PRESENTATION ON INTERNATIONALMARKETING PLAN PRODUCT: SWEATER MARKETED COUNTRY: BHUTAN

PRESENTED TO:

MR. KAMRAN SAEED

PRESENTED BY:

GROUP LEADER o ANSAR RIAZ (3251) GROUP MEMBERS o MIRZA ARFAN SHARIF (3250) o FARUKH RASOOL (3266) o REHAN TARIQ (3277) o SABA SAJAD (----)

SECTION: SEMESTER:

MBA EXT. 6TH

PRESENTATION DATE:

29 01 2014

MAIN CAMPUS HAJVERY UNIVERSITY LAHORE PAKISTAN

INTERNATIONAL MARKETING PLAN

INTRODUCTION OF PRODUCT RICE

COUNTRY IN WHICH PRODUCT IS MARKETED BHUTAN

FLAG OF BHUTAN

ABOUT BHUTAN This kingdom, in the midst of the Eastern Himalayas is in many ways the world's most exclusive travel destination. Bhutan perched high up on the snow-capped mountains of the Himalayan range. Its 552,996 (2005) people with a colorful culture, tradition, unique architecture, peace and tranquility live in this unpolluted habitat. This makes the kingdom a unique Travel destination. Bhutan is also the Last bastion of Mahayana Buddhism. It is not merely the religion but the way the people live their daily lives. Bhutan opened to the outside world in 1974 and the government adopted a cautious tourism policy from the beginning to avoid the negative impacts that mass tourism. Television and Internet was introduced for the first time in 1999. Bhutan took a momentous step in 2008 and made the transition from a hundred year old monarchy to parliamentary democracy. Bhutan has the world's recognition as one of the Top 10 Global Hot Spots. As Bhutan steps into the 21st century, it is determined to keep its heritage, its spirit and its culture alive in a fast homogenizing world GEOGRAPHICAL SETTINGS OF BHUTAN LOCATION

Continent Subregion Geographic coordinates Area - Total - Water Coastline Land boundaries Countries bordered Highest point Lowest point Land Use - Arable land - Permanent crops - Other Irrigated Land Climate: Natural resources Natural hazards Environmental issues

Asia South Asia 2730N 9030E Ranked 136th 38,394 km2 (14,824.0 sq mi) 0 km2 (0 sq mi) (landlocked) 0 km (0 mi) 1,075 km (668 mi) China 470 km (292 mi), India 605 km (376 mi) GangkharPuensum, 7,570 m (24,836 ft) DrangmeChhu, 97 m (318 ft) 2.3% 0.43% 97.27% (2005 est.) 400 km2 (154.4 sq mi) (2003) varies; tropical in southern plains; cool winters and hot summers in central valleys; severe winters and cool summers in Himalayas timber, hydropower, gypsum, calcium carbonate violent storms from the Himalayas are the source of the country's name, which translates as Land of the Thunder Dragon; frequent landslides during the rainy season soil erosion; limited access to potable water

POLITICAL GEOGRAPHY Bhutan is divided into 20 dzongkhags (districts), and further into 205 gewogs (village blocks). RELEGIONS Religions of Bhutan (Pew Research)[90] religion percent Buddhist 75% Hindu 22% Folk 2% Other 1%

CLIMATE OF BHUTAN

POPULATION & DEMOGRAPHICS TOTALPOPULATION SIZE

DISTRIBUTION OF POPULATION BY AGE, SEX, RACE & ETHNICITIES 0-14 years: 27.8% (male 102,991/female 98,730) 15-24 years: 20.6% (male 76,202/female 73,273) 25-54 years: 39.9% (male 155,216/female 134,363) 55-64 years: 5.7% (male 22,295/female 19,285) 65 years and over: 5.9% (male 22,546/female 20,395) GROWTH RATE, BIRTH RATE Birth rate18.43 births/1,000 population (2013 est.) Sex ratio at birth: 1.05 male(s)/female 0-14 years: 1.04 male(s)/female 15-24 years: 1.04 male(s)/female 25-54 years: 1.16 male(s)/female 55-64 years: 1.16 male(s)/female 65 years and over: 1.11 male(s)/female Death rate 6.88 deaths/1,000 population (2013 est.)

GEOGRAPHICAL LOCATION (URBAN, RURAL) Urbanizationurban population: 35.6% of total population rate of urbanization: 3.65% annual rate of change (2010-15 est.) Major cities population THIMPHU (capital) 99,000 Net migration rate0 migrant(s)/1,000 population (2013 est.) POPULATION GROWTH RATE OF BHUTN Population growth rate1.15% (2013 est.)

