Potable Aqua In Uganda (Global Marketing)

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This is the PowerPoint presentation for my Global Marketing project. We were to select a domestic product and research and develop an international advertising campaign.

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Potable Aqua In Uganda (Global Marketing)

  1. 1. Potable Aqua in Uganda<br />
  2. 2. Presentation Outline<br />Michael Hamling<br />Lyles Armour<br />Josh Leiker<br />Nelson Esseveld<br />Introduction and Cultural Analysis<br />Economics<br />Doing Business in Uganda<br />Business Continued and Closing<br />
  3. 3. Cultural analysis<br />
  4. 4. History<br /><ul><li>Former British territory, gained independence in 1962
  5. 5. Political history plagued by violent takeovers and citizen massacres
  6. 6. Idi Amin led a noncitizen expulsion in 1972, crippling Uganda’s agricultural and industrial sectors
  7. 7. Current president Museveni has succeeded in restoring some prosperity
  8. 8. 17-year battle between government and the Lord’s Resistance Army (LRA)
  9. 9. Battle has caused the economic dislocation of up to 200,000 Ugandans</li></ul>IMPLICATIONS: Severe economic, social and political disruption has hindered development of infrastructure needed to provide clean water. Potable Aqua tablets could help Ugandans get safe drinking water in any part of the country.<br />
  10. 10. Geographical Setting<br /><ul><li>Landlocked nation bordered on one side by Lake Victoria
  11. 11. About twice the size of Pennsylvania
  12. 12. Contain numerous lakes and rivers, but water generally unsafe for drinking
  13. 13. Temperatures in upper 70s, seasons defined by rainfall variations
  14. 14. Northwestern corner of country is hotter and more arid</li></ul>IMPLICATIONS: While water is abundant in most parts of Uganda, it needs to be purified to become drinkable. Potable Aqua tablets are easily transported and stored even in extreme conditions.<br />
  15. 15. Social Institutions<br /><ul><li>Very male-dominated society
  16. 16. In rural areas, subsistence farming and ranching is common
  17. 17. Women most likely housewives in rural areas, married at a young age with a dowry called “bride wealth” paid by the groom’s family to the bride’s family
  18. 18. Polygamy is generally accepted
  19. 19. In urban areas, women are more likely to have jobs although growth is limited
  20. 20. Extended families are important and are often called “clans”
  21. 21. Pooling of income and resources within the clan is a necessity for survival</li></ul>IMPLICATIONS: There is a good market for Potable Aqua tablets within the tight-knit clans. While individuals may not be able to afford to purchase these tablets regularly, it is likely that the clan will pool resources on order to drink safe water.<br />
  22. 22. Doing Business in Uganda<br /><ul><li>Handshakes are an appropriate greeting (use the right hand)
  23. 23. Ugandans use indirect communication (analogies and stories)
  24. 24. Humor is very important to communicate and build good relationships
  25. 25. Punctuality is valued in business settings but not important otherwise
  26. 26. People who dress well (suits and well-kept shoes) are more respected
  27. 27. Women should wear long skirts in rural areas
  28. 28. First names are reserved for close friends. Titles are important
  29. 29. English is used in all business settings</li></ul>IMPLICATIONS: The business atmosphere in Uganda is similar to that of the United States. This should make transactions go more smoothly and will also allow for better communication about the market and its demands.<br />
  30. 30. <ul><li>Primarily Roman Catholic and Protestant</li></ul>Religion<br />Language<br /><ul><li>English is the official language, used in schools, government, and business settings
