PRESENTATION

ON

INTERNATIONALMARKETING PLAN

PRODUCT: SWEATER

MARKETED COUNTRY: BHUTAN

PRESENTED TO: MR. KAMRAN SAEED

PRESENTED BY: GROUP LEADER

o ANSAR RIAZ (3251)

GROUP MEMBERS

o MIRZA ARFAN SHARIF

(3250)o FARUKH RASOOL (3266)

o REHAN TARIQ (3277)

o SABA SAJAD (----)

SECTION: MBA EXT.

SEMESTER: 6TH

PRESENTATION DATE: 29 – 01 – 2014

MAIN CAMPUS HAJVERY UNIVERSITY LAHORE PAKISTAN

INTERNATIONAL MARKETING PLAN

INTRODUCTION OF PRODUCT

RICE

COUNTRY IN WHICH PRODUCT IS MARKETED

BHUTAN

FLAG OF BHUTAN

ABOUT BHUTAN

This kingdom, in the midst of the Eastern Himalayas is in many ways the world's most exclusive travel destination.

Bhutan perched high up on the snow-capped mountains of the Himalayan range. Its 552,996 (2005) people with a colorful culture, tradition, unique architecture, peace

and tranquility live in this unpolluted habitat. This makes the kingdom a unique Travel destination.

Bhutan is also the Last bastion of Mahayana Buddhism. It is not merely the religion but the way the people live their daily lives.

Bhutan opened to the outside world in 1974 and the government adopted a cautious tourism policy from the beginning to avoid the negative impacts that mass tourism.

Television and Internet was introduced for the first time in 1999. Bhutan took a momentous step in 2008 and made the transition from a hundred year old

monarchy to parliamentary democracy. Bhutan has the world's recognition as one of the Top 10 Global Hot Spots. As Bhutan steps into the 21st century, it is determined to keep its heritage, its spirit and

its culture alive in a fast homogenizing world

GEOGRAPHICAL SETTINGS OF BHUTAN

LOCATION

Continent Asia

Subregion South Asia

Geographic coordinates 27°30′N 90°30′E

Area - Total - Water

Ranked 136th38,394 km2 (14,824.0 sq mi)0 km2 (0 sq mi) (landlocked)

Coastline 0 km (0 mi)

Land boundaries 1,075 km (668 mi)

Countries borderedChina 470 km (292 mi),India 605 km (376 mi)

Highest point GangkharPuensum, 7,570 m (24,836 ft)

Lowest point DrangmeChhu, 97 m (318 ft)

Land Use - Arable land - Permanent crops - Other

2.3%0.43%97.27% (2005 est.)

Irrigated Land 400 km2 (154.4 sq mi) (2003)

Climate:varies; tropical in southern plains; cool winters and hot summers in central valleys; severe winters and cool summers in Himalayas

Natural resources timber, hydropower, gypsum, calcium carbonate

Natural hazardsviolent storms from the Himalayas are the source of the country's name, which translates as Land of the Thunder Dragon; frequent landslides during the rainy season

Environmental issues soil erosion; limited access to potable water

POLITICAL GEOGRAPHY

Bhutan is divided into 20 dzongkhags (districts), and further into 205 gewogs (village blocks).

RELEGIONS

Religions of Bhutan (Pew Research)[90]

religion percentBuddhist    75%Hindu    22%Folk    2%Other    1%

CLIMATE OF BHUTAN

POPULATION & DEMOGRAPHICS

TOTALPOPULATION SIZE

DISTRIBUTION OF POPULATION BY AGE, SEX, RACE & ETHNICITIES

0-14 years: 27.8% (male 102,991/female 98,730) 15-24 years: 20.6% (male 76,202/female 73,273) 25-54 years: 39.9% (male 155,216/female 134,363) 55-64 years: 5.7% (male 22,295/female 19,285) 65 years and over: 5.9% (male 22,546/female 20,395)

GROWTH RATE, BIRTH RATE

Birth rate18.43 births/1,000 population (2013 est.)

Sex ratio at birth: 1.05 male(s)/female 0-14 years: 1.04 male(s)/female 15-24 years: 1.04 male(s)/female 25-54 years: 1.16 male(s)/female 55-64 years: 1.16 male(s)/female 65 years and over: 1.11 male(s)/female 

Death rate 6.88 deaths/1,000 population (2013 est.)