ECONOMIC STATISTICS ANDDESCRIPTIONS ECONOMY OF BHUTAN Rank: 169th Currency: ngultrum (BTN); Indian rupee (INR) Fiscal year: 1 July - 30 June Trade organizations: SAFTA GDP: $5.036 billion (2012 est.) GDP growth: 9.7% (2012 est.) Population below poverty line: 31.7% (2003) Labor force by occupation: agriculture: 63%, industry: 6%, services: 31% Unemployment: 2.5%

AVERAGE INCOME PER CAPITA GDP per capita: GDP by sector: INFLATION RATE Inflation (CPI): 4.9% (2007 est.) $6,800 (2012 est.) agriculture: 22.3%, industry: 37.9%, services: 39.8% (2006)

PRINCIPLE INDUSTRIES Main industries: cement, wood products, processed fruits, alcoholic beverages, calcium carbide, tourism INTERNATIONAL TRADE STATISTICS Exports: $350 million f.o.b. (2006) Export goods: electricity (to India), cardamom, gypsum, timber, handicrafts, cement, fruit, precious stones, spices Main export partners: India 58.6%, Hong Kong 30.1%, Bangladesh7.3% Imports: $320 million c.i.f. Import goods: fuel and lubricants, grain, aircraft, machinery and parts, vehicles, fabrics, rice Main import partners: India 74.5%, Japan 7.4%, Sweden 3.2% TRANSPORTATION AIR: Only one Air Port in Paro

Railway: No Railway Bus: Available Personal Transport PUBLIC FINACES

Public debt: $713.3 million (2006) Revenues: $272 million (2005) Expenses: $350 million (India finances 3/5 of Bhutan's expenditures) (2005) Economic aid: $90.02 million (India) (2005)

CURRENCY STRENGTH AND STABILITY AND CURRENT RATE OF EXCHANGE OF BHUTAN

GBP BTN EUR BTN NZD BTN USD BTN BTN AUD BTN GBP BTN CAD BTN CNY

103.32478 85.02907 51.35554 62.11027

Pounds to Bhutan Ngultrum Euros to Bhutan Ngultrum New Zealand Dollars to Bhutan Ngultrum Dollars to Bhutan Ngultrum

0.01849 0.00968 0.01793 0.09738

Bhutan Ngultrum to Australian Dollars Bhutan Ngultrum to Pounds Bhutan Ngultrum to Canadian Dollars Bhutan Ngultrum to Yuan

BTN EUR BTN HKD BTN INR BTN JPY BTN NZD BTN ZAR BTN CHF BTN TRY BTN USD BTN AED

0.01176 0.12498 0.99948 1.666 0.01947 0.17689 0.01445 0.03693 0.0161 0.05909

Bhutan Ngultrum to Euros Bhutan Ngultrum to Hong Kong Dollars Bhutan Ngultrum to Rupees Bhutan Ngultrum to Yen Bhutan Ngultrum to New Zealand Dollars Bhutan Ngultrum to South African Rands Bhutan Ngultrum to Swiss Francs Bhutan Ngultrum to Lira Bhutan Ngultrum to Dollars Bhutan Ngultrum to Dirhams

LANGUAGE OFFICIAL LANGUAGE Dzongkha OTHER LANGUAGE Bumthang Nyenkha Chali Kheng Dakpa Gongduk Kurtp Dzala Khampa Tibetan Brokkat Nepali Lakha

'Olekha (Monpa) Brokpa Tshangla

Chocangacakha Lepcha Lhokpu

(Sharchopkha)

MALE/ FEMALEROLE IN SOCIETY As the education rate is very low in BHUTAN but the male & female both participate in earning for meet basic necessity of lives. Women are in government also with the 10% ratio. POPULAR AVAILABLE FOODS& MEAT/ VEGITABLE CONSUMPTION RATES Food expenditures represent 40% of the total expenditures. The poorest quintile spends 62% of their total expenditures on food. The most important food category in expenditure terms are cereals as 20% of the food budget. Second are the dairy products which account for almost 17% of total food expenditures. Other foods (including food taken outside the house, noodles, confectionery, biscuits, tobacco and doma) represent 15%. Further come fish and meat (11%), vegetables (11%), beverages (8%), spices (7%), cooking oil (5%) and fruits (4%). TYPE OF HOUSING AVAILABLE (SINGLE-FAMILY, MULTI-FAMILY, ETC) Single Family Multi Family Mobile Homes

IMPACT OF TECHNOLOGY Cardamom, gypsum, timber, handicrafts, , fruit, precious stones, spices

Cement

Latest Wind Electricity Producer (Export Electricity to India)

AVAILABILITY & IMPACT OF MEDIA Media in Bhutan modern society began in the mid 1980s, with the establishment of the first Bhutanese newspaper, Kuensel and the Bhutan Broadcasting Station. Forms print, broadcast, film, music and internet. Today, there are 11 newspapers (7 in English and 4 in Dzongkha) Five radio stations.

 Television has only been introduced since 1999. The BBS launched its satellite television service in February 2006 and is now available in more than 40 Asian countries from Turkey in the West to Indonesia in South East Asia. Cable television services are available in Bhutan. While the film industry is still in its infancy. In recent years, blogging, visiting popular social networking sites like Facebook and twitter for news and information, interaction, and discussion among others. RICE RETAILERS Organic

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