Global Marketing Report: Select Harvest's Austrian Market Strategies

This report presents a comprehensive analysis of global marketing strategies, focusing on Select Harvest's expansion into the Austrian market. It begins with a summary of the assignment, followed by an in-depth examination of the marketing mix, including product, pricing, place (distribution channels), communication (promotional mix), and people. The report explores product lifecycle, branding, packaging, and pricing strategies like penetration pricing. It also delves into distribution channels such as direct and indirect selling, and the implementation of an Integrated Marketing Communication (IMC) plan. The report includes an economic evaluation, assessing price-reducing strategies, implementation and control mechanisms, monitoring of action plans, and contingency plans. The analysis aims to provide a strategic framework for Select Harvest's global marketing initiatives, focusing on market conditions, competitor analysis, and organizational analysis within the context of the Austrian market.

Running Header: Global Marketing
Global Marketing
Authors ID:
Authors Name:

Global Marketing
Contents
Summaries of all 3 assignments......................................................................................................3
1 Summary of assignment 2.........................................................................................................3
2 Marketing mix...........................................................................................................................3
3.2.1 Product strategy...............................................................................................................3
3.2.2 Pricing strategy................................................................................................................4
3.2.3 Place................................................................................................................................5
3.2.4 Communication promotional mix...................................................................................7
3.2.5 People..............................................................................................................................7
4.0 Economic Evaluation.............................................................................................................8
4.1 Price reducing strategy...........................................................................................................9
4.2 Implementation and control...................................................................................................9
4.3 Monitoring of Action Plan...................................................................................................12
4.4 Contingency Plans................................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

Global Marketing
Summaries of all 3 assignments
The presented is the summarized report of the assignment two and the same has been made
focused on the situation analysis. This analysis comprises of the identification of the business
environment. The next part consists of a detailed analysis of the marketing trends and
environment. Competitors, their strategies and plans which affect the business are discussed in
the next part and the last segment comprises of the organizational analysis.
The mentioned content has been presented and analyzed on the concept of global marketing for
Australian natural foods and dry fruits sector. The report consists of a certain analysis which has
been made focused to gain the knowledge in relevance with the market condition of Austria.
Moreover, the report comprises of International marketing plan which further comprises of
various sections from the purpose of expansion in the Austrian country.
The below described is the analysis which has been executed over the marketing mix strategies
of the Select harvest. The marketing mix has been segmented in the various subdivisions. These
divisions are further consisting of the varied range of approaches assisting the marketing
strategies. The marketing mix is also followed by the IMC plan which has been executed for
developing a professional marketing communication plan for the entity. And at last the report
includes the evaluation of the economic aspects.
1 Summary of assignment 2
In the limelight of the below presented report it has been concluded that the concept of marketing
mix strategies forms an integral part of the core activities associated with the marketing plan and
strategies. The marketing mix has been segmented in the various subdivisions. These divisions
are further consisting of the varied range of approaches assisting the marketing strategies. The
marketing mix is also followed by the IMC plan which has been executed for developing a
professional marketing communication plan for the entity. And at last the report includes the
evaluation of the economic aspects such as the communication plan, monitoring of action plan
and the last one is the contingency plan.
2 Marketing mix
The approach of marketing mix has been considered as some relevant operations and
functionalities which are executed by the business corporations so as to promote the product and
services in the target market (Shan & Jolly, 2013). The concept is based on the four pillars and
that are the price, product, place and promotion and the same are considered as the most
significant in stimulating the business environment of an entity:
3.2.1 Product strategy
PLC
Product lifecycle is the mechanism which can be termed as the product strategy implemented so
as to bring up-gradations and enhancements in the product. There are varied segments in this
strategy which define the product lifecycle (Tukker, 2015). The stages or the levels through
which a newly produced product undergoes can be referred as the lifecycle of the product. The
core levels of this lifecycle are introduction to growth, maturity and decline and changes in these

