Executive Summary
This paper explains the marketing plan to export Solar Illuminations light bulbs to Zimbabwe, via indirect exporting. After an introduction of the Country, I explain the proposed foreign market and the diverse culture in which I would like to sell my product. Following the Market audit and competitive analysis is the preliminary marketing plan, Marketing objectives and SWOT analysis.
Introduction
Solar Illuminations is a solar powered lighting company. They have been in business for 13 years and specialize in solar powered lighting and solar panels. They are an international company and sell goods all over the world, and are currently not sold in Zimbabwe. They offer competitive pricing, and have a lowest price guarantee, which is great as Zimbabwe overall has a low income level. Solar Illuminations also supports some charitable and beneficial organizations. They donate a percentage of their profits to groups they find to be worthwhile causes, and enjoy giving back to the environment, people and animal life. They sell indoor solar lightbulbs for as low as $19.99 and go up to street and parking lot lights above $3,000.00. They also sell solar panels ranging from $24.99 to $499.99. Currently outdoor commercial solar lighting is an $11 billion plus market and is continuing to grow.
Proposed Foreign Market Expansion
The Country I would like to market this product in is Zimbabwe, where they are currently experiencing frequent 10 hour blackouts. Most of the Country’s electricity comes from hydropower but unfortunately due to droughts the water levels have plummeted by 30%. The school system in Zimbabwe is what is suffering the most from these blackouts. They are cancelling classes and closing the schools regularly because they have to way to light the classrooms or power up the computers. I am choosing Zimbabwe also, because although it is a poverty stricken Country, the population is at 16,000,000.00, which is larger than many...