The Adahi project specializes in Hajj meat. They provide hygienically healthy livestock under the guidance of Sharia Law. They also sell various types of Adahi coupons which can be bought by individuals or Hajj missions through various sellers in holy places. They have specialized Adahi teams which ensure follow-ups on how the rituals are performed for every coupon that has been purchased during the expected Sharia time. The marketing of the Adahi project in Saudi Arabia will have to include several proper marketing activities. Since the target market includes the citizens of the Kingdom of Saudi Arabia and beyond, especially during the Eid Al-Adha celebrations, the product (Hajj meat), should be out in the market by applying the proper product, price, distribution, and promotional mechanisms (Yoo et al., 195). The proper marketing strategy will require an appropriate combination of the marketing aspects in an appropriate proportion. Thus, there is the need for a proper marketing mix for the success of Adahi project in Saudi Arabia.
The marketing mix implies that the company can apply some controls on variables like the price, product, distribution, and promotion to assist in influencing the response of the buyer. The preferred combination of the four variables should be able to provide the optimum level of satisfaction to the consumer and also be in line with meeting the goals of the company (Goi, 2). The preferred marketing strategy should also consider the availability of resources as well as the marketing goals for the Adahi project.
The aspect of the product refers to the goods and services provided by the Adahi Company in the kingdom of Saudi Arabia. These may include the Hajj meat, coupons, and hygiene services among others. The product is usually significant to the consumer because it provides some level of satisfaction to the needs of the customer. The Adahi Company should thus ensure that the Hajji meat, which constitutes its major product, provides the desired level of satisfaction to the target consumers (Yoo, 200). The implication is that the residents of the Saudi Arabian kingdom should derive the expected degree of satiety from the Hajj meat, coupons, and the various services offered by the organization. The Hajj meat should be of the highest quality which the customers desire. The livestock products should also be readily available to the target consumers so that the customers can purchase them in the expected form and at their own convenient time. The meat should have gone through the recommended veterinarians, Sharia scholars, and the necessary Sharia requirements. The type of services provided through the Adahi project should be satisfactory to the targeted citizens in Saudi Arabia. The livestock products should also comply with the Sharia requirements and stipulated health standards.
The price of the Hajj meat is another significant aspect that would greatly impact on the success of the marketing process. There several factors that must be considered when determining the price of the Hajj meat. They include demand for the Hajj meat, the ability of the customer to pay, costs accompanying the product, prices of competitors selling similar products, and the government restrictions. All these factors should be taken into consideration in the Adahi project to come up with the appropriate price for the livestock products. The pricing of the product is a key role that must be conducted appropriately since the price of the product is likely to influence the demand for the Hajj meat as well as the profitability of the Adahi project. The implication is that the product should be priced appropriately to promote its affordability among the customers as well as ensuring that the profitability of the Adahi Company is maintained. A proper price will help in promoting demand for the Hajji meat among the target consumers. A good price will also increase the profits earned in the Adahi project (Goi, 2). The government could impose price ceilings and floors to ensure the stabilization of the prices of livestock products.
The place or distribution is another significant factor in the marketing mix. The implication is that the Adahi Company must ensure that the livestock products are available to the target consumers in places where they can conveniently make purchases. The individuals or Hajj missions should be able to access and purchase the Hajj meat and coupons at convenient locations. The organization must ensure that the livestock products including coupons are available in all the points of the registered and reliable sellers, especially in the holy locations. The Adahi firm should ensure the establishment of efficient and effective distribution channels or networks (Yoo et al., 205). This will ensure that the livestock products reach the consumer within the expected compatible time as per the Sharia requirements. The distribution network could also involve the distributors, retailers, and wholesalers. The organization will need to make a rational decision on whether to make direct sales to the retailers or make use of distributors and wholesalers. The decision may also involve selling directly to the consumers.
Moreover, promotion is also a critical aspect of the marketing mix to ensure that the marketing of Adahi project succeeds in Saudi Arabia. Since the organization has processed the Hajji meat considering the customer needs, the product has been placed strategically in the market and priced appropriately, the target customers must be made aware of the price, features, and availability of the livestock products. Thus, the Adahi Company should then conduct proper promotion for the Hajji meat. This will include strategic and intensified advertisements of the organization’s products and services in Saudi Arabia. The promotion exercise may be carried out in various ways including advertisements, sales promotions, personal selling, and publicity (Goi, 2). The practice aims at providing information to the potential customers regarding the availability, features, and the various uses of the product. An appropriate promotional program will promote the interest in the product among prospective buyers, they will be able to compare the product with competitors’ products, and make an informed decision to purchase the Hajji meat.
The customer segmentation will involve placing the customers into sub-groups that are easier to manage. The segmentation may be done on the basis of customers with similar needs, preferences, and priorities. The SWOT analysis for the Adahi project will involve examining the strengths, weaknesses, opportunities, and the possible threats that Adahi Company may face in the target market. The strengths include factors that may positively contribute to a successful marketing of the Adahi project while minimizing or eliminating the threats (Jackson et al., 820). The Adahi Company may opt to acquire business patents to protect the business, maintain a good reputation among consumers through offering Sharia-compatible and healthy products, good distribution networks, and the application of current technologies. The possible weaknesses may include the lack of appropriate distribution networks. The possible market opportunities may involve the firm applying a better technology, collaborations, and proper identification of new markets. The possible threats facing the marketing of the Adahi project include natural disasters that may lower the supply of livestock products such as drought, the customer preferences may change, and high competition for supplies.
Works Cited
Goi, Chai Lee. “A review of marketing mix: 4Ps or more?.” International journal of marketing studies 1.1 (2009): 2.
Jackson, Susan E., Aparna Joshi, and Niclas L. Erhardt. “Recent research on team and organizational diversity: SWOT analysis and implications.” Journal of management 29.6 (2003): 801-830.
Yoo, Boonghee, Naveen Donthu, and Sungho Lee. “An examination of selected marketing mix elements and brand equity.” Journal of the academy of marketing science 28.2 (2000): 195-211.