The paper "How King International Can Effectively Export Kingland Soy Cheese to Malaysia" is a good example of a marketing case study. To attain this detailed evaluation of the Malaysian business environment was carried out, thus identifying the important variables that needed to taken under consideration whilst modifying the product to fit the Malaysian market. For these external environmental factors, and the Malaysian culture and the particular requirements and desires of the target consumers were analyzed. This helped in designing a strategic marketing plan. This consisted of designing an appropriate a marketing mix along with market entry strategies which were appropriate for the Malaysian market, whilst at the same time making sure that it would help King International to be a successful and profitable brand name. After these environmental factors were considered a good marketing strategy was designed, the marketing mix was also modified so that it could suitable for the Malaysian business environment.
The strategies which King International used will permit the business to achieve an important competitive advantage and flourish in Malaysia. Thus it can be said that after all the factors were analyzed King International does have a chance to lead the health food market of Malaysia.
As it has overcome most of its barriers and completely understand the Malaysian culture Marketing Plan Introduction King International Pty Ltd manufactures Soy food. It is an Australian company which is planning to become international by exporting their cheese in Malaysia. This report gives a detailed analysis of the strategies used to effectively introduced Kingland Soy Cheese in Malaysia. To achieve this a detailed evaluation of the environmental factors in Malaysia will be done; this will consist of identifying the things which need to be thought of when making changes in the product so it can be successful in Malaysia. Overview of Firm and Product King International Pty Ltd was formed in 1987 in Queensland.
They manufacture organic cheese. The main ingredient is non-GM soybeans they are the manufacturer of famous organic cheese products like Zesto' and in Malaysia, their secret of success is “ Halal” . However, in this assignment, we will discuss on soy cheese and their organic cream cheese product. Mission Statement To produce healthy and quality products for the consumers by using the most innovative methods. Culture Factors The precise meaning of culture is complicated, though there are 2 major features, which have changed over time, one is that we learn the culture and the other is that it can be attained by spreading it.
Understanding the true meaning of culture is thus vital for the success of a company which want to be become international (Assael et al 1995). The foremost aim of marketing to gratify the needs and wants of possible customers is extremely dependant in the manner which culture moulds these desires and needs, it even has an effect on how messages in marketing are received and inferred.
Culture has an effect on the entire marketing mix. (Craig et al 2000).
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