MKT501 International Marketing Remedy Kombucha Assessment Item 3 Executive Summary: The Health Drink Company of Australia

Running Head: MKT501 International Marketing
REMEDY KOMBUCHA
Assessment Item 3

MKT501 International Marketing
Executive Summary
Remedy Kombucha is the health drink company of Australia they provide health drink that is
naturally free from the sugar. The organization is entering the market of Japan with the
franchising market entry mode and also they have targeted the consumers within the age group
of 20 to 60. The organization is having the most effective pricing strategy along with the
promotional strategy and the distribution strategy within the market that help to develop various
working function within the market of Japan. The biggest competitors of the firm in the
international market are the Coca-Cola Amatil and the Asahi. The organization is also having the
most effective and the suitable working function within the market for the development of the
firm to maintain their activity in the international market.
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MKT501 International Marketing
Table of Contents
Introduction.................................................................................................................... 3
Objectives.................................................................................................................. 3
Marketing environment Summary........................................................................................ 3
PESTLE analysis....................................................................................................... 3
Competitor Analysis......................................................................................................... 4
Market readiness.............................................................................................................. 5
SWOT analysis......................................................................................................... 5
Mode of Entry................................................................................................................. 6
Segmentation, Targeting, Positioning and Differentiation Strategies..............................................7
Segmentation............................................................................................................... 7
Targeting.................................................................................................................... 8
Positioning.................................................................................................................. 9
Differentiation............................................................................................................. 9
International marketing strategy......................................................................................... 10
Product Strategy......................................................................................................... 10
Price Strategy............................................................................................................ 10
Promotion Strategy..................................................................................................... 11
Distribution Strategy................................................................................................... 12
Conclusion................................................................................................................... 13
References................................................................................................................... 14
Appendices.................................................................................................................. 17
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MKT501 International Marketing
Introduction
Remedy Kombucha is the health drink company of Australia that provides effective health drink
to the customers (Remedy Kombucha, 2018). This company was established within the year
2012 and they have eventually made the effective position within the market. The market that is
being selected for the international market is Japan that eventually helps the firm to actively
provide the working function within the market. The purpose of the paper is to understand the
marketing strategy that is being utilized by the firm within the market and also it provides the
view of the working function of the firm within the market. The paper will provide a basic view
on the STPD of the firm within the market of Japan.
Objectives
The objectives are as follows:
 To understand the market entry process of the firm within the Japan market
 To develop a suitable and effective marketing strategy for the product
 To understand the business and the marketing concept of the product within the market
 To develop a marketing plan and the market entry mode for the organization in the
international market
Marketing environment Summary
PESTLE analysis
Political
The view that the product Remedy Kombucha might have to face the political pressure within
the market. It is the vital factor for the organization to enter the market where the political
influence is huge within the country.
Economic
It can be seen that the economic condition of Japan is quite strong and for that, it is effective for
the business to maintain their production and their sales within the market. The carbonated tea is
increasing their share market in various countries like Australia, Canada and Finland.
Social
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