Marketing Plan

Introduction

LTO is a very well known company for its export and import services. The company has been in Abu Dhabi since the past five years and has done a great job. Today, the company has a number of clients due to its quality of services. Currently, the company had been providing services for the local companies only, i.e. the companies based in Abu Dhabi; however, now it is looking for expanding its services (Malik, pp. 13). The company is looking for international clients that will take help from this company and will make sure that they have a long lasting business relationship.

The company has taken advice from a consultant, and based on the advice, its first international target company will be a Pakistan based company, S. Ather and Brothers (SAB). This country is the leading rice exporter to Abu Dhabi. The company not only exports rice, but also exports essential oil, custard powder and various other consumer goods to Abu Dhabi. SAB exports high quality rice to Abu Dhabi; therefore, LTO Marketing Ltd. will make sure that they target this company and increase its range of services. The company that LTO plans to target is a huge company in Pakistan; therefore, LTO will have to take in to account the various factors related to the economy and the situation (Gregson, pp. 15).

The conditions of the company should be taken into account, before it takes any step. It should prepare a proper marketing plan so that it gets a contract from SAB. This paper will present the PESTEL, SWOT, STP analysis and will also explain the 4Ps with respect to both the countries. This will help LTO in taking the right steps.

PESTEL Analysis

Political Factors

The political factors in Pakistan have a lot of influence on the business community. The unstable political situation in the country has caused the economy to suffer a lot. The frequent change in government causes frequent changes in the rules and regulations due to which it is difficult to do business. The business in Pakistan has been adversely affected by the current political crisis in the country. This has made the economy of the country to slow down and has made it very difficult for people in the country to earn good profits (Ferrell, pp. 32). The people in the country who are doing their business are negatively affected and this is the reason manufacturers of products prefer exporting rather than selling the product in their local market.

The consumer goods industry in Pakistan is going through the same phase. People are affected by the situation the most, which is why they do not have any other option than to export and earn revenues. The consumer goods market in the country has increased the prices of products that are categorized as necessities. The government is unable to stop the price hike which has worsened the situation in the country.

As compared to Pakistan, Abu Dhabi is a much developed country and is rich in terms of mineral ...