International Marketing Objectives of honey manufacturer

International Marketing Objectives of de arst manufacturerAustralian by record plans to enter the US market with its 100% pure honey by targeting the business to business market. This go out be through with(p) by render honey to an existing and reputed honey packer through whom the ware volition enter the US market. This go away lead to a reduction in the marketing cost at the initial stages and similarly minimise the hazard of come in the forward-looking market. All this depart help Australian By temper to affix its demand in the market and thereby increase its carrefourion capacity. In short term the company plans to attain last print cognisance and brand k this instantledge. After working with existing honey packers for nigh 24 months, the companys brand will be well effected and based upon that it stop gravel packing the product itself and also lettuce spending money on marketing the product.International Marketing schemaDrivers for Australian by Natures Decision to enter unify StatesAccording to Stonehouse et al. there are four main forces of internationalistisation which are categorised as market, government, cost or competitive drivers. only these drivers may vary from constancy to industry as well as market to market.The main drivers for Australian by Natures decision to internationalise relate to the market, government and cost drivers.As seen from the analysis in Part A above the drivers from markets basic totallyy hold customer needs, marketing channels and other main countries merchandiseing to US. But based on the above geographic analysis particularly the topography aspects which march that the bees fill obtained diseases in USA will lead to a fair and in future increased demand of Australian by Nature honey which is 100% pure and will be a huge achiever in the USA market.The United States and Australia have across-the-board investment relations by forming the Australia-United States Free Trade Agreement (AUS FTA). This bargain will lead to little hassles for Australian by Nature to start exporting honey to US.Going get along the company will also face competition from other countries exporting honey in US, nonwithstanding cod to its good reputation and being an Australian brand it is incessantly at an advantage compared to its competitors.Large Companies which have high fixed cost are more likely to go global, so that these high costs can be dispatchset by increased sales record as result of going global this is because higher sales mess leads to reduction in high fixed costs in crimp resulting in economies of scale. This is also a driving factor for Australian by Nature because it will benefit from higher sales by internationalising.From all the drivers we can conclude that United States will be a good country for Australia by Nature to enter and become successful in long term.Foreign Market Entry StrategyAs per the environmental and internal analysis done in part A we have selected United States of America as our target country. Not only it is an personable market for all the aspects of our decision making process, but also wreak in different varieties of the product in a market inun sequence with brands from so many countries with China being one of the main competitor. there are many methods of entry such as exporting, direct sales, franchising, internet, licensing, reefer ventures and contrasted direct investments. We will launch Australian by Nature honey in US through an Export Distributor. An export distributer is on who will buy the goods from the Australian producer that is Australian by Nature and will resell the product in the US at a profit. In other words the export allocator will be the sole distributor of the product in the country and will supply the goods purchased from Australian by Nature to all the retailers, supermarkets, convenience stores etc. The distributor will be handling all the customer complaints about the product i n the foreign country which US in our report.The export distributor will trade under its own name and at the same while maintain an on- going relation with the exporter. Also the distributor will have sale rights in United States.The main background for selecting direct distribution channel for entering the US market is that it will save a lot of marketing costs for the company in initial stages of the product because the export distributor will be committed to provide all the product support in the foreign country. some other advantage of this type of distribution is that the already well established distributor has existing relationships with all the supermarkets, retailers and convenience stores and based on this the company can rely on the know-how and familiarity of the market conditions to attain the best retail position. In addition to that creating a distribution network in new foreign country is a time consuming process, as well as a costly process especially where it is concerned with launching new products in the foreign markets.Possible Foreign country exit outlineAs this is our first move to start operations in international market, we are prepared for a less than enthusiastic market. In outcome this happens we are going to do more deep market query as to the possible causes of the product failure that may be due to our marketing approach, may be the pricing, the distribution channels etc. If by and by further approach there is no improvement in the sales of the product in US, we are simply going to downmarket our product. cut down marketing the product involves repositioning the product from high end home to a ticker one, may be reducing the price of the honey. As a result of repositioning the product will cater to the middle income group also and because of which marketing costs also will be reduced because this type of consumer group doesnt demands expensive advertisements to make them believe that our product is unique from others.Bu t there may be a further possibility that even after the repositioning the product may not be selling well in that case we shall put off our operations completely from US by simply ending our contract with the export distributor who was the sole distributor of the product in the United States.International Marketing Program1. Marketing MixWe will now analyse Australian by Natures marketing mix based on the following seven Ps Product and Service, Place, Promotion, Price, good deal, Process and Physical Environment.1. (A) PeopleProviding a good grapheme product is important when the company is entering the foreign market. The consumers will judge the companys reputation based on the quality of the product.The exceptional expertise, knowledge and skills of the people working in the production of the Australian by Natures will be of significant importance for the success of the product in the foreign market. At the same people involved with the export of honey products will be also v ery important for the success of the product. The force-out working for the production of the Australian by Nature products are a source of competitive advantage. Australian by Nature moldiness ensure that sufficient personnel have been allocated for the increased production as a result of its exports to United States. Furthermore they should be provided with up to date training so as to handle the increased production or if possible might be new machinery for production.As the more personnel will be required to cater the demands for exports, the company should invest in training them how to effectively handle the exports demands.1. (B) PromotionAs this is the first time that the company will be selling its honey products outside Australia and its opening of entry in a broader United States market, the promotional activities are very important. This can be done by first building the awareness about the product in the market which can be done through trials and then purchases. More over it is also important to establish the brand personality of our product in the new market.