kumar abhishek_158

8/9/2019 KUMAR ABHISHEK_158

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FOOTBALL EQUIPMENTIN TUNISIA.

Submitted by:

Kumar Abhishek (158)


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TUNISIA.Officially known as Al-Jumhuriyya at-at-Tunisiyya or

Tunisian Republic.

Capital- Tunis.

Area- 165,000 sq kms.

Population- 10.3 million.

Language- Arabic.


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Company ProfileZeppelin is a leading football equipments

manufacturer in the Indian sub-continent.

Ranks among the top 5 in this segment in its

area of operation.

Has a market share of 30% in its home countryINDIA, now is looking forward to expand itsmarket globally.

Tunisia was chosen for its global expansionprocedure.


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ECONOMY. Diverse economy. Important sectors agriculture, mining, tourism & manufacturing

sector.

Government controls economy affair.

Relaxed since last decade, resulted in increasing privatization % simplification of

tax structure.

Growth rate of 5% per decade

Largest market Europe currently accounting for 72.5% of Tunisian imports and 75%of Tunisian exports.

.


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PESTEL ANALYSISPolitical Analysis.

Economic Analysis.

Social Analysis.Technological Analysis.

Environmental Analysis.

Legal Analysis.


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POLITICAL ANALYSIS Politics in Tunisia take place under a framework of a

presidential republic. The president of Tunisia is both headof state & head of government.

The President is elected to 5-year terms. He appoints a

Prime Minister and cabinet, who play a strong role in theexecution of policy.

Regional governors and local administrators also areappointed by the central government.

There is a bicameral legislative body, the Chamber ofDeputies & he Chamber of Advisers, Both chambers arecomposed of more than 20% of women, making it one ofthe rare countries in the Arab world where women enjoyequal rights.


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ECONOMIC ANALYSISTunisia is a controlled economy, with privatization coming

in to picture only since last decade.

One of Africas highest Per Capita G.D.Ps.

The agricultural sector stands for 11,6% of the GDP,industry 25,7%, and services 62,8%.

Tunisia was ranked the most competitive economy in Africaand the 40th in the world by the World Economic Forum.

The European Union remains Tunisias 1st trading partner,currently accounting for 75% of Tunisian imports & 75% of

Tunisian export.


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SOCIAL ANALYSIS.Ethnic Groups:

Arab 98%, European 1%, Jewish and other 1%

Religions:

Muslim 98%, Christian 1%, Jewish and other 1%

Languages:

Arabic, French.

Literacy:

total population: 74.3%

Male: 83.4% Female: 65.3%


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TECHNOLOGICALANALYSIS.

Tunisia is slowly accepting technology when it has opened itsdoor to liberalization.

The country has 30 airports and is well connected by roadthrough a network of 19,232 kms of highway.

Tunis area is served by a tram network, named Metro Leger.

Internet is strictly restricted in homes including variouswebsites such as You-Tube, however cyber cafes known asPUBLINET have mushroomed.


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ENVIRONMENTALANALYSIS.

The country is developing, hence has environmentalissues similar to India.

Toxic and hazardous waste disposal is ineffective

and poses health risk.Water pollution from raw sewage.

Limited natural fresh water resources.

Irrigated land: 3,940 sq km (2003)

Climate: Temperate in north with mild, rainy winters andhot, dry summers. Desert in south.

Terrain: Mountains in north. Hot, dry central plain.Semiarid south merges into the Sahara.


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LEGAL ANALYSIS.There is a bicameral legislative body, the Chamber of

Deputies & he Chamber of Advisers, Both chambersare composed of more than 20% of women, makingit one of the rare countries in the Arab world where

women enjoy equal rights.

Tunisia does not allow import the import of variousitems such as Acids, Animal skin, Antiques,Flammables, etc and all the items which are

considered offensive to Muslim culture.

Only 3% of goods need an import license(agricultural products, automobiles, textiles) issued

by the Ministry of Trade.


