BUS502: International Marketing Report on Australian Superfood

This report examines the international marketing strategies of the Australian Superfood Corporation, focusing on its potential expansion into the Thailand market. It begins with an introduction and a business and product overview, detailing the company's commitment to community and its range of superfood products like Kakadu plum and Lemon Myrtle. The report then analyzes industry sector profiles, comparing the Australian bush food industry with the Thailand market. It also delves into consumer profiles, evaluating the Thailand market's consumer behavior and income levels to assess the feasibility of market entry. The report concludes by emphasizing the importance of market research, consumer understanding, and adapting strategies to the specific characteristics of the target market. The report also highlights the importance of understanding the consumer trends and the need to evaluate the consumer profile before making any decisions regarding expansion of the business in a foreign market.

INTERNATIONAL MARKETING

Table of Contents
Introduction................................................................................................................................3
Business and product overview..................................................................................................3
Industry sector profiles...............................................................................................................4
Consumer profiles......................................................................................................................5
Conclusion..................................................................................................................................5
References..................................................................................................................................7

Introduction
The importance of expansion within an organisation and outside an organisation is always
beneficial. We use the opportunity that away and Organisation outside their general business
compound is something that needs to be well understood and evaluated. Determination in
terms of evaluating the changes that require proper attention to be unveiled is something that
will be discussed in the report somehow. The following report will include information
regarding the company and product overview. Opportunities related to the industry sector
profiles which constitutes of the domestic and global sector will also be analysed properly.
The development of consumer profile and proper understanding of the changes that are to be
made in order to expand their organisation will also be discussed.
Business and product overview
The presence of superfood contenders is huge because of the immense amount of beneficial
factors present in them. Australia has always been a place for having a rich amount of
superfoods in their forest and bushes. Aboriginal people used those as the source of medicine
and food (Austsuperfoods.com.au. 2019). The Australian superfood Corporation helps in
celebrating the skills used by the native people in understanding and creating Australian
Bushfood product range. The organisation has a sense of respect and understanding of the
importance that knowledge carries. This very factor of gathering more knowledge helps the
organisation to unconditionally make friends and develop the journey towards a sustainable
organisation. The creation presented by Australian super food corporation has followed in
unique range of food products that are generally and mainly infused with which Australian
Bushfoods. The organisation also makes sure that the product which has a rich amount of
medicinal and healthy component does not go under-recognised in Greater world
(Austsuperfoods.com.au. 2019). The creation research was presented by Australian super
Food Corporation and was headed by dietician Hayley Blieden. The creation presented by the
organisation is all at the basis of distinct flavour and health-enhancing properties of the
product which are so gorgeous that they remain mysterious to most. The taste and the essence
of the nutrition present in the product outweigh many renowned organisational health drinks.
The vision of the organisation is simple towards harvesting and cultivating fruits, nuts, seeds
and herb for centuries to come. They wish to increase awareness, affordability and
accessibility to Australian superfood. The management of the organisation also wishes and
aim to increase their demand for encouraging the Australian to cultivate their own native
product other than importing varieties of foreign product. The organisation is supporting local

communities and growers with the wish that they would refashion what is currently a cottage
industry in a booming trade (Austsuperfoods.com.au. 2019).
The organisation selected for reviewing is Australian super food corporation and they also are
well known because of their commitment to the community. According to the management of
the organisation, decades of Government and Non-governmental programs in services have
failed to minimise the issues faced by the aboriginal. The organisation believes that it is
possible enough to make sure that the situation of the indigenous Australians is improved.
Are a number of the recognised non-profit organisation are helping Australian super Food
Corporation to improve the education of standards of the aboriginal children and to promote
employment among their community. The commitment towards the community by the
Australian super food corporation is through respecting the nature and the way indigenous
have able to secure the land in a sustainable way. Promoting the culture of the indigenous
Australian and self-respect by providing awareness and appreciation is another objective of
the organisation under their commitment to the community. Respecting The Heritage and
respecting the wisdom related to the land preserved by the aboriginal is also a certain factor
which shows a strong commitment towards the community by Australian super Food
Corporation (Austsuperfoods.com.au. 2019).
Now on coming to the products being provided by the organisation the very first and the
well-renowned product being sold is Kakadu plum. This is one of the Australia Star-studded
superfood performers. The organisation makes sure that this product is sold due to its
antiseptic properties and exceptional nutritional capability. From the month of March to June
the local of the aboriginal people in Australia consume this energising product after
harvesting which helps them to quench their trust for fruit. Joint inflammation can be cured
by consuming the sap of the tree throughout the rest of the year. The bark is applied to the
body in order to treat infection, bonds and rashes.
There are many products presented by the organisation but out of this one of the most
important is Lemon Myrtle. It is a beautiful Australian shrub whose leaves are used for
leisure purposes. The antimicrobial properties present in them are used for fighting diseases
by cheating or pressing the leaves into a paste (Austsuperfoods.com.au. 2019).
Wattleseed is one of other many products which have been in use over 40 thousand years
among the indigenous Australians. The product can survive in tough condition of weather and
therefore enables a hard Husk that helps the seeds to be in them for a longer period of
dormancy. It is one of the valuable sources of protein, high carbohydrate and vitamins at the
time of drought among the original women who collect their seeds. The dried husk of the

