International Marketing Report: Fruity Fun's UK Market Strategy

This report provides a comprehensive international marketing plan for an Australian fruit grower, Fruity Fun, aiming to expand its exotic fruit business into the United Kingdom. The report details the selection of the UK market based on high demand for fresh fruits, particularly exotic varieties. It outlines a pricing strategy that leverages the UK market's willingness to pay premium prices, along with a market entry method focusing on UK fruit festivals and potential joint ventures with established companies. Promotional activities are planned, including taste samples and informative slideshows highlighting the health benefits and natural cultivation methods of the fruits. An environmental analysis, including SWOT analysis, is also included. The report also considers demographic factors, targeting children, adults, and the elderly, and provides real-world examples of successful international fruit marketing strategies. The report emphasizes the importance of customer satisfaction and health benefits in the marketing approach.

Running head: INTERNATIONAL MARKETING
International Marketing
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Introduction......................................................................................................................................6
Marketing plan for selecting United Kingdom................................................................................6
Marketing strategy...........................................................................................................................6
Pricing strategy................................................................................................................................7
Market entry method........................................................................................................................7
Promotional activities......................................................................................................................8
Environmental analysis....................................................................................................................9
Demographics................................................................................................................................10
Psychographics..............................................................................................................................10
Product positioning........................................................................................................................10
Conclusion.....................................................................................................................................11
Reference list.................................................................................................................................12

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Executive Summary
As the very word ‘manager’ suggests, he is someone who has to take care of each and every
tasks, big or small related to the operation and management of the job that he is in charge with.
Any good management plan needs a proper control and implementation and the person who is
responsible for managing the entire operation is known as a manager. Thus, it can be concluded
from this paper that a proper marketing strategy is needed for the proper growth and marketing
of the products. The marketing manager will be very much concerned about implementing all the
strategies and principles that are needed for the business expansion of the Australian fruit grower
in United Kingdom.

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Introduction
The work of a marketing manager is no easy task. As the very word ‘manager’
suggests, he is someone who has to take care of each and every tasks, big or small related to the
operation and management of the task that he is in charge with. Any good management plan
needs a proper control and implementation and the person who is responsible for managing the
entire operation is known as a manager (Duarte and Paull 2015). The manager has to take note of
all the favorable conditions for marketing any particular product. Being a marketing manager,
one has to have a thorough knowhow about all the past, present as well as the future marketing
conditions that might come up and affect the marketing strategy in different ways (Martini et al
2014). This paper will deal with the roles associated with the position of a marketing manager of
an Australian fruit grower (Wafler and Badir 2017). The marketing manager works for an
Australian fruit grower company called Fruity Fun, which excels in the production of a large and
wide variety of exotic fruits like kiwi, pineapple, plantain, pomegranate, tamarilo, rambutan etc.
The marketing manager here will be responsible for sketching out a proper marketing plan for
expanding this business on a global basis. The marketing manager will aim at expanding the fruit
business from Australia to United Kingdom.
Marketing plan for selecting United Kingdom
Marketing strategy
As far as the market for fruits is concerned, a major role is played by the local
farmers and they will initially carry on their cultivation so that their products can directly aim at
the target customers (Taiti et al 2015). The work of the marketing manager was to select a proper

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and suitable country to expand thus business keeping in mind the population and the
demographics of the country. The country chosen is United Kingdom, since there is a very high
demand for fresh and varieties of fruits for the past few years. Moreover, United Kingdom is one
among the well known markets for exotic fruit and fruit products (Kehlenbeck et al 2013). The
majority of the population has a very high demand for the fresh and exotic fruits. Thus is very
much evident from the population of United Kingdom which exhibits such an indigenous culture,
as a result of which naturally creates a demand for different varieties of fruits.
Pricing strategy
As the marketing manager has established that the people of United Kingdom are mainly
concerned about exotic fruits, hence they will obviously have a high demand for it. The per
capita consumption of fresh fruit in United Kingdom is comparatively lower than the
consumption of fresh fruits. Hence, it will be the best place to sale the fruits in return for a good
income. The wholesale commission rate average seven percent whereas the importer commission
rate is five to ten percent. Importing the fruits in U.K will obviously fetch a high amount of
income than any other country since U.K has customers who will accept paying higher prices for
getting supplies of healthy and exotic fruits (Rundh 2013).
Market entry method
The marketing manager was successful in choosing the right country for the expanding the sales
of Australian fruit grower, which was United Kingdom, keeping in mind all the favorable
conditions that are available in that country for the proper sales and business expansion (Soon
2016). A good marketing strategy is one which will have a good entry method. In other words
every new thing needs a good exposure and being a marketing manager it is very useful to know

