Analyse the Macro Environment of Oman †MyAssignmenthelp.com

Question: Discuss about the Analyse the Macro Environment of Oman. Answer: Introduction This is a report which portrays the personal computer market and the various products that are underperforming. Oman is one of the most liberal countries in the middle and the market of the personal computer is shrinking all over the world. The shrinkage in the personal market is also affected in Oman and the demand for general personal computers have decreased significantly. This is because of the fact that the thin line between the technological borders of different products have almost been diminished and all products have similar features in the modern era. The report will analyse the macro environment of Oman to identify the challenges and opportunities for the underperforming products in the market. Then the report will include themarketing strategy and mix for the underperforming products in the market. The report will deal with the various personal computers on the lower ranges which do not belong to gaming editions as they are mostly the underperformers. The shrinkage in the market of the personal computers will have to be mitigated by changing themarketing strategy for all the companies in the market. Macro environment analysis PESTLE analysis Political Economic Social High government stability Policy reforms is high Good international relation Internal security is high GDP growth rate is high Inflation is moderate Per capita income is moderate Interest rate is high Industrial production is high Foreign direct investment is high Population growth rate is moderate Unemployment rate is moderate Urbanization rate is high Corruption rate is high Labour cost is moderate Technological Legal Environmental Spending on research and development is high Technology transfer impact is high Impact of obsolete technology is medium Penetration of the online medium for business purposes is medium Connectivity through mobile is moderate Corporate tax impact is moderate Value added tax impact is medium Tax incentive impact is medium Impact of Kyoto protocol is moderate Impact of Euro emission standard is moderate Public opinion impact on green issue is medium Impact of opinion of the government on the pollution of water is medium Table 1 (Source: Esfandiary and Tabatabai 2017) The pestle analysis of Oman shows that the political environment of the country is stable and is one of the most liberal countries in the middle east. There is stability in the government of the country and the government is showing good amount of support to the business organizations in the country (Esfandiary and Tabataba 2017). The stability of the government has high impact on the business environment and there is growth in the economy of the country. The impact of policy reforms on the business market is high but the policy reforms taken by the government is for the betterment of the industrial development. The policy reforms are going in a positive direction and government has made policies for the growth of the business sector. International relations of the country are good and impact of international relation on the business is high (Rocha 2017). This had lead the advent of foreign multinational companies and investments which will facilitate in the growth of the company. Th e internal security of the country is very high and has a lot of impact on the business market and the companies in Oman are free to operate without any security issues. The economic conditions of the country show that the growth in the GDP is high and there is large impact of the GDP on the business market. The inflation rate is moderate and the impact of the inflation on the business market is medium (Al?Mataani, Wainwright and Demirel 2017). The income per capita of the country is good and is increasing which has a moderate effect on the business environment of the country. The interest rates in the business market is high and the is huge impact of the interest rates on the business environment. The industrial production of the country is also on the higher side and have a great impact on the business market. Foreign direct investment in the country is moderate but more and more FDI is coming in to the picture due to liberal government policies and schemes (Hackney, Al Habsi and Dey 2017). FDI has tremendous impact on the business market and part of the business is dependent on the foreign investments. The growth rate in the population of the country is medium and the impact of the population growth rate is also moderate. The rate of unemployment in the country is moderate and impact is also moderate (Al-Aufi, Al-Azri and Al-Hadi 2017). The rate of urbanization of the country is very high and Oman is rapidly moving towards urbanization. The impact of urbanization has great impact on the business environment and given opportunity to further develop the business market. However, the rate of corruption in the country is also high and this has significantly affected the business environment of the country (Alshubiri 2017). The cost of labour in the country is moderate and the impact of the labour cost is very much significant in the business environment of the country. The corporate tax and the value added tax for the country is stabilizing and so the impact of this taxes on the business environment is moderate (Gazdar, Grassa and Hassan 2017). However, the tax incentives in the country are increasing at a rapid rate and so the impact of the tax incentives on the business environment is high. Oman spends a lot of money on the research and development of the country and the impact of research and development has been positive on the business environment. The impact is relatively on the higher side which is the reason for the flourishing of the technological field in the country (Jabur and Bouazza 2017). Technology transfer is progressing at a rapid rate and there has been significant growth in this field. That is why there has been significant impact of technology transfer on the business environment. The usage of obsolete technology has become minimal and most of the companies have shifted to new advanced technology. However, the impact of using