Elaborating a marketing strategy for Zeenni's Trading Agency

Abstract

Philip Kottler says: "Today you have to run faster to stay at the same place." Therefore; nothing is for granted in today's economy: no marketing positions could be maintained without exercising huge efforts... What if the company is seeking to ameliorate its position and image? In order to succeed in this ever changing and complex business environment, the least a company can do is to work according to a certain strategy. The purpose of this project is to elaborate a marketing strategy for Zeenni's Trading Agency ZETRA.The study will entail the characteristics of the Lebanese industry in general and those of the chemical industry in particular. It is also involved with the competitive situation of the Lebanese market. A detailed analysis of Zetra accompanied by a quantitative research on the Lebanese market help to determine the appropriate marketing strategy for Zetra on four levels: products, price, place and promotions. Because we still believe in our Lebanese industry and because we fear we might become this nation that does not weave what it wears nor plant what it eats nor press the wine that it drinks; we count on Zetra, this Lebanese manufacturing company to show more interest in the Lebanese market.Our hope for this already successful company to become even more prosperous and to enhance the brand image of products "made in Lebanon". Finally; it is crucial to signal that information concerning sales figures and market share were considered confidential by the management of Zetra. This, in addition to the absence of governmental statistics in this field, constitutes a major limitation of the project.