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Assignment on Global Marketing Lion Pty Ltd

   

Added on  2020-04-07

15 Pages3066 Words34 Views
Running Head: Global Marketing LION PTY LTD.Global Marketing
Assignment on Global Marketing Lion Pty Ltd_1
Global Marketing 1Table of Contents1.0 Introduction................................................................................................................................22.0 Summaries from Assignment....................................................................................................33.0 Market Selection Screening.......................................................................................................43.1 Market Selection Stages.........................................................................................................43.1.1 Reasons for choosing country.........................................................................................43.2 Objective of Lion Pty Limited...............................................................................................44.0 Alternative market entry option.................................................................................................64.1 Positioning and target market selection.................................................................................64.2 Market Selection Process.......................................................................................................64.2.1..........................................................................................................................................64.3 Positioning Strategy...............................................................................................................74.4 Alternative generic strategy...................................................................................................75.0 Conclusion and Recommendations............................................................................................8References........................................................................................................................................9
Assignment on Global Marketing Lion Pty Ltd_2
Global Marketing 21.0 IntroductionLion Pty Limited is known for producing and distributing food and beverages across the Australian states from last decades but after reviewing the demand of their branded beverages, organization is planning to focus on the producing beverage products more in comparison to the food products. For achieving higher growth, Lion Pty Limited has decided to expand their business in the international market. While conducting the market research, organization analysed that the demand of beverages products are high South African public. And it has been analysed that the demand of the beverages is expected to rise with a rapid growth by the year of 2020. The Lion National Foods Company is recently known as the Lion Pty Limited and its headquarters is situated in Australia whereas they are planning to expand their business in South African market after reviewing the demand of beverages in South Africa. To develop a sufficientand effective international marketing plan, various analyses will be performed in order to obtain the goals and the objectives for the Lion Pty Limited.
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Global Marketing 32.0 Summaries from AssignmentAs per the part one of this international marketing plan, Lion Pty Limited in involved in the production and distribution of branded food and beverages products. For emerging companies, beverage industry has always been a great choice. In South Africa, there is an area called Sub-Saharan Africa. It is an area whose beverage consumption is quite high in relevance with the other parts of the world. Reviewing these factors, many Australian countries have shown their interest in expanding their beverages business in Saharan Africa. Most of the soft-drinks companies have invested huge amounts in the sub Saharan African market by expecting the hugemarket growth over there. After determining these factors, Lion Pty Limited can take the advantage for this market growth and can utilise their available resources in order to expand theirbusiness in South African markets. Prior to this, Lion Pty Limited is present in Australia and in New Zealand and they have more than 6700 employees across these two countries. The chances for Lion Pty Limited in achieving the adequate growth and the objectives are high enough because they have acquired a great position in the Australian states and in New Zealand states as well and in a short period of time. Reviewing this, it has been assumed that the chances of growth and enhancing profitability are quite high in South African market using the available resources (Akaka, Vargo & Lusch, 2013).
Assignment on Global Marketing Lion Pty Ltd_4

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