this by having a more attractive look than competitors.

Pricing

Pricing strategy refers to the tools that companies use to set a price for their products and
services.

Pricing Objectives of Soapby Hand Sanitizers

The Company has a goal of achieving 100 million turnover within a year. So it needs to
maximize the sales volume to achieve the set goal within the time.

Pricing Approaches

“ Price” defines the amount of money paid by customers to purchase a product. According to
the analysis done, there are much more new competitors in the market due to the situation.
Therefore a change in their pricing will have a strong impact on Hand Sanitizers of Soapby as
well. Since the company decided to position this new High quality Low price hand sanitizer
product under Market Penetration strategy, the prices of the product will be as follows.

Price for 100ml Had Sanitizer

Profit = 60% Cost = 40%

Price = 80 X 100
40

= 200/-
Price for 500ml Had Sanitizer

Profit = 60% Cost = 40%

Price = 350 X 100

40

= 875/-

Place

Diagram 3 - Distribution

The products can be sold in the above-mentioned places in Western, Southern and Central
provinces in Sri Lanka.

Figure 7 - Display racks

The main place to sell the this product would be Supermaket chains. And if the company can
go with a strategy and display the sanitizers in a display rack near the cashier, that will be a
source to increase sales.

Figure 8 - Online shopping and Delivery

The other part is online shopping. Throught his customers can order their products directly
through Soapby company’s website and also the products will be displayed on Daraz Site
under Flagship Store.

Promotion

Promotion Strategies Methods

Digital Media including 4 post designing + Facebook/Instagram/Linkedin advertising

Boosting, SEO, PPC, Video Production + Search engine Optimization
Boosting (Per month) Youtube Advertising

Newspaper Advertistments Advertistments in Derana Aruna,

Lankadeepa, Sunday observer, Daily Mirror

Concept and the Video Production from the

TV Advertistments Creative agency, Schedule on 4 top ranked
channels - Swarnawahini, Derana TV, Hiru
TV and ITN

Concept and the Audio Production from the

Radio Advertistments Creative agency, Schedule on top ranked
radio channels such as Neth fm, Hiru fm,
Derana fm, Sirasa fm

Sponsorships Sponsoring a trending teledrama and a radio

 show for one month.

Display hordings at some places.

Hordings at selected locations Eg: * In the places where the traffic is high.
* Near big companies and office apartments.
* Near Supermarkets

Distribute leaflets in outlets and supermarkets

and the samples for supermarkets. Also doing
Vehicle branding, Samples and leaflets vehicle branding for motorcycles which do
the deliveries for online orders.

Table 4 - Promotion
People

Diagram 4 - People

Also the office T-shirts, Caps, Masks and some other things will be given to them to
encourage.

Figure 9
Process

The process is the flow of activities and mechanisms that happen when there is an interaction
between the customer and the company.
For the convenience of the customer, the company could implement the following practices
to make the customers happy and to get repeat purchases:

 Online sales web  Outlets in 3 provinces

 Outlets in major cities  Cash on delivery
 Doorstep delivery  24/7 call center
 Getting orders through Daraz Platform  Order tracking App

Physical Evidence

Figure 10 - Sales staff experiences Figure 10 - Website and delivery models

Physical environment refers to everything that a customer sees and experience when
interacting with a business. And the above are about that.

4.4. Growth Strategies

 Market Penetration - Increase sales of existing products or
services on existing market.
 Market development - Increase sales of existing products
or services on previous unexplored markets.
 Product development - Launch a new product or service
targeting the existing market.
 Diversification - Launch a new product or service to a
new market.

According to the culture and situation of Soapby (pvt) Ltd the ideal growth strategy would be
“Product Development”.
5. Tactics, Action plan and Budgeting

Budget

Figure 11 - Sales forecast for 2022

Volume Breakdown / Sales forecast - 2022

Figure 12 - Volume breakdown 2022

Revenue forecast - 2022

Figure 13 - Revenue 2022

Action Plan
 Figure 14 - Action Plan

5.3. Marketing Communication Budget

Activity Calculation Total Cost

TV Adertistment
Concept development and Production - 75,000
Scheduling 90 X 50,000 4,500,000
Radio
Concept development and Production - 25,000
Scheduling 90 X 4 X 10,000 3,600,000
Social Media
Scheduling on Social Media 5,000 X 12 X 12 720,000
Boosting 15,000 X 5 75,000
SEO - 45,000
PPC - 30,000
Viral Video Production 100,000 X 3 300,000
PR Advertising
Concept and Artworks - 20,000
Scheduling on Press / Magazines 50 X 4 X 2 400,000
Hoardings
Artworks and production - 100,000
Displaying at Selected locations 12 X 3 X 25,000 900,000
Sponserships
Sponsering a Teledrama 500,000 X 2 10,000,000
Sponsering a Radio Show 200,000 X 2 400,000
Propaganda vehicles / Leaflets 300,000 X 3 X 7 6,300,000
Supermarket promotion 300,000 X 4 X 5 6,000,000
Other (Including uniforms and Seasonal
Discounts) - 6,510,000
Total = 40,000,000

