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International Marketing - Report of Demography and Consumption

   

Added on  2020-03-01

16 Pages2282 Words137 Views
International Marketing“Report of Demography and Consumption”1

Executive SummaryThe marketing report is hereby presented by the marketing manager of Reid Fruits with thesole purpose of showing Singapore as a choice destination for marketing Reid Fruits’cherries. Reid Fruits is one of the premiere sellers of high quality cherries and has spread toChina, Thailand and some other Asian countries. Reid Fruits is thinking of expansion and themanager is entrusted with the task of finding a new market for launch. The report explainshow Reid Fruits has evolved to become one of the prime exporters of Tasmania and variousproducts they have. There is also analysis of Singapore as an economy. A PESTLE analysishad also been conducted to gauge the macro-environmental factors which is essential beforemaking strategies to enter market. Customer demographics were drawn acquiring data fromvarious research reports and journals available over the internet to come to a conclusion onhow to position the product. The entry mode selected by the manager has also been discussedexplaining the reason for its consideration. 2

Table of ContentsINTRODUCTION4WHY SINGAPORE?5ENVIRONMENTAL ANALYSIS6TARGET CUSTOMER PROFILE8PRODUCT POSITIONING OF REID FRUITS CHERRIES12ENTRY MODE13CONCLUSION14REFERENCES153

IntroductionCherry industry in Australia is a booming industry. With almost six states coveringproduction, and the largest production hubs being Tasmania, New South Wales and Victoria,cherry exports have risen to 30% of the continent’s own production. This number is expectedto touch 50% by 2020. The marketing manager belongs to the company called Reid Fruits(www.reidfruits.com, 2017). Reid Fruits is currently celebrating its 161st year ofincorporation. It has a strong background of fruit farming right from 1856 when it started at avery small scale. The six generations of Reid family own this organization and as of today,there are over 100,000 cherry trees in their property. They contribute largely to the economyof Tasmania. They have become one of the largest cherry producers in Australia. They arealso one of the few excellent exporters. Consecutively in 2014 and 2015, they wereTasmanian Export Awards winner and currently, they have their export markets in Japan,Korea, China, Taiwan and Thailand. The cherries of Reid Fruits owing to the advantage ofmaritime climate in Tasmania are one of the best anyone could get. They are famous for theirsize, colour and hardness. Their cherries are premium and they have several products likeGold Kangaroo, Red kangaroo, Blue Reid Fruits, Reid Fruits Foil, Ruby Cherry Cider invarious quantity packs which are all cherry products. Some are fresh produce, some giftpacks and there is even a low alcohol drink. The marketing manager, after a lot of differentconsiderations has opted to select Singapore as the new export market for Reid FruitsCompany.4

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