TION INTRODUCBaseCamp International is a company that promotescross-cultural learning activities that helps createglobal awareness, understanding between culturesand provides the platform for positive change. Someof the programs offered by BaseCamp areinternships, languages, student groups and volunteersprograms; It also offers hosting services in thefollowing countries: CostaRica, Nicaragua, Ghana, Ecuador, Peru and Nepal.BaseCamp International plans to set up businessoperations in Lebanon. The purpose of this marketingplan in to advise them about the market conditions oftheir target market.
BaseCamp International is a firm initially established locally and wants to be expanded into foreign markets in response to foreign demand. The followings action should be taken during its entry and growth in their target market. Introduction Growth Maturity Decline• BaseCamp • Is this stage the • At this period the • As sales International main objective strong growth in decline, the should seeks to should be to build sales may company will have build product brand preference diminish. the following awareness and and increase Competition may options: Revitalize develop a market market share. appear with similar the product by for the product. products. adding new • Action to be taken features and at this point is to finding new uses. defend market Reduce costs and share while continue to offer maximizing profit. it, possibly to a on Introducti Growth Maturity loyal niche Declin segment. e Discontinue the product or selling it to another firm. Sales Product Cycle Theory Time
Political System: Parliamentary Democracy Total Area: 10,452 km2 Languages: Arabic, English, French Religions: Islam, Christianity Population: 4.6 Million Urban Population: 86.6 % Population Growth: 1.7 % Workforce: 1.2 Million Literacy Rate: 88.4 % Currency: Lebanese Pound (LBP) GDP: $ 16.4 Billion Imports/Exports: $ 6.5 Billion/$711 Million Industries: Food processing, jewelry, cement, textiles, mineral and chemical products, wood and furniture products, oil refining, metal fabricating and others.
COUNTRY SELECTION THEORY Geographic, language and market similarities: It is easier, and therefore more likely profitable, for a Canadian firm to do business in The United States than in a distant, linguistically and culturally distinct nation. Product Adaptation: some products or services can be sold worldwide and some others need local customization. Language and cultural similarities also may lower operating costs and risks. Cost and resources availability . labor cost is a very big consideration. This must be balanced against the availability of competent and/or trainable Workers. Cultural forces: Attitude towards business, custom and religious belief, etc. Climatic Condition. Resource Availability: Labour, land, capital, materials. Political, economic and legal forces. Government regulations and risks. New products spread to similar countries first, but mature products are made by the low cost producer.
LEBANONPROS CONS Lebanon is very open to trade and Foreign business people who have foreign investment. settled in the country are annoyed Its economy is a free market economy. by corruption problems, the relative Non-control of foreign companies nature of arbitration in the issuing of capital licenses, customs procedures that are too complicated and the partiality Trade movement is also an undeniable of justice. advantage. Lebanon ranked 127 out of 178 Very educated and qualified workforce. countries worldwide in Transparency Good standard of living . Internationals most recent Corruption Perception Index. Limited investment restrictions. Foreign companies have complained Today there are considerable about impediments such as arbitrary investment opportunities in the field of licensing decisions, complex reconstruction of basic and productive customs procedures, archaic infrastructures, in construction and in legislation, an ineffectual judicial supermarkets. system, high taxes and fees, high Strategic geographical location. telecommunications and power charges, varying interpretation of Moderate Tax Rate. laws and a lack of adequate New and expanding infrastructure protection of intellectual property.
TARGET MARKET ANALYSIS Psychographics Demographics AdventurousMale and Female Geographics Active LifestylePrimary Age 16-26 Involved with CommunitySecondary Age 27-45 Worldwide Willing to lend a helpingModerate/Student Income hand“Budget Traveller”
MARKET ENT The Lebanese economy has improved constantly over the last years, making Lebanon one of the regions top performers in terms of economic growth. Lebanon has a free-market economy and a strong laissez-faire (let do) commercial tradition. The government does not limit foreign investment; It is an environment in which transactions between private parties are free from state interference, including policies, taxes, tariffs and enforced monopolies however, the investment climate suffers from red tape (rigid conformity to formal rules that is considered redundant or bureaucratic), corruption, arbitrary licensing decisions, complex customs procedures, archaic legislation, and weak intellectual property rights. The Lebanese economy is service-oriented; main growth sectors include banking and tourism. The Government has generally followed a policy to encourage foreign investments. Full foreign ownership of businesses is free, subject to a very limited number of restricted activities such as exclusive commercial agency in relation to which Lebanese majority ownership is prescribed.
