International Marketing Strategies and Analysis: Fruit Grower Report

This report provides a detailed analysis of the Australian Fruit Grower's international marketing strategies, focusing on their operations and performance in the current year. It examines environmental analysis, market entry modes, product positioning, and target customer profiles, including demographic and psychographic considerations. The report highlights the company's strategies for identifying customers, differentiating products, and achieving sustainable growth in the international market, particularly in Indonesia. The study concludes with insights into the importance of understanding customer preferences and adapting marketing strategies to meet market demands. Desklib provides similar solved assignments and past papers for students.

INTERNATIONAL MARKETING

Executive summary
In this study a detailed research is to be conducted in the marketing operations and performances
of the Australian Fruit Grower during the current year. In this context it is also to be added that
the company has developed marketing strategies and methods of the customer and market
identification that are to be included in this study.
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Table of content
Introduction......................................................................................................................................3
Environmental analysis and strategies.............................................................................................3
Market entry mode...........................................................................................................................3
Product positioning..........................................................................................................................4
Target customer profile and reasons for product purchase by the customers..................................5
Conclusion.......................................................................................................................................7
References........................................................................................................................................8
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Introduction
The Australian fruit grower is a company that grows and sales Austrian commercial pear and
apple. It also have advance Australia’s horticultural sector. Apple and pear are the common fruit
consumed by the customers; it creates awareness about the product which help the people to
create awareness about the product. The company’s objective is to grow a sustainable pear and
apple industry. Indonesia is suitable for exporting of apple and pear because the country has huge
demand for the fruits.
Environmental analysis and strategies
Market entry methods are used to enter into the market with a specific plan to provide goods and
services with a motive to earn higher profits. It is important to hold a position in the market to
reduce the competition. Niche marketing helps in surviving the market strategies and it also help
in creating awareness about the product. Marketing strategies also includes the analysis of the
market and potential customer that are able to buy the product. It also includes the analysis of the
present competitor in the market and identifying the strategies to launch the product in the
market to give a tough competition to the present competitor in the market (Morschett et al.
2016).
In order to do this it is necessary to have knowledge about the market before entering the market
and it also involves the knowledge about the trade barrier that will be faced at the time of
entering the market. In context to this being an exporter it need to be considered about the
exporting subsidies. Study of the market also includes the localized price of the product need to
be considered. Timing to entry into the market should be considered so that it will be easier to
sale the product and attract the customer in order to satisfy and meet their need and demand.
Market entry mode
Environmental analysis is necessary for the exporter to enter into the market because it needs
prior set up to start business in different country which includes licensing; license is required to
set up the business in the market of Indonesia. If anyone is pursuing their trading without
permission it will be considered an offence. Entering into the international market includes lots
of trade risk, for example climatic risk, due to the unpleasant weather and unpredictable weather
condition affects the sale of the company. Expanding business in international market also
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involve the risk of sovereign which means at the time of foreign exchange, the foreign central
bank will alter the foreign exchange regulation which will nullify the foreign exchange contract.
It also has liquidity risk; it includes the financial risk of the business in the international market.
The international traders who are interested to serve the market are unable to do so because of
the dissatisfaction of the customer or being new trader to the market have to wind up the
business which need to have high liquidity of the product otherwise they have to suffer a loss.
Cultural risk also affects the business strategies due to the cultural beliefs and attitudes
(Morschett et al. 2016).
Product positioning
Product positioning is considered as a vital part in international marketing because at the time of
entering an international market it needs to be considered that the marketing strategies of
Australian fruit grower must be adequate. In context to this, an adequate strategy will help in
product positioning through keeping the product on the top of customers mind while purchasing
the same kind of product. In order to achieve product positioning in the international market
Austrian fruit grower need to adopt some objectives like differentiating the product from the
competitors so that the customer can identify the product easily (Wu and Naidoo, 2016). In
addition to this address customer the criteria to buy the product and enjoy the benefits of buying
the product from Australian fruit grower. In context to this highlighting the main characteristics
of the product or the company will help to grab the attention of the customer for buying the
product. Product positioning of international marketing includes strategies which are as follows:
Clear message:
Conveying clear message to the customer is an important part of product positioning because it
