International Marketing

Name: Salman Maqbool

MBH14055

Company: Pak Mango Trader Co.

Country: Iran

i.Culture Analysis

Pak Mango Trader Co.

Pak Mango trader are local traders. They are buy the product/fruits in bulk
from the former and then take it to different areas in country and sell them
where is demand.
They are self producer of guava fruit. The major guava growing areas
include Shariqpur, Kasur, Lahore, Sheikhupora, Sangla Hills, Gujranwala in
the Punjab; Kohat, Haripur and Bannu in the North West Frontier Province
and Larkana and Hyderabad in Sindh. They deliver the fruit in whole
country
They are interested in going global and have very little approach for the
international market.
I am interested for the export of mangoes to Iran through this company.
Through this company I would make a export to Iran and initiate the
international approach.

History

Historically known as Persia, Iran was one of the

greatest empires of the ancient world. The region now called Iran was occupied by the
Medes and the Persians in the 1500sB.C.Invaded by many Turks and Muslims
Though Iran is known today as a stronghold of the Shi'a Muslim faith, it did not
become so until much later, around the 15th century by Safavid dynasty
In 1935 theIraniangovernment requested those countries which it had diplomatic
relations with, to callPersia"Iran," which is the name of the country inPersian.
The suggestion for the change is said to have come from theIranianambassador
to Germany, who came under the influence of the Nazis.
Islamic Republic of Iran began with the Iranian Revolution. The first major
demonstrations to overthrow Shah Mohammad Reza Pahlavi began in January 1978.
The new theocratic Constitution whereby Khomeini became Supreme Leader of
the country was approved inDecember 1979.

Geography

Country: Islamic Republic of Iran

Total Area :1,648,195km2
Population: : 78,192,200
Capital: Tehran
Geographically,Iran is located in
West Asiaand borders theCaspian Sea,Persian Gulf, andGulf of Oman.
Itsmountains have helped to shape both the political and the economic
history of the country for several centuries.
Iran bordering with Afghanistan, Armenia, Iraq, Pakistan, Turkey,
Turkmenistan.

Climate
Iranhas a hot, dryclimatecharacterized by long, hot, dry summers and short,
cool winters.
Theclimateis influenced byIran'slocation between the Arabian desert areas
and the eastern
Mediterranean area.

Social institution:
Iran is a theocratic republic as such the situation of woman is very much
affected by Islam and sharia law. Woman rights activates in Iran is continue
to face obstacles in their attempts to improve the conditions for

A. Family Values

In Iran, the family is the basis of the social structure.

family is more private than in many other cultures. Female relatives must
be protected from outside influences and are taken care of at all times. It is
inappropriate to ask questions about an Iranian's wife or other female
relatives.
Families tend to be small, only 1 or 2 children.

1. The nuclear family

This is the dominant model in Iran father ,mother ,brother and sister and they
are closely bond to each other, families tend to be small.
The concept of family is more private than in many other cultures ,females
relatives must be protected from out outside influences and are taken care of
all times.

2. The extended family

.

Is quite close

3. Dynamics of the family

.

Loyalty to the family comes before other social relationship, even business

a) Parental roles
Is very important as parents is being involved in making major decisions for their child
like marry and what profession they should have, parents support their children all the
way until they have finished all their education and beyond.

b) Marriage and courtship

It's a lot more prevalent for males to marry non Muslim foreigners than for males due
to the fact that Muslim woman are legally barred from marrying non Muslim unless if
they convert into islam.

1.

B. Educatio
n
The role of education in society

a)
Primary education
Its mandatory under the Iranian institution its starting from 5 years old student take exam at the
end of each,
b)
Secondary education
only the most talented students can enter universities ,this is a four year stage which covers
grade 9 to grade 12 from age 14 to 17 secondary education is divvied in to two main branches.
c)
Higher education
50000 Iranian students currently is studying abroad in general education in European countries

2. Literacy rates
.
.
.

Male 90.5%
Female 87%
Total adult literacy rate 89.1%

C. Political system
1.
.

Political structure
The political system of Islamic republic of Iran is the result of the Islamic revolution in 1979

2.
.

3.
.

4.
.

