Beechworth Honey: Global Marketing Strategies and Market Analysis

This report assesses Beechworth Honey's global marketing strategy, focusing on its expansion into the UK market. It begins with a company overview and then provides recommendations on key marketing decisions, including market selection through segmentation and target market analysis, and the choice of exporting as the mode of entry. The report highlights cost leadership as a competitive strategy and analyzes the marketing mix (4Ps) to promote Beechworth Honey's products. Strengths of the chosen strategies are discussed, emphasizing the benefits of market segmentation, exporting, cost leadership, and the integrated marketing mix. The report concludes that global marketing is crucial for Beechworth Honey and provides a roadmap for successful expansion, with Desklib being a valuable resource for students seeking similar reports and study tools.

Global Marketing
Assessment Task 3

Executive Summary
This report presents the concept of global marketing by applying international marketing theories
and concepts in the workplace. The chosen company is Beechworth Honey. The building on the
environmental analysis has been done in Assessment Task 2 and based on that, it includes a
recommendation regarding market selection, competitive strategies, mode of entry, and
marketing mix strategies. This report helps in analyzed the best information that has been
gathered by Beechworth Honey to make more outcomes on behalf of market development. It
also helped in demonstrate the findings with the strengths of arguments that have been developed
with the strategies. The market development and marketing strategies have been analyzed of the
Beechworth honey to build effective sides that foster the images in need to develop the best
report with the best arguments and findings.
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Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Company Overview.........................................................................................................................5
Recommendations on Marketing Decisions....................................................................................6
a). Market Selection.....................................................................................................................6
b). Mode of Entry.........................................................................................................................6
c). Competitive Strategies............................................................................................................7
d) Marketing Mix Strategies........................................................................................................8
Strengths of Arguments/ Findings.................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
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Introduction
Beechworth Honey takes several decisions and adopts a strategy to take a place in the market and
provide better services to the customers. The market selection is the starting part that must be
decided by the company to focus on the one market that will be helpful for them. The mode of
entry of the Beechworth has been analyzed in the report to examine the best images with a
different source of identification. The competitive strategy and mixed marketing strategy have
also been associated with the context of the company. This report helps in understanding the
basic requirements that have been adopted by the company to reach out to the full growth in the
marketplace (Freedman, 2015, p.15).
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Company Overview
Beechworth Honey is a leading Australian company and popular in honey producers in the
country. They are planning to expand the business with proper strategies that have been engaged
with UK marketers. . It is a family business engaged in honey producing for the last 130 years
and has been grown in the domestic market. Now they will pan to create a place in the global
market by applying various strategies and market segmentation that qualify the same aspects that
showcase the impact on the expansion of marketing and strategies in the UK market ( Leonidou
& Hultman, 2019, p. 102).
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Recommendations on Marketing Decisions
a). Market Selection
Marketing strategies should not be adopted for products but the markets. The market selection
can be done based on the target market and market segmentation for selecting the international
or global market. Beechworth Honey focused on the Market Segmentation that provides a clear
understanding of the market based on nature, product sales channel, and format of packaging.
Market Segmentation develops the effective functions for the Beechworth Honey that provides a
clear image of the UK market so that they can advance their business in need to utilize some
aspects. The company also fosters on Target Market that must utilize the images with existing
predictions along with the market attractiveness that helps in compute the best record to provide
the main functioning in the market. The application and Beechworth Honey focus on the main
factor that qualifies the factors according to the demand trends and price index (Karpova &
Chupina, 2015, p.63). The market selection has been done through the market segmentation and
target market that helps in providing a clear understanding of the UK market with all the
dimensions of business environment analysis. It helps to gain the best factors for the Beechworth
Honey to complete the requirements.
b). Mode of Entry
Beechworth Honey has grown from a small primary production that establishes an effective
mechanism for the generic promotion that choosing to take up the option of entering in the
market. The marketing plan of the Beechworth Honey involves the Exporting. The quality of
exports and average price helps in adopting the measurable features to shape the knowledge and
criteria with new entry mode.
Exporting has been adopted by the Beechworth Honey to clarify the needs that develop the
effective images in need to enter in the market. It helps in developing the best images that
increase the demand for honey in the UK market. The market has been increasingly important for
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the company that carries out the best images with fraudulent labeling (Xu & Coatney, 2015,
p.1).
It helps to increase the sales of products and services in foreign countries that are sourced out by
the mode of entry that firms avoid expensing the establishing operations in the new market. It
helps in categorizing the contractual agreements to expand the services with scaling the home
country. It is the most popular entry mode that targets the market with complex strategies such as
