basecamp's international expansion
DESCRIPTION
International Marketing Plan. Basecamp's Expansion into KuwaitTRANSCRIPT
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BASECAMP INTERNATIONAL EXPANSION INTO KUWAIT
By: Vinny Oogarah and
Harley Yeatman
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Table of Contents
Introduction PESTLE Target Market
Analysis Market Entry Competitive
Analysis Service Plan Distribution
Advertising & Promotion Strategy
SWOT Conclusion
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Introduction
KUWAIT Population: 3 Million Population Growth Rate: 1.8% Official Language: Arabic Official Religion: Muslim GDP: $136.5 Billion Exchange Rate: 1 Kuwaiti Dinair =
3.57060 Canadian Dollars
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Country Facts & Scores
Property Rights – 50.0 Freedom from Corruption – 45.0 Government Spending – 47.2 Fiscal Freedom – 99.9 Business Freedom – 61.8 Labor Freedom – 63.5 Trade Freedom – 81.6 Financial Freedom – 50.0 Investment Freedom – 55.0
http://www.heritage.org/index/country/kuwait#limited-governmentThese scores are ranked out of 100
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Who is Basecamp International?
A network of international centers Organization allowing individuals to
volunteer abroad while making a difference Helps people who need medical care, and
education in impoverished areas of the world
Volunteers also help with creating better living conditions for those in need
Participants are able to choose a variety of different training programs to help prepare for work or volunteer placements
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Target Market Analysis
Psychographics Young people looking for a new experience People who are looking to help in foreign countries Concerned with making a difference in the world
Demographics – people being helped Primary: males and females 8-15 years old Pre-school and elementary school children Young Students Low Income
Geographic – Kuwait, looking at impoverished regions specifically,
Cities where education and healthcare are lacking or low will be where volunteers are placed
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Distribution
A major problem that can arise for Basecamp International is products coming from the grey market
These products can be things like healthcare supplies, food, clothing, building supplies etc.
These products can be cheaper in foreign markets, which can create financial problems for Basecamp
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SWOT - Kuwait
STRENGTHS Government
heavily invested in infrastructure
Most democratic state in the Gulf Area
High IT use Well-developed
financial system Natural Resources
Weaknesses Lack of defense on
property rights Widespread
corruption Pollution
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SWOT – Kuwait continued
Opportunities Foreign
Investment is welcomed
Adapting to new technologies
Improve education Digital
communication
Threats Economic
Slowdown Government
restrictions and policies
Intellectual skill levels
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PESTLE Analysis
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