Global Marketing
levels are observed on the basis of the changing marketing trends. The following are the core
components of the product strategy:
Branding: Select harvest Ltd need to develop and enhance the brand name of the product and
should try to create a unique identity in the market (Lando, 2014). A rise in the market share will
be observed for the product.
Packaging: Outlay and presentation of the product plays an integral role in attracting the
customer’s attention (Fu, & Jones, 2015). This process comprises of modifying the presentation
and outlay of the product in such a manner so that it grabs the most attention and also develops a
will to buy the same should be developed in the consumers.
Labeling: Presenting the details and all the relevant information about the product in a formatted
manner is called labeling; this will aid the consumer with a description about the product.
Quality: This factor has been considered as the main component which aids in offering
satisfaction to the consumer (De Mooij, 2013). The quality is the key variable on which the
purchase of the product is based.
Product mix depth and width: The term depth of product mix can be referred to the number
of varieties which can be served by Select harvest for all of the products whereas, the width
denotes the various segments or categories of product lines offered by the business corporation.
Segments: Segmentation of the products can be considered as the divisions which are developed
by the fir for identifying the characteristics of the products and services which resonate with the
targeted segments of the markets (Akaka, Vargo & Lusch, 2013).
Augmented services: Physical and non-physical attributes are the primary forms in which the
augmented services are present. The concept enhances the value of the products and services.
Growth stage is the level at which the product has been observed, through the executed analysis.

Global Marketing
3.2.2 Pricing strategy
The mechanisms which are adopted by the business entity for creating and developing value of
the products and the services have been termed as the pricing strategies (Andersson & Xiao,
2016). Moreover, the concept can also be defined as the methodologies or the tactics which
offers a clear idea for setting prices of the products on fair factors. The concept of pricing should
be developed after considering all the variables such as the requirements and demands of the
potential consumers. Select harvest Ltd can make use of Penetrating pricing strategy so as to
develop the brand name in the new region:
Penetration pricing strategy
Bringing enhancement to the market share of the product has been considered as the main
objective of the above mentioned pricing strategy. This tactic will also allow the business
corporation to influence the consumers by bringing an increase in the prices and this will be done
after accomplishment of desired objectives (Atzori, Iera & Morabito, 2014). On the basis of the
research it has been noted that the entity is expected to lower down the prices making the
introduction of the product in the new region. Moreover, this pricing strategy can be considered
as very much relevant for attracting the new customers. Lowering the prices is the core strategy
which will aim at stimulating the customers and motivate them to switch over the products.
Factors Justification
Average income Penetration pricing strategy is the best option as the income level is low.
GDP 1.205 trillion USD (2016)
Tax Low profit margins will be attained due to this pricing strategy and this will
aid the entity by making them to pay low tax rate
Currency
exchange rate
This factor can be considered as an issue while dealing with the foreign
countries as currency rates differs (Baack, Harris & Baack, 2013). Moreover,
the prices of the products are low due to the adopted strategy and this can
make Select harvest to face loss.
Average
Competitors
Price
No effects of the competitors pricing strategy as the market share and sales
graph are at hike due to implementation of the pricing strategy.
Cost:
- Production
Cost efficient production process will be adopted so as to maintain the low
pricing strategy.
- Distribution Domestic platforms of distribution should be adopted to maintain the prices
low.
- Labor Optimum utilization of labor should be done for maintaining the prices of the
products
- Material Quality materials should be used by keeping the prices low (Bond & Saggi,
2014).
- Marketing Cost efficiency in the promotional mechanisms should also be reflected so as
to maintain the low pricing strategy

Global Marketing
3.2.3 Place
The distribution channels are the mediums or the platforms which are utilized by the
business entity so as to make the availability of the products and services at right place and time
to the targeted consumers (Brady, 2014). The following are the factors which are liable in
stimulating the distribution process of Select harvest Limited:
Channels
The below presented are the platforms which can be implemented by Select harvest limited for
distribution process:
Direct channel
This medium has been considered as one of the most effective tool or platform for distributing
the products and services. According to this process the producer is expected to deliver the goods
directly to the consumers (Burton & Cross, 2015). The producer is liable for performing all the
marketing operations and activities. The below stated are the platforms through which the
producer can directly reach to the consumers:
 Retail stores
 Personal selling
 Post
 Factory door selling
This platform is very much cost efficient as no intermediaries are involved and has also been
considered as the simplest forms.
Indirect selling
This methodology is an exclusive platform of distribution. In this process the products are first
delivered to the wholesaler’s warehouses and to small retailers on their demand. After which the
goods are sold to the end consumers (Cavusgil et al., 2014). This approach is one of the most
appropriate and best suited and the same can be adopted by Select harvest for the distributions of
products and services. Through this approach the business entity can effectively undertake the
advertising operations and functionalities. The below mentioned are the reasons for which this
platform can be chosen by the business entity:
 Better supply over the products will be allowed.
 A speedy distribution will be made with an ease.
 A minimization in the costs will be done.
 Provision for advanced sales training can be done.
Selective distributive channels
Wholesalers are the medium in the selective distributive channel. This distribution
channel is the most used platform all over the globe (Choi & Yeniyurt, 2015). This distribution
channel will be proven beneficial for Select harvest and will allow selling the goods in-lot to
selected wholesalers. The next is, selling the goods to the retailers, who further deliver the
products to the end customers. Wholesalers play an integral role of middlemen; take little to the

