International Marketing: BAIADA Poultry's UK Market Selection Report

This report explores BAIADA Poultry's potential entry into the UK market, focusing on opportunities arising post-Brexit. It assesses the competitive landscape, highlighting key competitors like 2 Sisters Food Group and Cargill, and analyzes the potential impact of Brexit on poultry prices, suggesting a possible increase of 3.85%. The report also examines the financial status, noting the increasing consumer preference for chicken and the UK's growing GDP, which could benefit BAIADA Poultry. Furthermore, the socio-cultural environment is considered, emphasizing the rising health consciousness among UK consumers and the demand for chicken. Innovation opportunities, driven by the UK's technological advancements, are also discussed, alongside the company's free-range chicken concept, which aligns with environmental concerns. The report concludes that exporting to the UK market could significantly expand BAIADA Poultry's customer base and improve profitability.

Running head: MARKETING
MARKET SELECTION WITH JUSTIFICATION AND OPPORTUNITY STATEMENT
Name of the student
Name of the university
Author note

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The purpose of this study is to shed light on describing the market opportunities can be faced by
the company while entering in the UK market. In the market opportunity analysis process, the
study has highlighted the position of the competitors and those operational impacts on the growth
process of the company. In order to enabling the competitiveness in the market, marketing
opportunity analysis process can play an effective role. In order to accomplish the organizational
objectives, the market opportunity analysis process helps to understand the situation in both the
internal and external environment.
Industrial analysis
In the competitors analysis, it has been identified that in order to exporting its products to the UK
market, BAIADA POULTRY may face threats from 2 Sisters Food Group, Graig Farm
Organics, Highbury Poultry, Moy Pork, Cargill and Banham Poultry. Analyzing the competitive
environment in the UK poultry industry, it has been identified that after the post Brexit scenario,
the price may increase 3.85%, which can help the company to increase its market share. Free
trade agreement between the two countries like Australia and UK, it can be beneficial for the
company to develop effective export business with UK. On the other hand, it is also true that
large numbers of people have started investing on the case of the poultry industry, which can
bring the benefits for the company (Rural Funds Group, 2017.). Comparing the price of Chicken
in both the countries, it has been identified that in Australia, Chicken is much cheaper in UK
market. In that case, developing the business in the UK market can be profitable for BAIADA
POULTRY. It can be concluded that based on the current market opportunity analysis, it can be
said that by exporting products in the UK market, not only the customer base of BAIADA
POULTRY will get increased, but also it can play an effective role in terms of bringing the
higher rate of profitability in the market.

2MARKETING
Market opportunity analysis
Analyzing the opportunities in the market, it can be said that industrial factors are the important
contributors that can help to ensure the positive profit growth.
Market situation
After the Brexit vote, it cannot be denied that the business communication between the EU and
UK have got affected. Due to the lack of interaction between both the countries, it becomes
easier for others countries in case of developing business with these companies individually.
Therefore, it can be said that the Brexit incident has brought increasing sales rate of 10.87% in
whole carcass and 26.85% in chicken breast (Part et al. 2016).
Financial status
Analyzing the changing consumption trends of the consumers, it cannot be denied that people
have become highly health conscious. In that case, analyzing the meat consumption trends in the
global market, it has been identified that after the year 2005 the demands for chicken meat in all
over the world have got increased compared to other meats. On the other hand, it cannot be
denied that increasing GDP rate in this country, the consumption trends can help to BAIADA
POULTRY to expand its business in the market. Analyzing the core market benefits of BAIADA
POULTRY in the UK market it can be said that developing the standard distribution of the
products through wholesalers and supermarkets, near about 25% of market share can be gained
by the company (Rural Funds Group, 2017). Comparing the price of Chicken in both the
countries, it has been identified that in Australia, Chicken is much cheaper in UK market. In that
case, developing the business in the UK market can be profitable for BAIADA POULTRY.
Labor market

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Analyzing the socio-cultural environment in UK market, it has been identified that economic
growth opportunities in the market has not only brought the changes in consumption trends but
also people have become aware of the health issues due to high consumption of red meat. On the
other hand, analyzing the socio cultural environment in this country, Chicken meat has become
the basic needed product in the market. In that case, exporting meat in the UK market, it can be
easier for gaining high rate of profitability with its fresh quality of chicken meat. On the other
hand, employment standard as well as strict customer satisfaction regulation in the country can
create opportunities for maintaining the quality standard in the market. On the other hand, with
the increasing numbers of skilled employees, it can be easier for the company to expand its
business in the UK market.
Innovation opportunities
Due to increasing growth opportunities in the market, the technological innovation has not only
improved the networking system in business, but also developing the good communication
between the customers and the employers, it has improved the business operational
infrastructure. Analyzing the technological environment in UK it cannot be denied that UK is
being considered as one of the technological developed countries in the globe. In that case,
standard infrastructure as well as standard networking system in the country can bring various
opportunities for BAIADA POULTRY to export in the UK
Land
As the company has decided to introduce free range chicken in the market, in that case, it can not
only help to gain the market competitiveness but also it may play an effective role in terms of

4MARKETING
reducing the chemical uses on the environment. Therefore, the free range chicken producing
concept of BAIADA POULTRY, can help it to maintain an uninterrupted export business in UK.

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Reference list and bibliography
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Part, C. E., Edwards, P., Hajat, S., and Collins, L. M. 2016. Prevalence rates of health and
welfare conditions in broiler chickens change with weather in a temperate climate. Royal Society
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2019]
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