Stability of government
Stable

Special taxes
The taxes in Iran is indirect system and for the same reason it is not transparent enough the
only case low is stress on it ,the collection of direct tax the tax on employees salaries and
workers wages

Role of local government

Local councils are elected by public vote to 4 years, those local councils with the parliament are
decision making and administrative organs of the state.

D. Legal system
1. Organization of the judiciary system
. It headed by is called the mujtahid , the supreme leader of Iran appoints the
mujtahid as the head of the judiciary system and he serves a term of five
years .this head of the judiciary system has the authority to nominate the
ministry of justice

2. Code, common, socialist, or Islamic-law country?

. Islamic law country.

E. Social
organizations
Little is known of Iranian
social organization. In general. Traditional Indo-Iranian

society consisted of three classes: the warriors or aristocracy, the priests, and the
farmers or herdsmen.
1.Group behavior
. Iranian culture is Class base. For example the lower and uneducated classes
. There is a belief held by many Muslims that Islam is a body of values and beliefs
. The whole iranian dress well and dress codes are very important in distinguishing
modern and traditional groups.
. Dressing up formally and appropriately is also regarded as a sign of respect and
people may get offended if their guests arrive in casual outfits and sneakers
. Iranians party a lot, are great entertainers and are known for their hospitality and
generosity at such occasions

2. Social classes
.
.

Wealth was important, but acquiring and maintaining wealth tended to be closely
intertwined with access to political power
Since being part of an elite family was an important prerequisite for entry into the
political elite, marital relationships tended to bind together important elite families.

V.

Religion and aesthetics

1. Religion and other belief systems

. Most Iranians are Muslims. Around 89%[1] belong to Shi'a branch of Islam,
the official state religion, and about 9% belong to the Sunni branch of
Islam. The
remaining 2% are non-Muslim
a) Orthodox doctrines and structures
Christianity in Iran has had a long history but now it is no more very less in
iran
Which religions are prominent?
) The overwhelming majority of Iranians - at least 90 percent of the total
population - are Muslims who adhere to Shia Islam

VI. Living Condition

The Islamic Republic of Iran portrays its self as the champion of Arab rights but the
Arab population of Iran faces discrimination.

VII.Language
a)
)
b.
.

Official language(s)
The official language of Iran is Persian
Spoken versus written language(s)
The second most widely spoken Iranian language after Persian is
Kurdish.
c) Dialects
) Central Iranian, or Central Iran, is a group of Western Iranian
languages spoken in villages and towns of central Iran.

Culture of Iran

Islam is practiced by the majority of Iranians.

Obligations for Muslims are to pray five times a
day. Friday is the Muslim holy day. Many
companies also close on Thursday, making the
weekend Thursday and Friday.During the holy
month of Ramadan all Muslims must fast from
dawn to dusk and are only permitted to work six
hours per day. Each night at sunset, families and
friends gather together to celebrate the breaking
of the fast (iftar).. Many businesses operate on a
reduced schedule. Shops may be open and closed
at unusual times.

Rituals
Meeting Etiquette
Introductions are generally restricted to members of
the same sex since men and women socialize
separately.
Greetings tend to be affectionate. Men kiss other
men and women kiss other women at social events.
If they meet on the street, a handshake is the more
common greeting
When Iranians greet each other they take their time
and converse about general things.
The most common greeting is "salaam alaykum" or
more simply "salaam" (peace)

Gift Giving Etiquette

Iranians give gifts at various social occasions such as returning from a
trip or if someone achieves a major success in their personal or
business life.
On birthdays, businesspeople bring sweets and cakes to the office and
do not expect to receive gifts.
It is common to give monetary gifts to servants or others who have
provided services during the year on No Ruz (The Iranian New Year).
Money should be new bank notes or gold coins.
If you are invited to an Iranian's house, bring flowers, or pastry to the
hosts. When giving a gift, always apologize for its inadequacy.
Gifts should be elegantly wrapped - most shops will wrap them for you.
Gifts are not generally opened when received. In fact, they may be put
on a table and not mentioned.

