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Paper | Dairy Industry Australia

   

Added on  2020-05-11

13 Pages2999 Words52 Views
Languages and CultureEconomics
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Running head: DAIRY INDUSTRY, AUSTRALIAFood marketing[Dairy Industry, Australia]Name of the student:Name of the university:Author note:
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1DAIRY INDUSTRY, AUSTRALIAExecutivesummaryThe paper demonstrate a basic guide to the essentials of marketing, which is required in thisstudy for promoting the Australia made cheese to the different parts in Asia. The paper hasshown the potentiality of Australia in terms of exporting of dairy products. It has also shownsome challenges that the industry is facing in Australia. This is because the paper has focussedon the different marketing strategies in order to recommend the solution to the Australian dairyindustry. Moreover, the Australian dairy industry can use the mentioned strategies to take theadvantage that are there in Asia.
Paper | Dairy Industry Australia_2

2DAIRY INDUSTRY, AUSTRALIATable of ContentsIntroduction......................................................................................................................................3Briefing the industry and product....................................................................................................3Marker segmentation and consumer behaviour...............................................................................4Consumer behaviour....................................................................................................................4Market segmentation...................................................................................................................5Integrated marketing communication mix.......................................................................................6Branding strategy.............................................................................................................................7Marketing activities that interrupt routine behaviour at point of sale.............................................8Conclusion.......................................................................................................................................9References......................................................................................................................................11
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3DAIRY INDUSTRY, AUSTRALIAIntroductionDairy industry is one of the most profitable options in the world. The reputation goessame with Australia as well in relation to the exporting of the dairy products. However, it is waybehind to New Zealand, which is the leading exporter of dairy products in the world (Friel,Barosh and Lawrence 2014). The consumption of dairy products is now more in few emergingmarket such as China and India. China in particular has shown a very changed and potentialattitude for the dairy products (Trostle and Seeley 2013). Due to some unexpected externalfactors at its home country, the industry is facing stiff challenges in the matured market. Suchfact has produced a necessity to head for a new and potential market. Nevertheless, the Asiancountries serve the purpose for the industry. China in particular is the potential market, which isalso the largest consuming country for the dairy products in New Zealand. The enhancingchallenges at the home country have coincided with the growing opportunity in the Asiancountries (Klerkx and Nettle 2013). An enhanced business relationship with few of the Asiancountries in particular China and India will be a potential move for the reducing effect of dairyindustry in Australia. The product selected for the purpose is Cheese. The Asian countriesalready have local giants who are serving the demands of local people for cheese and its relatedproducts. However, a planned entry of the Australian product might also do well for the industry.The main purpose of this assignment is to produce a solid marketing plan for Cheese that isproduced in Australian dairy industry, so that, it could produce effective results in the targetAsian market. Briefing the industry and product
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