The paper "Clamms Seafood Australia - Market Entry Strategy in the Japanese Market " is an outstanding example of a marketing case study. Globalization has served as a major influence on international industries operational approaches and strategies. In this regard, with increased globalization and growing technology industry has influenced and facilitated the need for organisations to venture and diversify their operations from the traditional domestic markets to other international and foreign markets. However, as Shi (2003, p. 361) argued, the process of internationalization is not only involving, but also expensive, with a majority of internationalization organisations registering market diversification failures.
As such, the authors argued on the need for organizations to develop comprehensive internationalization strategies (Gillespie and Hennessey, 2011, p. 23). As such, this involves the development of comprehensive market evaluation, needs, and opportunities and matching such factors with the organizational internal capabilities and industry needs. In line with these arguments, this report offers a market assessment for the Clamms Seafood venture willing to expand operations from the domestic Australian market to either the Japanese or Chinese markets, whichever offers the best investment opportunity.
As such, the report offers an evaluation of the organizational product base and the respective target markets macroeconomic factors. Finally, the report, based on the product reviews and market macroeconomic factors, selects the most suitable market, as well as the ideal market entry approach. 2.0 Company Analysis The first step in developing an appropriate and relevant marketing strategy, it is imperative to evaluate the existing internal conditions, evaluating the resources and the subsequent market capabilities. As such, this marketing report assessment report section offers a strategic review of the organizational internal systems.
As such, this section evaluates the organizational objectives and strategies and how each facilitates the achievement of the proposed market venture. Moreover, the section evaluates the organizational products and services, past performances, the venture target consumer base, as well as the available resources to actualize the proposed marketing venture. As such, the section findings will be evaluated against the target foreign market needs, to establish which of the two markets has a greater synergy with the available internal organizational resources for increased foreign venture success rates. 2.1 Objectives and Corporate Strategy The organization has a strategic objective of expanding its supplies ventures.
In this regard, one of the strategic objectives of the venture is to increase its current market base to absolute market dominance. Although the venture currently has established a market reputation for the supply of fresh and frozen Seafoods to restaurants and chefs in the market, it seeks to expand its services beyond Victoria to other States within Australia through increased quality and standards. In addition, the venture has a strategic objective to internalize and expand its market base in the international markets in the region.
In this regard, through its export brand the Yabby Blue, the venture seeks to expand and exert its influence into the international market base (“ Clamms Seafood Australia” , 2015, ‘ About Us” ). Therefore, the need to diversify and increase the organizational consumer base serves as the key organizational corporate strategy and objective. 2.2 Products and Services The organization provides fish products. In this case, it has specialized in the provision and availing of respective related products such as frozen fish, meat products, frozen foods and finger foods. As such, the provision of these products in the Australian market has increased due to the availability of the large supply base in the Australian market where there are numerous fisheries with the availability of the largest coastline in the market.
Moreover, the venture offers to serve to chefs and restaurants. In this regard, besides delivering the fresh fish products, the organization provides training services to the respective chefs to improve on their products and food quality and standards. Moreover, in the recent past, the venture has expanded its product base to include healthy beef and chicken meat products such as the Tasmanian red meat, Ionica Chemical and Hormone Free Chicken and Ducks, Game Meats and Smallgoods among others (“ Clamms Seafood Australia” , 2015, “ Products” ).
Therefore, this has served as an additional tool to increase the organizational competitiveness and relevance in the food industry, through diversifying and creating a broad consumer base.
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Clamms Seafood Australia, 2015, About Us. Author. [Online] Available at < http://www.clamms.com.au/about_wholesale_supplying>.[Accessed January 27, 2015].
Clamms Seafood Australia, 2015, Products. Author. [Online] Available at < http://www.clamms.com.au/product_categories>.[Accessed January 27, 2015].
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