The paper “ Havery Fresh Ltd - Corporate Goals, Marketing Objectives, Situation, and SWOT Analysis ” is a thrilling example of a report on marketing. Over the years, Harvey Fresh Ltd has experienced steady growth in the dairy market in Australia but due to an increase in competition, the domestic milk market has shrunk. Therefore, reducing sales volume and profitability of the company, to garb above-trend management considers entering into the new international market to expand its markets to cope up with increasing supply. The company wishes to maintain its average annual growth of 3% per year, which enables the company to maintain the stability of the shareholder wealth and maximize corporation profit, which is one of the major goals of the company stakeholders.
Milk is the major product of the company and therefore, management wishes to expand its market since other products e. g. cheese and yogurt demand in the domestic market is higher than supply. Indonesia proved to be an attractive market to introduce our product. Its attractiveness composes of calm political climate, robust and stable economy that is constantly growing thus increase in disposable income of consumers, inhabitants also proved to support co-existence of both domestic and foreign producers, the demand of milk products exceed supply where it only produced 1.6 million liters per day thus creating a favorable market for our product.
In addition, the country has adopted online marketing in most both locally and foreign products sold in the country therefore, providing an avenue to make customers aware of our product and keep reminding them. Legal rules and regulations controlling the industry proved to be lenient and did encourage foreign companies to enter since it required few basic formalities and a relatively lower corporate tax rate of 30% in comparisons of other feasible markets. The company relied on the stable and large volume of milk supply from farmers thus company did not expect any milk shortage, unlike the domestic market in which the supply is affected by dry spells that reduce the domestic supply of milk to the market, this act as strength to our company and at the same time weakness of Indonesian companies.
The dry spell is experienced between April to September and Indonesian domestic companies record low supply.
In addition, the Indonesian market provided a great opportunity since it is not fully segmented and satisfied. Though we have an advantageous position, the company incurs higher costs, so we increased our prices to compensate such cost, thus making our product relatively expensive in comparison with locally produced milk products. The company targets a comprehensive population of both middle and lower class consumers by designing product packaging in raging from low volume to large volume thus enabling a range of prices in which consumers can choose from considering his budget constrain.
In addition to product design, a new method of production is adopted to cut costs in order to reduce the price difference between domestic milk products and our products. Distribution and promotion of the product are at stake, so we aim at ensuring channel be well defined to avoid shortages and market is fully exhausted. Consequently, promotion should be intensive at early stages to inform potential customers on the availability of our products, convince them to buy and keep reminding them that our product is the only option.
Michael S. Malley and Tanya Ogilvie-White, "Nuclear Capabilities in Southeast Asia," The Nonproliferation Review, Spring 2009
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