International Marketing Plan for Australian Dairy Product

International marketing plan for Australian Dairy product
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Executive summary
The aim of the paper was to develop an international market plan of Australian dairy
product known as “Icelandic Yoghurt” that is intended to venture in to China market. Icelandic
yoghurt is a fermented dairy product that is obtained from milk fermentation by two bacteria
cultures. The key opportunities that existed in china included the high Gross domestic product
(GDP), high population leading to high product consumptions, and high economic growth. The
key challenges included high context cultures, government policies and regulatory framework.
Yogurtland Company has a high number of direct and indirect competitors across China. The
main competitors included Yili group with a market share of 27%, Mengniu (21%), Bright diary
(15), Tianrun (3%). To survive in the market, Yoghurt Land company uses differentiation
products. Yili Group, Mengniu and bright diary being the market leaders use cost-leadership
competitive strategy to sustain the competing environment. The entry mode appropriate by the
nature of Icelandic yoghurt to succeed in the market include direct and indirect exporting. Upon
the establishment of the brand into the Chinese market, the company will use franchisee and a
joint venture to expand. The Icelandic yoghurt market segmentation was based on the benefits of
the product to diverse consumers and the rate of consumption. The main target of business was
youths between 2-35 years as they have a higher consumption of the yogurt products in China as
compared to others. The product was positioned as a fat-free or low-fat product with high
calcium and mixed up with nuts and fruits in order to regulate body weight, strengthening bones
and at the same time increasing the fat bun metabolism. Distribution channels of the product
were the use of agents and wholesalers. The pricing strategy was promotional and psychological.
The paper concluded that the use of entry models and strategies will easily process of launching
the product.

Table of Contents
1.0 Introduction............................................................................................................... 4
2.0 Country/ product brief.................................................................................................. 5
2.1 Situational analysis................................................................................................... 5
2.2.1 Business environment.......................................................................................... 5
2.2.2 Pestle analysis................................................................................................... 5
2.2.3 Market analysis.................................................................................................. 7
2.2.4 Competitive analysis........................................................................................... 7
2.2.5 Organizational analysis........................................................................................ 8
2.2.6 SWOT Analysis................................................................................................. 8
3.0 Marketing plan........................................................................................................... 8
3.1 Mode of Entry......................................................................................................... 8
3.2 Segmentation, Targeting and Positioning (STP).............................................................10
3.2.1 Segmentation.................................................................................................. 10
3.2.2 Targeting........................................................................................................ 10
3.2.3 Positioning..................................................................................................... 10
3.3 Marketing Mix (4ps)............................................................................................... 11
3.3.1 Product.......................................................................................................... 11
3.3.2 Promotion...................................................................................................... 11
3.3.3 Price............................................................................................................. 12
3.3.4 Place............................................................................................................. 12
4.0 Conclusion.............................................................................................................. 13
5.0 References.............................................................................................................. 13

1.0 Introduction
A marketing plan is a business document that is used by a company or an organization to
outline its marketing tactics and strategy. A marketing plan usually focuses on a particular period
of time (approximately) over one year and covers diverse details related to marketing such as
action steps, goals and costs (Kusumaningrum, I., & Hidayat, 2016). A market plan is a very
helpful tool in a business perspective as it helps an organization to differentiate its products,
control business through a budget, resource allocation and managing efforts. Therefore, the paper
seeks to develop an international marketing plan for an Australian dairy product known as
“Icelandic Yoghurt” that is intended to venture in to China market. The name of businesses
which manufactures yoghurt is called Yoghurtland and it is suited at Melbourne, Australia.
Through the development of international marketing, the Yoghurt homeland company will be
able to assess China’s environment of doing business and provide a recommendation on which
marketing strategy is appropriate for the Icelandic product to venture successfully into China.
2.0 Country/ product brief
Icelandic Yoghurt is an Australian daily product that will be marketed in the Republic of
China. Generally, Icelandic yoghurt is a fermented dairy product that is obtained from milk
fermentation by two bacteria cultures. Icelandic Yogurt differs from gelato and ice cream in
health benefits, texture and taste. Furthermore, the Icelandic Yogurt has different flavours such
as blueberry, raspberry, pomegranate, peach, mango, chocolate, vanilla, strawberry and original
tart.
Image of the Icelandic Yoghurt product