Mkw 3444 International Marketing: My Kuali International Marketing Plan

MKW 3444 International Marketing

Assignment 2: International Marketing Plan

Lecturer Name: Professor Yunus Ali

Tutor Name: Ms Janie Chin

Tutorial Time Slot: Tuesday/ 1-2pm

Group Members:

Kevin Ravi Choo 25058312

Jacky Phan         24879584

Hee Yung Jack         25221469

Table of Contents

1.0 Executive Summary        

2.0 Introduction        

3.1 SWOT Analysis        

3.2 PESTEL Analysis        

3.2.1 Political Analysis        

3.2.2 Economic Analysis        

3.2.3 Socio-Cultural Analysis        

3.2.4 Technological Analysis        

3.2.5 Legislation Analysis        

3.2.6 Environmental Analysis        

3.3.1 Segmenting        

3.3.2 Targeting        

3.3.3 Positioning        

4.0 Mode of Entry        

4.0.1 The Uppsala Internationalization Model (U-M)        

4.1 Market Entry and Justification        

4.2 Marketing Mix: The 4 Ps        

4.2.1 Product        

4.2.2 Price        

4.2.3 Promotion        

4.2.4 Place        

4.3 3-Year Promotional Budget        

(3359 words)        

6.0 Appendix        

7.0 References        

1.0 Executive Summary

        MyKuali’s popularity and growth in Malaysia is astonishingly high, for a fairly new SME competing with veteran firms like Maggi and Cintan in the Malaysian market. MyKuali has taken Malaysia by storm overnight, as the noodles quickly rose to fame to date, from its introduction period in 2013 (only 2 years). Analytical tools such as SWOT, PESTEL and STP were used to analyze the company attributes as well as the target country’s attractiveness. Consecutively, the mode of entry chosen will be stated and justified along with MyKuali’s strategies for marketing its product in Nigeria. These strategies include a critical valuation of the marketing mix (4Ps) together with a realistically calculated 3-year promotional budget. The challenges that MyKuali is sure to face has been stated and defined at the end of this paper together with the final conclusion.

2.0 Introduction

Sky Thomas Food Industries (STFI) was founded in 2011 with a startup investment of RM1 million and was the sole producer of MyKuali instant pastes for a variety of dishes. STFI had only introduced MyKuali’s first instant noodle, Penang White Curry Instant Noodle in May 2013 (MyKuali Penang White Curry Noodle, n.d.). Homesick Thomas Tang who craved his mother’s home-cooked style Penang curry noodles was STFI’s founder. Thomas’ motivation spurred from his boredom by a lack of authentic Malaysian flavors while studying abroad. He endeavored in finding a way to bring over his favorite curry noodles in a manner that is easy-to-cook and convenient (MyKuali, 2014).

MyKuali currently produces 250,000 cartons a month (one carton consists of 48 packets of noodles), with 40% of it being shipped overseas to countries such as Hong Kong, Singapore, Australia, China, Taiwan, Brunei, Canada, the United States, the United Kingdom, New Zealand and Papua New Guinea (Looi, 2015). Locally, the company aims to preserve and satisfy high demand in authentic Malaysian flavors. The initial attempt to capture local flavors has presently expanded into a mission of spreading the unique tastiness of old-fashioned Malaysian tastes globally (MyKuali, 2014).

3.0 Company & Market Analysis

3.1 SWOT Analysis

SWOT; Strengths, Weaknesses, Opportunities and Threats is an analytical marketing framework that can assist MyKuali in creating marketing plans to solve its weakness and threats, and further exploiting its strengths and opportunities (Ryan, 2015).

Table 1: Swot Analysis