Dining Etiquette
If you are invited to an Iranian's house:
.Check to see if the host is wearing shoes. If not, remove yours at the door.
.Dress conservatively.
.Try to arrive at the invited time. Punctuality is appreciated.
.Show respect for the elders by greeting them first.
.Check to see if your spouse is included in the invitation. Conservative
Iranians do not entertain mixed-sex groups.
.Expect to be shown into the guests' room. It is usually lavishly furnished with
European furniture.
.Shake everyone's hand individually.
.Accept any offer of food or drink. Remember to do 'taarof'.
Table manners: Iranians are rather formal. Although some meals in the home
are served on the floor and without eating utensils, it does not indicate a lack
of decorum. In more modern homes, meals are served on a dining table with
place settings.
.Wait to be told where to sit.

Fauna

Persian Leopard
Canis
aureus
Revivim

Adlerbuss
ard

Flora

Pistacchio di
Bronte

Aborigine

Iran Public v/s Private life

Iranians see themselves as having two distinct
identities: "zaher" (public) and "batin" (private).
.When they are in public, they must conform to
accepted modes of behavior. It is only within their
homes among their inner circle that they feel free
to be themselves. Family members are always part
of the inner circle.
.The inner circle forms the basis of a person's
social and business network. Friendship is very
important and extends into business. The people
from the inner circle can be relied upon to: offer
advice, help find a job, or cut through bureaucracy.

Doing Business in Iran

Relationships & Communication

Business Meeting Etiquette
Business Negotiating
Dress Etiquette
Titles

Relationships &
Communication
Iranians prefer to do business with those they know
and respect, therefore they expect to spend time
cultivating a personal relationship before business is
conducted.
Who you know is often more important than what
you know, so it is important to network and cultivate
a number of contacts.
Expect to be offered tea whenever you meet
someone, as this demonstrates hospitality.
Since Iranians judge people on appearances, dress
appropriately and stay in a high standard hotel.

Business Meeting
Etiquette
Appointments are necessary and should be made 4 to 6 weeks in advance.
Confirm the meeting one week in advance and when you arrive in the
country.
It is a good idea to avoid scheduling meetings during Ramazan (Ramadan)
as the need to fast would preclude your business colleagues from offering
you hospitality.
Arrive at meetings on time, since punctuality is seen as a virtue.
The first meeting with an Iranian company is generally not businessfocused. Expect your colleagues to spend time getting to know you as a
person over tea and snacks.
Be patient - meetings are frequently interrupted.
Written materials should be available in both Farsi and English.
Do not remove your suit jacket without permission.
Do not look at your watch or try to rush the meeting. If you appear fixated
on the amount of time the meeting is taking, you will not be trusted.

Business Negotiating
It takes time for Iranians to become warm towards foreign
businesspeople. Until then, they may appear somewhat stiff and
formal.
Personal relationships form the basis of business dealings.
Decisions are made slowly.
Iranians are deliberate negotiators who can drive a hard bargain.
Do not use high-pressure tactics. They will work against you.
Iranians may display emotion, or even walk out of the meeting,
or threaten to terminate the relationship in an attempt to
convince you to change your position.
Iranians often use time as a negotiating tactic, especially if they
know that you have a deadline. Be cautious about letting your
business colleagues know that you are under time pressure.
Companies are hierarchical. Decisions are made at the top of the
company, either by one person or a small council.

Dress Etiquette
Business attire is formal and
conservative.
Men should wear dark colored
conservative business suits.
Ties are not worn by Iranians but it would
not be seen as negative if you did so.
Dress well to make a good impression.
Women should always dress modestly
and cover their hair.

Titles
Address your Iranian business associates by their
title and their surname.
The title "agha" (sir) is used when addressing men.
It may be used before or after the first name. The
phrase "agha-yeh" is put before a surname.
The title "khanoom" (madam) is used when
addressing women. It may be used before or after
the first name. The phrase "khanom-eh" is used
before the surname.
Wait to be invited before moving to first names. Only
close friends and family use this informal form of
address.

Business
Cards
Business cards are only
exchanged by senior-level people.
Since rank and position are very
important, make sure your business
card includes your title.
Have one side of your card translated
into Farsi.
Present your card so the Farsi side faces
the recipient.

