International Marketing

Running Head: International Marketing
International Marketing
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International Marketing 1
Contents
Introduction......................................................................................................................................1
Segmentation, Targeting, Positioning and Differentiation Analysis...............................................1
Segmentation...............................................................................................................................1
Targeting......................................................................................................................................3
Positioning...................................................................................................................................3
Differentiation..............................................................................................................................4
Marketing Mix Strategy...................................................................................................................5
Product.........................................................................................................................................5
Price.............................................................................................................................................6
Place.............................................................................................................................................6
Promotion....................................................................................................................................7
Conclusion.......................................................................................................................................7
References........................................................................................................................................9

International Marketing 2
Introduction
The report is conducted to analyse the international business marketing activities of the company
Australian Superfood Company in the target market. The paper highlight details about the
international segmentation, targeting, positioning and differentiation strategies for the company
in the market of Thailand. The company is aiming to expand its scope of business in external
international market so as to increase the customer base, profitability and market share as well.
Along with the segmentation and positioning strategic analysis, marketing mix strategies are also
discussed in the paper so as to help the company to successfully incorporate strategies to grow in
the target market of Thailand.
This paper is in continuation with the assessment one and two conducted earlier. The previous
assessments explained the product, company and industry overview along with the type of
consumers interested in the product. Further, marketing plan was also conducted for the
company along with internal and external analysis so as to determine the appropriateness of
Australian Superfood Company to enter in the market of Thailand. The segmentation strategies
will help the company to identify the right type of customers in the market while the target
strategy will the company to target those identifies customers in the new market. Further
positioning and differentiation strategy will help in the company to position them at an identified
position in the new market.
Segmentation, Targeting, Positioning and Differentiation Analysis
Segmentation
Market segmentation refers to the act of dividing the consumer segment on the basis of different
characteristics. Segmentation process helps the company to attain insights about the target
market and differentiate the customers on the basis of specification of the product. This process
helps the business in targeting the core consumer and prioritizing group of people on the basis of
their interest in the product and the company. Every country has different types of people based
on their background and environmental practices, so the company cannot target the people in
Thailand on the basis of segmentation conducted in Australia (Schlegelmilch 2016). Below

International Marketing 3
mentioned is the segmentation process conduced for the Australian Superfood Company in
Thailand:
 Demographic segmentation: demographic segmentation refers to the process of
segmentation under which the market is divided into segments on the basis of income
level, age, sex, occupation, level of education, family size etc. This segmentation is one
of most wildly used segmentation process in the market. The Australian Superfood
Company is present in the organic food industry where the company supplies natural and
organic fruit powder, fruits, herbs and spices etc. to the customers in the market (Andale
2016). On the basis of this type of segmentation, the company should target people
belong to middle or higher income level group. The company should target people
belonging to two age groups that are, 27-37 years and 45-60 years. Further, the company
should also target people who are present in healthcare and fitness industry as the product
will serve them well. There is less awareness about the organic food in Thailand market.
So, the company should basis attract all people belonging to different genders in the
market (Simkin 2016).
 Psychographic segmentation: this type of segmentation process explains the intrinsic
traits of the target customers present in Thailand market. Under this segment, the
company will target people on the basis of their attitude, subconscious mind, personality
and lifestyle. Further, according to this segmentation, the business should target people
who believe in healthy living. The company should also target people who have interest
in food or they are fond of eating. Diversified range of products offered by the company
will attract them to take interest and purchase the product in Thailand market (Palmer,
Rapier, and Shanahan 2018).
 Geographic segmentation: under this type of segmentation, the business target people
on the basis of their geographical boundaries. As company is aiming to expand the
business from Australia to Thailand so the company should target areas of Thailand
according to this type of segmentation. The company should mainly target the people
present in Bangkok, Pattaya, Khlong Luang District and Nonthaburi in the country as
they are most populated cities of the country (Ohmae 2016).
 Behavioural Segmentation: lastly, according to this type of segmentation, the Australian
Superfood company should target people on the basis of their attitude towards brand,