Expanding Doago Company’s Reach in Tbilisi: A Case Study

Introduction:
In this case, we explore how a disposable dish manufacturer based in Birjand, Iran, successfully expanded its business by exporting its products to Tbilisi, Georgia. This move allowed the company to grow its market reach, enter new international territories, and compete in the regional market.

Background:
The company, established in Birjand, specializes in producing high-quality disposable dishes, with a focus on eco-friendly products. With strong demand in the local market, the company sought to expand its operations by exporting to neighboring countries, with Georgia as a key target due to its growing hospitality and retail sectors.

Challenges:

• Understanding the Georgian market’s demand for disposable dishes.
• Navigating the regulatory and compliance requirements for exporting from Iran to Georgia.
• Establishing distribution networks in Tbilisi for effective market penetration.
• Competing with established local and international brands.

Strategy: As the company’s marketing consultant, I provided a comprehensive market entry strategy. This included:

• Market Research: Conducted a thorough analysis of consumer needs in Georgia, identifying key demand areas and opportunities in the retail and hospitality sectors.
• Regulatory Compliance: Ensured all export and import regulations between Iran and Georgia were met, including product standards and certifications required for the Georgian market.
• Distribution Networks: Established partnerships with local distributors and retailers in Tbilisi to ensure efficient product availability and visibility.
• Marketing & Branding: Developed a customized marketing campaign tailored to the preferences of Georgian consumers, focusing on the quality and eco-friendly aspects of the products.

Results:
The company saw immediate success after entering the Georgian market, with a significant increase in export sales within the first quarter. The brand gained recognition in Tbilisi, especially among environmentally conscious consumers. This success has opened doors for further expansion into other parts of Georgia and neighboring countries.