Economical Analysis

I. Introduction
.

Irans economy has been crippled by the 1979 Islamic revolution, the IranIraq war,
economic mismanagement, and corruption. International concern about Irans
nuclear development and support for terrorism remains high. A gradual decline in oil
production combined with lower world oil prices has reduced oil export revenues,
which provide about 85 percent of government finance. Irans economy remains
burdened by rising inflation, corruption, costly subsidies, and an increasingly bloated
and inefficient public sector. Unemployment remains high.

II.Population
.

Youth is the largest population in Iran. Over 60 percent of Iran's80 million

peopleare under 30 years old. Iranian youth are among the most politically active in
the 57 nations of the Islamic world. Youngest population in south Asia. The 18th
largest country in the world in terms of area.

a)
)
b.
.

Growth rate:
Annual population growth rate 1.248% (2011 est.)
Birthrate:
18.55 births/1,000 population

III. Economic statistics and activity

Iran's economy is closely tied to its natural resources since 80 percent of the
country's export revenues are derived from oil and gas. Iran contains 8.9 percent of
proven global oil reserves, and its reserves contain 20 percent of the world's total
amount of natural gas. Other important exports are carpets, pistachios, leather, and
caviar. Important imports include motor vehicles, machinery, steel, chemicals,
pharmaceuticals, and food.

A. Gross national product

. Total: $818.7 billion (2010 est.)
.

Rate of growth (real GNP or GDP) = 1% (2010 est.)

B. Personal income per capita

. $10,600 (2010 est.)
C. Distribution of wealth:
.

Capitalists, Self-employed, Middle class, The working class.

D. Minerals and resources

.

Mining in Iran is under-developed. Yet the country is one of the most important
mineral producers in the world, ranked among 15 major mineral rich countries,
holding some 68 types of minerals, 37billion tones of proven reserves and more
than 57billion tones of potential reservoirs. Mineral production contributes only 0.6
per cent to the countrys GDP.

E. Surface transportation
.

Transport in Iran is inexpensive because of the government's subsidization of the price of

gasoline. In 2008, more than one million people worked in the transportation sector,
accounting for 9% of GDP
1. Modes:
Iran has a long paved road system linking most of its towns and all of its cities. Trains operated
on 11,106km Dozens of cities have airports that serve passenger and cargo planes.
2. Availability:
Railways, Metro, Roadways and automobiles, Waterways, Airports and airlines, Heliports
. National airline: Iran Air

F. Working conditions
.
a)
)

b)
)

The highly fluid nature of Iran's labor market and the large size of the informal services sector
make accurate estimates of employment levels difficult.
Employer-employee relations
There is a minimum national wage In 2010 determined by the Supreme Labor Council, was
about US$303 per month (US$3,636 per year). Membership in the social security system for
all employees is compulsory.
Employee participation
Although Iranian workers have, in theory, a right to form labor unions, there is, in actuality,
no union system in the country. Workers are represented ostensibly by the Workers' House, a
state-sponsored institution that nevertheless attempts to challenge some state policies.
The comprehensive Labor Law covers all labor relations in Iran, including hiring of local and
foreign staff. The Iranian Labor Law is very employee-friendly and makes it extremely difficult
to lay off staff. Labor disputes are settled by a special labor council, which usually rules in
favor of the employee.
The Labor Law provides the minimum standards an employer must adhere to when forming
an employment relationship. The minimum age for workers in Iran is 15 years

G. Principal industries
. petroleum, petrochemicals, fertilizers, caustic soda, textiles,
cement and other construction materials, food processing
(particularly sugar refining and vegetable oil production), ferrous
and non-ferrous metal fabrication, armaments
a) 1. What proportion of the GNP does each industry
contribute?
) Oil exports account for nearly 80 percent of foreign exchange
earnings. In the early 21st century the service sector constituted
the largest percentage of gross domestic product (GDP), followed
by industry (mining and manufacturing) and agriculture. In 2008
GDP was estimated at $382.3 billion, or $5,470 per capital
b) Ratio of private to publicly owned industries
) The constitution mandates that all large-scale industries, including
petroleum, minerals, banking, foreign exchange, insurance, power
generation, communications, aviation, and road and rail transport,
be owned publicly and administered by the state. Basic foodstuffs
and energy costs are heavily subsidized by the government.

H.Foreign investment
.

