STRATEGIC MARKETING

Strategic Marketing - Frozen Food Manufacturer

Table of Contents

Introduction2

Task 1: Market Selection3

Task 2: Marketing Mix Strategy6

Product6

Promotion6

Price7

Place7

Task 3: Foreign Market Entry Strategy10

Strategic Marketing - Frozen Food Manufacturer

Introduction

The company, Rush Frozen Food, is based in United Kingdom since last five years. As I am the head of the international marketing of the company, we are collectively intending to launch our frozen food products in another country for a global approach. Many country's prospects for the international launch of the products were determined but among a few, one country was finalized which is Australia. The prospects, current condition and future growth of Australia seem brighter than many European and Asian countries. It is suggested to the management and owners of the Rush Frozen Foods to consider Australia as the next potential market for our products. Australia will be a good return on investment. The following discussion is the justification of the chosen country, Australia (Palmer 2000, 85). Rush Frozen Foods believed itself to be competitive in the terms of technology, quality, taste and product delivered. The company aims to achieve a considerable market in the introductory period. The company aims to enter the market keeping price as its edge in high competition of Australian frozen food industry.

Task 1: Market Selection

The following market analysis of frozen food industry of Australia provides an insight into the threats and opportunities of the industry as well the different aspects of consumer behaviour and how the cultures, lifestyle and other related factors affect the consumer behaviour. The threats and opportunities and market analysis of Australian frozen food industry is done with the discussion of politics, economy, social aspects, technology, legal aspects and ethical factors (Barth 2002, 41).

Opportunities and Threats

The opportunities in Australia for Rush Frozen Foods are discusses as follows. The country is democratic therefore there won't be much issue in introducing the brand there and also setting the company. The government power is decentralized. This means that the introduction of the brand in Australia, location and all settings for the company will be an easy process as compared to a centralized government. . The country has taken many measures to return to budget surplus and strengthen its anti-money laundering mechanism. The economy was growing steadily until the global financial crisis began in 2008. Although Australia is better placed than other advanced nations in terms of economic growth, it faces challenges such as adverse terms of trade and rising external debt. Moreover, large-scale government expenditure programs will also adversely affect the financial health of the state, with a widening budget deficit. However, the country expects to return to a budget surplus in 2012-13.

Technological advancements are applied in both modern and traditional fields. Businesses and the government work together for the development of research, wherein the funding is provided by industry, with government collaboration. The government lays down legal polices in the broad areas of competition, trade practices, infrastructure, and energy. According to the World Bank's Doing Business 2011 rankings, the country was ranked 10th among 183 ...