GEOGRAPHICAL LOCATION (URBAN, RURAL)

Urbanizationurban population: 35.6% of total population rate of urbanization: 3.65% annual rate of change (2010-15 est.)

Major cities – population THIMPHU (capital) 99,000

Net migration rate0 migrant(s)/1,000 population (2013 est.)

POPULATION GROWTH RATE OF BHUTN

Population growth rate1.15% (2013 est.)

ECONOMIC STATISTICS ANDDESCRIPTIONS

ECONOMY OF BHUTAN

Rank : 169th

Currency : ngultrum (BTN); Indian rupee (INR) Fiscal year : 1 July - 30 June Trade organizations:SAFTA GDP : $5.036 billion (2012 est.) GDP growth : 9.7% (2012 est.) Population below   poverty line : 31.7% (2003) Labor force by occupation : agriculture: 63%, industry: 6%, services: 31% Unemployment : 2.5%

AVERAGE INCOME PER CAPITA

GDP per capita : $6,800 (2012 est.) GDP by sector: agriculture: 22.3%, industry: 37.9%, services: 39.8% (2006)

INFLATION RATE

Inflation  (CPI): 4.9% (2007 est.)

PRINCIPLE INDUSTRIES

Main industries : cement, wood products, processed fruits, alcoholic beverages, calcium carbide, tourism

INTERNATIONAL TRADE STATISTICS

Exports : $350 million f.o.b. (2006) Export goods : electricity (to India), cardamom, gypsum, timber, handicrafts,

cement, fruit, precious stones, spices Main export partners : India 58.6%, Hong Kong 30.1%, Bangladesh7.3% Imports : $320 million c.i.f. Import goods : fuel and lubricants, grain, aircraft, machinery and parts, vehicles,

fabrics, rice Main import partners : India 74.5%, Japan 7.4%, Sweden 3.2%

TRANSPORTATION

AIR: Only one Air Port in Paro

Railway: No Railway

Bus: Available

Personal Transport

PUBLIC FINACES

Public debt : $713.3 million (2006) Revenues : $272 million (2005) Expenses : $350 million (India finances 3/5 of Bhutan's expenditures) (2005) Economic aid : $90.02 million (India) (2005)

CURRENCY STRENGTH AND STABILITY AND CURRENT RATE OF EXCHANGE OF BHUTAN

GBP BTN

103.32478 Pounds to Bhutan Ngultrum

EUR BTN

85.02907 Euros to Bhutan Ngultrum

NZD BTN

51.35554New Zealand Dollars to Bhutan Ngultrum

USD BTN

62.11027 Dollars to Bhutan Ngultrum

BTN AUD

0.01849 Bhutan Ngultrum to Australian Dollars

BTN GBP

0.00968 Bhutan Ngultrum to Pounds

BTN CAD

0.01793 Bhutan Ngultrum to Canadian Dollars

BTN CNY

0.09738 Bhutan Ngultrum to Yuan

BTN EUR

0.01176 Bhutan Ngultrum to Euros

BTN HKD

0.12498 Bhutan Ngultrum to Hong Kong Dollars

BTN INR

0.99948 Bhutan Ngultrum to Rupees

BTN JPY

1.666 Bhutan Ngultrum to Yen

BTN NZD

0.01947 Bhutan Ngultrum to New Zealand Dollars

BTN ZAR

0.17689 Bhutan Ngultrum to South African Rands

BTN CHF

0.01445 Bhutan Ngultrum to Swiss Francs

BTN TRY

0.03693 Bhutan Ngultrum to Lira

BTN USD

0.0161 Bhutan Ngultrum to Dollars

BTN AED

0.05909 Bhutan Ngultrum to Dirhams

LANGUAGE

OFFICIAL LANGUAGE

Dzongkha

OTHER LANGUAGE

Bumthang Kurtöp Dzala Khampa Tibetan Lakha

Nyenkha 'Olekha (Monpa) Brokkat Chocangacakha

Chali Dakpa Brokpa Nepali Lepcha Lhokpu

Kheng Gongduk Tshangla (Sharchopkha)

MALE/ FEMALEROLE IN SOCIETY

As the education rate is very low in BHUTAN but the male & female both participate in earning for meet basic necessity of lives.