Firms from over 50 countries have invested in Iran in the past 16 years
(1992-2008), with Asia and Europe receiving the largest share

1. Opportunities?
.

After sanction there are a lot of opportunity in the Iran to be invest

2. Which industries?
.

As of 2007, Asian entrepreneurs made the largest investments in the Islamic

state by investing in 40 out of 80 projects funded by foreigners. The largest
amount of foreign investment was in the industrial sector, including food and
beverage, tobacco, textiles, clothing, leather, chemical, steel and oil derivate.
The figure exceeded US$8.76 billion. Water, electricity and gas sector ranked
second, attracting $874.83 million. In the third place, the real estate sector
absorbed more than $406 million. Investments in service,
telecommunication, transportation and mines reached $193 million, $14.3
million and $14.2 million respectively.

I. International trade statistics

a) Major exports:
) Petroleum 80%, chemical and petrochemical products, fruits and
nuts, carpets
b) Dollar value
) $84.31 billion (2010 est.)
c) Major imports
) Industrial supplies, capital goods, foodstuffs and other consumer
goods, technical services
d) Dollar value
) $58.97 billion (2010 est.)

Balance of Payment
situation

Exchange rates

Until 2002, Irans exchange rate system was based on a multi-layered

system, where state and Para-state enterprises benefited from the
"preferred or official rate" (1750 rial for $1) while the private sector had to
pay the "market rate" (8000 rial for $1), hence creating an unequal
competition environment.
In 1998, in order to ease pressure on exporters, the central bank
introduced a currency certificate system allowing exporters to trade
certificates for hard currency on the Tehran Stock Exchange
a) Single or multiple exchange rates?
) Market-driven exchange rate
b) Current rate of exchange
) Iranian rials (IRR) per US dollar ) 10,308.2 (2010)
) 9,864.3 (2009)
) 9,142.8 (2008)
) 9,407.5 (2007)
) 9,227.1 (2006)
)

J. Trade restrictions
.

Irans weighted average tariff rate was 20.1 percent in 2008. Import bans
and restrictions, high tariffs, export licensing requirements, restrictive
sanitary and tough regulations, burdensome customs procedures, state
trading, arbitrary changes in tariff and tax schedules and weak
enforcement of intellectual property rights add to the cost of trade

1) Embargoes & sanctions

)
)
)
)
)
)

Prohibitions on the sale, supply, transfer or export of key equipment and

technology for the oil and gas industry
Prohibition on the supply of equipment that could be used for human rights
abuses
Prohibitions on the provision of brokering services and technical and
financial assistance related to any goods and technology
Prohibitions on investment in Iranian entities or bodies engaged in the
exploration or production of crude oil and natural gas
restrictions on transfers of funds to and from Iran, and restrictions on Iran's
access to the insurance and bond markets
restrictions on providing certain services on Iranian ships and cargo aircraft

2. Tariffs
. Customs duties and Tariffs on most imported goods:
. Capital goods and raw materials imported for foreign investments may be
exempted from normal duties; similarly medicines, wheat and other strategic
goods are exempt from duties.
. All foreign exchange transactions must take place through the Central Bank or
authorized banks.
. chemical products 10 percent
. ordinary metals 10 percent
. measurement instruments 10 percent
. medical equipment 10 percent
. food industry 15 percent
. mining raw production 15 percent
. leather industry 15 percent
. paper and wood fabrics 15 percent
. mechanical machinery 15 percent
. agricultural raw production 25 percent
. electric machinery 25 percent
. automotive vehicles 100 percent

K. Labor Force

Iran, like many middle-income countries, has a small formal labor force,
often located within nationalized industry. This section of the working class
benefits from its position as formal labor, meaning that these workers
have been able to extract better pay and benefits, working conditions, and
legal contracts from their employer, who is often the state.

a) Size ( in thousands)
Coun
try
Iran

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

15,40
0

17,30
0

18,00
0

21,00
0

22,32
0

23,00
0

23,68
0

24,36
0

28,70
0

24,35
0

25,02
0

25,70
0

b) Labor force by occupation:

)
)
)

Agriculture: 25%
Industry: 31%
Services: 45% (June 2007)

c) Unemployment rates
Unemployment rate
) 11.8% 2011
) 14.6% (2010 est.)
) 10.3% (2008 est.)