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FOOTBALL EQUIPMENTINDUSTRY IN TUNISIA.

Football is the most popular sport in Tunisia.

The sporting equipment is heavy in demand, since thepopularity graph of this game is very high.

Almost all the premium sports brands in the world aresupplying their equipments in its market.

Most of the equipments are imported from Europe orU.S.A.

There is a significant market potential for low or midrange football equipments in the market, since footballis played by the masses.


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FOOTBALL EQUIPMENTS:OURCOMPANYS EXPORT.

Football Boots.

Football.

Tracksuits.

Water bottles.

Goalposts.

Jerseys.

Stockings.

Knee Guards.


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S.W.O.T ANALYSIS.


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STRENGTHPopularity of the game in masses.

Absence of branded good quality low & mid range products.

No need of import license in sports equipments.

Presence of various form of game, such as beach football.

Experience of doing business in different countries.

Cheap labor cost in India.


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WEAKNESS.Presence of Multinational companies.

Lack of experience in African market.

Absence of well defined Distribution channel.Competition from other sports.


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OPPORTUNITYA chance to learn about the market before introducing

other sports equipments.

Absence of a big player in low-mid level category.

To find a place in a football playing nation.

Institutional selling.

FIFA world cup to be organized in Africa.

Upcoming sports city project by government ofTunisia.

Government encouraging sports.


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THREATSNew market.

The transportation cost.

The buying power of people decreased as westart to move out from the capital city.

Adverse shift in foreign exchange rates & trade policy offoreign government.

Changing buyers need & taste.


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SEGMENTATION


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TARGETINGSchools.

Colleges.

Sports city.People on beaches.


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POSITIONINGThe brand will be an entry in a new category in

the market, where people have no option but tobuy expensive products.

These products are of good quality socompromising on quality for the sake of pricewill not be a good decision.

However Zepplin can be positioned as a tough

brand which promises durability and representsthe evolving youth of Tunisia.


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THREAT OF


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THREAT OFCOMPETETIORS.

Puma, Adidas & Nike are already present in themarket.

These brands have marketing experience all

over the world & enough capital to sustain loosefor a number of years.

These names carry more brand value thenZeppelin.

THREAT OF NEW


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THREAT OF NEWENTERANTS.

The market gap would have been observed byother companies also.

The absence of import license in sports

equipments will surely attract more players.

THREAT OF SUBSTITUTE


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THREAT OF SUBSTITUTEPRODUCT.

If actual/ potential substitute cost, then there isa limitation on price/ profit.

Impact of technology change / competition is

more in substitutes. Industry need to bemonitored.

The risk of substitutes can be eliminated byoffering innovative products and giving them

delight.


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THREAT OF BUYERSGROWING BARGANING POWER

This may happen when:

Buyers get organized.

If more no of competitors are there, consumer willhave variety of option to choose from to get the

desired product at lowest cost.If buyer is purchasing any product after every

specific interval of time, he may ask either for creditor lower the price.

If product is undifferentiated, buyers can switch.


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GROWING BARGAINING

POWER

May be evident through suppliers:

Increasing price

Reducing quality.

Happens when situation similar \ reverse ofbuyers threat occurs.

Firm needs to :

Develop multiple supply sources.

Develop win-win relationship with suppliers.


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MARKET ENTRY STRATAGYJoint Venture:

An alliance with a company (possiblecompetitor) based in Tunisia, which has good

dealer network but lacks in quality.


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PROMOTION Association with a domestic club.

The popularity of the game can becashed as making one of thenational players a brand ambassadorwill surely help.

Most of the promotion can be doneby BTL activities, such as organizinga beach football tournament, footballmatches in various localities,

schools, colleges.

Make the logo & musket BOHUA ofZeppelin a household name and insynonyms with quality & durability .


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THAN

K

YO

U

kumar abhishek_158

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