A study on market entry strategy and cultural Influence on the marketing mix in Kenya: a case of Square Pharmaceuticals Ltd.

Abstract

This internship report focuses on SQUARE Pharmaceuticals' strategy for entering the Kenyan market and the influence of culture on their marketing mix. The report consists of three chapters, starting with a description of the author's internship experience at SQUARE Pharmaceuticals Ltd. The second chapter provides background information on the company, including its history, vision, mission, departments, and products. The study also contains a SWOT analysis to assess the company's present market circumstances and strengths, weaknesses, opportunities, and threats in the pharmaceutical business, as well as a competitive analysis using Porter's Five model. The report also includes a survey to assess Square Pharmaceutical Ltd.'s international marketing efforts and the impact of cultural differences on the marketing mix in the Kenyan market. Finally, the report offers recommendations based on the survey results and competitive analysis to improve the company's performance in the future.