BUS502 - International Marketing Plan for Australian Superfood Co

This assignment provides a comprehensive international marketing strategy for the Australian Superfood Co, focusing on its potential expansion into the Thailand market. It includes a detailed STPD (Segmentation, Targeting, Positioning, and Differentiation) analysis to identify the company's ideal customer base and competitive advantages. The report explores various market segmentation methods, including geographic, demographic, behavioral, and psychographic, to effectively target the Thai consumer market. It suggests a product specialization targeting approach, leveraging the unique natural ingredients of Australian superfoods. The positioning strategy emphasizes clarity, consistency, competitiveness, and credibility to establish a strong brand image. Furthermore, the assignment outlines an international marketing mix strategy, considering product attributes, promotional policies, pricing considerations, and distribution channels to ensure successful market entry and growth in Thailand. This document is available on Desklib, a platform offering a wide range of study tools and solved assignments for students.

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International marketing strategy
Student’s name
Institution affiliate
Date

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Introduction
The primary source of income for the citizens and the government in Thailand is
agriculture. The government earns general revenue from agricultural activities in the country.
Citizens who have engaged their daily making in agrarian activities to form the most significant
percentage of the total population and of the entire working population of Thailand.
The segmentation, targeting, positioning, and differentiation analysis
STPD analysis plays a vital role in any business, in that it helps the producers to get to
their intended customers. Segmentation, targeting, and positioning are gears that bring into line
the company’s products to their target customers. Segmentation divides the customers into
subgroups according to their needs, conduct, etc. Targeting, this is where the company now
aims to serve or sell to a given segment of the entire population of customers. Its easier to deal
with small groups of customers since they have similar needs. Positioning, on the other hand, is
putting up a product picture to customers. It is vital to carry out the STPD analysis to;
I. To minimize the risk of unknown customers, premise and the market fit for your
product.
II. To lay the attention to the rightful buyers, thus making the marketing process faster,
smooth, and efficient.
III. The effectiveness of reaching out to the intended customers is high since all
attention is directed towards a specified segment by their characteristics.
IV. To reduce the company’s expenditures caused by the company selling its product
to the wrong buyers: where the customers hardly require it.
The Australian superfood Co has taken the natural Australian diets to the frontline of the
society’s cooking radar. The company is producing very nutritious foods and snacks that are
super delicious. They generate these foods and snacks from constituents that they get from the
Australian bushes. The Australian superfood co is one amongst the very few companies with

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natural products, and the company is keen on fully establishing its brand to be viewed as one
which has the true Australian uniqueness. This will help the company to stand out amongst
other companies and have insignificantly small threats from the competitors.
Segmentation
Segmentation is a way of partitioning the market into groups according to the needs of
the buyers, conduct, geographical location, etc. Segmentation is an essential concept in
marketing to thrive in a market with competition. To maximize the efficiency of the segmented
groups, you need to subdivide the customers most appropriately. Market segments are supposed
to be quantifiable, reachable substantial & actionable to get your whole attention. To have
efficiently functioning, one opts to use the right segmentation procedures appropriate for the
firm (Choi and Kim, 2015). There are several criteria useful in market segmentation; -
1. Market segmentation geographically
This is a segmentation method where the market is divided into geographical parts
according to the distance from the company. Market segmentation can be in the form of towns,
districts, or nations. Portioning the market in geographical basis helps the producer to serve
people in a common area who tends to have the same needs, or belongs in a specific faith thus
they all have the same expectation of the service or product offered.
2. Demographic segmentation
Demographic segmentation is a market segmentation method which only deals with the
people around. The segments obtained should contain people with the same characteristics.
They can be grouped in various ways, including age, gender, etc. Dividing the customers'
population by demographic segmentation puts the community with similar requirements under
the same bracket of service, and therefore the producer knows exactly the type of product or
service he/she is supposed to offer.

