International Market Assessment for Woolworth's Pink Lady Apple

The report delves into the critical components of international market assessment for Woolworth's Pink Lady Apple, including an examination of product market analysis, competitor evaluation, and understanding buyer behavior. Through these lenses, it aims to illustrate how strategic assessments facilitate organizational goals in a competitive global marketplace.

RUNNING HEAD: International Marketing
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Table of Contents
Introduction......................................................................................................................................3
Product Market Analysis.................................................................................................................3
Market size...................................................................................................................................3
Growth rate..................................................................................................................................3
Different segments of the market.................................................................................................3
Market relation.............................................................................................................................4
Market Suppliers..........................................................................................................................4
Sources of foreign supply............................................................................................................4
Channels of distribution...............................................................................................................5
Competitor Analysis........................................................................................................................5
Local and Foreign competitors....................................................................................................5
Form of competitors.....................................................................................................................5
Number of competitors................................................................................................................5
Techniques to operate by competitors.........................................................................................5
Strategies......................................................................................................................................5
Pricing Position............................................................................................................................5
Company strength........................................................................................................................5
Distribution of products...............................................................................................................5
Buyer Analysis.................................................................................................................................5
Assessing buyer behavior.............................................................................................................5
Target market segmentation.........................................................................................................5
Conclusion.......................................................................................................................................5
References........................................................................................................................................5

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Introduction
This report describes the market entry for Pink Lady Apples which is a product of Woolworths
Company. The company delivers good quality and fresh apples to the customer with the aim to
cater the needs effectively.This report assesses the international market for the product of
Woolworths Pink Lady Apple, selection and the market entrance for the United Kingdom. For
this purpose, the study outlines the worldwide market assessment and creates a suitable entry
strategy for the brand by taking into consideration the international environments. The main
objective of this report is to analyze the market assessment for Pink Lady Apple brand and to
create the awareness about its products or its services.
Product Market Analysis
Market size: According to Bhattacharyya & Nain (2011), the market size of UK is as follows:
The total value of estimation of UK retail sales in 2016 is £358 billion. An individual employed
in UK retail in 2015 was 2.8 million. 33 percent proportion of consumer spending that
experience through retail. 3.4 percent increase in UK retail sales in December 2016 and a total
number of retails outlets in the UK was 290315. There is 5 percent amount produces of
aggregate GDP and the average annual development of online retail sales was 10 percent.
Growth rate: United Kingdom economic growth edged slightly higher in the three months to
June, as a more grounded service sector segment balance weaker assembling and development.
The UK economy, and with it retail part has delighted in proceeded with development since 2013
growth fell from 2.6 percent a year in 2004 to 2.3 percent per annum in 2015. Retail sales grew
by around 2.1 percent and Gross Domestic Product rose by 2.2 percent for 2016.
Different segments of the market: The distinct segments for product Lady Pink Apple is
classified on the basis of:
Geographic representation: This segmentation is the most ordinary form of market segmentation
in which company targets a restricted geographic area. For example, Woolworths can target rural

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and urban areas of UK for delivering the apples to the customer. The company offer this product
in the winters especially as Apple is a seasonal product of winter.
Demographic segmentation: According to Hollensen (2015), gender, age, and income are
common demographic factors. Pink Lady apples will target men, women, youth, and children as
Woolworths has stated expressed position, as a service to its customers is to generate fresh
produce from global source only during periods of seasonal inaccessibility in Australia or where
there is a deficit in local supply.
Behavioral Segmentation: This type of segmentation segregates the population on the basis of
their behavior, usage and decision-making pattern. For example, young people and kids will
prefer Apple as it is a healthy product. Thus, the company will market their product based on the
behavior of an individual.
Market relation: The organization is existing in the growth stage of the product lifecycle. The
company faces a fast increase in sales. The company has been in the market for a while, it is
currently in a position to pre-empt the market by developing a position of leadership. Thus,
growth is important, the investment phase is high, as it is the profitability.
Market Suppliers: In contrast to other industries, grocery retail is still dominated by local
players in most nations. Global players are altogether missing from even the largest retail market.
Thus, the extent of internationalization does not have significantly affect retailer’s income
development or their rates or their profit revenues.
Sources of foreign supply:
International trade: The exchange of product and services between nations requires each to buy
the currency of the other in order to make payments. Thus, the global demand for a country’s
exports influence the demand and consequently the price of its currency.
Capital investment: In addition to worldwide requirements for a country’s securities and exports,
country’s currency is influenced by everyday developments in cost driven by speculative trading
activity.

