International Marketing Report: Viti Fresh's 'Just Fresh' in Australia

This report analyzes the international marketing strategy for launching Viti Fresh Production's 'Just Fresh' health drink in Australia. The report begins with a market background, highlighting Australia's suitability due to its developed economy, health-conscious population, and cultural diversity. The report focuses on Woolworths as the distribution partner, given its extensive reach and online shopping capabilities. The analysis covers market size, consumer behavior, and the competitive landscape, including the fruit juice industry. Key advantages for Viti Fresh include the short distance between Fiji and Australia, the absence of language barriers, and Australia's advanced technology infrastructure. The report also references several studies to support its arguments and provides figures on health drink consumption and technology access in Australia. The report concludes that Australia is a viable market for 'Just Fresh', offering opportunities for high revenue due to the health-conscious consumer base and favorable import-export relations.

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Market Background
Australia was selected to market the new product of Fiji that is “Just Fresh” produced
by a Fiji company Viti Fresh Production. Australia is one of the largest countries
comprises of six major states such as Victoria, Western Australia, Queensland, Tasmania,
South Australia and Tasmania considered the perfect place to sell the new product of Fiji.
The company chosen to market the product was Australia's one of the largest retail industries,
Woolworths (Chen et al. 2016).The main product of Viti Fresh Production is the Just Fresh
Health Drink, as it is highly populated in the market of Fiji, the company decided to export
in Woolworths, Australian retail industry. Woolworths is one of the second largest retail
industries in Australia and as per the report, around 3,176 large and small suppliers are
connected to the industry. The product will be shipped to various parts of Australia through
different stores of Woolworths, and therefore in order to market the product, Woolworths
tend to be the best company.
Australia is a highly developed country with stable political condition that allows the
foreign country to earn high revenues and profit. As per the data, it has been estimated that
fifty-five percent of foreign suppliers comprises of large and small business enterprises are
connected with the Australian market. The main reason to sell the Just Fresh product in the
Australian market is because of its vast geographical location that provides business to
promote their goods and services (Neal et al. 2015). In the present day as Australian people
are more health-conscious, and changed their drinking habits from normal drinks to health
drinks, therefore, selling the product in Australian market will give better benefits.
Furthermore, the product just fresh health drink will be sold in the Australian market
for $ 3.42, and the product is packaged in 500ml packets. Other health drinks are also
available in Australia, but this drink target consumers of all age groups, and can easily
compete in the market. As per the report, fruit juice industry of Australia earns around $28
million per year (Buchanan, Kelly and Yeatman 2017). It should be noted that one of the
main reason to market the product in Australia is because of its diverse cultures with large
amount of different cultured people (Rogers et al. 2015).

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Figure1: Consumption rate of health drinks in Australia
Source: (Neal et al. 2015).
Apart from this, as the product is targeted for healthy people, therefore Australia is the
best place to sell the product as the majority of the Australians are health conscious and
always prefers fresh health drinks. Prior to this the market of Australia is very competitive,
and Woolworth retail industry is one of the largest industries promotes the facility of online
shopping to its customers. Consumers in the present day are internet savvy; therefore online
shopping will be advantageous for selling the product, as consumers can avail the product
online from any parts of the country (Previte, Russell‐Bennett and Parkinson 2015).
Furthermore, through online shopping consumers can also give their valuable feedback
regarding the product.
The geographic location of Australia tends to be one of the most advantageous
factors for promoting product in the specific market. It is important to note that the distance
between Australia and Fiji is short; therefore it is advantageous for Fiji Company to export
their product in Australia, as it will help to curtail extra expenses and will also reduce the
time gap of the next ship to arrive (Pulker et al. 2018). Apart from this, both the countries are
in good terms in relation to import and export; this would help Fiji to reduce export cost.
It should be noted that as Australia is one of the most modern and urbanized
countries, therefore majority of the people in Australia are economically stable and can easily
avail the just fresh product (Weerawardena et al. 2015). Prior to this as there are no language
barrier between Fiji and Australia, and majority of the Australians can understand English;
therefore all the listed ingredients are labelled in the bottles in English.

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Figure 2: Access to technology in Australia
Source: (Šerić et al. 2018)
One of the major advantageous factors that would be beneficial for Viti Fresh
Production is the advanced technology of Australia. This would help the company to
promote their just fresh health drink in better ways. Additionally, it will also provide
innovative ideas to promote the product in the Australian market (Šerić et al. 2018). For
instance, the product can be promoted to the Australian market through social media sites
such as Facebook, blogs and more. Another way to promote is by sharing the reviews of
customers online, in order to persuade other customers to buy the product.

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References
Buchanan, L., Kelly, B. and Yeatman, H., 2017. Exposure to digital marketing enhances
young adults’ interest in energy drinks: An exploratory investigation. PloS one, 12(2),
p.e0171226.
Chen, K.H., Wang, C.H., Huang, S.Z. and Shen, G.C., 2016. Service innovation and new
product performance: The influence of market-linking capabilities and market
turbulence. International Journal of Production Economics, 172, pp.54-64.
Previte, J., Russell‐Bennett, R. and Parkinson, J., 2015. Shaping safe drinking cultures:
Evoking positive emotion to promote moderate‐drinking behaviour. International Journal of
Consumer Studies, 39(1), pp.12-24.
Pulker, C.E., Trapp, G.S.A., Scott, J.A. and Pollard, C.M., 2018. What are the position and
power of supermarkets in the Australian food system, and the implications for public health?
A systematic scoping review. Obesity Reviews, 19(2), pp.198-218.
Rogers, A.A., Kragt, M.E., Gibson, F.L., Burton, M.P., Petersen, E.H. and Pannell, D.J.,
2015. Non‐market valuation: usage and impacts in environmental policy and management in
Australia. Australian Journal of Agricultural and Resource Economics, 59(1), pp.1-15.
Šerić, M., Gil-Saura, I. and Ruiz-Molina, M.E., 2014. How can integrated marketing
communications and advanced technology influence the creation of customer-based brand
equity? Evidence from the hospitality industry. International Journal of Hospitality
Management, 39, pp.144-156.
Weerawardena, J., Mort, G.S., Salunke, S., Knight, G. and Liesch, P.W., 2015. The role of
the market sub-system and the socio-technical sub-system in innovation and firm
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Science, 43(2), pp.221-239.
Wu, J.H., Neal, B., Trevena, H., Crino, M., Stuart-Smith, W., Faulkner-Hogg, K., Louie,
J.C.Y. and Dunford, E., 2015. Are gluten-free foods healthier than non-gluten-free foods? An
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454.