Foreign Direct Investment (FDI). It helps in venturing the Beechworth Honey into a different
world.
c). Competitive Strategies
Beechworth Honey adopted Cost Leadership as a competitive strategy. The cost leadership
strategy aims on several factors. It includes-
 Exploit scale of production
 Advanced technology
 Well-defined scope
 Highly standardized products
This strategy helps in establishing a competitive advantage by having the lowest cost of
operation in the market. It also brings several changes in the Beechworth Honey that qualifies the
different set of data to driven the efficiency of the company. The size, scale, and growth must be
adopted to recognize the best place in the UK market. They can reach a high level with the help
of a cost leadership strategy to gain maximum outcomes ( Surdu, et, al., 2018, p.342).
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Figure 1Competitive Advantage
Source: By Author, 2020.
Cost Leadership is adopted for the chosen company for the competitive strategies. It includes
various opportunities to grab the position. The Beechworth Honey is likely to achieve –
 High level of productivity
 Access to most effective distribution channels
 Use of bargaining power
 High level of capacity utilization
 Effective use of technology
d) Marketing Mix Strategies
The marketing mix strategy involves 4 Ps of market development that is commonly used by all
companies. The Beechworth Honey also adopted the same functions to promote their products
and services to meet the standard criteria of the UK market. The marketing mix strategy is a set
of marketing that is used to promote the services of the company and deciding the right place at
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the right place and the right time. Promotion and Advertising are the key aspects of the
company to produce effective factors with the help of 4 Ps.
Product- The products involve that the goods and services offered by Beechworth Honey to its
customers. It helps in contains the best measures that focus on demand functioning with proper
outcomes of the resources. For Example- Quality, design, and features of the product.
Price- It includes the price that has been paid by the customers to purchase the product of the
company. It must be centralized in the advertisement according to the best factors that are
identifying to generate in the UK market with the most effective prices that attract the customers.
For Example- list price, credit terms, and discounts (Sidi, ET. AL., 2018, p. 190).
Place- It is the activities that make the product available for the customers. The place must be
decided in the market segmentation process that highlights the procedure to deal with effective
sources and outcomes. The place is the main factors on which Beechworth have to focus and
adapt their measures to reach out to the maximum number of customers. For Example-
Channels, locations, and coverage.
Promotion- It involves the activities that communicate the features and benefits of the products
to persuade the customer reactions and attention towards the products. It can be done with the
help of advertising, sales promotion, personal selling, etc.
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Strengths of Arguments/ Findings
Some certain arguments and findings have been placed to recognize the Beechworth Honey
market strategies that have been adopted to take place in the UK market. It involves-
 The market segmentation and target market are selected as a market selection in which
they need to focus on different segments that help in gain the best advantage of the
Beechworth Honey and make them more sensitive to compete (Fernandes, 2018, p. 76).
 Exporting has been adopted to enter in the market with vulnerable items to sources out
the different functions. It helps in developing the best practices that increase the demand
for honey in the UK market. It also helps to increase the sales of the company.
 Cost leadership strategy provides an effective focus on the market in terms of various
outcomes. It provides a clear understanding that is associated with a competitive
advantage.
 The 4 P’s have been analyzed as a marketing mix strategy that provides a clear
understanding of advertising, promotion, personal selling and may more to take place in
the UK market (Jung & Chang, 2019, p. 6536).
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Conclusion
From this report, it can be concluded that Global marketing has been considered as the best
factor for the Beechworth Honey. The report provided a recommendation on the marketing
strategies that has been adopted by Beechworth Honey to expand its business in the UK market.
It needs to develop the best position in the market with findings. It further explored the market
selection, mode of entry, competitive advantage, and marketing mix strategies that are applied
for evaluating the best aspects with the best identification. It develops a clear understanding of
market strategies and procedures.
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References
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service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of
Management Development, 37(1), 76-87.
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damaging the brand. Journal of Brand Strategy, 4(1), 15-26.
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Jung-Y. L, & Chang H. J. (2019). The Role of Ethical Marketing Issues in Consumer-Brand
Relationship. Sustainability (Basel, Switzerland), 11(23), 6536.
https://doaj.org/article/814fdb8d31164621a8f139bd969e6770
Karpova, S. & Chupina, Y. (2015). PECULIARITIES OF ELABORATING AND MAKING
COMPLEX MARKETING DECISIONS IN UNSTEADY MANAGEMENT
SYSTEMS. Upravlenčeskie Nauki (Online), 5(3), 63-69.
https://doaj.org/article/a6dac7ac35864485b997b38832b09327
Leonidou, C., & Hultman, M. (2019). Global marketing in business-to-business contexts:
Challenges, developments, and opportunities. Industrial Marketing Management, 78, 102-107.
https://www-sciencedirect-com.ezproxy.cqu.edu.au/science/article/pii/S0019850118302876
Sidi, B. A, Haim, H, Abdul M B B, Shahmir S A, Mohd R S. (2018). The mediating effect of
cost leadership on the relationship between market penetration, market development, and firm
performance. Journal of Business and Retail Management Research, 12(3), 190-200.
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Surdu, I., Mellahi, K., & Glaister, K. (2018). Emerging market multinationals’ international
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Xu, X., & Coatney, K. (2015). Product market segmentation and output collusion within
substitute products. Journal of Economics and Business, 77, 1. https://www-sciencedirect-
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