Kabul Cement

Part: 1- purpose and mission.

My mission and purpose is to extend my business all over the

world and want to produce a large number of product with high

quality and it plays an important roll in the economy of the

country, because this company produces cement and the

basic purpose and mission of this company is to provide

construction in Afghanistan

Purpose:

Purpose of the business is to create profit and make a product

which will be helpful for the population of the country and also to

create an opportunity for those who are searching for jobs. So by

making this product I mean carpet , we can provide a lot of

opportunity like economy and jobs etc, so like it increate the

economy and also it increase the vacancy.

Mission;

The mission of my business is expand the product and

provide to all kinds of people rich and poor, it mean that it should

be available for all and can provide services too.

Situational analysis:

As we know that there are five provinces which are great

and suitable for business like Herat, Mazar, Kandahar, Jalalabad,

and Kabul, because these are very important for export and import

of Afghanistan.

Situation analysis;

1product, market analysis.

Market analysis is used in a market plan to understand detail about

your target market that are essential for developing a market

strategy that speak to this market .

So ,through the market analysis we can fine the strength and

weakness of our product that how to make in which quality we

should produce that people can easily buy it.

Like our product carpet which we are producing in the market, so

through analysis we can find that what kind of carpet we should

produce. The market analysis investigates both the internal and

external business environment. It is vital that Cement

carefully monitor both the internal and external aspects regarding it

s

business as both the internal and external.

Internal Business Environment:

The internal business environment and its influence is that which is

to some extent within the business s control. The main attributes in

the internal environment include efficiency in the production

process, through management skills and effective communication

channels. To effectively control and monitor the internal business

environment, Cement must conduct continual appraisals

of the business s operations and readily act upon any factors, which

cause inefficiencies in any phase of the production and consumer

process.
External Business Environment:
The External business environment and its influences are usually
powerful forces that can affect a whole industry and, in fact, a
whole economy. Changes in the external environment will create
opportunities or threats in the market place Cement must be aware
off. Fluctuations in the economy, changing customer attitudes and
values, and demographic patterns heavily influence the success of
Cement products on the market and the reception they receive from
the consumers.

SWOT Analysis:
SWOT stands for Strengths Weakness Opportunities Threats.

SWOT analysis is a technique much used in many general

management as well as marketing scenarios.

SWOT consists of examining the current activities of the

organisation- its Strengths and Weakness- and then using this and

external research data to set out the Opportunities and Threats that

exist.

Strengths:
Cement has been a complex part of world culture for a
very long time. The product's image is loaded with over-

romanticizing, and this is an image many people have taken deeply

to heart. The Cement image is displayed on T-shirts, hats,

and collectible memorabilia. This extremely recognizable branding

is one of Cement greatest strengths. "Enjoyed more than

685 million times a day around the world Cement stands

as a simple, yet powerful symbol of quality and enjoyment" (Allen,

1995).

Weaknesses:

Weaknesses for any business need to be both minimised and

monitored in order to effectively achieve productivity and

efficiency in their business s activities, Cement are no

exception. Although domestic business as well as many

international markets are thriving (volumes in Latin America were

up 12%), Cement has recently reported some "declines

in unit case volumes in Indonesia and Thailand due to reduced

consumer purchasing power." According to an article in Fortune

magazine, "In Japan, unit case sales fell 3% in the second quarter

[of 1998]...scary because while Japan generates around 5% of

worldwide volume, it contributes three times as much to profits.

Latin America, Southeast Asia, and Japan account for about 35%

of Cement volume and none of these markets are

performing to expectation.

Cement on the other side has effects on the teeth which is

an issue for health care. It also has got sugar by which continuous

drinking of Cement may cause health problems. Being

addicted

to Cement also is a health problem, because

drinking of Cement daily has an effect on your body after

few years.

Opportunities:

Brand recognition is the significant factor affecting Dry Fruit &

Nuts' competitive position. Cement brand name is

known well throughout 94% of the world today. Theprimary

concern over the past few years has been to get this name brand to

be even better known. Packaging changes have also affected sales

and industry positioning, but in general, the public has tended not

to be affected by new products. Cement's bottling system

also allows the company to take advantage of infinite growth

opportunities around the world. This strategy gives Dry Fruit &

Nuts the opportunity to service a large geographic, diverse area.

Threats:
Currently, the threat of new viable competitors in the carbonated

soft drink industry is not very substantial. The threat of substitutes,

however, is a very real threat. The soft drink industry is very

strong, but consumers are not necessarily married to it. Possible

substitutes that continuously put pressure on both Charat Cement

and

Cement include tea, coffee, juices, milk, and hot

chocolate. Even though Cement and Pepsi control nearly

40% of the entire beverage market, the changing health-

consciousness of the market could have a serious affect. Of course,

both Cement and Fresh Fruit have already diversified into

these markets, allowing them to have further significant market

shares and offset any losses incurred due to fluctuations in the

market. Consumer buying power also represents a key threat in the

industry. The rivalry between Charat Cement and Cement has

produce a very slow moving industry in which management must

continuously respond to the changing attitudes and demands of

their consumers or face losing market share to the competition.