Table 5 - Marketing Communication Budget

5.4. Budgeted Profit and Loss statement

Budgeted profit and loss statement

Turnover 100,000,000
Cost of Sales -40,000,000
Gross Profit 60% 60,000,000
Deduct
Total expenses -40,000,000
Profit = 20,000,000
Table 6 - Profit and loss statement

The budgeted profit and loss account of Soapby Company (pvt) Ltd is listed above in Table
06. If the company executed the plans and strategies well then as expected Soapby company
can gain rupees 100,000,000 revenues as well as rupees 20,000,000 of profit in the first year
after the launch in the local market.

6. Monitoring, Evaluation and Control

Evaluation and control is a process that makes sure that the organization is achieving the set
goals and objectives.
The company has planned the action plans, budget and has set a strategic marketing plan for
the year so the firm should execute the strategic marketing plan and evaluate its performance.
If the performance meets or exceeds the set objectives then the marketing department should
continue the process but if the performance didn’t meet the objectives then the marketing
team should take the relevant control mechanisms.

Control Process
 Setting objectives and goals – What the company wants to achieve.
 Reviewing performance – Measuring the performance of the products sales and revenue
earned.
 Performance diagnosis – Identifying what is happening and why it is happening.
 Corrective actions - Finding whether the set goals are achieved if not what changes must
be done to ensure the best performance.

Types of Control
I. Annual control – Determining whether the planned marketing goals are achieved or
exceeded the expectations.

 Sales analysis - comparing the actual sales with the sales target with the aid of daily,
weekly, monthly, quarterly sales reports.
 Market share analysis - market share tells that the companies performance in the industry.
 Sales to expenses ratio – sales expenses of the sales personal, marketing expenses,
distribution expenses are measured in the sales expenses ratio.

II. Profitability control - Examining whether the company is running with the profit or facing
losses.

 Identifying the operation expenses. ( marketing, selling and operational expenses

calculation)
 Finding the non-marketing expenses.
 Calculate all the expenses over sales and revenue and identify the loss and profit.

III. Efficiency control – Identifying and improving the ways to improve the efficiency of an
organization.

 Sales force efficiency – Sales, number of sales calls per day, the average cost per sales
call, etc…
 Marketing efficiency - Finding out the reach of the marketing activity and the cost for the
promotions.

IV. Strategic control – Determining whether Organic Agro is following the most suitable
option in selecting the market, product and channels. Key approaches for strategic control
are as follows:

 Market audit – Identifying the market trends and using the company’s strength to
overcome the weaknesses to satisfy the customers.
 Customer loyalty – The customers' opinion on the brand and the product offered by the
company and how to improve customer loyalty is measured in the customer relationship
or customer loyalty.

It is recommended to follow the above-mentioned control and evaluation methods to ensure

better performance and achieve set targets.
7. Conclusion

Soapby company’s decision to enter into the local Sri Lankan market is a wise decision at the
correct time. If the company implements the plans which are discussed above it will lead the
company to make a profit as well as it will lead the company for the long-term success.

8. References

BBC News. 2021. Sri Lanka country profile. [online] Available at: <https://www.bbc.com/news/world-south-
asia-11999611> [Accessed 11 December 2021].

TheGlobalEconomy.com. 2021. Political stability by country, around the world | TheGlobalEconomy.com.

[online] Available at: <https://www.theglobaleconomy.com/rankings/wb_political_stability/> [Accessed 11
December 2021].

Cen.acs.org. 2021. [online] Available at: <https://cen.acs.org/> [Accessed 11 December 2021].

6wresearch.com. 2021. 6Wresearch- Market Intelligence Solutions. [online] Available at:

<https://www.6wresearch.com/industry-report/srilanka-hand-sanitizer-market-2020-2026> [Accessed 11
December 2021].

Investopedia. 2021. Investopedia. [online] Available at: <https://www.investopedia.com/> [Accessed 11

December 2021].

Worldometer. 2021. Worldometer - real time world statistics. [online] Available at:
<https://www.worldometers.info/> [Accessed 11 December 2021].