Business Expansion Plan for Australian Pink Lady Apples of Mildura Fruit Company

Running head: INTERNATIONAL MARKETING REPORT
Business expansion plan for Australian Pink Lady apples of Mildura Fruit Company
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INTERNATIONAL MARKETING PLAN
Executive summary
There goes a saying that an apple a day keeps a doctor away. This can be the tagline for
companies like Mildura Fruit Company in terms of increasing the scope and arena of
business. Within this, awareness towards the need for expansion is vital in terms of achieving
positive outcomes. Marketing mix acts as an agent in terms of identifying the target market,
which can assist in increasing the sales revenue and the profit margin. Along with this,
information needs to be gathered about the country, into which the business is to be
expanded. This would enable the company to plan for proper placement of the Pink Lady
Apples in the target market.

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INTERNATIONAL MARKETING PLAN
Table of contents
Introduction....................................................................................................................3
Company profile.........................................................................................................3
Fruit............................................................................................................................3
Country choice...........................................................................................................4
Rationale and entry mode...............................................................................................4
Entry mode.................................................................................................................4
Rationale....................................................................................................................4
Environmental analysis..................................................................................................4
Internal.......................................................................................................................4
External......................................................................................................................5
Target customer profile..................................................................................................6
Rationale for target segmentation..................................................................................7
Product positioning........................................................................................................7
Conclusion......................................................................................................................8
References and Bibliography.........................................................................................9

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INTERNATIONAL MARKETING PLAN
Introduction
Company profile
Mildura Co-operative Fruit Company has achieved accolades and glory by emerging
as the largest packer and exporter of fresh citrus fruits. Thirst of doing something innovative
has enabled the company to fulfil the identified goals and objectives. The skilled and efficient
workers possess the capability of packing 3000 cartons every day (Mfc.com.au 2018).
Dissemination of quality fruits to the neighbours enhances the brand image. The clients of the
company have reached the amount of 120 including Sunraysia, Riverland and Riverina.
Along with this, China, Japan, and North Asia is also the countries, where the fruits are
exported. As a matter of specification, the company exports fruits to more than 40 countries.
This is according to the standards and protocols of the importing legislations. The aim of the
company is to seek prospective investors for achieving customer satisfaction.
Emergence of bacteria in the harvested fruits of South America resulted in the
planning for global expansion. Reduction in the tariffs and stabilization of the Asian economy
has pressurized the company to think of business expansion (Abc.net.au 2018).
Fruit
The company deals with the packaging and export of numerous fruits ranging from
grapes to avocado. Freshness and quality of the fruits expands the supply chain network. The
fruits are packed and exported according to the weather conditions. For this, a varietal
calendar is maintained, which results in timely execution of the business activities. For
developing the marketing plan, Pink Lady Apples has been selected. April to December is the
time when the Pink Lady Apples are available. These apples originate from Cripps Pink