Industry Opportunities - Income levels - Global Marketing - Potential Demand - Marketing Assessment Answer

Industry Opportunities - Income levels - Global Marketing - Potential Demand - Marketing Assessment Answer

Assessment Task:

Kerry Group with a turnover of over €6.4 billion is a world leader in Dairy products. Its portfolio of brands includes everything from Dairygold to Walls. One area of growth is its kids snacking range “Strings and Things” that includes popular products Cheestrings and Yollies. Strings and Things is focused on good food made fun through innovative and creative designs.

Your assignment is to choose one of the Kerry Group brands: Cheestrings OR Yollies. You are then to:

• 1. Select a market that you feel the company should enter (with the brand you have chosen). Your report should be organized into two sections:
• I. Market and industry opportunities of the country selected. In the section on the market and industry opportunities you should include an analysis of the following
•  The market: Why did you choose this market? What is the potential demand in this country? Are
•  The market demographics a good fit with your brand? What is consumer behaviour? Growth? Size? Income levels? Lifestyle influencing factors etc.
•  Competition: Intensity of rivalry, entry barriers, Bargaining power of suppliers-customers
•  Is the business likely to be profitable?
•  Incentives: What taxes, subsidies, infrastructures, government contacts might be available?
•  Resources: Is the country a critical source of skilled personnel? Raw materials? Components?
• Labour? Technological innovation? Learning?
•  Quality of infrastructure supporting services
•  Location

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