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Italy Pest

In: Business and Management

Submitted By nadaxoox
Words 6179
Pages 25
Introduction Sea cucumber is a soft bodied, tubular echinoderm related to the starfish and the sea urchin (Microsoft® Encarta® Online Encyclopedia 2009). Sea cucumbers are valued for their medicinal benefits and also as culinary delicacies and have traditionally utilized certain species of if (locally known as “gamat”) for their medicinal properties and traditional medicines processed from gamat are used in wound healing, treatment of stomach ulcers and as a painkiller (FAO 2004). As such, the product selected for the assignment is the Healin Gamogen, essentially gamat oil, and the country chosen for the product to be marketed to is the United States of America. Firstly, the company was founded by Prof. Dato' Dr. Hassan Yaacob who started his intensive scientific research and studies in Gamat at the Department of Pharmacology, Faculty of Medicine,University Malaya in1990 and after more than 10 years of R&D, Prof. Dato' Dr. Hassan Yaacob was able to commercialise the Gamat into Gamat based products under the brand name HEALIN and founded the company Hexagon Pharmaceuticals Sdn Bhd which would later be known as Healwell Pharmaceuticals Sdn Bhd (HEALIN 2007). It should be clarified that though the company offers numerous product derived from the aforementioned sea cucumbers, it is the food supplements namely the Gamogen that are chosen as a product to be marketed in the American market. Concerning the United States of America, the reasoning behind it would be discussed in more detail in the later parts but in summary it is due to the degree of opportunity that can be seen in marketing such a product in America such as change in lifestyle trends and even eases of legislations concerning the product.

PEST Analysis A PEST analysis is required in order to better understand the target market in order to derive a viable marketing plan for the product.
Political…...

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