The paper “ Situation Analysis, Organization Assets and Skills, SWOT, Opportunities and Threat Analysis, Marketing Mix Strategy for Australian Company” is an excellent variant of a report on marketing. This strategic marketing research details various approaches that can be employed by an Australian company is venturing into a market it has not been before. The analysis of the market is extensively done to determine its economic viability and its investment prudence in choosing to invest in the market of choice. The industry taken is the wine industry in Australia which is a robust industry being fifth in the world in the export of wine in the foreign market after the US, German, France Italy and Spain.
This industry is responsible for over 45% of Australia’ s export returns representing about 33% of its total GDP. Constellation Wines Australia, a leading wine producing industry in Australia is the company of choice taken in this analysis to determine the viability of it investing in South Korea a choice market due to its increasingly vibrant wine market. The consumption of wine in Korea is on a record high that the domestic supply cannot meet the demand, therefore, making it a perfect investment market for Constellation Wines Australia. Extensive analysis is done on the market’ s opportunities and threats posed by it on new entrants in its market so as to design the best marketing strategy to employed by a prospecting company that wants to enter into the market.
Prevailing market trends and competitors are also analyzed to determine if any, the comparative advantage that Constellation Wines Australia may enjoy upon joining in the Korean wine market. Recommendations are then made towards the implementation procedure and criterion of the proposed strategic management approach postulated. 2.0 IntroductionThis report, International Marketing Analysis and Strategy, is intended to be a research from which an international marketing plan for an Australian company emanates.
The research is to indulge in the market of an Australian company with its products’ (or services’ ) prominence and economic viability in its market highlighting the carious determinants that have an effect in its business. The criterion upon which company selection for this report is selected is: “ ’ An Australian company considering the export of a product or service to a country where they are not presently represented’ .
‘ The business industry used for this report is the Australian wine industry which is the fourth largest exporter of wine in the world1 exporting over 400 million litres of wine a year to the international export market that includes wine-producing countries’ such as France, Italy and Spain” (Dutruc-Rosset 2002, p. 23). Australian’ s ‘ domestic wine market is just as flamboyant consuming over 400 million litres of wine per year’ . ‘ The wine industry is a significant contributor to the Australian economy through employment, export and tourism’ .
According to Australian Wine and Brandy Corporation wine fact sheet, in 2005/06 Australians ‘ consumed about 430 million litres of wine with a wholesale value of $1. 9’ billion which was an increase in annual per-person consumption from the previous decade to 22.5 litres. As an export earner, the industry hit a record 3. 02 billion in the fiscal year 2007 with the US, Canada, Continental Europe and Japan, being the major importers from Australia. (See appendix 1 for further facts about the Australian wine industry).
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