Situational Market Analysis of Koala Cookies for Export Business

RUNNING HEAD: International marketing
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Koala cookies
International marketing

International marketing
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Executive summary
This report is all about the situational market analysis of Koala cookies which is Australian
based company. The company wishes to start it’s export business. The company has planned
to expand globally. In this context the market analysis of three countries, UK, India, and U.S.
have been made. The structure of industries in each country has been defined. The report also
includes the competitor analysis in each country. The market opportunities of all companies
have been compared and evaluated. Finally, the recommendations have been given to the
preferred country for the product.

International marketing
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Contents
Executive summary...............................................................................................................................1
Introduction...........................................................................................................................................3
Market Analysis- UK............................................................................................................................3
Market Analysis- India..........................................................................................................................4
Market Analysis- US.............................................................................................................................5
Structure of the industries in each country.............................................................................................6
Competitor analysis in each country......................................................................................................7
Evaluation of the market opportunities..................................................................................................8
Conclusion and recommendations.........................................................................................................8
References...........................................................................................................................................10
Appendices 1.......................................................................................................................................12

International marketing
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Introduction
As the technology updates, the world remains to feel smaller. In this scenario, it is potential
for the companies to conduct business in almost every country around the world.
International marketing is the application of marketing principles in more than one country.
These are the marketing activities coordinated and incorporated across the market of multiple
countries. Recently the Australian consumer brand Koala cookies have been purchased by the
Singapore consumer goods company. Koala cookies is an Australia based cookie
manufacturer. The company wishes to start it’s export business overseas. The Koala cookies
come with the picture of Koala on the outside of cookies doing various activities. The filling
comes in various flavors like vanilla, honey, banana and café latte. The most famous flavors
are strawberry and chocolate. The handmade biscuits of Koala are regarded as the taste of
country Australia. In this report, three different markets have been evaluated to establish a
brand that is Koala cookies. This report provides an evaluation of markets in terms of size,
demographics, legal framework, political risk, social and culture environment and
competitive landscape.
Market Analysis- UK
The government of UK has taken measures such as monetary and fiscal initiatives to address
the deteriorating economy. The government of UK is the most stable in terms of the
application of rules, corruption control, government efficiency and monitoring quality.
As per the labor law, the extreme number of working hours is 48 in 7 days along with the
minimum rest of 11 hours in each 24 hour period. The UK government is anticipated to made
changes in the British labor laws since the labor party has come into power such as the
introduction of minimum wage and strict measures to conflict discrimination (He, 2015).
The industrial activity has been focused in the northern parts of UK whereas the service
sector has been promoted by the service sector (Jin, Ji & Gu, 2016). The industrial sector and
the surging activity in the service sector have flourished caused north to develop at a lower
rate.
The social and cultural environment of UK includes the factors like age distribution of
population, level of education, income and more. The working-age population is covered in