Milk & Juice Industry in Pakistan

STRATEGIC MARKETING ASSIGNMENT

INDEX

TABLES OF FIGURES

1. ACKNOWLEDGMENT

I profoundly thank the Management Team of SIG Combibloc Obeikan and in particular the marketing department as well as the team of Knowledge Horizon for its most valuable support and precious help during my researches and completion of this assignment.

Being part of the commercial department of the company, I couldn’t have undertaken this marketing assignment without their assistance.

2. EXECUTIVE SUMMARY

The concept of this assignment is to establish a Marketing Plan for Pakistan in line with the global strategy of SIG Combibloc Obeikan (“CBOB”) for 2006-2008 of gaining new strategic customers to reinforce its position in its dedicated market. This assignment is built in three phases: the analysis of the current situation, the analysis of the marketing options and the formulation of a marketing plan.

After careful study of both macro- and micro-environments through the PESTEL, SWOT, Competitor and Market analysis, we can conclude that an encouraging growth in the Pakistani dairy and juice industry as well as the existing customers demand for a new supplier to end the monopoly position of the competition are factors that will help CBOB to position