seed is also used for fire and can be mixed with water and made into a cake
(Austsuperfoods.com.au. 2019).
Mountain pepper leaf is one of the naturally found products in the forest of Australia where
there is cool climate like the forest of Southern new south Wales. It is also found in Victoria
and Tasmania where it grows up to 5 metres in height and only the female trees could bear
fruit (Austsuperfoods.com.au. 2019).
Industry sector profiles
From research is conducted upon the bush food products in Australia there has been enough
information related to the experimentation cookbooks and retail magazine sector. The product
is well in use when observed in aboriginal origin. But nowadays the magazine store and
internet are taking on to their advantageous foot towards the development of bush Food
(Theaustralian.com.au. 2019). The industry is quite new when considered to the general
organisation of the store which cells artificial and natural mixed drink. The industry of
serving people with the richness of both medicinal and nutritional products is it new and is
training is important in quick manners. However, on observing the recent trend among the
people of Australia we see eating out has become more common (Aseanup.com. 2019). The
industry related to bush fruit is gaining ground slowly within the society of Australia. The
opportunity and the ingredients that are generally observed within the new growing ground
of-of Australian superfood Corporation something to be understood by the society of
Thailand if expanded. The country of Thailand is not well aware of the product superfood and
the benefits of it. In order to make sure that the organisation the Australian super food
corporation service in a country like Thailand, they need to be clear about its product unified
selling proposition. Keeping in mind the precision in farming presented by Thailand, the
organisation must be capable enough to produce their proposition to harvest their food for
future sales.
By the Year 2040 more than a quarter of the population of Thailand will be above 60 years of
age (Worldbank.org. 2019). Then there will be a certain period of time where the machine
will take over the labour force. The bio processing method in Thailand also needs to be
capitalised by the organisation if they want to try when to expand their operation globally.
Startups in Thailand are not much supported because agriculture remains to be the prime
source of income in Thailand.
The export market of Thailand is quite famous however there is no proper observation related
to Thailand services in agriculture of Bush fruits. Understanding the overview of Thailand

business, the organisation need to evaluate the aspect that it is the second largest economy in
Southeast Asia after Indonesia (Aseanup.com. 2019). The business environment in Thailand
is the first drawing income from services i.e generally laid by tourism within their original
hub. Political stability has not yet been properly brought forward in Thailand that makes
some issue for Australian super food corporation if extended in Thailand. The operation of
the organisation extended to Thailand needs to be more evaluated than just providing fruits.
Consumer profiles
Importance of consumer can never be diminished by any organisation because without
consumer there cannot be ample option for success (Varadarajan, 2015). Australian super
food Corporation needs to evaluate the consumer profile before finalising their extension in
the market of Thailand. Living in the era of E-commerce market the organisation need to
understand that there is no much possibility of selling their fruit through the electronic market
system. It is because maximum of the expenses done by the Thailand customers are circled in
electronics and media, toys, furniture and fashion (economists-pick-research.hktdc.com.
2019). 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. The consumer within Thailand has shown that there is
and will be a 5.5 % rise in expenditure on food and non-alcoholic beverages from 2016 till
2021 (Economists-pick-research.hktdc.com. 2019). Configuring this rise in the expenditure
the organisation could certainly establish their market in offline retail stores. The consumer
profile for monthly per capita income in Greater Bangkok is highest as because they have us
$443 (Economists-pick-research.hktdc.com. 2019). The organisation could also certainly
wish to implement their business strategy in utilising the high-income group of Thailand.
Targeting customers from the age of 2 yrs till age 90 it is quite acceptable for the organisation
Australian super food corporation. It is because the product will be completely natural and
way more nutritious as well as medicinal than the street foods available in Thailand.
Conclusion
From the above work, it can be clearly justified that, before exchanging work cooperation
among country the company going out for expansion must evaluate every possible option for
their success. Understanding the preferred way of market penetration as well as the
importance of the customers within a never researched market is important. Constant
understanding of new opportunities that a foreign market could provide that the base market
could not is another important aspect that has been learnt from the above report.

Understanding consumer trend is also an important factor that has been properly we made
clear in the above report.

References
ASEAN UP. (2019). Overview of business in Thailand - ASEAN UP. [online] Available at:
https://aseanup.com/business-thailand/ [Accessed 23 Apr. 2019].
Economists-pick-research.hktdc.com. (2019). A Promising Niche Market for Babies’ and
Children’s Products | HKTDC. [online] Available at: http://economists-pick-
research.hktdc.com/business-news/article/Research-Articles/A-Promising-Niche-Market-for-
Babies-and-Children-s-Products/rp/en/1/1X000000/1X09SF0R.htm [Accessed 23 Apr. 2019].
Economists-pick-research.hktdc.com. (2019). ASEAN in Focus: The Thai Consumer Market |
HKTDC. [online] Available at:
http://economists-pick-research.hktdc.com/business-news/article/Research-Articles/ASEAN-
in-Focus-The-Thai-Consumer-Market/rp/en/1/1X000000/1X0A8YMK.htm [Accessed 23
Apr. 2019].
The Australian Superfood Co. (2019). Commitment to Community - The Australian
Superfood Co. [online] Available at: https://austsuperfoods.com.au/company/commitment-to-
community/ [Accessed 23 Apr. 2019].
The Australian Superfood Co. (2019). Our Vision - The Australian Superfood Co. [online]
Available at: https://austsuperfoods.com.au/news/article-title-4/ [Accessed 23 Apr. 2019].
Theaustralian.com.au. (2019). The native chefs. [online] Available at:
https://www.theaustralian.com.au/life/food-drink/the-native-chefs-using-local-bush-tucker/
news-story/7b8fa97e0ebb4e4f95dc51edcdbdc75d [Accessed 23 Apr. 2019].
Varadarajan, R. (2015). Strategic marketing, marketing strategy and market strategy. AMS
Review, 5(3-4), pp.78-90.
World Bank. (2019). Thailand Economic Monitor - June 2016: Aging Society and Economy.
[online] Available at: http://www.worldbank.org/en/country/thailand/publication/thailand-
economic-monitor-june-2016-aging-society-and-economy [Accessed 23 Apr. 2019].