MKT20023: Market Analysis of the Australian Economy Report

This report presents a market analysis of the Australian economy, focusing on the potential for Kathmandu's expansion within the retail industry. It examines the business perspective, competitive landscape, and consumer behavior in the Kathmandu region, aiming to determine the feasibility of introducing Australian Blue Cream cheese. The analysis includes an executive summary, background information, product positioning, brand strategy, and channel management considerations. The report evaluates various marketing variables, distribution channels, and target markets to understand the dynamic market changes and consumer expectations. It also explores the use of intermediaries, brand strategies, and the importance of understanding consumer behavior to ensure successful market penetration. The report concludes with references to support its findings, offering a comprehensive overview of the Australian market and its implications for Kathmandu's marketing strategies.

Running Head: MARKET ANALYSIS OF THE AUSTRALIAN ECONOMY
Market analysis of the Australian economy
Name of the student
Name of the university
Author’s Note

1MARKET ANALYSIS OF THE AUSTRALIAN ECONOMY
Executive summary
The very sole purpose of undertaking this report is to analyse the business perspective of
the Kathmandu region and the positive market surrounding that stays within the hand of the
Kathmandu market. The use of the various market analysis will be undertaken to understand as
of whether the market of the Aussie consumers is favourable for the formulated marketing plan
of the Kathmandu market. On the other hand, the evaluation of the rival firms and that of the
various diversified product offerings will be undertaken to understand the extent to which the
market is favourable for the Kathmandu business officials.
A cohesive analysis of both industry and market will be undertaken to understand the
dynamic market changes and that of the consumer’s tastes and that of their expectations from
that of the existing and that of the new firms within the consumer market. Besides, the
distribution channel ad that of the targeted market and the reason for targeting such a market will
be outlaid within this specific report. Besides, the evaluation of the various marketing variables
will be undertaken they are as market, product, company, intermediary, environmental and
behavioural variables.

2MARKET ANALYSIS OF THE AUSTRALIAN ECONOMY
Table of Contents
Introduction......................................................................................................................................3
Background......................................................................................................................................3
References........................................................................................................................................6

3MARKET ANALYSIS OF THE AUSTRALIAN ECONOMY
1.1. Introduction
According to the author (Shen et al., 2014), since there is a large presence of the number
of the supermarkets in Kathmandu, the aim is to penetrate the food industry and introduce
Australian Blue Cream cheese over here. As there is competition, but the consumer market has a
deep interest in the innovative and healthy product offerings. Supermarket chains like that of the
Aldi and that of the Coles will not allow any market to obtain a major proportion of the market
share. Since they have been operating for a longer period of the time, the market has been able to
capture a major proportion of the market share. This set of the consumers are the loyal
consumers of the market such that they hardly have any desire to opt for any other set of
alternative product offerings.
2.1. Discussion
Background
The objective for the formulation of the new market for Australian Blue Cheese in
Kathmandu will be undertaken within the retail industry. The use of the marketing professional
will be undertaken; this professional will be hired because of the extent of the knowledge that
stays within the individual hands, this set of knowledge lacks within the hand of the Kathmandu
marketer. The professional will guide regarding the hiring of the local logistics and that of the
suppliers of the market.
1. Product positioning:
1.1. Positioning Statement
Blue Cream Cheese that is easy on your Pocket and which Melts in your Mouth

4MARKET ANALYSIS OF THE AUSTRALIAN ECONOMY
Product positioning will be undertaken in an area where the number of rival firms is less.
Moreover, the purchasing power of the consumers of the economy is very strong which means
that the business prospects are higher in the region. The main target of consumers will be higher
income people who can afford imported products like Australian Blue Cream Cheese.
Brand strategy:
The use of cultural traits will be undertaken by bringing out the cultural norms in the eye
of the Aussie consumer market. Each of the product offerings will be connected to the cultural
background of Kathmandu such that the interest of the consumers takes place to at least have a
closer looks at the diversified category of product offerings (Steenkampet al., 2017). Besides, the
use of the billboards, banners will be used as it’s a startup firm the use of the celebrity
endorsement and participating within the promotional event cannot be undertaken because of the
higher requirement of the cost.
Besides, the consumer will be given an additional commodity when they purchase in
bulk.
Channel management:
The Australian Blue Cream Cheese will be sold with the help of intermediaries. The joint
partnership of the local retailer will be undertaken as the knowledge, and the guidance of the
local retailer will pave the way for the concerning business firm. However, this will be
undertaken upon the introduction of the formal agreement where the rules, policy, terms and
conditions will be outlaid in brief. Slowly gaining pace and obtaining the channel that the local
retailer makes use of, the objective would be to attract those consumers who are the potential
consumers of the local retailer firm. After gaining a major proportion of the market share, the

5MARKET ANALYSIS OF THE AUSTRALIAN ECONOMY
aim would be to shift towards targeting the other segment of the consumer market (Kozlenkovaet
al., 2015). The next plan would be to form a hand with that of the local distributors for making
the delivery to the doorsteps possible upon the request of the potential consumers of the market.
Figure: Retail prediction for the year 2018, in Australia
Source: Created by the researcher

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References
Allen, D., 2015. The sharing economy. Institute of Public Affairs Review: A Quarterly Review
of Politics and Public Affairs, The, 67(3), p.24.
Dawson, J.A., 2014. The Marketing Environment (RLE Marketing). Routledge.
English, K., Toms, L.M.L., Gallen, C. and Mueller, J.F., 2016. BDE-209 in the Australian
environment: desktop review. Journal of hazardous materials, 320, pp.194-203.
Kozlenkova, I.V., Hult, G.T.M., Lund, D.J., Mena, J.A. and Kekec, P., 2015. The role of
marketing channels in supply chain management. Journal of Retailing, 91(4), pp.586-609.
Navarro-García, A., Arenas-Gaitán, J. and Rondán-Cataluña, F.J., 2014. External environment
and the moderating role of export market orientation. Journal of Business Research,
67(5), pp.740-745.
Shen, B., Ghatikar, G., Lei, Z., Li, J., Wikler, G. and Martin, P., 2014. The role of regulatory
reforms, market changes, and technology development to make demand response a viable
resource in meeting energy challenges. Applied Energy, 130, pp.814-823.
Steenkamp, J.B., 2017. Global brand strategy: World-wise marketing in the age of branding.
Springer.