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how to design the entrance or the launch of a new product in an International Marketing
Channel. As the main aim of the marketing manager was to aim at a large number of targeted
customers , he had to careful about the fact that the products are launched in the U.K market in
such a way that it becomes an eye catcher for all the customers. Hence, the launching or the entry
of the fruits had to be during some big cultural and popular events that have the gathering of a
majority of the U.K population (Dibb and Carrigan 2013). The entry of the variety of exotic
fruits will be done on the famous U.K festivals like the Fruit Fest U.K and the Fruit Festivals.
This strategy is expected to be the most successful and working strategies of all because no other
option can be better than the fruit festivals, where the exotic fruits from Australia can be united
with the happy fruitarians of U.K. As the marketing manager will expand the business on
International basis, hence, he would try and seek some collaboration that is joint venture or
partnership with some already well established fruit companies or other soft drink and F&B
industries that have a large demand for exotic fruits. This will not only give financial aid and
support but will help in gaining a proper platform for market entry.
Benefits of joint venture method
 It will allow this new company to enter into a business expansion in a new geographical
area
 Enables the company with new knowledge and proper business knowhow
 It can also be very flexible
 It also will enable the company to get access to specialized staff and technology
 It will also enable the company to gain new capacity and expert knowledge

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Some Real Life Examples of International Marketing of Exotic Fruits
Wealmoor is a very well known fruit company that exports fresh exotic and tropical fruit
in U.K. In order to expand their market on a global basis, they have used several strategies that
can be adopted by thus Fruit Company as well. Like Wealmoor which particularly has focused
on seasonal vegetables and herbs, this company can also select a particular kind of exotic fruit to
excel in as per its demand in U.K. which will make the business expansion less complicated.
Apart from this, like Wealmoor has developed partnership all around the globe, this company too
will look for collaborations for getting good exposure and support. Like Wealmoor, this
Australian fruit company will also encourage the commercialization of horticulture in U.K and in
other developing countries as well.
Promotional activities
The marketing manager also has to take care of the fact that the promotional activities are
set in such a way that the products are properly promoted and channelized in such a way that the
customers are able to easily know about the products and can easily reach out the products
(Azhar et al 2017). Hence, in order to promote these exotic fruits, different promotional activities
are planned like, having taste samples set up at different outlets, and these samples will be free of
cost so that the customers can easily bet a taste of the exotic fruits and can increase their
purchases. Apart from this there will be slide shows put up at every outlet so that the customers
can get a detailed view of the production process involved (Wafler and Badir 2017). In this
context, the production process mainly refers to the different processes of cultivation and
agriculture in which the fruits are grown (Tansuchat et al 2016). The manager will make sure to

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display all the production processes in those slide shows which would show that the exotic fruits
are cultivated with purely natural and fumigant cultural techniques of soil, ozone free atmosphere
and health friendly production processes.
In this modern day scenario, all the customers are very much concerned about their
health and they are not only looking towards good and innovative products but they are very
much concerned about getting fresh and healthy products as well (Shaver et al 2014). Hence, one
of the major rules that are recorded in the marketing strategy is ensuring the health benefits of
the fruits. The top most priority of the business will be not only in money making or profit
maximizing but in customer satisfaction.
Environmental analysis
SWOT-The strength of this business is mainly the kind of product in which it is dealing and the
country that it has chosen for the business expansion. There is also a very high demand for exotic
fruits in United Kingdom and so this will be a major strength or a big opportunity for this fruit
business to prosper in the one run and it will also be very easy for the business to get the targeted
customers with their market strategies.
Weakness- One of the major weaknesses of this business is the presence of a large number of
alternatives in the market, as there is an increasing demand for exotic fruits in the United
Kingdom; there are a lot of efforts being made all across the world in different countries for
creating a major yield of good exotic fruits and vegetables.
Opportunities-This business has a major opportunity to increase its production by using all the
natural methods of cultivation. By using several natural and cultural techniques of soil and also

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by adopting many new and modern scientific activities, the yield of the total cultivation can b e
increased and the production will be developing not only.
Threats- The threat that can affect this business greatly is the entrance of new firms in the
Market. As the demand of consumers is increasing, is the number of suppliers as well. Hence
there are chances that many new firms can enter into the market and thus give this business a
very tough competition, apart from this, climatic changes can also affect this business a great
deal. If there are some unfavorable climatic conditions like floods, draughts etc then the
cultivation can be hampered a great deal. Apart from this some other areas of concern can be
attack by pests or insects, or any other soil borne infections that might hamper the production or
the cultivation of the exotic fruits.
Demographics
As far as the demographics of UK is concerned, the population has a high demand for
fresh and exotic fruits, as they have an indigenous culture, people from various cultural
background live there and hence they have demands for different varieties of exotic fruits and
fruit products. As the population of U.K comprises of a huge number of people coming from
different cultural backgrounds, their different taste and preference is also reflected in their choice
of food as well. In order to expand the business, the targeted customers are to be selected very
wisely. These exotic fruits are demanded mainly by the children (70% of total population) as
they have the fresh, nutritional food values, next they are demanded by the adults (20% of the
population) who need it as energy supplements and the last is the elderly group of people (10%
of the population) who need some selected kinds of exotic fruits for their medicinal values and
nutritional benefits.

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