• Strategic Geographical Location: Lebanon is uniquely KEY positioned at the crossroads of Africa, Asia, and Europe.ASPECTS • Free Market Economy: Free enterprise and private initiative are the drivers of the Lebanese economy. OF • Liberal Financial Environment:MARKET With a free foreign exchange market, full currency convertibility policies, no restrictions on the inward ENTRY or outward movement of capital, and banking secrecy, Lebanon is truly ideal for conducting business.DECISION • Developed and Non- Discriminatory Legal Framework: Lebanon offers a well- developed legal framework that protects private property and grants Lebanese and Non-Lebanese equal rights.
Unique Living New and Environment Expanding : Infrastructure Qualified and : Thousands of Competitive years of With state-of-the-art history, optimal Workforce: telecommunications climatic Lebanon’s , a modern conditions, a very Moderate workforce is well electricity rich culture, and a Tax Rates: educated and multi- network, a new vibrant nightlife talented. Skilled airport, expanding justify Lebanon’s With maximum “Pearl of the East” tax rates of 15% labor is widely port facilities, and available, yet at an ambitious road surname. for companies and 20% for moderate fees. rehabilitation individuals, Leba program, Lebanon’s non’s fiscal infrastructure is quickly becomingKEY ASPECTS charges are one of the best in among the most OF MARKET moderate the region. ENTRY worldwide. DECISION
In-Direct Competition MARKET ENTRY Direct CompetitionAl-Nazih Pension AMIDEAST Exchange program between Americans and LebaneseHostel in Beirut, capital of Lebanon Provides education, professional training, exchange andOffers the best budget accommodation for all backpackers and development programstravellers on a budget 20,000 visitors each yearAdvertising Strategies- Travellers can find Pension Al-Nazihbusiness cards in many budget hotels and markets around the Advertising Strategies- AMIDEST has a few billboards acrossMiddle East Lebanon and a few in the United States, however they mainly stick to press releases (Appendix A) and social mediaMarket Entry Strategies- Joint Ventures- partners with otherhotels in Lebanon share resources, but mainly because hotels Market Entry Strategies- Joint Ventures in United Statesin Lebanon usually have strong (FulBright) they also Competitiv e Analysis Global Competitors Hostelling International - Formed in 1909. It is the only global network of national hostel associations -Has more then 90 Youth Hostels in over 90 countries - They thrive on their quality and variety of accommodation - Advertising Strategies- Newsletter that you can sign up for, and a bit of social media Market Entry Strategies- Joint Ventures with other hostels so that they can use those political affiliations
Strengths- Financial Environment- free foreign exchange Weaknessmarket, no restrictions on the movement of - Highly Corrupt: Although there are lowcapital taxes, government can set up road blocks, no- Low tax rates for companies questions asked- New and expanding infrastucture: new - Wars in Lebanon: Although Syria pulled pulledairports, expanding port facilities, and well their troops out of Lebanon there is still a senseestablished telecommunications Lebanon can of discomfort and mistrust, may make peopleexpect to see a rise in tourism weary to visit Lebanon- Unique environment: historic sites, rich - Constant wars took a toll on some of the city’s inculture, beautiful beaches, and unbelievable Lebanon and may deter tourists from visitingmountains make Lebanon a beautiful place to some of those places.visit SWOT Threats - Society may have a bad perception of Lebanon Opportunities because of recent turmoil- may make tourist hesitant to stay in Lebanon for a long period of- High Tourism Rates rapidly growing and timecontributes over 20% to Lebanons GDP - Safety and security concerns: The Department- Regaining image of “Paris of the Middle of State in the U.S. urges U.S. citizens to avoid allEast”, tourists may want to explore travel to Lebanon. This may force tourists to stay- Opportunity to gain a massive reach because it away from Lebanon and in return stay away fromis such a unique group of services amalgamated BaseCampunder one roof. - Rising conflict between Israel and Lebanon may be unsettling to tourists travelling to Lebanon and may decided to hold off on travel plans.