Atlantic Grupa's Strategic Plan for Australian Market Expansion

This project analyzes Atlantic Grupa's expansion strategy into the Australian market. It begins with an overview of Atlantic Grupa and its product lines, followed by an examination of its current business strategies and market presence. The project details the reasons for choosing Australia as a target market, including its political stability, economic opportunities, and access to resources. It outlines the necessary steps for market entry, such as compliance with Australian regulations and business structure adjustments. The project also covers cultural differences, financial considerations, and HR issues. Furthermore, it emphasizes the company's commitment to sustainable development goals, including environmental compliance and community involvement. The project concludes with a discussion of the benefits of expansion, including increased profitability and access to new markets, along with a list of references.

Name of the company: Atlantic Grupa d.d
Group members’ names and student
numbers:
Youtube link:

About Atlantic Grupa and its leadership
 Atlantic Grupa is a multinational company based in Croatia.
 The main products of the company consists of food and beverage
products.

Business strategies
 Direct presence in Croatia, its home
country and six other nations.
 Export model
 Acquisition and merger

Description of the products
 The product line of the company consists
of coffee, beverages, snacks, savoury and
pharma and personal care
 The beverage product line consist of
products like Cedevita and Donut mg.
 The snacks product line consists of Smoki
and Bananica.
 The savoury range of products consists of
Argeta and Granny’s Secret.
 The pharmaceutical product range of the
company consists brands like Bebi and
farmacia

The present size of its market
 Atlantic Grup is a middle scale multinational company having its base
in Croatia.
 The company has direct presence in eight host countries and exports
products to more than 40 countries.

Present process to manufacture, market
and sell products
 Atlantic Group uses advanced food manufacturing technology to
manufacture food and beverage products.
 The company owns manufacturing facilities in several strategically
markets like Serbia and Herzgovania.
 The selling strategy of the company however does not include
ecommerce selling which limits the profitability of the company.

Other relevant information (target
host markets)
 Its competitors like Nestle have global presence and are far more
competitive.
 They are capable of poaching customers from Atlantic, thus capable of
damaging its business.
 This means that present strategy under discussion namely, expansion
into the Australian market would provide the company the much
required boost in terms of business.

A brief brief market history of
Australia
 Australia a politically stable country with a strong and stable
government. It is a constitutional monarchy.
 Obtain registration as per guidance of the Australian Securities and
Investments Commission or ASIC
 The company should also comply with laws and regulations made by
the Australian Trade and Investment Commission, Government of
Australia

Population

Education and income standards

Relevant laws
 The company has to comply with the SafeWork Act while employing
human resources in the country.
 The company should comply with Environment Protection and
Biodiversity Conservation Act 1999

Typical business structure and
operations
 The business structure of Atlantic Group would be restructured as per
the market conditions in Australia.
 Dedicated subsidiary management board which would cater to the
Australian market.