  31. 31. Ganda, Swahili, and Arabic are also widely spoken
  32. 32. Most Ugandans know at least one African language</li></li></ul><li>Economic analysis<br />
  33. 33. Population<br />Population<br /><ul><li>32,369,558
  34. 34. Ranked 58th out of 228 (US ranked 22nd)
  35. 35. Birthrate 48.15 per 1000 Ugandans</li></ul>Age Distribution<br /><ul><li>0-14 years: 50% (male 8,152,830/female 8,034,366)
  36. 36. 15-64 years: 47.9% (male 7,789,209/female 7,703,143)
  37. 37. 65 years +: 2.1% (male 286,693/female 403,317) </li></li></ul><li>Economic Statistics<br />Implications<br />A growing economy means growing purchasing power. As Ugandans become more prosperous, they will be able to afford commodities such as Potable Aqua tablets. <br />Based off the per capita data, we see fit that Ugandans will have a greater power to purchase our product. <br />GDP<br />2007: 20,953,000 (12,177 million US dollars)<br />2008: 24,697,082 (14,353 million ins US dollars)<br />Agriculture 29% (80% of labor force)<br />Industry 24.8%<br />Services 46.2% <br />GDP Per Capita <br />$1,100 (steady for past 3 years) <br />
  38. 38. Economic Activity<br />Principal Industries:<br />Exchange rates <br />of Uganda Shilling:<br />vs. U.S. Dollar: 1,720.7<br />vs. ECU/Euro: 2,490.9<br />vs. Japan Yen: 16.6<br />vs. Swiss Fanc: 1,594.3<br />vs. Pound Sterling: 3,150.9<br />
  39. 39. Communication Transportation<br />Types<br /><ul><li>Telephones
  40. 40. Domestic & International
  41. 41. Mobile Phones
  42. 42. Radios and TV’s
  43. 43. 7 AM 33 FM
  44. 44. 8 TV stations
  45. 45. Newspapers
  46. 46. New Vision
  47. 47. Computers</li></ul>Methods <br /><ul><li>Airports
  48. 48. 5 paved
  49. 49. 27 unpaved
  50. 50. Railways
  51. 51. 772.99 miles
  52. 52. Roadways
  53. 53. 10,110 miles paved
  54. 54. 33,848 miles unpaved
  55. 55. Waterways</li></ul>Availability <br /><ul><li>100,000 telephone lines
  56. 56. 380,00 mobile subscriptions
  57. 57. 5 million radios
  58. 58. 294,000 computers in use </li></ul>Implications: <br />Shipping our product to Uganda will be simplified by the waterway connections throughout the country. This is an inexpensive and reliable method of shipping Potable Aqua tablets.<br />
  59. 59. Real World Experience in Uganda<br />
  60. 60.
  61. 61. Doing Business In Uganda<br />
  62. 62. Market Overview<br /><ul><li>Working conditions
  63. 63. Market Challenges
  64. 64. Corruption
  65. 65. Poverty</li></li></ul><li>Trade Statistics<br /><ul><li>Major items:
  66. 66. Cotton
  67. 67. Coffee
  68. 68. Countertrade
  69. 69. Grew in 80’s
  70. 70. Foreign Aid
  71. 71. 15.6% of GNI
  72. 72. $959 Million</li></ul>Implication: <br />Because Ugandans receive large amounts of foreign aid, they will be more prone to have a positive view of American-made products<br />
  73. 73. Science and Technology<br />Science <br /><ul><li> Medical association,
  74. 74. Child malnutrition unit,
  75. 75. Agriculture research institute
  76. 76. Forestry research center
  77. 77. Cotton research station</li></ul>Technology <br />Communication: Cell Phone, Radio, Television, computer <br />
  78. 78. Channels of Distribution<br />Retailers<br /><ul><li>2,501
  79. 79. Small shops </li></ul>Wholesale middlemen<br /><ul><li>Products distributed through wholesalers
  80. 80. Transporters
  81. 81. Buy bulk
  82. 82. Sell to small and rural shopkeepers </li></ul>Penetration of Urban and Rural Markets<br /><ul><li>Markets not well developed
  83. 83. research and ground work </li></li></ul><li>Media<br />Main forms of Media <br /><ul><li>Television
  84. 84. Newspaper
  85. 85. Personal computer
  86. 86. Radio
  87. 87. Internet </li></ul>Implications<br /><ul><li>Radio
  88. 88. Newspaper</li></li></ul><li>Uganda ask Questions<br />&<br />Uganda get Answers!<br />

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