3042MKT : Marketing Globally Report - Marketing Assignment

Internal Code : MAS5130

Marketing Assignment :

Task Students are required to prepare a global marketing report focused on preliminary market insights and suggested creative concepts to assist an Australian firm to export their Australian honey product.

Company overview - APN Product of Australia

The Australian Pure Natural Pty Ltd company was established in 2015 from Brisbane. The founders have a particular liking for the taste and beneficial qualities that natural Australian foods and beverages offer. APN is export oriented (B2B) and sources premium quality, pure, and natural Australian food and beverage products and primarily targets importers and distributers in foreign markets. Secondary target markets are consumers interested in their health and wellbeing, looking to source quality natural products for themselves or their friends and family. Consumers in Australia and foreign markets are served directly via online sales...

Task

1. Identify and justify a market segment for your product in the given country that is suitable to increase export opportunities of a finished product in a B2B market opportunity. Please justify your choice of segment using analysis to support. You should also mention any limitations of the secondary research you are using. Note: Please remember to identify your product’s current position in the product lifecycle. i.e. Introduction, Growth, Maturity or Decline phase. 2. Define and describe your target market profile. Ensure that the target market is measurable, sizable, accessible, and actionable and has growth potential. 3. Provide and justify a B2B (Business to Business) distribution strategy (eg. importer/wholesaler) that will be most effective in attracting a business to represent your product in your chosen target market. You will need to recommend an importer/wholesaler who would distribute the product. Supporting information is required to justify your choice of business and as to why they will be effective. 4. Prepare a promotional concept (based on a unique selling proposition) that can be used to effectively position your product to your chosen target audience. i.e create the key message to communicate with your audience that will entice them to purchase the product. Remember to consider legal requirements, cultural nuances and other relevant market characteristics. You are required to provide a diagram/story board to support your concept.