RWANDA-BLOCK3-MM

Angala, Antonette

Ceralda, Julie Ann

Cerezo, Mharwin

De Venecia, Rojelyn

Esguerra, Rowell

Mauri, Chuck Janhill

Peru, Chrisopher

Ramos, Patricia

Solis, Jayson

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International Marketing: Rwanda
 Chapter 4

Rwanda: Preliminary Marketing Plan

A. Marketing Objectives

1. Target Market

Our Amusement Park targets everyone who desire and needs excitement

especially families, work oriented people, teens, oldies and kids. This business

is perfectly fit on Rwanda society, our business the most exciting rides and

broad amusement park in Rwanda.

2. Mission and Vision

Alfresco Entertainment stands with its mission and vision which follows

respectively.

Mission: “To conjugate the people in Rwanda and to give our customers

certified satisfaction.”

Vision: “To be one of the top and leading amusement parks in the world.”

3. Expected Sales and Profit Expectations in 2017

We may not have a high profit immediately but surely people will come

and experience our product and it will be soon converted in profits.

4. Market Penetration and Coverage

To penetrate the market, we will use market pricing and we will sure that

our customers can afford our offering. Our Amusement Park is different

compare to other Amusement Park in Rwanda because of our excellent

service and amazing offerings that penetrate the market.

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International Marketing: Rwanda
B. Product Adaptation or Modification

1. Core Components

Alfresco Entertainment is Amusement Park which every people will feel

the genuine meaning of home and adventure. We assure that our product is

suits for every person who wants to enter our amusement. People who are

seeking happiness, adventure and excitement and everyone who desires to feel

a place like home.

2. Support Services Component

Since Alfresco Entertainment is a new entrant we are also open for

critiques. If a customer has a problem he can freely contact us. There is also a

website where people can send their message if they have complaints, and we

will assure that everything will be heard and addressed.

C. Promotional Mix

a. Objectives

 To promote our Amusement Park

 To compete with our competitors

 To convince people go to our Amusement Park

 To build a strong relationship between us and customers

 To disseminate our Amusement Park not only in Rwanda but also the

whole world

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International Marketing: Rwanda
b. Media Mix

To disseminate and promote the product in various areas in Rwanda by

Radio Advertisement, Interactive Marketing and even Print Advertisement such

as newspaper, magazines, posters, billboards and flyers.

Promotional Mix such as sales promotion when they have opportunity to

ride in our amusement park or ride or you can. And personal selling, our personal

selling is different than other business in Rwanda. Since bus is a common

transportation in Rwanda we will give them a free television and audio visual

facilities inside their buses.

c. Message

Our Amusement Park, Alfresco Entertainment is open place for everyone

that they can find their happiness and show the real meaning of home.

d. Cost

The payment for airing the radio advertisement, digital advertisement and

print materials such as brochures, magazines and newspapers constitute the total

advertising costs.

3. Sales Promotion

a. Objective

 To promote the product effectively and efficiency

 To increase sales and profit

 To combat competition

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International Marketing: Rwanda
  To persuade people go to our amusement park

b. Coupons

We will give 10 percent discount aged 7 below to enjoy our service and

for those who celebrating their birthday, who bring certification will avail free

entrance fee and ride all you can.

c. Sponsorship

We will help people who belong to third world and we will also construct

a business for their livelihood to fulfill their needs and to be able to send their

child into school.

d. Costs

There will be minimal costs for the discount coupons that we will plan to

give and for the sponsorship that we wish to execute for promotion to our service.

e. Personal Selling

We are conducting a bus to bus selling strategy which we target all buses

that is roaming around Kigali. We will be giving a free television in exchange

with 10-15 minutes of our personnel to talk in front of the bus while traveling by

this we will bring our service to the people inside the bus.

D. Distribution Channels

1. Distribution Channels

a. Main Store

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International Marketing: Rwanda
 Our main store will be located at Ruhengeri where people can go there

between 10am to 12 midnight and this place has several restaurants where

people can buy their food and hotel where people can stay.

Advantages:

1. Sufficient Space

2. They can visit as long as it is open

3. They can spend their time to relax and explore the place

4. They can spend their family day

Conclusion:

As we study Rwanda, we concluded that a business is welcome to enter

the market, since Rwanda is one of the fastest growing economies according to

World Bank. However these businesses should comply with all rules, regulation

and requirements given by the Rwandan Government Authority. These rules

include importing, exporting, licensing, warehousing and even the Rwandans

political, cultural and legal system. We will make sure that everything will be

considered and planned as we proposed our business. Our analysis will be enough

but to enter restriction will be given emphasis to achieve success.

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International Marketing: Rwanda