Darabif In Brazil

DARABIF MEAT COMPANY LIMITED
INTERNATIONAL MARKETING PLAN: BRAZIL

Table of Contents
Executive Summary 3
1.0 Introduction 4
2.0 Background and Situational Analysis 4
2.1 Introduction of Product: 4
2.2 Description of product benefits and features: 5
2.3 Benefits of the product 6
2.4 Background of Brazil: 7
2.5 Motivation for Choosing this Product 8
3.0 Market Analysis12
3.1 Environmental Analysis: 12
3.1.1 Economic and Trade Analysis: 12
3.1.2 Political and Legal conditions 13
3.1.3 Socio- Cultural Factors 13
3.2 SWOT Analysis 14
3.2.1 Strengths: 14
3.2.2 Weaknesses: 14
3.2.3 Opportunities: 14
3.2.4 Threats: 14
3.3 Market Segmentation 15
3.3.1 Target Market 15
4.0 Marketing mix Strategies 16
4.1 Global Entry Strategy 164.2 Product Strategy 16
4.3 Promotional Strategies 16
4.4 Distribution strategy 18
4.5 Pricing Strategy 18
4.5.1 Value- based pricing 18
5.0 Conclusion 19
References 20
Appendix 1: World Governance Indicator 24
Appendix 2: Brazil Exports Worldwide 25
Appendix 3: Growth Tracker 26
Appendix 4: Darabif Products 27
Appendix 5: Darabif Malaysia Promotion for Restaurant 30* Executive Summary
This paper seeks examine the demand gap of halal meat in Brazil where the Muslim population exists but with hardly any proper halal meat supplied. Thereby, enabling Darabif to carry out its operations in Brazil to serve and fill up that demand for proper halal meat. At the same time halal restaurants are also scarce in Brazil, one of Darabif’s plans are to include a dinerestaurant with the store. Islam is one of the fastest growing religions in the world; therefore, we find a need to produce halal meat in Brazil the authentic way that could turn out profitable.
This paper analyzes the internal and external environment of the company and industry. Furthermore, it identifies the specific target market segment, international competitive strategy, product offeringsand price range suitable for entering the Brazilian market. It is highly recommended that Darabif seizes this opportunity as it will enable the company to generate higher sales and profits for the company both in the short-term and long-term with a minimal promotional effort needed.

1.0 Introduction
The purpose of this marketing plan is to summarize what we have learned about themarketplace and indicate how Darabif plans to pursue its operations in Brazil. The marketing plan is one of the vital reports needed before a company tries to market itself globally. This marketing plan will help us forecast, analyse, study and evaluate under what conditions we can expand Darabif in Brazil. However the limitation with the marketing plan is that it cannot guarantee the success of thebusiness. Another major limitation is that all the data collected here is secondary and maybe obsolete. It would be of great benefit if we were able to travel to Brazil itself to study the market more deeply to give us a wider perspective.
2.0 Background and Situational Analysis
3.1 Introduction of Product:
Darabif is a local company in Malaysia, which had started in the year 2004. The brandstarted as a local meat distributor to supermarkets all around Malaysia. However, after years of hard work, it finally opened up a shop by its own selling the local meats and serving fresh made burgers for customers to dine in (Darabif, 2011). Darabif has not only opened in Malaysia alone, it has also engaged in exporting halal beef to countries like, Australia, Argentina and China. In relation tothat, we see a potential opportunity in Brazil because there is a gap in the market for “authentic” halal beef. Therefore, Darabif plans to expand its business to Brazil to fill up this gap. As mentioned earlier, Darabif had not only introduced its own shop outlet to sell the meat but also sold readymade burgers by attaching a dine-in restaurant at the store better known as a Quick Service...