Assignment -International Marketing
11 Pages2523 Words438 Views
Added on 2020-03-23
Assignment -International Marketing
Added on 2020-03-23
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Running head: INTERNATIONAL MARKETINGInternational MarketingName of the Student:Name of the University:Author’s Note:
1INTERNATIONAL MARKETINGExecutive SummaryThis report highlights the necessity and significance of international expansion for businessorganizations after serving a market for a certain period. After serving the Australian market forover 25 years, the Daily Juice Company has decided to expand their business internationally inthe UK. This allowed the company to explore new markets and niches thereby, increasing theirbusiness and expanding the customer base. International expansion in the UK was a competitivebusiness strategy undertaken by the company in order to survive the domestic market. Theproactive nature of the government, the unhealthy lifestyle of the population along with theeconomic stability of the country influenced the decision of the company. Considering thedemographics and psychographics of the customers, the company launched three differentflavors for the children, adults and the young adults. Franchising is selected as the market entrystrategy, as this is the fastest and cheapest method for international business expansion.
2INTERNATIONAL MARKETINGTable of ContentsIntroduction......................................................................................................................................3The Daily Juice................................................................................................................................3PESTLE analysis and justification for selecting the UK.................................................................4Target Customers in the UK............................................................................................................6Product Positioning..........................................................................................................................7Suitable Market Entry Strategy.......................................................................................................7Conclusion.......................................................................................................................................8References........................................................................................................................................9
3INTERNATIONAL MARKETINGIntroductionInternational marketing is the most suitable business strategies undertaken by the localbusiness organizations for exploring new markets. International marketing allows the domesticbusiness organizations to invade new markets and expand the business successfully. Accordingto Terpstra, Foley and Sarathy (2012), due to change of demands and expectations of thecustomers, the market of the host country becomes saturated after some time. Therefore, loss ofbusiness and customers are noticed due to stalling of the business. Thus, international marketingis a good opportunity that organizations can utilize for sustaining in the competitive market. This report introduces the international expansion of a domestic Australian fruit juicecompany, named The Daily Juice. The Australian fruit juice company has aimed for internationalexpansion in the UK after a thorough analysis of the needs and demands of the country. Thecompany only manufactured orange juice when it was established. In addition to, the report alsosheds light on the target customers, suitable market entry strategy, and product positioning. The Daily Juice The Daily Juice is a native fruit juice company of Australia that manufactured onlyorange juice. In 1989, the company started with only 12 people committed to a broad vision. Thecompany aimed towards manufacturing healthy and delicious orange juices that melt in themouth of the customers. The company has gained high recognition among the customers inAustralia for their healthy and delicious orange juices. Based on the popularity, the companylaunched different types of fruit juices for the Australian population. The new range of juicesincluded Nourish Berry, Nourish Green and Nourish orange. Additionally, the company
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