must be clear the what kind of product it is and it must content the detail about the product which
the customer to choose the product according to their demand.
Easily differential:
The product should be easily differentiated from other similar product present in the market.
Through packing or trade mark of Australian fruit grower which make their product different
from other and which also help their customer to identify the product. Highlighting the strength
of the product and company in order to increase the demand of the product and win the trust of
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the customer. It will also help to grab the attention of the customer and will help to give a tough
competition to the competitor (Wu and Naidoo, 2016).
Clear aim:
Australian fruit grower must have a clear aim which needs to be achieved to run a successful
business in international marketing. Clear goal will help the company to work according to
achieve the target be like customer satisfaction and profit maximization.
Sustainable:
Sustainability in international marketing is an issue for the new companies to survive in the
market because of the excessive competition in international market. In competition market it is
hard to predict that the customer will show interest in consuming the same brand apple or not
due to the daily new schemes introduced by the competitors (Samie et al. 2015).
Trustworthy:
Winning trust of the customer is bit difficult for the new companies setting out in the competitive
market because customer does not want to be a part of fraudulent. In order to win the trust a
company need to respect the advice of the customer and avoid fake promises that cannot be
fulfilled by the given time and the seller should cheat their customer with the product they
purchase.
Meaningful:
The product information and the details of the product must be mentioned properly which creates
a meaningful message for the consumer so that they can buy the product without any doubt. It
will also help to deliver meaningful information which will help to connect the consumer
(Eteokleous et al. 2016).
Target customer profile and reasons for product purchase by the customers
The Australian fruit grower is currently focusing on the extensive financial activities and market
expansions during the current financial years. In this context it is to be added that the Australian
fruit grower have identified customer profiles in order expand their market activities. These are
as follows
Demographic
1. Age range:
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At the initial stage the customer profile includes the identifications if suitable age ranges for the
customers who will accept their products and services with proper feedbacks for company
benefits. In this context it is to be added that the Australian fruit grower often chooses the young
generation customers and specially females who are more attached with the marketing activities.
The age range of 21 to 34 is the best customer range for the company.
2. Gender and marital status:
The secondary stage of the marketing of the customer profiles of the Australian fruit grower
includes the identification of the customer according to their gender and marital status. In this
context it is to be added that the Australian fruit grower identifies their customers for their
product identifications services offerings. It is observed that get married male customers are the
ones that provides special attentions to the company's products and services advertisements. This
is mainly because the male section of the society maintains the household requirements and
budgetary requirements of the house and thus they seek for the appropriate option for such
activities.
The customers of the country would buy the products if the Australian fruit grower is able to
provide their best product and services according to the customer’s likings and market
expectations. In this context it is also to be added that the Australian fruit grower should also
provide moderate price ranges for their product and services (Yeniyurt et al. 2015).
Psychographic
1. Media planning
The initial stage of the customer profile on the basis of psychographic aspects includes the media
planning in order to gather the information and locations regarding the customer preferences.
The media planning includes the segments regarding the customer preferences and market trends
regarding the years marketing operations (Wu and Naidoo, 2016).
2. Customer locations
The secondary stage includes the customer location identifications. The locations based customer
identifications are required in order to know the exact require are of the customer on regional
basis over the years. In this context it is to be added that the Australian fruit grower identifies the
customers according to the geographical requirements of services (Papadopoulos and Heslop,
2014).
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Conclusion
The study included the detailed research on the Australian fruit grower company's marketing
operations and strategies over the year. This is mainly done in order to know the exact
requirements and preferences of the customer and marketing essentialities. The tasks also
included the segments regarding the Australian fruit grower company’s marketing strategies that
reflect the detailed marketing operations and accurate results.
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References
Eteokleous, P.P., Katsikeas, C.S. and Leonidou, L.C., 2016. Review of research on csr in
international marketing: 1993–2013. In Let’s Get Engaged! Crossing the Threshold of
Marketing’s Engagement Era (pp. 683-684). Springer, Cham.
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international management (pp.
978-3658078836). Springer.
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Samiee, S., Chabowski, B.R. and Hult, G.T.M., 2015. International relationship marketing:
Intellectual foundations and avenues for further research. Journal of International Marketing,
23(4), pp.1-21.
Wu, T. and Naidoo, V., 2016. The Role of International Marketing in Higher Education. In
International Marketing of Higher Education (pp. 3-9). Palgrave Macmillan, New York.
Yeniyurt, S., Townsend, J.D., Cavusgil, S.T. and Ghauri, P.N., 2015. Mimetic and experiential
effects in international marketing alliance formations of US pharmaceuticals firms. International
Business Strategy: Theory and Practice, p.323.
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