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WINDROCK GROUP STRATEGY IN MARKETING AND EXPORTING FROM AFGHANISTAN 11440 North Deer Hill Lane Prescott, Arizona 86305 Windrock Group was contacted by FAIDA (Financial Access for Investing in the Development of Afghanistan) in July 2012 to discuss participating in developing an export strategy for Omaid Bahar Fruits Processing Ltd. Omaid Bahar is a USAID-funded factory project representing part of the vision for the private sector development of Afghanistan. The Omaid Bahar Fruit Processing Company is the first fruit processing and juicing facility in Afghanistan. Through an introduction to Chemonics, a USAID program management contractor, Windrock Group was asked to develop an export strategy for Oamid Bahar that would provide an answer to the single most important question; Could an Afghanistan manufacturer enter into a global export market successfully and maintain consistency in their marketing approach? This question is yet to be fully answered but with the help of Windrock Groups strategic market analysis the answer can be found. Windrock Group was engaged on a four month contract starting August 2012 at which time they deployed a four man team into the European and GCC region, using Greece as the European office and the UAE for the GCC office, the team developed a phased plan that included multi-market analysis and client database development. They conducted marketing assessments by systematically examining internal and external factors influencing the current export marketing challenge The initial phase combined a strategic approach to marketing by identifying future action requirements needed and assessing unforeseen challenges. The strategic organizational goal was to ensure all marketing activities – even the most tactical – are governed by the business goals. In Europe Windrock Group reached out to over 120 companies/individuals in the retail, wholesale, distribution and intermediary businesses. Windrock Group generated significant interest by making rounds in the commercial market and attending one of the largest European food shows, the SIAL Food show in Paris, France, presenting a unified image and consistent communication of the Omaid Bahar brand. The combined market research, including logistical elements, custom requirements, and new opportunities and identified clients were all consistent in supporting core areas of the marketing plan. Utilizing institutional knowledge and experience, they interviewed clients to understand their needs, in the process identifying pricing variants and product placement opportunities in three key market segments, (retail, wholesale and concentrate sales juice producers). They identified product cross selling opportunities via multiple channels, thus exposing potential clients to a greater array of purchasing options. 11440 North Deer Hill Lane Prescott, Arizona 86305 www.windrockgroup.com USA +1 928 499 8638 [email protected] WINDROCK GROUP STRATEGY IN MARKETING AND EXPORTING FROM AFGHANISTAN 11440 North Deer Hill Lane Prescott, Arizona 86305 Windrock Group found a wealth of juice manufacturers in the GCC region, all willing to test and sample new potential products; they found an array of different type retail outlets that had product placement options within their distribution chain and they developed a database of over 175 companies. Windrock Group again attended one the SIAL Food shows in Abu Dhabi , UAE, it was on a smaller venue than the one in Europe but offered new opportunities for the team to look inside the market and industry for the GCC region, again presenting a unified image and consistent communication of the Omaid Bahar brand. The goals in the marketing plan included evaluating the Omaid Bahar strength of internal coordination and collaboration. Windrock Group wanted to design a marketing plan that would ensure everyone in the company association reads from the “same page of the same book,” minimizing confusion and duplication of efforts while maximizing opportunities to exchange ideas and suggestions for improvements, critical to business growth. They also compared the marketing practices to industry benchmarks and best practices of similar organizations. At the end of the initial contract period Windrock Group had provided an accurate, objective and fresh perspective, which looked beyond the obvious trouble areas and examined a variety of marketing opportunities. It suggested practices relevant to specific situations and established relationships in seven countries with prominent market players. This comprehensive approach enabled Windrock Group to develop insightful, practical recommendations for enhancing Omaid Bahar’s current marketing practices and developing new strategies and capabilities as they move forward in an attempt to enter the global market. 11440 North Deer Hill Lane Prescott, Arizona 86305 www.windrockgroup.com USA +1 928 499 8638 [email protected] WINDROCK GROUP STRATEGY IN MARKETING AND EXPORTING FROM AFGHANISTAN 11440 North Deer Hill Lane Prescott, Arizona 86305 11440 North Deer Hill Lane Prescott, Arizona 86305 www.windrockgroup.com USA +1 928 499 8638 [email protected]