)Developments in science and technology

) Iran is an example of a country that has made considerable advances
through education and training, despite international sanctions in
almost all aspects of research during the past 30 years. Iran's scientific
community remains productive, even while economic sanctions make
it difficult for universities to buy equipment or to send people to the
United States to attend scientific meetings. Currently Iran aims for a
national goal of self sustainment in all scientific arenas. The
Comprehensive Scientific Plan has been devised based on about
51,000 pages of documents and includes 224 scientific projects which
must be implemented by the year 2025.

Channels of distribution (macro analysis)

I. Retailer
. With few major chain stores and only one multinational retailer the
Iranian retailing spectrum is full of independent outlets that are
connected to the main bazaar of Tehran.
. In recent years, as a result of a recession in other economic
sectors such as agriculture and industry, investors have been
attracted to retailing and the growth in number of outlets has
continued.
a) Number of retailers
) Iran's retail industry consists largely of cooperatives and
independent retailers operating in bazaars.
) Iran has 438,478 small grocery retailers. These are especially
popular in cities other than Tehran where the number of
hypermarkets and supermarkets is still very limited.
) Apart from permanent bazaars, there are also numerous weekly
bazaars, for example, the Friday bazaar or Saturday bazaar.
Operating in an open space, the weekly bazaar offers a wide range
of goods, including food, home appliances and handicrafts.

b. Typical size of retail outlets

. In the traditional Iranian retailing environment small and independent
players remain dominant. In recent years, as a result of a recession in
other economic sectors such as agriculture and industry, investors
have been attracted to retailing and the growth in number of outlets
has continued.
. More mini-markets and supermarkets are emerging, but these are
mostly one-off, independently owned operations. The biggest chain
stores are state-owned Etka, Refah, Shahrvand and Hyper star Market

c. Role of chain stores, department stores,

and specialty shops
. The store formats with the greatest growth in terms of consumer
preference were hypermarkets and supermarkets due to the wide
variety of products on offer.
. - Grocery retailing in Iran also entered a new phase of
development. On the other hand, non-grocery retailing is highly
fragmented, largely dominated by single-outlet operations featured
in the largest retailing formats
. Western-style supermarkets are also becoming common.
. Better product quality, more convenient shopping and a more
comfortable shopping environment attract a lot of mid-to-high
income earners to buy from western-style retailers.

I. Import/export agents
. Oil and gas exports are Irans most important export. Other
major export commodities are petrochemicals, carpets, and
fresh and dried fruits. Top destinations for Irans non-oil
exports are the United Arab Emirates (UAE), Iraq, China,
Japan, and India.
. Major imports for Iran include gasoline and other refined
petroleum products, industrial raw materials and intermediate
goods used as manufacturing inputs, capital goods, food
products, and other consumer goods.
II. Warehousing
. More than 30 warehousing in Iran.
III. Penetration of urban and rural markets
. Urban population: 71% of total population (2010)
. Rate of urbanization: 1.9% annual rate of change
(2010-15 est.)
. Rural population: 29 % of total population (2010)

Media
Iran ranks among worst countries for
press freedom
Media is under government influence
If any media report against the state
it is label as agent for other country.
State even put the journalist under
bar if they put negativity against
state.

Market Audit and

Competitive Market
Analysis

I. Introduction:
. To go and sale commodity in a country like Iran is not an easy
decision; you would be attracted by its population which is more
than 75 million (60% are under 30 years of age) and GDP as it has
the third highest GDP in the region after Saudi Arabia and the UAE,
but if you compare the GDP per capita across these countries, you
will see it is much more balanced in Iran than in Saudi Arabia but
we would face main issues like bureaucracy, cultural differences
and political constraints.
. Fortunately in 2005 the law had changed and the new law allowed
foreigners to come into the country and own 100% of a foreign
investment which means that you can own any retailer shop their
to facilitate you business

ii.

