Global Marketing Report 2022

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Running head: GLOBAL MARKETING 1
GLOBAL MARKETING
(Report on marketing strategy of Byron
Bay Cookie)
(Group Work Assignment)
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GLOBAL MARKETING 2
Table of Contents
1. Introduction............................................................................................................................3
1.1 Company background......................................................................................................3
2. Global Marketing...................................................................................................................3
3. Market selection and entry strategy.......................................................................................3
4. Competitive strategy..............................................................................................................4
5. Pricing strategy.......................................................................................................................4
6. Promotional strategy..............................................................................................................5
6.1 Discount giving while distributing product......................................................................6
6.2 Participation in food fair..................................................................................................6
6.3 Free sample of cookies distribution.................................................................................6
6.4 Create an Alluring Logo...................................................................................................6
7. Distribution Strategy..............................................................................................................6
7.1 Indirect distribution..........................................................................................................6
7.2 Direct distribution............................................................................................................6
7.3 Intensive distribution........................................................................................................7
8. Conclusion and Recommendations........................................................................................7
8.1 Recommendation..............................................................................................................7
References..................................................................................................................................9

GLOBAL MARKETING 3
1. Introduction
1.1 Company background
Byron Bay cookie is an Australian based original cookie company, and it has its cafe
which is serving for the last 25 years. This company is famous for making glass cookie jars
which are found on many cafes all over the country. The company was started in the year
1990 as a small business that provided the original recipe of baked cookies under its brand
name and sold its products in local markets. This company's innovative recipe of cookies
influenced the change in the whole market. Its famous cookie products are White Cho Chunk
and Macadamia Nut and triple Cho Fudge which were the most popular products of the
company. Later, the company became attained significant growth with its increasing product
popularity. Therefore, the company started using different strategies for global marketing in
order to expand its business.
2. Global Marketing
Global marketing is comprised of different processes of regulating the marketing
strategies of an individual company and to adapt the terms and conditions of another country.
The primary aim of global marketing is to sell the product or service through the worldwide
market along with the combination of the process of positioning, planning, creating and
promoting the products globally (Alon, 2016). Businesses with sustainable growth expand to
stabilize their position in the regional market as well as in the international market. In terms
of Byron Bay Cookie Company, the global marketing, they are termed as the leading
producers of the deliciously decadent gourmet cookies, in the region of Australia. They
sustain a strong comprehensive marketing process for their stabilise market growth and
significant numbers of customers as well.
Figure 1: Growth of the company

GLOBAL MARKETING 4
(Source: Alon, 2016)
3. Market selection and entry strategy
According to Hohenthal, Johanson & Johanson, (2015), market selection is termed as
the marketing strategy which is decided on a broad target market of the customers, business
or countries common needs, priorities and interest. Based on this criterion, the company
makes the design in the initial stage and then implement it to achieve the target. The market
selection of Organic Wildlife Biscuits is based on mixing of three factors like behavioural,
demographic and psychographic, and it depends based on income. There are specific age
group enjoying these products. Among those, children mostly prefer this kind of products.
Organic Wildlife Biscuits generally depends on the capacity of production (De Villa, Rajwani
& Lawton, 2015).
The cost price of several packets, the packaging designs also attract the customers.
There are many other factors which increase the demand for this product like its storage
facilities, in the time of occasion its outlets expand the product at a rapid rate. The organic
wildlife biscuit product segmentation has done based on flavours and size (Watson, Weaven,
Perkins, Sardana & Palmatier, 2018). This biscuit is offering in various types of flavours like
malt, cocoa and banana, the price of this biscuit is an inexpensive and different group of
customers easily afford this biscuit in the market. The people from all age group like this
product and have a huge demand in the market. The consumer purchases it and uses it
regularly, and it has placed itself in the market with a high position (Mooij, 2018).
4. Competitive strategy
The penetration of the product in the market across the world, therefore there are no
barriers in the market. Due to this reason, it causes high competition in the market. Several
biscuit companies have hit the market, and there is enormous competition among the
companies in the market (Prajogo, 2016). Based on the consumer demands the manufacturers
are launching a new type of innovative products with useful goods, like the product, contain
high protein, using different kinds of ingredients like seeds, nuts and dry fruits in biscuits.
The growing demand for biscuits and cookies in the market develop the incremental pace in
the global stage (Daisy-Jones, 2019).
The Byron Bay company used many types of advanced technology in the processing
of raw materials and the innovation of different flavour in the biscuit supporting the growth