Women are in government also with the 10% ratio.

POPULAR AVAILABLE FOODS& MEAT/ VEGITABLE CONSUMPTION RATES

Food expenditures represent 40% of the total expenditures.

The poorest quintile spends 62% of their total expenditures on food.

The most important food category in expenditure terms are cereals as 20% of the food budget.

Second are the dairy products which account for almost 17% of total food expenditures.

Other foods’ (including food taken outside the house, noodles, confectionery, biscuits, tobacco and doma) represent 15%.

Further come fish and meat (11%), vegetables (11%), beverages (8%), spices (7%), cooking oil (5%) and fruits (4%).

TYPE OF HOUSING AVAILABLE (SINGLE-FAMILY, MULTI-FAMILY, ETC)

Single Family

Multi Family

Mobile Homes

IMPACT OF TECHNOLOGY

Cardamom, gypsum, timber, handicrafts, , fruit, precious stones, spices

Cement

Latest Wind Electricity Producer (Export Electricity to India)

AVAILABILITY & IMPACT OF MEDIA

Media in Bhutan modern society began in the mid 1980s, with the establishment of the first Bhutanese newspaper, Kuensel and the Bhutan Broadcasting Station.

Forms – print, broadcast, film, music and internet. Today, there are 11 newspapers (7 in English and 4 in Dzongkha) Five radio stations. Television has only been introduced since 1999. The BBS launched its satellite television

service in February 2006 and is now available in more than 40 Asian countries – from Turkey in the West to Indonesia in South East Asia.

Cable television services are available in Bhutan. While the film industry is still in its infancy. In recent years, blogging, visiting popular social networking sites like Facebook and

twitter for news and information, interaction, and discussion among others.

RICE RETAILERS

Organic

Organic Brown Jasmine Rice Organic Brown Mekong Flower Organic Carnaroli Rice Organic Forbidden Rice® Organic Jade Pearl Rice™ Organic Jasmine Rice Organic Madagascar Pink Rice™ Organic Mekong Flower Rice™ Organic Volcano Rice™

Whole Grain

Bhutan Red Rice Forbidden Rice® Organic Brown Jasmine Rice Organic Brown Mekong Flower Organic Forbidden Rice® Organic Volcano Rice™

More Crop Per Drop™ Rice

Organic Brown Jasmine Rice Organic Brown Mekong Flower Organic Jasmine Rice Organic Madagascar Pink Rice™ Organic Mekong Flower Rice™ Organic Volcano Rice™

Rice Ramen

Forbidden Rice® Ramenwith Miso Soup

Jade Pearl Rice™ Ramenwith Miso Soup

Millet & Brown Rice Ramenwith Miso Soup

Organic Forbidden Rice® Ramen (4 Ramen Cakes) Organic Jade Pearl Rice™ Ramen (4 Ramen Cakes) Organic Millet & Brown Rice Ramen (4 Ramen Cakes)

Heat & Eat Bowls

Forbidden Rice® Organic Brown Jasmine Rice Organic Volcano Rice™

Rice Cookers

Stainless Steel Rice CookerGifts & Samplers

Bestsellers Bestsellers w/ Rice Cooker More Crop Per Drop™ More Crop Per Drop™ w/ Book World Rice World Rice w/ Cookbook Lotus Rice Sampler

Cookbooks

Gluten-Free Recipes for the Conscious Cook Gluten-Free Throughout the Year The New Whole Grains Cookbook Whole Grains Every Day, Every Way Cookbook Whole Grains for Busy People

RICE WHOLE SELLERS

Masoo Agricultural Products (Dalian) Co., Ltd.

White parboild Roosted paerboild China Dalian

MIN AYEYAR CO LTD

ORGANIC RICE WHOLE SELLERS

TOP WHOLESALE ORGANIC RICE DEALERS

REASONABLE PRICE WHOLESELLERS

RELIABLE QUALITY WHOLESELLERS

ESOH CONSULTING

CSK INTERNATIONAL