International Marketing: Company Overview, Consumer Profile, STP and Marketing Mix Strategy

This document provides an overview of international marketing, focusing on the agriculture sector in Australia. It discusses the company and product overview, industry sector profiles, consumer profile, and the development of STP and marketing mix strategy. The document also explores the potential for expanding the business in Japan.

International Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
Company and product overview.................................................................................................3
Industry sector profiles ...............................................................................................................3
Consumer profile and development of STP and marketing mix strategy....................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
The international marketing is termed as a application the principles of the marketing so
that it can satisfy the needs as well as requirements of several people across all over the national
borders. The international marketing is undertake activities more than one countryr (Amankwah-
Amoah, Boso. and Debrah, 2018).. It is also known as Global marketing such as marketing mix
as well as designing all over the world. The first foremost decisions that a firm has to go
international or not. The firm may not globalize due to its huge share of domestic marketing as
well as unable to learn the new laws as well as regulation of the international market. Present
report focuses on Agriculture sector of Australia ,Company overview, Consumer profile and
development of STP and marketing mix strategy as well as Marketing mix strategy.
Company and product overview
The Australian Agricultural Company is a public listed firm. Within 2018 as it operates feedlots
as well as farms covering all around seven hectares within land in Northern Territory ans
Queensland. It has around staff of 500 as well as operated 24 cattle stations that consist of beef
cafe of 565,000.
Firms provides a grant million acres as well as charter from England . It was began in 1824
( Australian Agricultural Company) accompanied to improve as well as cultivate as well as
improves the lands of the Australia. In today's world it can be known for its beef brands as it care
around 7 millions hectares of hectares of prime Australian pasture, and its passion and
commitment for beef production. It also provides Mitchell grass as well as grain finished blends.
It is Rich within marbling and also delivers a signature brand and also offers a experience which
is timeless called as Westholme (Wang and et.al., 2018).
It is stated that it expand its business in Japan improve their products and other
policies24 cattle stations, 2 feedlots which around 565, 000 beef cattle While making distribution
plan, it focuses and analyse that whether making available to all products to target customers
directly or partnership with other distribution sellers can help it out in accomplishing its goals.
After analysing all factors, it uses direct delivery of products to customers because customers in
this industry prefer easy availability. focuses on price penetration strategy . Promotion can be
done in Japan as it focus on digital marketing promotional sources r (Amankwah-Amoah, Boso.
and Debrah, 2018)..
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Industry sector profiles
Agriculture sector of Australia
Australia is one of the major exporter and producer that has around 325,300 employed within
agriculture,fishery,forestry of February 2015. Agriculture is closely related to the sectors that
earns around $ 155 billion -a -year for around 12% share of the GDP (Laurie and et.al., 2018)..
Graziers and farmers owns 15,997 farms as well as covering around 61% landmass of the
Australia. Approximate 65% of the farms across the Australia it belongs to the several states,
accompanied 23 % are still owned by tribes. It is the one of the largest employer within
Australia as it gives around 350,000 Jobs within 2010 – 2011. It also represents input into many
industries. Exports markets takes the bulk of the Australian beef,wheat, sugar,cotton as well as
wool production. Domestic markets are also vital than exports for the dairy products,
pulses,mutton as well as horticulture crops. Around 70 percent of the farms of the Australia is
exported. Australian farm also operates within an open economy with no domestic price or little
domestic price support. So here the incomes of the farmers are closely interlinked to the
movements within exchanges rates and international prices. Also Australia also impact on the
prices of the market as well as exception being wool (Geap, Govindan and Bathmanathan,
2018).. Cycles within commodity prices have a important impact on the economic conditions as
the largest fluctuations within the sector of the Australia as well as underlying trends over the
last 20 years It can also narrow down diversified and large target audience into specific defined
groups. . This can combined within the rising inputs that resulted within the pressures for the
producers so that it becomes very efficient as the farmers of the Australia are considered as the
most productive within world.
Australians has a middle class population who are also health conscious. They also have the
large amounts of the first class as well as safe products and at the same time are very conscious.
It is noticed that the large retailer are concerned about the safe food and environment. They are
very well aware about to eat food that taste good as well as grown within a biological fashion
accompanied by very small amount of the low chemical inputs. They use the methods such as
hydroponic as a method regarding growing of the vegetables without the help of the soil as well
as delivers on all of these counts. Currently within Australia ,green house investment can be
driven by the demand of the consumer (Amankwah-Amoah, Boso. and Debrah, 2018).
