Export Management of Nuraphone in Australia: Market Analysis and Strategies

Running Head: EXPORT MANAGEMENT
EXPORT MANAGEMENT
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Executive summary
The Nuraphone Company is highly popular for its creativity and effective marketing strategies.
Although the company belongs to the medium scale industry but it does not affect its market
capitalisation. One of the major factor behind its renowned brand image is the innovative ideas
that carry forwarded the legacy outstandingly. In this aspect, this report tries to figure out the
condition of Nuraphone in Australia. For creating a better understanding the report is going to
take help of the analytical tools like PESTLE and SWOT and for the market approach seeks help
of the marketing mix. Moreover, the financial and legal considerations are also played a
significant role that provide a clear insights of the pros and cons of the organisation. In a
conclusion it can be argued that despite of having a number of issues regarding the growing
inflation rate in Australian and the high competitive market the Nuraphone Company will able to
retain its market due to innovative products and effective marketing strategy.

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Table of Contents
1.0 Introduction................................................................................................................................7
2. Export Capability and Readiness.................................................................................................7
2.1 Organisational Background and product specifications........................................................7
2.2 Competitive Advantage.........................................................................................................8
2.3 Market Position......................................................................................................................9
2.4 Target Customers.................................................................................................................10
2.5 Product Specifications.........................................................................................................10
2.6 Market Distribution.............................................................................................................11
2.7 Micro Environment Analysis...............................................................................................11
Strengths................................................................................................................................11
Weaknesses............................................................................................................................11
Opportunities.........................................................................................................................12
Threats...................................................................................................................................12
2.8 Production Capacity.............................................................................................................13
2.9 Staff Resources/ Expertise...................................................................................................14
2.10 Financial Capacity.............................................................................................................14
2.11 Porter’s Value Chain..........................................................................................................14
1. Inbound Logistics..............................................................................................................14
2. Operations..........................................................................................................................14

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3. Outbound Logistics............................................................................................................15
4. Marketing and Sales..........................................................................................................15
3.0 Export Market, Research, Screening & Selection...................................................................15
3.1 Export Market analysis........................................................................................................15
3.2 Competitive Situation..........................................................................................................15
3.2.1 UK market....................................................................................................................15
3.2.2. Middle East..................................................................................................................16
3.3 Outline of plans for dealing with restrictions of Entry into Market:...................................16
3.4 Regional Trade Agreements................................................................................................16
3.5 PESTLE analysis.................................................................................................................16
Political..................................................................................................................................16
Economical............................................................................................................................16
Social.....................................................................................................................................16
Technological........................................................................................................................16
Environmental........................................................................................................................16
Legal......................................................................................................................................17
4.0 Marketing Strategy and Marketing mix...................................................................................17
4.1 SMART Sales and Financial Export Objectives.................................................................17
4.2 Product Suitability and product adaptation..........................................................................17
4.3 Language- issues/ solutions.................................................................................................17

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4.4 Labelling..............................................................................................................................18
4.5 Point of purchase/ market coverage.....................................................................................18
4.6 Export pricing and costs......................................................................................................18
4.7 Promotional campaigns.......................................................................................................18
4.8 IMC plan..............................................................................................................................18
4.9 Endorsers.............................................................................................................................19
4.10 Exporter/ Importer responsibilities....................................................................................19
5.0 Incoterms.................................................................................................................................19
5.1 Term choice.........................................................................................................................19
5.2 Responsibility of the buyers and sellers..............................................................................19
6.0 Logistics Management.............................................................................................................20
6.1 Organization’s Supply chain mix........................................................................................20
6.2 Transportation mode and carriers........................................................................................20
6.3 Cost composition and timing...............................................................................................21
6.4 Roles, responsibilities and services of chosen freight agents..............................................21
6.5 Cargo insurance...................................................................................................................21
6.6 Terms of delivery.................................................................................................................21
7.0 Trade documentation...............................................................................................................22
7.1 Bill of landing......................................................................................................................22
7.2 Commercial invoice.............................................................................................................22

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7.3 Package list..........................................................................................................................23
7.4 Government certificate........................................................................................................23
7.5 Health and dangerous goods certificate...............................................................................23
8.0 Export risks and legal considerations......................................................................................23
8.1 legal risks.............................................................................................................................23
Consumer satisfaction............................................................................................................24
Description of the goods........................................................................................................24
Legal compliance...................................................................................................................24
Sellers responsibilities...........................................................................................................24
Advertisement........................................................................................................................24
Unfair terms...........................................................................................................................25
8.2 Contract terms......................................................................................................................25
8.3 IP protection.........................................................................................................................25
8.4 Insurance..............................................................................................................................25
8.5 Others...................................................................................................................................26
9.0 Financial export transactions and obtaining payment.............................................................26
9.1 Finance requirements...........................................................................................................26
9.2 Payment options...................................................................................................................27
9.3 Currency decision and management....................................................................................27
10. Conclusion...............................................................................................................................27

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Reference.......................................................................................................................................29
Appendices....................................................................................................................................33
Appendix 1: Ansoff Matrix.......................................................................................................33
Appendix 2: Market entry barriers............................................................................................34
Appendix 3: Trade Agreement..................................................................................................34
Hereinafter collectively referred to as the Parties......................................................................35

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1.0 Introduction
The Nuraphone is considered to a renowned Australian company that is popular for its
headphone products. The best part of this headphones is that it generates some tones known as
Otoacoustic Emission that is based on the tone ranges that are played into the ear. This sound is
about 10,000 times smaller than the sound that went in. As a result of that the person who is
listening music through the headphone can get a better experience in terms of both the quality of
service as well as the clarity. In this regard, it is important for the report to identify all the aspects
regarding the Nuraphone and figure out all the essential parts of the product. As a matter of fact,
the purpose of this report is to get a clear idea regarding the product and its details and also tends
to deal with the legal and risks documentations of the Nuraphone. Moreover, the report also
incorporates a number of marketing mix strategies and PESTLE analysis to understand the
opportunities that the product creates in the Australian market as well as in the international as
well.
2. Export Capability and Readiness
2.1 Organisational Background and product specifications
The Nuraphone is a major product of the Australia based consumer electronic production
organisation. This is a recent organisation established in 2015, with headquarters in Brunswick
and Melbourne of Australia. The chief management of the organisation comprises of Dragan
Petrovic, the CEO of the company and the CTO, Luke Campbell. Nuraphone headphone series is
the chief as well as the pilot product of the company. Receiving initial funding from the Trike as
well as MedTech in the company, the company started developing prototypes including the