Global marketing strategy and product launch Essay

Global marketing strategy and product launch - Essay Example Besides providing an opportunity to the people to go beyond the ordinary, Dinner in the Sky’s mission is to provide a perfect environment to the customers with friendly services and utmost satisfaction (Mills et al, 2003). The restaurant marks its presence in more than 15 countries (Dinnerinthesky.com, 2012). The focus and the gist of this report would be to present the opportunity which the market of Pakistan presents Dinner in the Sky and to present a marketing plan and an audit of the market in order to successfully launch Dinner in the Sky in Pakistan. ... The idea of taking the diners literally in the sky and serving scrumptious food is being widely accepted throughout where the restaurant operates. The restaurant’s main aim is to provide a service and an experience which no one else in the market is providing. The big idea is to cater the client’s lavish needs of conducting their events such as important meetings, marriages etc in the sky but the primary purpose of the entity is to provide an ultimate dining experience to the customers. The restaurant’s vision is to mark its presence globally and promote the idea throughout the world (Dinnerinthesky.com, 2012). In line with the restaurant’s aim to promote the idea globally, Dinner in the Sky will launch its services in Karachi, which is the business hub of Pakistan. The market presents a good opportunity to the restaurant with a growing middle class. As the economic trend show a rise of investment and economic activity in the Asian countries, Dinner in the Sky must grab this business opportunity. Not only the economic side seems favorable but the marketing aspect of the market in accordance with Dinner in the Sky’s aims and objectives compliment the launching of the venture (Hotel, Restaurant & Tourism Directory of Pakistan, 2009; State Bank of Pakistan, 2011). 2 Environmental Analysis: 2.1 Political and Economic Analysis: Karachi, as mentioned above is the business hub of Pakistan. Apart from that, Karachi also is a home of people coming from many cultures and background. This becomes reason for some political disturbance in the city however, the higher end areas of the city, i.e. Clifton, Muhammad Ali Jinnah Society, Tariq Road, Defense Housing Authority remain calm (Hashmi, 1965). Apart from this, the economy of Pakistan is growing at a steady rate. Its