Global Marketing
products and services, prediction of risks, selection of reliable retailers, provision of products on
cash as well as a credit.
Intensive distributive channels
One of the most expensive channels of distribution is the intensive distributive channel and in
this manufacturers make use of varied range of wholesalers and retailers as middlemen.
Promotion of products and services is done by making use of these intermediaries (Czinkota &
Ronkainen, 2013). This route of marketing is utilized by the producer for saturating the market
with the goods and the services.
Preferred intensity of distribution
The availability of the products can be termed as the intensity of the distribution. This variable
can influence the demand for the products of Select harvest Limited as the purchase of the
products depends on the availability (D. Banker, Mashruwala & Tripathy, 2014). This variable
can be influenced from the sub-factors, for instance, the size of the target market, expenses
incurred on the promotion of the products and also the production capacity of the firm.
3.2.4 Communication promotional mix
IMC
This approach of communication has been considered as the relevant theory for attaining the
marketing objectives for the business entity (Demangeot, Broderick & Craig, 2015). The main
objective of this communication plan is to develop a communication system which will aid the
entity in attaining new customers and also develop awareness in the existing one regarding the
products and services.
3.2.5 People
The human resource has been considered as an integral component of the extended marketing
mix .i.e. 7P’s of marketing. This variable forms the most significant part of the product strategy.
Concentrating on individuals will yield the coveted yield for the organization and thus enhance
its efficiency. Individuals incorporate that administration, its representatives, chiefs and client
benefit group. Thus essential care must be centered on this portion (Eteokleous, Leonidou &
Katsikeas, 2016). Preparing, tutoring, training and inspiration are a portion of the key features for
the People.
Training
Training are the sessions which are required to be to be given to the individuals by the leaders so
as to bring development in the lacking areas. This variable has been considered as very much
significant for the employees of the business entity. As Select harvest is operating in packaging
materials and operates all over the globe and this is the reason that it have a huge employee base
and great cultural diversity.
Recruitment
This has been considered as the initial step as in this the selection of the potential individuals is
done for some specific roles to be played (Fletcher & Crawford, 2013). The candidates are

Global Marketing
shortlisted on some criteria such as their productivity, skills and capabilities. There are varied
range of recruitment strategies and approaches which can be adopted so as to enhance the
efficiency and effectiveness of the recruitment process.
Occupational Health & Safety Laws
Health and safety and the associated laws and norms are the basic concern for any of the
business entity and the same is in the case of the Select harvest ltd. The business firm has to
consider various laws while operating in various functionalities such as, maintaining the heavy
machinery and equipment which are utilized for packaging etc. There are number of laws which
are imposed by the governing authorities (Greckhamer & Gur, 2015). The entity is required to
follow and imply all of them so as to operate smoothly.
4.0 Economic Evaluation
This concept is concerned to the systematic identification, measuring and valuing the inputs and
the results of the operations. Identifying the best course of action is based on the available
proofs is the major aim of the concept.
The buyer’s decision process for the new product has been dictated through the below presented
diagram.
Market Share calculation:
On the basis of the conducted research it has been noted that the population of Australia is 24.13
Million and is growing at a rate of 1.32 % per year. The below is the strategy which has been
adopted for the early adopter and innovators for the first five years:
Particulars 1 Year 2 Year 3 Year
4
Year 5 Year
Population (million) 24.00 24.32 24.64
24.9
6 25.29

