The paper “ Factors to Be Considered in Promoting Australian Chilled Lamb in the Saudi Arabian Market" is a meaningful example of an assignment on marketing. The Australian market is very sensitive to cultural issues which greatly influence the performance of many businesses. The Australian culture comprises of religious beliefs, different patterns of behavior and various business practices. In Australia, the consumption of lamb has started to decline in recent years because people have changed their styles of diet and are moving from eating red meat to white meat like a chicken.
The Australian market produces over 130,000 lambs each year but local consumption is less than the production and thus most of the lambs produced are exported to other countries. In Australia, the demand for lambs is determined by the growth of the economy, the levels of income to consumers, the intensity of competition from other substitute products and the government policy (Fletcher & Brown 2011) As a result of this decline of local consumption rates of the lamb being produced by the Australian businesses, the lamb producers are interested in expanding their markets to Middle East countries like Saudi Arabia.
This is because Saudi Arabia leads in oil production hence it is among the wealthiest nations and its economy is good. Also, they have a good record of consuming lamb. Despite Saudi Arabia’ s great economy, they are not able to produce because of their weather and therefore the have to import most of the lamb products so that there will be sustainable lamb products to its population (Golder 2000) The issues associated with the exportation of lamb products to Saud Arabia is the cultural practices in order to excel in the Australian market, any exporter should be able to adapt the Saudi Arabia’ s cultural practices so that the products can be sold in the market (Barczak 2003).
The Islamic culture requires that any exporter of the lamb products should change the whole process of production for the product to be halal. The changes in the production process can be done changing the physical facilities, the products which are used in production and the real production process. According to Saudi Arabia’ s religious beliefs, a lamb will be considered halal (allowed) if will meet the following conditions; in the first place, it should mix with any product that comes from the haram animal.
The production facilities should also be clean according to Islamic law and during the production process, the lamb should not be contacted with a product from an animal considered haram (Calantone et al 2002). On the other hand, an animal can be haram if it comes into contact with pigs and carnivores, dead animals, amphibians, birds, alcohol, and blood. In this regard, therefore, the Australian exporters should consider the above issues before entering into the Saudi Arabian market or else their lamb products will be considered haram. Finally, the production process can be changed by changing the production facilities as stated by the Islamic religious beliefs, change the products used like slaughtering male lambs at least six months old and should be in good stable health (Calantone et al 2002).
Finally, the production process should also be in line with the laws set in the Quran so that the process can be halal.
For instance, the lamb needs to face Mecca before it is slaughtered as stated in the Quran. Therefore, after understanding the prevailing circumstances of the Saudi Arabian market, the Australian lamb producers should observe the above cultural beliefs so that their products can be accepted by the consumers who have the Islamic religious beliefs.