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3. Market segmentation on behavior
This type of segmentation partitions a market into portions according to the people’s
knowledge, attitudes, or the use of the product.
4. Psychographic market partitioning
This method of market segmentation allows the division of the market into segments
based on the consumers' lifestyle, character, and social class.
Targeting
A target market, these are the customers that a firm aims to direct its products or
services and all its marketing energy. A target market is obtained by assessing all the segments
of the market, studying their appeal, and then choosing the number of sections you would wish
to enter. There are several types of targeting according to the preference of the company
(Camilleri, 2018). They include;
a) Single-segment concentration
In the single segment, the firm only focuses on a unit segment and does not limit it,
reaching out to a more significant market portion. The organization gets to learn the needs of
the, thus addressing the needs of the segment becomes easier. This type of targeting has several
advantages since the business concentrations its efforts one given market and this eventually
leads to a clear understanding of the customer’s needs and the firm now can focus on laying
down proper strategies to meet those needs for the customer’s satisfactory
b) Selective portion specialization
In this targeting, the company chooses the number of segments to work on. Each section
is carefully selected according to the organization’s objectives with each segment expected to
be profitable to the business.

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c) Product specialization
In this targeting, the company puts its effort into producing a product that they can sell
to multiple segments. This type of specialty promises a substantial market acknowledgment of
buyers within the company’s product areas.
d) Market specialization
Market specialization aims to sustain a variety of needs of a given segment. The
company earns the active status of serving customers in a given market segment.
e) Entire market coverage
This is also referred to as mass marketing, and here, the company aims to take care of
all the needs of the customers in the market. Here the company produces all the products that
the consumers might need. This targeting method used by big, established firms (Pyo, 2015).
In a country such as Thailand, food production is very competitive due to the diversification
and concentration on agricultural activities in the country. Therefore for a company like the
Australian superfoods, identifying its target market is mandatory to thrive in the highly
competitive market. The company produces a variety of goods which are extracts from raw
materials obtained from the Australian bush. The company makes its product from the
following;- natural fruit extracts, natural herb extracts, gift hampers, raw bars, natural fruit
powders, natural spices and herbs, superfood fruits, and paleo granola. The company products
are all natural obtained from the Australian bush.
The superfood company can, therefore, adopt a product specialization form of targeting.
The company only produces similar goods all from extracts from natural herbs. With this
targeting, the company can sell its products to a large market segment. The company’s product
is open for people of all age and races since these are foodstuff produced from herbs. The
company is outstanding with its products, and this reduces the force of competition for the

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market. Superfoods also takes online orders and does the product shipping to the doorstep of
the consumer. This suggests that superfoods cover a significant segment of the market, which is
as a result of producing a unique product. In a country like Thailand, production of rice is the
most significant economic activity, and this poses an insignificant threat to superfood since the
company majors with fruit extracts and other native extracts.
Positioning
Positioning is the place that the commodity has occupied in the consumers’ minds and
how unique the product is from the competitors’ products. Positioning is essential since it leads
to clearly understanding the buyer’s needs (Andaleeb, 2016). Positioning is done in many ways,
they include;
A. Clarity
The superfood company must have a precise positioning in terms of both the market &
the benefit of differential. The organization should have clear communication via adverts, and
adverts are ways of becoming more creative.
B. Consistency
The organization should not change its positioning, and in case it does this needs to be
communicated adequately to the consumers to avoid the confusion that might arise. Moreover,
the company should transform and be true to its current positioning in case it changes its
original positioning.
C. Competitiveness
The organization should grow and gain a unique set of funds and processes
D. Credibility
Since positioning is a promise the company makes to the buyers, they will need to be
true to it bring in trustworthiness.

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Differentiation
This is the process of identifying the comparison of a product from the other products.
Differentiation produces value, and thus, when an organization uses differentiation strategy, it
brings a perceived benefit. The distinction is a non-price competition, and therefore, the
differentiation strategy helps the organization to compete in regions other than pricing
(Schlegelmilch, 2016).
International marketing mix strategy
The marketing mix is the set of marketing equipment that a company uses to meet its
marketing aims in its segment of the market. There are four primary constituents in the
marketing mix. They include the following;
Product
The basic concepts of marketing are making sure the firm sells more of manufactured
product, and this is only possible if the company aims to meet the demands of the consumer.
The commodity markets the firm to consumers, and thus, the product needs to have unique
attributes to stand out in the market if there is competition. The quality of the product should be
upheld so as not to lower its demand in the market. Also, the product design and branding is
critical in that there is a need for product branding to be appealing to consumers, thus attracting
more customers (Vellas 2016).
The Australian superfood company produces several varieties of the product, including
the Kakadu plum, which is one of the best products that the company provides. The company
sells this product due to its antiseptic properties and exceptional nutritional capability. The
organization also process lime myrtle one of the beautiful Australian shrub whose leaves are
used for leisure purposes. It has some antimicrobial properties that help in fighting diseases by
eating or pressing the leaves into a paste. Apart from the two, the company presents many other

