2. TABLE OF CONTENTS
 Introduction
 Facts and Figures
 Country Selection Theory
 PROS and CONS
 PESTLE Analysis
 Target Market Analysis
 Market Entry
 Competitive Analysis
 Service Plan
 Distribution
 Advertising and Promotion
 SWOT
 Conclusion
 References

3. INTRODUCTION
BaseCamp International is a company that promotes
cross-cultural learning activities that helps create
global awareness, understanding between cultures
and provides the platform for positive change. Some
of the programs offered by BaseCamp are internships,
languages, student groups and volunteers programs;
It also offers hosting services in the following countries:
Costa Rica, Nicaragua, Ghana, Ecuador, Peru and
Nepal.
BaseCamp International plans to set up business
operations in Lebanon. The purpose of this marketing
plan in to advise them about the market conditions of
their target market.

4. INTRODUCTION CON’T
BaseCamp International is a company that promotes cross-cultural
learning activities that helps create global awareness, understanding
between cultures and provides the platform for positive change.
Some of the programs offered by BaseCamp are internships,
languages, student groups and volunteers programs; It also offers
hosting services in the following countries: Costa Rica, Nicaragua,
Ghana, Ecuador, Peru and Nepal.
BaseCamp International plans to set up business operations in
Lebanon. The purpose of this marketing plan in to advise them about
the market conditions of their target market.

5.  Political System: Parliamentary
Democracy
 Total Area: 10,452 km2
 Languages: Arabic, English, French
 Religions: Islam, Christianity
 Population: 4.6 Million
 Urban Population: 86.6 %
 Population Growth: 1.7 %
 Workforce: 1.2 Million
 Literacy Rate: 88.4 %
 Currency: Lebanese Pound (LBP)
 GDP: $ 16.4 Billion
 Imports/Exports: $ 6.5 Billion/$711
Million
 Industries: Food processing, jewelry,
cement, textiles, mineral and
chemical products, wood and
furniture products, oil refining, metal
fabricating and others.

6. COUNTRY SELECTION
THEORY
 Geographic, language and market similarities: It is easier, and therefore more
likely profitable, for a Canadian firm to do business in The United States than in a
distant, linguistically and culturally distinct nation.
 Product Adaptation: some products or services can be sold worldwide and some
others need local customization.
 Language and cultural similarities also may lower operating costs and risks.
 Cost and resources availability . labor cost is a very big consideration. This must
be balanced against the availability of competent and/or trainable Workers.
 Cultural forces: Attitude towards business, custom and religious belief, etc.
 Climatic Condition.
 Resource Availability: Labour, land, capital, materials.
 Political, economic and legal forces.
 Government regulations and risks.
 New products spread to similar countries first, but mature products are made by
the low cost producer.

7. LEBANON
PROS CONS
 Lebanon is very open to trade and  Foreign business people who have
foreign investment. settled in the country are annoyed
 Its economy is a free market economy. by corruption problems, the relative
Non-control of foreign companies' nature of arbitration in the issuing of
capital licenses, customs procedures that
are too complicated and the partiality
 Trade movement is also an undeniable of justice.
advantage.  Lebanon ranked 127 out of 178
 Very educated and qualified workforce. countries worldwide in Transparency
 Good standard of living . International's most recent
Corruption Perception Index.
 Limited investment restrictions.
 Foreign companies have complained
 Today there are considerable about impediments such as arbitrary
investment opportunities in the field of licensing decisions, complex
reconstruction of basic and productive customs procedures, archaic
infrastructures, in construction and in legislation, an ineffectual judicial
supermarkets. system, high taxes and fees, high
 Strategic geographical location. telecommunications and power
charges, varying interpretation of
 Moderate Tax Rate. laws and a lack of adequate
 New and expanding infrastructure protection of intellectual property.