The Product

Our product is Pakistan mangoes which are famous for its refresh taste
and fruitfulness.

a) Relative advantage:
) The number of mangoes trader in iran is still very limited.
) The customer behavior is very demanding and they are well educated
of the product.
) There is no other country of this size in the Middle East which means
bigger market.
) The population of Iran is more than 75 million.
) You can say it is a very stable country, even if there are some issues.
) Iran has the third highest GDP in the region after Saudi Arabia and the
UAE, but if you compare the GDP per capita across these countries, you
will see it is much more balanced in Iran than in Saudi Arabia.
) Iran has a very young populationmore than 60% are under 30 years
of age.

b) Compatibility
) The concept of chain stores for non-grocery retailers still is
not well grasped in Iran.
) Political disturbance and the American war in Afghanistan
and Iraq would make it difficult to enter the Iranian market
) The American Iranian dispute about Iranian intentions to
have a nuclear weapon would affect any new investment in
Iran.

c) Complexity
) Products itself need a strong supply chain from many
different suppliers and time is a very critical factor.
) Some products need proper packing and after sale services.
) There are too many rules of importing and they change very
frequently.
) There are many, long procedures that a foreign product has
to undergo.

d) Trial ability
) According to the product type sold in the already available
market.

III.The Market
) Describe the market(s) in which the product is to be
sold
. Iranian market is a stable market even if there are some
issues. There is no other country of Irans size in the Middle
East with a population of more than 75 million. Iran has the
third highest GDP in the region after Saudi Arabia and the
UAE, but when we compare the GDP per capita across these
countries, we will see it is much more balanced in Iran than
in Saudi Arabia and it has a very young populationmore
than 60% are under 30 years of age.

 Geographical region

Iran is the 18th largest country in the world in terms of

area, It is a country of particular geopolitical significance
owing to its location in the Middle East and it is the second
largest country in it. Iran is bordered on the north by
Armenia, Azerbaijan and Turkmenistan. Iran is bordered on
the east by Afghanistan and Pakistan, on the south by the
Persian Gulf and the Gulf of Oman, on the west by Iraq and
on the northwest by Turkey. Tehran is the capital, the
country's largest city and the political, cultural, commercial
and industrial center of the nation. Iran is a regional power,
and holds an important position in international energy
security and world economy as a result of its large reserves
of petroleum and natural gas

 Consumer buying habits:

Consumers have a high disposable income, willing to purchase

high quality products and fresh foods, well-educated and involved
with business and service development

Product-use patterns

As product is highly demanded in the Iran and people are welll

aware of the Pakistani mangoes too so it would not be difficult for
the local to experience our product.
Product feature preferences
High quality of packaging and product itself with an interesting
visualization and sorting.
Distribution of the product
It needs a very strong supply chain to provide all products
needed on time
Installation and after sale services are required for some products
Fresh mangoes providing inside the hyper market and retailer
shops

 Advertising and promotion

Iranian Newspaper's
Weekly magazines
Iranian television
Advertising on national transportation (Super bus, taxi,
metro,.)
Billboards

iv.PRELIMINARY
MARKETING PLAN

Pak Mangoes Traders 4Ps

The marketing mix company 4ps are
Product

The product by that company we going to export is Pakistani

mango. We want to go through a limited single product for the
international market because of high scope and demand of Pakistan
mangoes in Iran
Various varieties of mangoes in market which one we going to offer
is chonsa, sindhari and every variety which the local of Iran would
demand.
Price:
Price vary from season to season depend on the demand as well as
the fruit cultivated. The price would includes the
Market price + export expenses + 45% profit charge on it.
In year 2013 price per ton was 250 and in 2014 it was 550$ due to
high demand and lift on ban on export too.
Payment would be done after delivery.
As per last year sale 1.2 million dollars earned by 2200 tons only.

Place:

The company will take the responsibility to make the product till the
shipment to the local market.
Access to the local customers.
The Channel of distribution would shipment + road to the local
market.
Our target market is the major cities of Iran like Tehran, Isfahan,
Mashhad, Karaj because people live here are mostly economically
and financially stronger than many other parts of country. As we read
Iran has 438,478 small grocery retailers out of which 70K lies in
these major cities through which we can make our product to the end
consumers.

Promotion:

The promotion techniques we adopt is public relation, direct

promotion through advertisement, bill boards and online
advertisement in local areas.
Pakistan mangoes are already famous in word. Through effective
advertisement we would make sure the quality and fresh fruit to the
market. As Pak mangoes already have good influence on people it
means less efforts required.