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Consumer profile and development of STP and marketing mix strategy
Consumer are considered as the key to marketing activity which can help company in
accomplishing goals and becoming success. With the help of marketing strategy, Australian
agricultural company can identify needs of their customers and can gather all relevant
informations.
STP strategy
With the help of applying segmentation, targeting and positioning, this company can
identify buying patterns of different set of customers which include: demographic, geographic
and psycho graphic. One of the main aim of using this strategy is to target the best and suitable
customers as per the type of products (Wang and et.al., 2018).
Segmentation
Development of Australian agriculture company is mainly depend upon the segmentation
strategy. One of the main aim of segmentation is to understand buying behaviours of customers,
identifying their needs and other factors. It can also narrow down diversified and large target
audience into specific defined groups. It can also help this company in understanding all
demographic, geographic, psycho-graphic and behavioural. It is stated that this company use
geographic segmentation according to which it targets people of specific region, country and
city.
Targeting
After identifying the main segment, it is important for this company to target customers
as per the type of products. Targeting function can be made successful by evaluating commercial
attractiveness as well as growth potential of identified segment. It is stated that this company
wants to expand its business in Japan and providing its services to people of Japan, So, the main
target of this company is Japan and their people (Wang, 2016).
So, from the above discussed strategy, it can be said that, Australian agricultural company can
enter and expand its business in Japan in an efficient manner as it is clear about its target people.
Marketing mix strategy
Marketing mix is one of the other main strategy by which company can compare all
elements of marketing mix with other companies and improve their products and other policies
accordingly. All details of company regarding marketing mix which will also help it out in
expanding business in Japan include:
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Product: In the context of products, it is stated that this Australian agriculture company
operates around 24 cattle stations, 2 feedlots which around 565, 000 beef cattle. It is stated that it
focuses on maintaining quality and features of all its products and services in order to satisfy
customers (Geap, Govindan and Bathmanathan, 2018).
Pricing: It is stated that this company mainly focuses on price penetration strategy. As
per this strategy it identifies pricing strategy of all its competitors than use lower prices. Based
on discounted and this pricing strategy it enjoys market share.
Place: While making distribution plan, it focuses and analyse that whether making
available to all products to target customers directly or partnership with other distribution sellers
can help it out in accomplishing its goals. After analysing all factors, it uses direct delivery of
products to customers because customers in this industry prefer easy availability.
Promotion: Promotion is considered one of the most important element of marketing
mix. It is also said that the success of marketing activity mainly depend upon effectiveness of
this element. It wants to promote its business in Japan so, it is important for this company to
make an effective use of sources of promotion. It is stated that this company use: television, print
and radio advertising. But it should focus on digital marketing promotional sources (Laurie and
et.al., 2018).
So, from the above, it can be said that excepting promotional activity, this company has
effective elements. Pricing, place and products are quite effective which can help it out in
expanding business and taking competitive advantages.
CONCLUSION
From the above study, it has been summarized that marketing strategy played a vital role
in an organization. An effective marketing strategy allow customers and companies in
accomplishing goals by comparing own products, pricing strategy, place, promotional strategy
with other companies. Further, it has also shown importance of industry analyses by which
company identify current trends of the industry, consumers' needs, tastes and all other factors
which can impact performance of an organization in both positive and in a negative manner.
Consumer in retail sector played a vital role as they are considered one of the main important
resources and key of the success. Understanding consumers behaviours and identify the best
group of people or customers as per the nature and type of products. This study has discussed
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some ways of analysing features of products for influencing customers and motivate them to buy
products and services in order to increase sales.
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REFERENCES
Books and journals
Amankwah-Amoah, J., Boso, N. and Debrah, Y.A., 2018. Africa rising in an emerging world: an
international marketing perspective. International Marketing Review.
Geap, C.L., Govindan, S. and Bathmanathan, V., 2018. Green marketing mix on purchase of
green products in Malaysian perspective. Journal of Global Business and Social
Entrepreneurship. 4(12).
Laurie, A. and et.al., 2018. Australian agriculture: an increasingly risky business. Australian
Farm Institute.
Wang, C.H., 2016. Integrating correspondence analysis with Grey relational model to implement
a user-driven STP product strategy for smart glasses. Journal of Intelligent
Manufacturing. 27(5). pp.1007-1016.
Wang, L. and et.al., 2018. Strategy optimization for static games based on STP method. Applied
Mathematics and Computation. 316. pp.390-399.
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