9. TARGET MARKET ANALYSIS
Psychographics
Demographics
Adventurous
Male and Female
Geographics Active Lifestyle
Primary Age 16-26
Involved with Community
Secondary Age 27-45 Worldwide
Willing to lend a helping
Moderate/Student Income hand
“Budget Traveller”

10. The Lebanese economy has improved constantly over the last
MARKET ENTRY
years, making Lebanon one of the region's top performers in terms of
economic growth. Lebanon has a free-market economy and a
strong laissez-faire (let do) commercial tradition.
The government does not limit foreign investment; It is an
environment in which transactions between private parties are free
from state interference, including policies, taxes, tariffs and enforced
monopolies however, the investment climate suffers from red tape
(rigid conformity to formal rules that is considered redundant or
bureaucratic), corruption, arbitrary licensing decisions, complex
customs procedures, archaic legislation, and weak intellectual
property rights.
The Lebanese economy is service-oriented; main growth sectors
include banking and tourism.
The Government has generally followed a policy to encourage
foreign investments. Full foreign ownership of businesses is free,
subject to a very limited number of restricted activities such as
exclusive commercial agency in relation to which Lebanese majority
ownership is prescribed.

11. • Strategic Geographical
Location: Lebanon is uniquely
KEY positioned at the crossroads of Africa,
Asia, and Europe.
ASPECTS • Free Market Economy: Free
enterprise and private initiative are the
drivers of the Lebanese economy.
OF • Liberal Financial Environment:
MARKET With a free foreign exchange market,
full currency convertibility policies, no
restrictions on the inward or outward
ENTRY movement of capital, and banking
secrecy, Lebanon is truly ideal for
conducting business.
DECISION • Developed and Non-
Discriminatory Legal
Framework: Lebanon offers a well-
developed legal framework that
protects private property and grants
Lebanese and Non-Lebanese equal
rights.

12. Unique
Living
New and Environment
Expanding :
Infrastructure
Qualified and : Thousands of
Competitive years of history,
With state-of-the-art optimal climatic
Workforce: telecommunications conditions, a very
Lebanon’s , a modern rich culture, and a
Moderate workforce is well electricity network, vibrant nightlife
Tax Rates: educated and multi- a new airport, justify Lebanon’s
talented. Skilled expanding port “Pearl of the East”
With maximum surname.
tax rates of 15% labor is widely facilities, and an
for companies available, yet at ambitious road
and 20% for moderate fees. rehabilitation
individuals, Leba program, Lebanon’s
non’s fiscal infrastructure is
quickly becoming
KEY ASPECTS charges are
one of the best in
among the most
OF MARKET moderate the region.
ENTRY worldwide.
DECISION

13. BaseCamp International is a firm initially established locally and
wants to be expanded into foreign markets in response to foreign
demand. The followings action should be taken during its entry and
growth in their target market.
Introduction Growth Maturity Decline
• BaseCamp • Is this stage the • At this period the • As sales decline,
International main objective strong growth in the company will
should seeks to should be to build sales may have the following
build product brand preference diminish. options: Revitalize
awareness and and increase Competition may the product by
develop a market market share. appear with similar adding new
for the product. products. features and
• Action to be taken finding new uses.
at this point is to Reduce costs and
defend market continue to offer it,
share while possibly to a loyal
on
Introducti
Growth
Maturity
maximizing profit. niche segment.
Declin
Discontinue the
e
product or selling it
to another firm.
Sales
Product Cycle Theory
Time

14. In-Direct Competition
MARKET ENTRY
Direct Competition
Al-Nazih Pension AMIDEAST
Exchange program between Americans and Lebanese
Hostel in Beirut, capital of Lebanon
Provides education, professional training, exchange and
Offers the best budget accommodation for all backpackers and
development programs
travellers on a budget
20,000 visitors each year
Advertising Strategies- Travellers can find Pension Al-Nazih
business cards in many budget hotels and markets around the Advertising Strategies- AMIDEST has a few billboards across
Middle East Lebanon and a few in the United States, however they mainly
stick to press releases and social media
Market Entry Strategies- Joint Ventures- partners with other
hotels in Lebanon share resources, but mainly because hotels Market Entry Strategies- Joint Ventures in United States
in Lebanon usually have strong (FulBright) they also
Competitiv
e
Analysis
Global Competitors
Hostelling International
- Formed in 1909. It is the only global network of national hostel
associations
-Has more then 90 Youth Hostels in over 90 countries
- They thrive on their quality and variety of accommodation
- Advertising Strategies- Newsletter that you can sign up
for, and a bit of social media
Market Entry Strategies- Joint Ventures with other hostels so
that they can use those political affiliations

15. SERVICE PLAN
HOW THE FIRM WILL ADJUST THEIR OFFER IN THE MARKET PLACE?
Considering that the target market of
BaseCamp Internatioal is located
worldwide. the company could keep
the same offer strategy. What we
suggest is to adapt their products or
services to what Lebanon can offer
and be appealing to the target
market.
Some of the adaptations suggested
are:
 Language programs: Promote
languages courses in: Arabic,
English, French.
 Hostels: advertise lodging in
attractive cities of Lebanon.
 To Adapt volunteers programs to
The mode of International service is “Commercial Presence”
Lebanon needs.

