International Marketing Strategy for Lion Food and Beverage Company in China Market

Running head: INTERNATIONAL MARKETING
International Marketing Strategy
Name of the Student
Name of the University
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1INTERNATIONAL MARKETING
Executive Summary
The report has thrown light on analysis of the marketing plan of Lion Food and Beverage
Company which is situated in Australia in the China market. Furthermore, the macro and
micro environmental factors have been taken into consideration which assisted in
understanding the different kinds of issues which can be faced by them in China market.
Furthermore, entry mode strategies will be essential in nature in managing the different kinds
of expectations of the customers in the market which can be useful for the growth of the firm
in the China market.

Table of Contents
Introduction................................................................................................................................3
Overview of Lions Food and Beverage Company.................................................................3
Rationale of the Business.......................................................................................................3
Macro and Micro Environmental Analysis................................................................................4
PESTEL Analysis of China Market.......................................................................................4
SWOT Analysis of Lion Company........................................................................................5
Marketing and Communication Objectives of Lion Food and Beverage Company..................6
Market Segmentation, Targeting and Positioning......................................................................7
Mode of Entry for Lion Food and Beverage Company.............................................................8
Marketing Strategy...................................................................................................................10
Application of Ansoff’s Matrix............................................................................................10
Marketing Mix.........................................................................................................................11
Conclusion and Recommendations..........................................................................................13
Conclusion............................................................................................................................13
Recommendations................................................................................................................13
References................................................................................................................................15

3INTERNATIONAL MARKETING
Introduction
The report helps in proper analysis of the marketing plan of the Lions Company
which is situated in Australia and the company wants to expand their operations in the
market of China. The product which has been selected from the Lion Company is Yoghurt in
order to sell the same product in the China market to become more successful. In this process,
proper macro and micro environmental factors are required to be taken into consideration
which will be assisting the company in identifying the target markets along with the entry
mode strategy which will be successful in nature. Lastly, the marketing and communication
objectives along with marketing mix are required to be considered to become more
competitive in nature.
Overview of Lions Food and Beverage Company
Lion is one of the foods and beverage company which operates in New Zealand and
Australia and the company was founded in the year 1923 (Lionco.com., 2018). The
headquarters of Lion is situated in Sydney, Australia which helps in producing range of dairy
products such as cheese, yogurt, juice along with soy products as well. The revenue of the
organization is A$5.6 billion till the year 2015 and the number of employees working in the
organization is 25000 till the year 2015.
Rationale of the Business
The main aim and purpose of the Lion Company is to expand their operations in the
China market which falls under the Asia Pacific Region. The rationale is to provide the
customers in the China market is providing healthy type of yoghurts which will be beneficial
for the health-conscious market as the individuals are changing their tastes and preferences.