obsolete technology is moderate as online medium has emerged in the country. The penetration of the internet in the country is high and this highly impacted the business environment of Oman. The connectivity via mobile has increased significantly and this has helped the business environment of the organization. Thus, the mobile co nnectivity has significant impact on the business environment of the country (Thomas and Al-Humaidi 2017). The government of the country is very much concerned about the degrading environmental conditions in the country. The country has attempts to make sure that they are able to reduce the amount of green gas emission in the country. The country consists of major petroleum industry which causes the emission of greenhouse gases. The Kyoto protocol, Euro Emission Standard and other reforms show that the country has taken measure to improve the environmental condition. Marketing strategy The personal computer market has been shrinking in the past few years and the demand has been going down. However, the market for the gaming hardware and computers is still increasing at a rapid rate and so the companies have the opportunity to make to utilize this factor to customize this product and the change the target market for the personal computers. Segmentation The segmentation of the market is done based on the demographics, psychographics and the behavioural segmentation. However, the company will have to grab the attention of consumers who are relatively and technologically savvy. The companies will have to target consumers below the age of 30 who have an interest in gaming (Christopher, Payne and Ballantyne 2013). The demand of the gaming configuration is high in the personal computer segment so the hardware and the graphics quality of the product has to be changed. The new product will be made available in different colours to grab the attention of more and more consumers. The product will be priced at a mid-range and will have an extended product line where the same product can be brought with better configuration. The technology market is booming the country and there is high demand for gaming personal computers so the product will be altered based on that. Target market The target consumers for the product are the younger generations and the people who are interested in gaming. The market of professional gaming is increased significantly and the globalization of the professional gaming has motivated lot of people to buy gaming computers and be a professional gamer (Dadzie et al. 2017). The marketing will be niche marketing and the products will be only target towards gamers and those who are interested in gaming. Positioning The product will be positioned with a unique value proposition and will marketed towards the youth of the country who are interested in gaming (Schlegelmilch 2016). The position will include unique features for enhancement in gaming experience by using superior technology. Marketing Mix Product The product will be customized according to the needs of the consumers and as the target market is the gaming generation, the product will be technologically superior with extended product which will consist of variety of products in different colours (Murshid, Halim and Osman 2014). The hardware and the graphics interface of the product will be of very high quality which will enable the user as a smoother experience of gameplay. The product will consist of four fans which will prevent the system from overheating and can be used for long duration at a stretch. Pricing The pricing of the product will start form the medium range and will go up to the highest range available. The specification of the product will determine the price and as it has as extended product line with other products with different configuration the price range will be medium to high (Adner, Ruiz-Aliseda and Zemsky 2016). Promotion The online medium has entered the country and the popularity of the online medium will be put to use. The company will be using both the traditional medium and the online medium to promote the product. The product will be promoted by popular gamers who have made their name in their respective fields (Gengler and Mulvey 2017). Promotion will also be done with the help of the print media and advertisement. The company will sponsor gaming tournament to promote their new models which will improve their market penetration. Place The urbanization of the country has to lead to emergence of various premium locations and the stores are located in that premium areas. The company will be conducting test marketing in that areas to improve the knowledge and awareness of the consumers (Beke and Bach 2017). The companies have conducted survey in the country of Oman and have found out that the demand of the gaming personal computers is high all over the country. Thus, the company will target all the places where the demand of the products is high. Conclusion Thus, after evaluation of the macro environment of the country and the market it can be seen it is quite favourable for launching of a product in the field of technology. The demand of technological advanced computers and other machineries is high. Thus, the companies have the opportunity to reinvent their product to a gaming configuration to gain competitive advantage in the market. The product that has been developed is targeted towards a niche market where the configuration is made in such a way that it will improve the gaming experience and take it to a different level. The company will be implementing aggressive market strategy to improve the market penetration of the product. The company will be using professional gamers as the models to promote their products. The strategies if applied in a correct way will provide positive result for the company. However, there may be some contingencies os the company will have to be ready with back up strategy to ensure that if the strategy fails then the loss can be minimized. Thus, it can be concluded from the report that the market for personal computer is growing in Oman and companies can utilize it by innovating their product to gain competitive advantage in the market. 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