Essays on International Marketing - GOON Drink Case Study

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The paper 'International Marketing - GOON Drink" is an outstanding example of a marketing case study.   This analysis was aimed at presenting the concept of international marketing and in particular penetrating a product into a foreign market. In this analysis, the product that has been considered is the GOON drink which is the most famous product in the country. Despite the product being commonly used by travelers, it can still be targeted among different market segments include the youth, party goers and students and all people who are lovers of alcoholic drink that is prepared from the whole meal.

On the market situation, number issues such as economic, cultural, geographic, demographic, and political as well as legal have been identified as some of the important factors that can influence the success of the product in the new market. This is because they tend to shape the market. Three potential market destinations namely New Zealand, the United Kingdom, and the Netherlands, have been identified. However, New Zealand has been chosen as the best among the three and this is because of the trading block which it’ s found in and the geographical location that it’ s placed.

Since it has been established that market entry among other challenges will be a big issue for this product and it’ s from this angle that its partnership has been recommended as the best strategy to do so. 1.0 Introduction No doubt that in the current world of business, competition is very stiff and markets are becoming saturated. The entry to new markets and across the border is considered the best option for the investors, manufacturers, and service providing companies like banks and insurance firms.

When the local market for a given product or service becomes saturated and cannot expand significantly to sustain the business, preference is given to penetrating to other global markets where market opportunities for the product or service still exist. The entry to markets in other countries has been facilitated with the advancement in technology which has made communication easy and liberalization of world trade by removal of trade barriers that previously hindered foreign investment in some industries (Harkness and Mohler, 2003). 1.1 About the report The intention of this report is to present the product that will be exported or rather be placed in foreign markets from the local market.

The report will further discuss the market situation that the product will be placed to determine its suitability in meeting the business objectives. The product that has been chosen for this case is called GOON. The GOON product is the most famous drink in the Australia market. This is a drink that is commonly used by the Backpackers on almost a daily basis. 2.0 Product overview The product was invented in 1965.

GOON is a kind of wine that was developed by an Australian mate called Thomas Angove who prepared the drink and patented it in a carton kind of box. The first drink was first packed in 4.5 liters. However, today the packing has been optimized since it is packed in the plastic space-bag which is then carried in a carton box as shown in appendix 1 below. The GOON drink exists in two major brands namely first class and second class brands. The difference is that unlike the latter, the first-class brands are taken without mixing it with any other juice.

This drinks controversial in a way in that on one side the drink is a cheap alcoholic drink that even if taken as ice-cold or as a mixture can be very tasty. On the other side is that the product can be disgusting especially when the drink is taken and are some fish or egg remains in the glass. However, the lovers of this drink argue that this is a sign of a whole meal.

This product has been chosen since it can be consumed in different forms given the choice of the user meaning that the product itself contains multiple brands especially if it is to be taken in a mixture (GOON 2012).

References

Emerson C. (2012). Australian Export Awards celebrate 50 years of innovation, Media release, 27th November 2012, available at: http://trademinister.gov.au/releases/2012/ce_mr_121127.html

GOON. (2012). Australia’s most famous drink. retrieved on 4th December 2012, available at: http://timmey.hubpages.com/hub/Australias-Most-Famous-Drink-GOON-backpacker- travel-drink-alcohol

Hofstede, G. (2001). Culture's Consequences. Sydney: Sage.

Harkness, J. and Mohler, P. (2003). Cross-Cultural Survey Methods. London: Wiley.

Nisbett R. (2003). The Geography of Thought: How Asians and Westerners Think Differently ... and Why, Free Press

OECD Factbook. (2012). Economic, Environmental and Social Statistics, retrieved on 3rd December 2012, available at:

http://www.oecd-ilibrary.org/economics/oecd-factbook-2011-2012_factbook-2011-en

The economist. (2012). Culture: The effort behind the effortlessness. Retrieved on 4th December 2012, available at: http://www.economist.com/culture

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