Marketing Plan
Marketing objective is to capture the market and built the good image of the
brand. Pakistani mango is considered as a low priced product in international
markets as compared to mangoes from other competing countries. Secondly
most of the mango exports are targeted to relatively low price markets like
Dubai, Saudi Arabia, Oman, etc. So more organized and collective efforts
should be made by the associations responsible for this to fetch a good price
in international market.

Target market:

Our target market is the major cities of Iran like Tehran(7,153,309),

Isfahan(1,547,164), Mashhad (2,307,177), Karaj(1,448,075) because people
live here are mostly economically and financially stronger than many other
parts of country.

Sale and profit

Estimate sale for 5 years merely 10,000 ton. According to last year 2014
report 550$ per ton collected, In which the profit in the revenue after
deducting the expenses is almost 270$ ( as per research). Last year sale was
1.2 million.
1.2 million on 2200 ton means = 550$ almost on per ton.

Price determination
Price as per market being charge for the
1000kg= 1 ton mangoes
Price for 1 ton is 55000 (550$ as per 2015 by dawn resource).
Shipment charges in 5000 $ per 100 ton
Payment: All payment on cash.

Product adaptation or modification

a) Core component
) The core components of our product is being fresh and ripe. The
core of our product is we will dip it in Hot water process by
which mangoes remain fresh and fruitful for many days and bug
too avoid from it. There are certain famous and most demanded
mangoes are Sindhri, Langra, Chaunsa, Fajri, Samar Bahist, Anwar
Ratole.
b) Packaging component
) Packing will be done under the Brand name Pak Mangoes
traders and the size of standard Box will use which contain
mostly 8 mangoes in it.
) This will be our design logo. In which green and white shows the
Pakistan while mango is the shape

Promotion mix
Advertising:
The main objectives of the it is to aware the customers and retailers
about my brand under which I am going to launch the trading of
mangoes.

Message:

The message will be the Mango Mania for your taste buds
because of its fruity and ripe characteristic.
Use all those medium as mention before Advertisement, bill boards
and magazines. Effective advertisement is required to make a name
in market place
Distribution:
The distribution of the product from Pakistan to Iran will take place
through shipment because this is the way quit speedy as compare to
other means of transport. In our product which is highly perishable
we need speedy transport road is also an option but due to lack of
poor infrastructure it cant be put in consideration. Origin port will be
Gawadar port and destination will be Chabahar

 Logo:

Tagline: Mango Mania for your taste buds

Packing:
Box size:
only contain 8 mangoes in one
box (standard)

SWOT
Strength:

The strength of our is market high demand for Pakistan products.

Pakistan mangoes image is already good in world so there will be
much less promotion need for recognition.
Iran is bordering country which will not only reduce the
shipment/transportation cost but also make the delivery quickly
and avoid the trade barrios as well as soon shipment to avoid
product from spoiling.

Weakness:
As we are entering in new market there are possibility that
we will loss the our potential. May be we could not get the
confidence of our customers or person who take order to us.
Due to limited supply we can only provide a certain volume
of mangoes to market in Iran.

Thread:

Delay in delivery or damage during transportation

Thread of new entrance or competitor in the market.
Indian, Philippines exporters also have potential share in Iran which
could be thread to our existence
Security concern.

Opportunities

Once we enter the market we will have access to local customers.

Knowledge of the local which will help us in future expansion
We can enhance our business from mangoes to other fruit product
which are demand there.
Future expansion in other cities.

4cs
Company:

Pakistan tijarat will go for the international Export operate here. The
purpose of which would take the mangoes from the Pakistan local
formers at cheap price and then export it through the shipment to
Iran to local market of it. Company mission is the provide the great
service of export and product to the locals customers of Iran. Quality
and fresh product on time. That company would act as mediator who
will take product form one place and place It to the demanded area.

Competitors:

The big thread to us will from the Indians exporters who are also
famous for their great mango taste and aroma.
They will become hurdle in our way and can create a thread to our
foreign market

Customers:

The target audience are the local of Iran. They are well aware of
Pakistani mangoes aroma and have high demand there. The Iran
population are 60% youngsters. The young population have the
more interest in it. GDP per capital is 13000$ per year

Hofstede culture index