Group Member

Aaqib Bashir
Syed Waqas
Umer Sumbel
Fahad Azher
Jawad Haider

Executive Summary
This marketing project report has been written keeping in
mind what are marketing flexibilities of introducing
multinationals in Pakistan.
It aims in analyzing what are rules and regulation set out by
Government, marketing flexibilities for multinationals if they
are going to invest in Pakistan through different mode of
investments

PAKISTANS FOREIGN
INVESTMENT POLICY
The Pakistani government has implemented a new
investment policy which ensures that all
incentives

There are no restrictions on the amount of foreign

equity in industrial investments.

WHO CAN BE A FOREIGN

INVESTOR

An individual
A group of related individuals
An incorporated or unincorporated entity
A public company or private company
A group of related enterprises
A government body

Types of projects available for

investment

Real estate projects

Power projects
Oil and gas related projects
Development projects
Construction projects
IT related projects
Various manufacturing projects

WHAT ARE THE FOREIGN DIRECT

INVESTMENT INCENTIVES IN
PAKISTAN
Avoiding foreign government pressure for local production.
Circumventing trade barriers, hidden and otherwise.
Making the move from domestic export sales to a locally-based
national sales office.
Capability to increase total production capacity

low corporate tax and income tax rates in Pakistan

tax concessions/exemptions to particular businesses
special economic zones developed by the government of pakistan
cheap labor in Pakistan
Job training & employment subsidies
Infrastructure subsidies
Research and Development support
Early Entry Advantage.

Restrictions by Government of
Pakistan on MNCs
The Govt declared trade practices like agreement
between actual and potential competitor where
the purpose is to effect price
There are legislation on dominant firm situation
and other restrictive business practices.

Other Flexibilities
Availability of QualityGoods and Services In
TheHost Country

Skills, Production Techniques And

Improvements In The Quality
OfHumanCapital
Improvements in Infrastructure
Balance of Payment

Market Flexibilities for Baskin

Robbin
Introduction

Baskin-Robbins is a global chain of ice cream

parlors founded by Burt Baskin and Irv
Robbins in 1953,
It claims to be the world's largest ice cream
franchise, with more than 5,800 locations,
2,800 of which are located in the United
States. Baskin-Robbins sells ice cream in 34
countries

Vision & Mission

To become best premium ice-cream player
Our mission is simple & clear. We exist to thrill
customers, define and lead multi-branding, enrich
stakeholders and build powerful brands.

PRODUCTS

Classic flavours
Seasonal flavours
Regional flavours
Bright choices

Interior and Exterior

International Policy
Ethnocentric attitude
The parochialistic belief that the best work approaches
and practices are those of the home country.
Polycentric attitude
The view that managers in the host country know the
best work approaches and practices for running their
business
Geocentric attitude
This is a world-oriented view that focuses on using the
best approaches and people from around the globe.

Why Not IN Pakistan

Terrorist threat;
Political Instability
Complex requirements as a franchisor
Due to their product premium pricing
Due to unstable environment
Small Market

How to become franchisee of

Baskin Robbin franchisee
Start-up cost and franchise fees Total investment
$145,700-$527, 800 Initial franchise fee $30,000
Royalty Fee 5.9% Financial Requirements
Eligibility for becoming a BR franchisee
Procedure to become a BR franchisee

Procedure of Franchising in
Pakistan
As there is no specific legislation or regulation for
franchising, the franchise agreement becomes allimportant in determining the rights and
obligations of the franchisor and the franchisee
and the relationship between them

Macro Analysis
Porters Five Forces Table
Pest Analysis

PEST Analysis
Political
The political factors includes the government
policies as Baskin Robbin being a foreign company,
but they have to obey the policies of the
Government laid by the government of Pakistan

Economic
The economic factors include income per capital
income, inflation rate that have a huge impact on
operations and profitability for any company.
Like if per capital income is low or there is high
inflation customer will move towards low priced
products

Socio-culture Factors
The social and cultural factors include social class
like upper class, medium or lower class
If we see in Pakistan majority of population is
medium class and culture of Pakistan

Technology
Innovation in technology have significant impact
on companies operations like New method of
production, easy payment, supply chain
management

Baskin-Robbin Global
Marketing Mix
Retailing formula would be same throughout host
country whereas product offerings are modified to
suit local tastes Maximize Market Penetration
Advertising strategy play crucial role so Baskin
Robbin advertise their name and products through
all media mix like electronic media, print mediabillboards, newspaper, flyers. Radio station and
through social media.

Reference

http://www.dawn.com/news/1160851
https://www.baskinrobbins.com/content/baskinrob
bins/en/products/icecream.html
https://twitter.com/BaskinRobbins?ref_src=tw
src%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eautho
http://ideasevolved.com/great-dilemma-determining
-countrys-foreign-policy/
https://www.mindtools.com/pages/article/newTMC
_09.htm