Using this case study, provide your international marketing knowledge

Long ago, consumption of hummus was largely reserved for consumers in the Middle East. In that region, the word translates into "chickpeas" (also known as garbanzo beans), a primary ingredient in the food although several variations also appear including hummus bit.ah. na which means "chickpeas with tahini." In one common form, chickpeas are cooked and mashed and then blended with tahini (a paste made from sesame seeds), olive oil, lemon juice, garlic and salt. Although chickpeas are a vegetable that have been cultivated throughout the Middle East and India for thousands of years, arguments arise as to which culture or country first created hummus (or hommos or hummos).

Hummus serves as a dip eaten with pita or flatbread and may be flavored with cumin or other spices. It can be combined with meat and dairy, making it popular in Israel and neighboring nations in the Palestine region. Patrons in Jordan and nearby countries dine on the ingredient for all three daily meals (breakfast, lunch, dinner).

Chickpeas are a complete protein, similar to other combinations of grains and legumes. This makes hummus a food with a high iron and vitamin C content. It also contains beneficial amounts of vitamin B6 and folate and is an excellent source of protein, fiber, and potassium. Hummus is a useful food in vegan, vegetarian, and non-vegetarian diets.

The wide appeal of hummus has led to its distribution spreading worldwide, and the consumption of hummus continues to rise.For example, Syrians in Canada's Arab diaspora prepare & consume hummus along with falafel, kibbe, and tabbouleh, even among the third- and fourth-generation offspring of the original immigrants. The use of hummus as a snack and dietary item has dramatically grown throughout Europe, aided in part by immigration rates.

At the same time, disputes regarding which nation should have sole rights to the word itself have risen between Israeli and Lebanese food producers. Proponents note that the term feta (cheese) is reserved for Greece and champagne belongs to a region in France. Boycotts of Israel include efforts to stop other countries from purchasing the country's version of the food.

Sabra and Obela on the Global Map

Sabra was established in 1986 in the USA by Zohar Norman and the Yanko family. Norman, an ex-Israeli, bought a franchise to use the brand name.The Yanko family back then was the owner of the Israeli packaged salads and spreads brand Tzabar.The founders of Sabra intended to introduce hummus as a tasty and healthy Mediterranean cuisine to American's daily lives.In 1993, Yehuda Pearl joined the partnership in Sabra and moved forward its market expansion in America as a Mediterranean salad brand.

In 2005, Strauss Group, an international food and beverages company based in Israel, acquired 51% share of Sabra and realized the Group's international expansion strategy to North America.In the partnership, Strauss strengthened Sabra with its know-how in product expansion and marketing.In 2006, Strauss acquired Carousel, a New York company that specializes in dairy dips, through its subsidiary company Sabra.

Another milestone of the company's expansion the joint venture with PepsiCo in 2008. PepsiCo became a partner with Strauss in a 50/50 partnership agreement.PepsiCo contributed to the development, manufacture and marketing of refrigerated dips and spreads in the USA and Canada.Through this agreement, Sabra is able to take hummus, eggplants and Middle Eastern dips and spreads from Israel straight to leading supermarket chains and consumers' homes in North America.

Over the years, Sabra has become the leading company selling hummus in the North American market.It offers various versions of product, including items that are non-GMO, vegetarian, organic, gluten-free, kosher and vegan.To keep up with the growing demand, it also expanded its production capacity in Virginia, USA in 2018.According to the company, this is the world's largest hummus-making facility.

After the success in America and Canada, Strauss and PepsiCo further strengthened their partnership and created a new brand Obela.Positioned for a wider international market, Obela is currently available in Mexico, Australia, New Zealand, Germany, and the Netherlands.

QUESTION:

1. Sabra has been recognized as one of the most popular brands for dips and snacks in North America.The share holders want you to conduct a competitive analysis for Sabra in the North American market so they know the extent to which the company will be successful when further expanding its business to other international markets.You are asked to identify the main competitive advantages of Sabra Dipping Company on the national and industry levels.Mention Five (5) main advantages.Explain each advantage briefly and to which level it is relevant. (20 marks)

2) With the two brandsSabra and Obelain the same product category, the VP of marketing wants to add certain degree of differentiation between the two, so that they do not look too similar in front of consumers.You are asked by the marketing department to suggest ways to position Obela differently from its sister brand Sabra.Possible aspects to look at include taste, price, variety, brand image, product user and application, cultural symbol, etc.Propose two aspects/dimensions that can be used for differentiation.And describe how they will be different from each other. (20 marks)

3) Strauss group and PepsiCo are still searching for opportunities to grow their business.Now three countries are short listed for the next new market to enter: UK, Turkey, and Japan.Which country would you recommend? And why? Please justify. (20 marks)

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