Global Marketing
% Penetration 3.84 3.89 3.94 3.99 4.05
Year wise penetration
of market share (%) 10% 15% 20% 25% 30%
Year wise penetration
of market share
(million) 0.38 0.58 0.79 1.00 1.21
Pricing $ 10.00 $ 15.00 $ 20.00
$
20.0
0 $ 20.00
Effective market share 3.84 8.75 15.77
19.9
7 24.28
Calculation: Considering Penetration to innovators which is (2.5 + 13.5 = 16% Of Total
population)
Considering a penetration of 10% for first year and 15, 20, 25 & 30 respectively
The pricing is $10 for the 1st year and is observed with a gradual increase of $20.
4.1 Price reducing strategy
Costs Reduction/Monitoring Process
- Production Direct purchase of machinery rather than paying lease fees
- Distribution Reduction of margin after 1st year
- Labor Hiring should be done on contractual basis
- Material Optimum utilization and also make use of scrap
- Marketing Contemporary mediums of promotion
Supply chain Reduction in extra retail chains
Model Implementation of marketplace model
4.2 Implementation and control
Activity Responsible Jan Fe
b
Mar Apr May Jun
Market research
Political, Economic condition,
Social and culture, Technological
factors, Legal factors, Environment
(PESTLE)
Marketing
team
Implementation of
PESTEL analysis
is recommended to
be done for the
initial 3 months
Market Survey

Global Marketing
Research Analysis
Production Plan
Sourcing local manufacturers Production
team
Sourcing local suppliers After analyzing the market
this can be done for the last
four months within the
timeline.
Production sampling
Analyzing the sample result Production
and
Marketing
team
For the last
2 months
after
refining the
data.
Marketing Plan
Market Analysis Marketing
team
A detail data will be
served after analyzing the
competitors and amarket
Competitors Analysis
Distribution research
Sourcing effective local
distributors
Marketing
team
Starts from 2nd month till the
deadline.
Recruitment
Local employment HR team For the last 3
months.
Training
Training program HR team
Market Research
PESTLE analysis is the best suited approach and will aid in analyzing the external market for the
entity. The changing trends and market survey will aid in coping-up with the marketing
environment and this will also help in developing strategies and plans (Johanson & Mattsson,
2015).
Production Plan
Identification of dealers and vendors, quality of raw material, expenses incurred during the
production process and also the suppliers who can be trusted in case of any emergency
requirement fulfillment

Global Marketing
Marketing Plan
The main objective and focus has been concentrated on the marketing activities which are
executed by the business entity so as to establish the products in the market in such a manner that
they are sold to the end consumers. Marketing strategies and plans are developed for enhancing
the value and position of the product in the market (Kaufmann, Czinkota & Zakrzewski, 2015).
Distribution Research
Identification of appropriate, reliable and trustworthy suppliers is done under this research. This
forms one of the integral apart as the suppliers are the raw material providers which are the most
essential component in the production process (Katsikeas, 2014).
Recruitment & Training
Hiring of potential and professional candidates and also providing training to the same will be
identified.
Activity Responsible Jul Aug Sep Oct Nov Dec
Promotion Plan
Event
sponsor
planning
Marketing Post 2 months of the launch
Social
media
creating
Promoting and advertising
Sale
promotion
planning
Considered as regular exercise
Budgeting
Costs
Analysis
Prior to operations
Pricing
Estimating
Price
For
the 1st
month
Product Launch
Launching
the Product
into the
Manufacturing,
marketing and
PR
For
the 1st
month

Global Marketing
market Departments
Feedback
Collecting
feedback of
customer
satisfaction
and sale
After the product launch
Annual report
Providing
relevant
information
for Annual
report
At the last
of the
tenure
Communication Plan
The below is the bifurcation of the communication plan:
Promotional Plan
Utilization of social media, sales planning and promotion tools are the integral variables of the
promotional plan. The business entity will be aided in the form of establishment of the brand
name, hike in market share and goodwill.
Budgeting
Estimation of the future expenses, maintenance of the expenses incurred is the main objective f
the budget plan. Efforts will be diverted or focused in a correct direction due to this approach and
will result in an increase in the productivity (Knight, 2015).
Pricing
The value of the products paid by the consumers is the price of the products. The pricing strategy
is required to be developed after analyzing the market and the consumers.
Product launch & Feedback
After promotional events the product will be launched in the market and or the same survey will
be executed. As a result the feedbacks of the consumers will be collected.
4.3 Monitoring of Action Plan
Activity Measurement Responsible Activity
completion
date(s)
Memo
Market Research
(PESTLE)
Determination of
external
Marketing 9 Months
before
Consistency in
opportunities with