Figure 3: Marketing mix of the organisation.
The Organisation was registered in the eye of government in the year 1986, It started brewing and marketing Sam Miguel beer in order with the license agreement with San Miguel Brewing International Limited, Philippines since 2004. The organisation has grown to become one of the biggest market leader holding 89% market share in Nepal which has changed the beer industry of Nepal forever. The organisation brews and market the products like Beer, Tuborg Beer, San Miguel Beer, Royal Danish Tuborg Strong Beer and Gorkha local Beer. In respect to the different products offered by the organisation, the company has become an integral part of Nepalese brewing industries as well as Nepalese lives and has contributed 7.8% GDP growth since 2000 in Nepal (Chaisuwan, et al. 2019)
The goods and services flow from producers to consumers automatically. Thus, a certain place is very necessary to handle the goods and improve the storing and transportation. The beer market in Nepal has contributed a use expansion at the greater than it because of the higher volume of consumption amongst consumers. Gorkha brewery has started the operation in Kathmandu which is situated in Nepal. The operation is traded at an estimate at 140 market area in Kathmandu which focuses on selling the products not only within Nepal but also outside Nepal. It has numerous outlets for providing the products to the consumers. This has engaged the distributors for efficient and fast result with the quality production of beer (Maskey, 2018). The different products of the organisation have improved the brand value across Nepal and took different breweries under the acquisition policy.
The organisation has projected the premium price strategy for mild beer products. It has kept the pricing policy open and reasonable which has attracted many customers. It has also provided the premium and qualitative product according to the prices that are set. Most of the consumers depend on this beer because of the reasonable and quality products. If someone focuses on the perspective of the buyer, the prices of the beer are slightly on the higher side but the free samples, discounts, and coupons have made the beer reasonable and the tactics of the organisation have kept down the prices compared to the competitors (Nieuwenkamp, 2018) The organisation has also kept the prices for different varieties and for the international image the organisation is adopting different pricing strategies which have focused on the higher section of the society.
Promotion is one of the major variables which has increased the marketing manager work and has helped to communicate between the sellers and buyers. This has helped to change the attitude and behavior of the organization and focus on different promotional activities for improving the revenue of the business. Gorkha beer has an outstanding presence in Nepal and has undertaken excellent branding and Advertising policies of the different products organisation adopts (Chaisuwan, et al. 2019). However, recently the organisation suffered a huge loss due to a ban in the deceptive advertisement. After the loss, the organisation has focused on meaningful advertisement by focusing on the positive impact of the bear which has again increased the sales of the products. It has focused on introducing the products into televisions, magazines, and hoardings. Though the company has not yet utilized social media for gaining maximum coverage.
The organisation has adopted millions of Bottles And cans for distributing in the different parts of Nepal. The beer is red in the bottle and can which has an innovative partnership with key packaging suppliers. It has aimed and re-thinking the design and production of packaging material for minimizing the waste and optimizing for reuse and recycling. According to the different beer sold in Nepal the test of the product is very smooth and light which has increased the demand for the product (Brezinová, et al. 2019)
The system of processing or delivering the product to the customer is Tom does the process marketing mix. The process of the organisation focuses on exporting the products into a larger part of the country. The production of the organisation focuses on the developing country like India where it gains a lot of popularity and revenue. The organisation also donates a huge amount of money e in different NGOs yearly.
Most of the people in Nepal focus on the Healthy lifestyle while enjoying a social beer while enjoying the exquisite party. 50% of the people in Nepal like the taste of the beer which is produced by the organization (Rincon, et al. 2017). It has focused on retaining the quality, taste, and flavor with the demand of the people. The organisation has employed 1250 staffs. The staffs are included for the operation work as well as for looking after sales department. The staff of the organisation has improved the efficiency of the production which has contributed 2.5% revenue in 2018.
The different promotional mix of the organisation has helped different barriers like entering into the new market and doing business with India. This has stabilized the income introduction of the organisation and focused on public relation. Along with this, the organisation has also focused on doing advertisement for fulfilling the wants of the customers and improving in the products of the beer (Pečarič, 2019)
Recommendation for improving the business:
In respect to the different barriers for improving the business in the international market and marketing mix in Nepal few recommendations can be drawn.
As digital technologies have created a huge impact in today's world so it is very important for the organisation to adopt social media like Facebook, Instagram, etc to promote their business.
10% discount should be adopted for introducing into the new market (Chlebicka, et al. 2018)
Launching a market event in the local community for the production of new services.
Clearing and simple marketing positioning and brand image by improving the logo.
Influencer purchasing decision of the buyers.
The study has concluded about the importance of pestel analysis and SWOT analysis which has contributed significant research on the current situation and different problems faced by the Gorkha beer in Nepal. It has also focused on STP to introduce their product into the international market like China which is the neighboring country. Along with this marketing mix has been derived for the achievements of the organization and few recommendations have been drawn with respect to the problems.
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