Marketing Plan for Remedy Kombucha in Malaysia

Running head: International marketing
International marketing

International marketing
Executive summary
It is the continuation part of the assignment 1. The primary aim of this task is to provide brief
information about the marketing plan of the company. Kombucha product has been chosen in the
assignment 1. Here is the discussion about the marketing readiness, SWOT analysis and
marketing research. STPD and marketing mix strategies have been explained in the task. Along
with this, the paper also discusses the objectives of the company. A brief information about the
competitors has also been provided in the task. It explains that how the company is overcoming
on the competitors by using unique strategies within the organization.
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International marketing
Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Marketing objectives...................................................................................................................................4
Market environment summary.....................................................................................................................4
Competitor analysis.....................................................................................................................................5
Marker readiness.........................................................................................................................................6
Modes of entry............................................................................................................................................8
STPD strategy.............................................................................................................................................8
Product strategy.........................................................................................................................................10
Price strategy.............................................................................................................................................11
Promotion strategy....................................................................................................................................12
Distribution strategy..................................................................................................................................13
Conclusion.................................................................................................................................................14
References.................................................................................................................................................15
Appendices................................................................................................................................................18
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International marketing
Introduction
The main aim of this report is to make a marketing plan for exploring and flourishing the
business in Malaysia. Kombucha product has been taken in the task. Kombucha is a conventional
fermented tea based beverage that provides ample of benefits to the customers. The well known
flavor of Kombucha are herbs, berries, citrus, flowers, apple and others (Malbaša Radomir et al,
2011). The company sells its products in various countries such as North America, Europe,
Africa, Latin America and Asia pacific. Furthermore, the paper also explains the marketing mix
and STPD strategy that are used by the firm while imitating the business in Malaysia. Modes of
entry and environmental analysis have also been discussed in the task. More detail of the task has
been detailed below.
Remedy Kombucha is a traditional health drink products. It has been found that Remedy
Kombucha Company was incorporated in 2012 in Melbourne (Ebersole et al, 2017). Remedy
Kombucha is the global market leader in the Australia. The Kombucha is an organic acid that are
good for the health and wellbeing (S. E. Harris, 2004). The company is produces more than
150,000 bottles a week to sell at around 4,000 sites across Australia.
Marketing objectives
The marketing objectives of the company have been detailed below.
 To develop and increase high market quality by exploring the business in Malaysia.
 To provide high quality of the products to the customers across the world.
 To provide Kombucha at appropriate prices.
 To have a high competency of the products and services to its customers.
 To increase the sales and revenue of the organization by providing unique and good
quality of products and services to the customers in Malaysia. In this way, the company
has been able to beat the competitors in the international market.
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International marketing
Market environment summary
It has been noted that Malaysia is known for its location at crossroads of trade between the West
and East. The country is one of the significant economies in the world and it became one of the
biggest exporters of electronic parts and other components (Anon, 2017). It is stated that
Malaysia is a multicultural community and the language spoken by the people is Malay that is
language spoken across the country (Businesswest, 2018The country is the second biggest
trading partner in ASEAN. Malaysia is strategically situated in the heart of Southeast Asia and it
offers cost benefits and competitive advantages for the investors (Anon, 2008). High growth
economy can provide long term advantages to the company while implementing the business
activities in Malaysia (Gentempo and Patrick, Jr, 2009). There are various procedures involved
while establishing the new business in the country which should be taken care by the firm. The
market of the country has been a meeting place for a diverse range of religions and external
cultures. The market of the country is generally open to explore and flourish in new business. All
the entry modes are permitted to enter in the country. The market of the country is the best to
know and analyze the key players of the market.. Marketing research and survey is essential to
explore the business activities in Malaysia. It will help to reduce the key challenges and risks of
the market. Furthermore, it also helps in gaining competitive benefits in such country(Czinkota
and Ronkainen, 2013). The pestle analysis for Remedy Kombucha has been detailed below.
Political factor: UMNO is the most political party in the country therefore it can affect the
growth of the Remedy kombucha company in Malaysia. The other part is Pakatan. Along with
this, various rules, regulations and norms could also have direct impact on the performance and
productivity of the firm. The political condition of the country is unique and stable that can help
the company to increase the sale and revenue of the product in such country (Tietenberg and
Lewis, 2016).
Economic factor: It has been found that Malaysia is a third richest country in its region. The
GDP per person is approx $11000 in the year 2014. The economic factors such as employment
rate, interest rate, and exchange rate could also affect the sustainability of the firm in the
Malaysia. It is analyzed that labor force is very expensive in the country as compared to other
countries. Thus, the labor force can affect the profitability of Remedy Kombucha company in
such country (Anon, 2011).
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International marketing
Social factor: The social issues such as unemployment, poverty, exploitation of the employees
do not exist in the country. There is no discrimination among the people in the Malaysia. The
other social factors include culture, values, beliefs and age of the people. All people are
considered equal in the country hence there is no partiality in the country on the basis of
religious and sex. These factors can help the company to grow its business in Malaysian country.
Technological factors: It has been found that advanced technology and resources are available
in the country. The people of the country are well skilled and intelligent therefore, the company
can gain ample of advantages while implementing the business functions in such country.
Environmental factor: The environment of Malaysia is highly impacted by the pollution and
deforestation. The country has been blessed by diverse range of fauna and flora. The pollution
and deforestation could have many adverse effects on the environment therefore it can also affect
the sustainability of Remedy Kombucha (Naidu et al., 2018).
Legal factor: It analyzed that Malaysian law and rules have been affected by the Great Britain.
The Malaysian rules, legislations and law are based on the Indian and Australian law. All these
factors could also impact on the outcomes of the firm (Zawawi & Abdul Ghani Azmi, 2014).
Competitor analysis
There are ample of competitors that affect the success and progress of the firm. The main
competitors include GT’s Kombucha, Bucha, Healthy crush, Kevita, PepSico, and honest. These
competitors may influence revenue and profitability of the company in the Malaysia. It is has
been noted that Kombucha market is the growing and leading market in the functional beverage
category (Fleisher and Bensoussan, 2015). That is why the firm needs to analyze and identify the
needs, demands and requirements of the customers in the international market. Various analysis
is done by the company to analyze the position and products of the competitors in the global
market (Fleisher and Bensoussan, 2015). One of the significant analysis that done by the
company is porter five forces analysis. The porter five forces analysis for Remedy Kombucha
have been detailed below (Winston et al, 2013). Remedy Kombucha has a revenue of $1million
and 87 employees. Along with this, the company has received a total of $2million in funding.
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