16.  Basecamp International will
use an integrated distribution
method because we will be
making an investment in a
foreign market.
 But we would like to also use
channel relationships, perhaps
with The United Nations
Volunteers. This way we would
already have political
affiliations, which would help
us avoid conflict with corrupt
government officials. We could
perhaps set up our volunteers
to do work for them and we
could house some of their
volunteers in return.

17. ADVERTISING AND PROMOTION STRATEGY
• As advertising strategy we proposes a campaign through social
media: Facebook, Twitter,and company’s website, developed to
communicate ideas about BaseCamp products and services to
potential consumers in the hopes of convincing them to buy those
products and services.
• Even though a small business like BaseCamp has limited capital and
is unable to devote as much money to advertising as a large
corporation, it can still develop a highly effective advertising campaign.
The key is creative and flexible planning, based on an in depth
knowledge of the target consumer and the avenues that can be
utilized to reach that consumer.
• As a business begins, one of the major goals of advertising must be to
generate awareness of the business and its products. Once the
business' reputation is established and its products are positioned
within the market, the amount of resources used for advertising will
decrease as the consumer develops a kind of loyalty to the product.
Ideally, this established and ever-growing consumer base will
eventually aid the company in its efforts to carry their advertising
message out into the market, both through its purchasing actions and
its testimonials on behalf of the product or service.

18. MALE/FEMALE USER RATIO ON FACEBOOK
IN LEBANON & AGE GROWTH

21. Strengths
Weakness
- Financial Environment- free foreign exchange
market, no restrictions on the movement of - Highly Corrupt: Although there are low taxes,
capital government can set up road blocks, no questions
asked
- Low tax rates for companies
- Wars in Lebanon: Although Syria pulled pulled
- New and expanding infrastucture: new airports, their troops out of Lebanon there is still a sense
expanding port facilities, and well established of discomfort and mistrust, may make people
telecommunications Lebanon can expect to see a weary to visit Lebanon
rise in tourism
- Constant wars took a toll on some of the city’s in
- Unique environment: historic sites, rich culture, Lebanon and may deter tourists from visiting
beautiful beaches, and unbelievable mountains some of those places.
make Lebanon a beautiful place to visit
SWOT
Threats
- Society may have a bad perception of Lebanon
Opportunities because of recent turmoil- may make tourist
hesitant to stay in Lebanon for a long period of
- High Tourism Rates rapidly growing and
time
contributes over 20% to Lebanons GDP
- Safety and security concerns: The Department
- Regaining image of “Paris of the Middle East”,
of State in the U.S. urges U.S. citizens to avoid all
tourists may want to explore
travel to Lebanon. This may force tourists to stay
- Opportunity to gain a massive reach because it away from Lebanon and in return stay away from
is such a unique group of services amalgamated BaseCamp
under one roof.
- Rising conflict between Israel and Lebanon may
be unsettling to tourists travelling to Lebanon and
may decided to hold off on travel plans.

22. CONCLUSION
Lebanon's economy and markets are best described as a private and liberal
economy activity and openness to abroad with perfect capital and labor mobility. The
private sector highly contributes to aggregate demand it is a well-diversified sector
that covers the totality of economic sectors and is a major pillar for growth and
recovery
The strategic position of Lebanon, its mild climate and natural beauty, consisting of
snow-capped mountains, valleys and the Mediterranean Sea, make it a natural
tourist attraction. Apart from its privileged geographical and natural situation,
Lebanon benefits from qualified and experienced human resources, investment
freedom and political stability.
Based on the current situation of Lebanon we consider It would be a good idea for
BaseCamp International to expand their business and offer as part of their portfolio
the attractiveness of having a rich cultural experience with their adventurous target
market

23. REFERENCES
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