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Channels of distribution: The major forms of marketing channel used for the Pink Lady
Apple product by Woolworths was advertising, social media, digital and interactive and selling
to agents or wholesalers.
Competitor Analysis
Local and Foreign competitors: According to Dos Santos (2011), there are few local and
foreign competitors are present in the retail market that delivers the similar or differentiated
grocery product to the customers.
A form of competitors: The main competitor Coles has long-term commitment to support
Australia develops implies towards a sustainable future, framing enduring connections with
Aussie farmers and helping local employment in the food industry. The company offers quality
products, amazing customer service, and good value to many Australians.
A number of competitors: There are four competitors in the retail market in Australia for
the company in relating to product Pink Lady Apple is Toowoomba, Foodworks, IGA, and
Coles.
Techniques to operate by competitors: According to Smith et al. (2011), the main
competitor for the product Lady Pink Apple of Woolworths is Coles which is an Australian
public organization that operated various retail chains. Coles organization have a major impact to
handle the cost which in the long-term. Coles have large retailer shops than their competitors and
provide better availability, offering banking facilities to consumers for the product Lady Pink
Apple in the Australian market.
Strategies: The Company will concentrate on three main strategies:
Offer: Company will provide fresh apples to their customers.
Differentiation strategies: Company will have the obligation for creating new product categories
and maintaining strategic sourcing relationships with company partners (Sheth, 2011).

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Positioning: the company will improving to address a greater amount of these customers needs
and creating further customer value by sorting for progress and executing the ‘Lean Retail'
model.
Pricing Position: The Company will consist lower pricing, better categories in apples, and
targeted consumers and make its brand image better by an improved loyalty system.
Company strength: Company has a powerful brand name and productive operations and
company leaders and among the oldest organization to present the modern retail trade model.
Distribution of products: The main distribution channels used by the Company in
promoting Pink Lady Apple product in the target market includes online websites, direct sales
force who sell over the phone, dealers, and retailers.
Buyer Analysis
Assessing buyer behavior: From the perspective of buyer behavior, before purchasing
apples from the store, consumer has various thoughts such as product should be of nutritional
value, cost effective, healthy and organic product. Keeping in mind the customer requirements,
the company should provide healthy and good quality of apples so that consumer purchases the
product from the stores.
Target market segmentation: The main target segmentation strategies of Pink Lady Apple
product of Woolworths Company is:
Assessing consumer requirement: Company will create a segment strategy by keeping in mind
the customer requirements. There will be a bunch or smaller sub-targets that require variation in
a company's product offerings.
Differentiation approach: Differentiation strategy approach concentrates on catering the
requirements and needs of various different sub-targets. This approach enables the company to
meet the individual demand in an effective manner.

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Determine a segment: Company will focus on the core segment of the market for delivering their
product to the customers. The company will provide its services in an innovative manner which
will attract the customer towards their product.
Conclusion
From this report, it has been concluded that market assessment is essential for every organization
in order to achieve its stated objectives. This report explains the various elements which
assessing the international market for Woolworth's product Pink Lady Apple. The report
describes the main three components of international market assessment of company which
includes product market analysis, competitor analysis, and buyer analysis.

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References
Bhattacharyya, S. & Nain, A., 2011. Horizontal acquisitions and buying power: A product
market analysis. Journal of Financial Economics, 99(1), pp.97-115.
Dos Santos, M.A., 2011. Minimizing the business impact on the natural environment: a case
study of Woolworths South Africa. European Business Review, 23(4), pp.384-391..
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Sheth, J.N. ed., 2011. Models of buyer behavior: conceptual, quantitative, and empirical.
Marketing Classics Press.
Smith, R.J., Heley, J. & Stafford, I., 2011. Woolworths and Wales: A multi-dimensional analysis
of the loss of a local brand. Sociological Research Online, 16(1), p.10.