Global Marketing Report
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Added on 2020-03-16
Global Marketing Report
Added on 2020-03-16
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Global Marketing
Running Head: ReportContentsIntroduction...........................................................................................................................................2Objectives of the organization...............................................................................................................3Strategic Recommendations for the 4P’s...............................................................................................4Plans for managing, measuring & controlling international marketing strategy....................................7Conclusion.............................................................................................................................................9References...........................................................................................................................................101
Running Head: ReportIntroductionAs inferred from the previous assignments, The Lion Pty Limited has been working in thefood and beverage industry for a decade of years now. This organization has started itsoperations from Australia and gradually expanded into New Zealand. The Company providespremium products of dairy, alcoholic and non alcoholic beverages. The Company is trying toachieve more international fame and name, by thinking to venture into the South Africamarkets. The markets in South Africa are a persistent hub for the beverage industry. Thebeverage industry in Africa is controlled by the monopolistic economy. The establishment ofthe business in the African markets will help the company in achieving its objectives. In orderto achieve the goals, the organization has analyzed the markets of the beverage industry inAfrica. The company aims at targeting the middle age group and the youngsters in order toachieve goodwill and capture more and more of clients in the emerging markets. Thecompetitor analysis is done, where it was found that Coca Cola is the biggest rival in thebeverage industry for the various other companies. The markets in Africa cause a threat to theventure of the Lion Pty Limited due to the legislative measures and rules and regulations ofthe country on the import of the sugary drinks in the country. The SWOT analysis too helpedout in determining the core competencies and opportunities for the organization to expandtheir business in the international market. The analysis has helped in outlining the marketingstrategies required for the organization to expand their business in the foreign country. Themain focus of this report is to outline the marketing objectives of the organization that it canachieve over a period of 12 months. Also, by understanding the marketing mix strategy of theorganization, critical understanding is taken in order to formulate the strategicrecommendations according to the standardization and adaptation of the strategies. The studyfurther highlights the plan in order to administer, measure and control the international2
Running Head: Reportmarketing strategy deployed for the Lion Pty Limited while expanding their business in theSouth African markets [ CITATION Nat151 \l 1033 ]. Objectives of the organizationThe objectives for the organization refer to as the goals and targets of the organization. Theobjectives can be related to the sales, marketing and financial objectives. This part of thereport highlights the objectives of the Lion Pty Limited that it can achieve and should achievefor a period of the first 12 months while venturing the markets of the beverage industry inSouth Africa. The organization aims at determining the objectives according to the SMARTgoals, i.e., the goals will be set that are highly specific, measurable, attainable in theparticular time frame of 12 months, accurate and realistic. Following are the objectives of theorganization in context with the plan originated in order to enter the international marketsalong with the domestic markets:In accordance with the growth of the beverage industry in the South African region,the Lion Pty Limited aims at acquiring the market share by 15% in the coming oneyear [ CITATION Pfi07 \l 1033 ].The sales projection for the first year is aimed by gaining a share of 20% itself.The net profit for the first year is aimed almost 25% of the Lion Pty Limited.The organization is aiming at spending $200 million on the promotional activities inorder to promote the products in all the regions of the South Africa.To increase its operations in the South African market by 6%The aim is to provide the products that do not cause any harm to the health of thetargeted audience.3
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