Furthermore, consumers can easily switch to other beverages with

little cost or consequence.

Product Life cycle:

When referring to each and every product or service ever placed

before the consumer i.e. in the long term all the existing products

and services are dead.

For e.g.:- Replacement of Ford Cortina (a highly successful car)

by Ford Sierra, the replacement of sierra by the Ford Mondeo and

the replacement of the old Mondeo by the new Mondeo in 2001.

So every product is born, grows, matures and dies. So

in the commercial market place products and services are created,

launched and withdrawn in a process known as Product Life Cycle.

To be able to market its product properly, a business must be

aware of the product life cycle of its product. The standard product

life cycle tends to have five phases: Development, Introduction,

Growth, Maturity and Decline. Cement is currently in the

maturity stage, which is evidenced primarily by the fact that

they have a large, loyal group of stable customers.

Furthermore, cost management, product differentiation and

marketing have become more important as growth slows and

market share becomes the key determinant ofprofitability. In

foreign markets the product life cycle is in more of a growthtrend

Cement's advantage in this area is mainly due to its

establishment strong branding and it is now able to use this area of

stable profitability to subsidize the domestic Fruit Wars.

Distribution analysis:

In here, my company uses three methods for distribution which

are:

1- direct distribution.

2-Indirect distribution.

3-combination of both.

In part 1, direct distribution means to connect with internet or

direct relations with market or end-user.

In part 2, indirect distribution means to connect with

Wholesalers and retailers for sending products to the customers

Or market.

And the third part, the company can use both of them in a good

Way.

Competitor analysis:

After market research we could find some results about

Competitors, it means about the target market, product attributes,

Pricing, promotion, distribution network and services offered.

But we considered all of these things and we produced our

products, (with low price and high quality).

Financial analysis:
Some of the products are seasonally and some of them are yearly

Then these two differences should separately evaluate or may be

We can calculate both of them separately and finally calculate both

Then we can get the final accounts or results for financial-year,

Which can show the position of the business and the level of profit

Or loss every year.

Tactical analysis:

 Trends and emerging channels, new channels can offer

The opportunity to develop a competitive advantage.

 Channel power structure for example, in the case of a product

having little brand equity retailers have negotiating power over

manufactures and can capture more margin.

This all points means that we should analysis the situation that to

sent our product which we can deliver easily ant the customer can

receive our product or our supply

Tactical program:
1-this is the main and important point of the marketing plan and

also through this tactic we can achieve the goal and objective

which contains about 50% of marketing plan.

The following are the tactics which we can use in marketing plan.

1-market:
Market is a place which we can sale our carpet and buy some

raw materials from suppliers for reproduction purpose on target

market.
So here we should know what is target market.

1-what generally strategy is used to reach

1-targeted customers?

Generally approaches include

Mass market aim to sell to a large broad market.

segmentation approach aim to selectively target one (niche) or

more markets

2-describe demographic/psychographic profile of the market.

profile criteria may include.

gender, income, age, occupation, family, life, cycle, geographic,

region, life style, attitudes, purchasing, characteristics, etc

2-product:
In this section we are take decision to produce the product

according to the needs wants and satisfaction of customer in order

to produce high quality and with different design we also can bring

changes according to the up to date and current situation like

changes in branding, packaging and labeling and etc.

The above changes will be according the previous research result

and competition in the market.

The objective of our carpet business is

1-our existing product are Qazaqi and simple Afghani carpet.

2-in here we want to extend our current product line to gain profit
and carpet the target market

3-promotion:
I am going to explain and describe the decision about our related

product (carpet) promotion in general use can promote our product

(carpet) by advertising sale promotion, public relation and personal

sale though not all may be use timetable for promotion are

important (eg) magazine ads trade shows required long lead times

most information in this section can be table and graph like\

60
50
40
30
product line
20
10
0
2006 2007 2008 2009 2010

After all this is our business carpet objectives in promotion stage.

1-Advertising
Through advertising we can should build awareness about
our carpet business to increase and also through advertising we can
response our competitors promotion and also we can make or build
a good product image, if we increase our advertising because every
general and individual will be aware of carpet product, quality and
brand.
2 sale promotion:
Sales promotion will assist our business to increase our
profit by providing some discount and make some extra promotion
to attract more customers.
3-Public relation:
In public relation we should build a good relation with our
customers through this relation we can be aware of negative and
position point.
There by we can response to the negatives points to build the
image in the mind of customer and also it will be good for our
future product.
Distribution:
Distribution is a technique via this technique we can
extend and lays out our product (carpet) in the market. Distribution
is a broad concept which include all activities and entities
(eg)value chain partners responsible for getting the product to the
customer.
In distribution technique we can use the following type
1-direct, direct via sale, force, internet etc
2-indirect, includes retailers, wholesalers agents
3-combination
Pricing:
Pricing decision we need a complete information about the
market competitors, economic conditions and potential customer
and we will take decision in budgeting and implementation.
Pricing decision made by the following points
-model/product
-segment
-Chanel
-geography