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products which are unique and have their attributes. Many products from the company are
packed in cans of different sizes, and they are the product name, the designs of the packaging
cans are appealing, thus attracts many customers.
Promotions
Organizations should familiarise and standardize their promotional policy and message.
This needs to be done due to the language difference, political environment, cultural and
religious practices in different parts. The promotion procedures used in a given region cannot
be suitable for use in some other areas (Karimi and Naghibi, 2015). A company should do and
complete a PEST analysis before deciding on a promotional exercise in any given market. The
study provides the organization with an understanding of the influences functioning in the new
region earlier before entering it (Hartsfield, Johansen, and Knight, 2017).
The superfood company major on promoting sales, building an excellent public relation,
advertise their product, and analyze the sales force. Although in the new age of electronic
commerce market, the Australian superfood company needs to understand that there is no much
chance of marketing their fruit via the automated market system. This is because the maximum
of the costs done by Thailand customers is surrounded by electronics and media, toys, furniture,
and fashion. The revenue income of food and personal care which is related to that of
Australian super food corporation in the year 2016 was 154 US million dollar, which is never
expected to be around 340 US million dollar.
Pricing
Pricing needs to be given precise attention as it is not easy, and mostly when it comes to
the international market. On the international level, pricing should take into considerations the
price of the product itself in the home market, including static and variable rates. Pricing also
regulates the competition at the market amongst the outcomes of a particular company and the
product of the same kind but from a different company. Companies should also be keen on

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some other factors such as transportation cost, tariffs, fluctuation of exchange rates, currency,
and the economic standing of the nation (Davcik and Sharma, 2015).
The Australian superfood company ships its products and does home deliveries. In this matter,
the pricing of the product is high since the prices of the commodity after shipping should take
care of all addition constraints. In this case, the company should find a way of convenience the
buyers to buy this product regardless of its price. This can be achieved in several ways, which
include warranties and return policy in case the delivered product is defective. The company
should also put into consideration that the Thailand citizens are mostly farmers who can opt to
use the products from their farming instead of going for expensive products. Giving discounts,
increasing the payment period and selling to the buyers in credit form can also make it easy for
the buyers to purchase the product
Place
This is a constituent of the marketing mix that is entirely about the product distribution
to the buyer’s location and within the time limits. The distribution of goods in established
markets includes the commodities being distributed in chain form from the manufacturer to
wholesalers and finally to the retailers (Ananda, Hernández-García & Lamberti 2016).
The Australian super food Corporation, therefore, needs to evaluate the consumer profile before
finalizing their extension in the market of Thailand. The organization also needs to consider the
following; the channels of distribution, deciding on the canals, management of distribution
channels, the effect the marketing mix has on a place. Superfoods should also consider
intermediaries that serve as retailers, wholesalers, and transporters so as the product would
reach the segment in the appropriate time and be distributed to the buyers.
Conclusion
In conclusion, the STPD analysis will help the Australian superfood company in
identifying its target segment of the market. This report recommends a product specialization

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form of targeting since the organization only deals with products from native herbs and fruits.
The report has also highlighted the most appropriate ways of positioning so as the company can
maximize the profit from proper positioning. In the international marketing mix, the company
needs to focus on improving the product, where this can be achieved by enhancing the branding
of the product, packaging, and design. Pricing also is vital and should be determined to favor
both the organization and the company. Promotions can be of unfavorable influence on the
buyers and can also cost the company a lot of money for adverts. Therefore, advertising need to
be done explicitly considering the region.

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References
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