Analyzing Gourmet Garden's Target Markets in Australia & China

This report provides a detailed analysis of the target markets for Gourmet Garden, an Australian company specializing in organic spices, herbs, and related products, in both Australia and China. In Australia, the target market includes business customers such as restaurants, smaller spice companies, food processing units, and retail chains like Woolworths and Coles, as well as individual customers who prefer organic spices, particularly middle and upper-middle-class consumers and health-conscious individuals. In China, the target market similarly encompasses business customers, including wholesalers, retailers, and the extensive indigenous food processing industry, with product preferences varying regionally based on climate and culinary traditions; individual customers in China are also targeted based on their preferences for different types of spices, ranging from hot spices in colder regions to cooler spices in warmer areas. The report emphasizes the importance of understanding regional variations and customer segments in both markets to effectively market Gourmet Garden's products.

Running head: INTERNATIONAL MARKETING
International Marketing
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Answer 1:
Target market of Gourmet Garden in Australia:
The target market of Gourmet Garden in Australia would be both business customers and
domestic customers. Gourmet Garden is a firm based in Queensland, Australia which markets
organic spices, herbs and mixtures of both. The firm obtains fresh spices and herbs and
manufactures pastes, powder and semi-dried cakes. It also provides tips on preparation of food,
garnishing and flavoring. Considering these facts, the target business customers of the firm can
be restaurants which can obtain its products to use them in their food preparations
(independent.co.uk 2018). The business customers of Gourmet Garden can also consist of spice
making companies of smaller sizes which obtain spices from bigger companies and market them
in smaller packets. The business customers of the firm can also consist of food processing units
which make spice pastes, pickles and ready-to-cook food items (fas.usda.gov 2018). The retail
chains in Australia like Woolworths and Coles are also important business customers of Gourmet
Garden. The other group of business customers of Gourmet Garden consist of retailers and
wholesalers which distribute its products in the markets.
The target market of Gourmet Garden in Australia consists of individual customers who
buy the spices from the firm. These target domestic individual customers mostly obtain the
spices and pastes from the retail chains like Coles.
The target individual customer segment of Gourmet Garden also consist of people who
prefer organic spices and spice pastes. Here it can be pointed out that the target customer
segments of the firm consist of middle and upper middle class people who are ready to spend
money to acquire organic spices (Monczka et al. 2015). One can also point out that the customer

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segments of the company also consist of the health conscious Australian people who prefer
organic spices to the ones with chemicals.
Target market of Gourmet Garden in China:
The target market of Gourmet Garden in China would consist of both business customers
and individual customers. The business customers of the firm, just like the Australian market
consists of wholesalers and retailers. China has a huge indigenous food processing industry. The
firms in the industry would provide a business customer base to Gourmet Garden to market its
products and earn huge revenue (businessinsider.com 2018). However, the preferred products of
the Chinese customer segments would vary from one part of the country to the other. For
example, the restaurants situated in the northern part of China would prefer chilli based products
since the area is cold. The southern markets would prefer basil keeping in tune with the warmer
climate.
The individual customers of Gourmet Garden would consist of individuals who purchase
organic spices. The Chinese people eat variety of spices and food products. Hence, the target
market of the firm would vary according to the customer segments (independent.co.uk 2018).
The customer segments in the hilly areas may prefer hot spices while the customers in the
warmer areas may prefer cooler spices.

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References:
Fas.usda.gov. 2018. China: Food Processing Ingredients | USDA Foreign Agricultural Service.
[online] Available at: https://www.fas.usda.gov/data/china-food-processing-ingredients-0
[Accessed 22 May 2018].
independent.co.uk. (2018). The nuts-for-spices crisis: How a complex supply chain makes
tracing dodgy food difficult. [online] Available at: https://www.independent.co.uk/.../the-nuts-
for-spices-crisis-how-a-complex-supply-ch... [Accessed 22 May 2018].
Jacobs, S. 2018. How China's food factories feed 1.4 billion people. [online] Business Insider.
Available at: http://www.businessinsider.com/china-has-a-massive-food-industry-2016-1
[Accessed 22 May 2018].
Monczka, R.M., Handfield, R.B., Giunipero, L.C. and Patterson, J.L., 2015. Purchasing and
supply chain management. Cengage Learning.