The paper "International Marketing of Sard Wonder Company" is an outstanding example of a marketing case study. SARD WONDER is one of the major detergent products produced in Australia and distributed to other markets. Currently, it is the second-largest detergent product in Australia taking over 15% of the total market. The company intends to venture into the international market. This paper discusses the product, its local market and potential market in the UK. It analyses the SWOT of the product before embarking on the major marketing strategy and PESTLE analysis of the targeted Country. 1.0Introduction This paper gives a detailed examination of SARD WONDER one of the products in the washing industry.
It is a product produced by Sard Wonder Company; the study takes a keen look at the Australian market and the target market in the United Kingdom detergent industry 2.0 SARD WONDER Sard wonder is a detergent product that is manufactured by a company Sard Wonder; the product is believed to be the turf on stains and cuts across any dirty item. Sard wonder has a unique technology in its manufacturing that gives the children freedom to get a little dirty while playing knowing that SARD WONDER will remove those awkward stains (Kagitcibasi 2012). Sard wonder has a stain recognition technology that goes through the fabric and removes dirt.
Sard wonder is a triple usage item that for both cleaning toilets, clothes and bathing. The product is manufactured in Australia and exported to many countries including the United Kingdom (Brignall and Modell 2000). 2.1Target market and entry strategy The company targets the United Kingdom market in which the detergent industry constitutes around 20% exploited and 80% unexploited (Brignall and Modell 2000).
The company will enter into the market through chain store and through company partnership with existing industry. Takeover strategy will also be useful in the industry (Severt 2002). 3.0Barriers to market entry Some of the barriers to market entry include a competitive industry with developed firms using a pricing strategy to block out other competitors from entering the market (Kotler, 2001). Tight tax policy and double taxation are some of the barriers to the market entry hence the company management will analyze on how to overcome market entry challenges (Kotler, 2001). 3.1SWOT analysis Strength Weaknesses Improves self-esteem High product penetration since it is essential Strong brand loyalty Low capital base Market Saturation Product cycle decline stage Opportunity Threats Wide unexploited market Increase in population creating a market Availability of Agents in other countries Increase in taxes Increase in cost of production due to economic-financial instability The entry of new players 4.0Marketing Strategy and mix The marketing mix is a general term used to define the different types of choices firms have to make in the process of bringing a product or service to market (Kotler 2001).
Marketing denotes any activity of which products or services are introduced to the public (Jaeki et al 2001).
When offering a product or service, there are various things that must be put into consideration, or else the complete marketing strategy is bound to fail to produce the anticipated results and might prove to be very expensive. For instance, when a firm has to produce a new product or service in a short period, it is essential for the marketing department to do enough marketing research for it before it appears on the shelves of a particular shop (Kotler 2001). This means that, without proper marketing, no person would be in the capacity to know that such products or services exist in the market.
Thus, any marketing process is considerably planned and carried out. No matter what the firm’ s marketing strategy is, there are always some elements or factors, which are always crucial to every marketing strategy. There are essential elements of the marketing mix, which are usually known as the four Ps. These are price, product, promotion and place. The manner in which a firm develops its marketing strategy depends wholly on an unlimited deal on the strategic plans and other aspects.
However, without paying considerable attention to the four Ps, it is categorically impossible for a firm to make a successful marketing strategy (Dawson and Catherine 2002). The four important elements of a marketing mix are discussed in detail below:
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