Export Planning Report for Mullins Food Company

Running head: ASSIGNMENT 2: EXPORT PLANNING REPORT
ASSIGNMENT 2: EXPORT PLANNING REPORT
Name of the Student
Name of the University
Author Note

1ASSIGNMENT 2: EXPORT PLANNING REPORT
Executive Summary
The focus of the report is to provide a comprehensive Export plan for a US based
organization. The chosen company is the Mullins Food company. The company is small to
medium sized organization that mostly operates in the various markets of the United States. The
company would like to expand its business to Australia. The implications of the report point
towards the better opportunities for expansion that are present for the company in the country.

2ASSIGNMENT 2: EXPORT PLANNING REPORT
Table of Contents
a. Export readiness of the company chosen.....................................................................................3
b. Analysis of the chosen market: Australia....................................................................................4
PESTEL.......................................................................................................................................4
Cultural Dimensions....................................................................................................................7
c. Assessment and proposal of strategies.........................................................................................8
Export entry method....................................................................................................................8
Management of Logistics issues..................................................................................................9
Regulatory requirements..............................................................................................................9
References......................................................................................................................................10

3ASSIGNMENT 2: EXPORT PLANNING REPORT
a. Export readiness of the company chosen
The chosen company is the Mullins Food company. The company is small to medium
sized organization that mostly operates in the various markets of the United States. The company
sells various types of gourmet sauces, marinades, glazes, dipping sauces, barbeque sauces,
coleslaw, mayonnaise and various other types of sauces (Blog, 2019). An important part of the
business of Mullins food is their manufacture of custom sauces. The customers can contact the
company and place order fo the exact kind of sauce that they would like the company to make
for them. The current operations of the organization are only in the various domestic market.
Since the organization manufactures products like sauces and marinades that are used much in
cooking meat, it focuses on outdoor cooking as a significant part of its product placement.
Naturally, the barbeque culture in many places across the United States helps to promote the
products of the Mullins Food. The organization was started off as a family business and has a
homemade feel to the sauces that they manufacture. The warmer areas of the United State like
the Midwest, East coast, South and West are some of the important markets for the products.
It is important to understand that in order to expand to international markets the first
consideration is for a suitable country. This country would essentially need to be a market where
demand of the product can be created effectively. It is here that the export readiness is needed to
be considered as per the Australian markets. The company has to attain a certain degree of
effectiveness in manufacturing and selling a product if it wants to sell it to an entirely new
market. In this case it can be said that the productivity of the Mullins Food company is currently
enough to make the international expansion. However, the organization would have to do this
one at a time. Thus, Australian market would need to be reached first before expanding to any