International Marketing Plan: King International Pty Ltd Market Entry Into Malaysia

7523 words - 30 pages

Executive SummaryThe purpose of this report is to critically analyse an export strategy for an Australian company to Malaysia.King International, an Australian soy product producer, was chosen for this task, because of Malaysia's increasing demand for westernized but healthy products.The report starts with a short company overview and describes the products which will be exported to Malaysia. An extensive country profile of Malaysia introduces the external environment and gives an overview of the foreign market.After the competitors have been identified and the environmental analysis is completed the report shows the marketing strategy and the entry mode which King International could use if entering Malaysia. A possible marketing mix completes this research.Table of Contents1. Introduction12. Overview of Firm and Product23. Country Study- Malaysia33.1 Malaysia's environment33.2 Political/legal forces73.3 Economic and financial environment93.4 Competitive environment124. Marketing Strategy154.1 Market Based Planning154.2 Competitive Advantage164.3 Positioning strategies165. Market Entry Strategy186 Marketing Mix206.1 Product206.2 Pricing strategies206.3 Promotion226.4 Distribution237. Conclusion26References27Appendix A- Hofstedes Cultural Dimensions29Appendix B -Summary of Cultural Differences31Appendix C -SWOT - Analysis32Appendix D - Contextual Factors explained351. IntroductionThe purpose of this report is to outline the strategies necessary for King International to successfully export Kingland Soy Cheese to the Malaysian market. To achieve this a thorough analysis of the Malaysian business environment was conducted, identifying the key variables that need to taken into account when modifying the product to suit the Malaysian market. This involved researching the external environmental factors, as well as the Malaysian culture and the specific needs and wants of the target consumers. This provided the foundation for the strategic marketing plan and objectives. This involved creating a marketing mix and market entry strategies that most effectively suited the Malaysian market, while at the same time ensuring the success and profitability of King International.2. Overview of Firm and ProductKing International Pty Ltd is an Australian Soy Food manufacturer producing the labels Kingland, Pureland, Soystar and 'Zesto' as shown in Image 1. Established in 1987, King International Pty Ltd today employs between 40 and 50 full- and part time staff and is based in Brisbane, Queensland. Most products are certified Halal and Kosher and all of them contain Australian grown organic, non-GM soybeans as the main ingredient. Of King International's vast range of products. Organic Soy Cream Cheese and Soy Cheese were selected for this assignment (Image 2).3. Country Study- Malaysia3.1 Malaysia's environmentNo matter where a company operates, external forces have an indirect impact on the organization (Shilbury, Shayne & Westerbeek, 2003, p. 22). The key...

Find Another Essay On International Marketing Plan: King International Pty Ltd Market Entry into Malaysia

International marketing plan Essay

4906 words - 20 pages Table of ContentsPreliminary International Marketing Plan 3Research & Development: 3Cultural Awareness: 4Legal Issues: 7Human Resources Management: 9Information Technology: 10Product Adaptation: 10Future Expansion 12Financial Plan 13Pricing Policy for Market Penetration 15Financing Company Global Operations 17References 19Citations 20International Marketing PlanPreliminary International Marketing PlanAny company located in the United States

International Marketing Plan Essay

1188 words - 5 pages IntroductionIn today's business world, often companies simply cannot stay domestic and expect to maintain and increase their markets. Organizations must decide if it is beneficial to go international, then define its international marketing policies and objectives to create an effective promotional campaign. Global companies that offer superior products for lower prices can threaten a domestic company's market. This is often a force that

Digital Marketing Plan - Clark's International

2985 words - 12 pages Digital marketing plans to attract online sales from a new market (12 Month Plan) for a product of Clarks International brand of FootwearExecutive SummaryClarks International, founded by Cyrus and James Clark, is known in the footwear industry niche of UK for its dedication in meeting the customer's needs of comfort and uniqueness in design in footwear. As the leading brand of footwear products in UK, Clarks International has a wide spectrum of

Domestic and International Marketing Plan

868 words - 3 pages Breaks.(International) Team A chose to use Brazil as the International market for Coffee Break. According to World Coffee Consumption: Statistics and Trends the average Brazilian consumes 3 to 4 glasses of coffee a day and the country produces and grows the coffee beans. It is also known as the world's largest and best-tasting coffee supplier. Team A decided to form an alliance with International Coffee Organization and Coffee Plantation to supply

International market entry and development in Russia Personal Computers

3644 words - 15 pages continues, which is very likely considering growth in GDP, the consumption should increase as well.Figure 1 Russian family material condition (The Economist, 2008)Russia had high inflation of 12% in 2008, but forecasted drop from 10% in 2009 to 5.5% in 2013 (Business Monitor International Ltd, 2009) should make Russian market more stable.Purchasing power parity for one US dollar equals 17.5 Ruble (The Economist, 2009) which considering actual exchange

International marketing

2756 words - 11 pages shifting or focusing to cover international market. there are particularly five stages involved in the development of trans national corporation: they are 1) domestic 2) international 3) multinational 4) global 5) trans national. (Keegan J Warren, Global Marketing Management, Pearson Education Pte Ltd, 2003).A purely domestic firm focuses mainly on its home market, having no present ambition of expanding abroad and does not perceive any significant

International marketing

2726 words - 11 pages , some entry strategies require a substantial amount of initial investment and results cannot be realized until much later. As a result, companies are very careful in finding right amount of commitment combined with the expected results and type of market they want to enter. There are some options from which, they can choose to enter into the international markets are; exporting, joint ventures, licensing, franchising, strategic alliance or local

International Marketing

959 words - 4 pages specific political or geographic country boundaries: International Marketing: Involves operating across a number of foreign country markets in which not only do the uncontrollable variables differ significantly between one market and another, but the controllable factors in the form of cost and price structures, opportunities for advertising and distributive infrastructure are also likely to differ significantly. It is these sorts of differences

International Marketing

1836 words - 7 pages investment ? Agents Assembly ? Distributors Joint ventures ? Company Marketing Strategiec alliances Subsidiary Acquistion Greemfield development Entry strategy Entry Implementation Analysis ? Inventory Profitability ? Personnel/admin Assets ? Logistics Finance Costs Risk Exit strategy Figure 1. Market entry alternatives (Fifield & Lewis, International Strategy, Butterworth-Heinemann, 1998, P106) II Chinese market ( customer buying behavior) The

International Marketing

2016 words - 8 pages people's concept of product and buying behavior. Lack of cultural awareness not only can lead to a decrease of product sales, but can even collapse the company’s whole international image. In this sense, understanding cultural differences plays an incredibly significant role in process of developing marketing strategies. Starbucks's success is considered as a miracle. It has developed into more than 15,700 stores in around 43 countries worldwide

International Marketing - 10229 words

10229 words - 41 pages being charged through the regular channel but at a price that still allows a nice profit. Certain products sell for different prices in different countries. As we discussed in the unit of international marketing, a gray market occurs when a product is bought in one country and exported to another where the price is generally higher. Both Luis Vuitton suitcases and golf clubs were imported to Japan, depressing prices there.Integrated Marketing

Similar Essays

International Marketing: Us Cigarette Exporters Association Entry Into Thailand

515 words - 2 pages the same conditions prevail, or a disguised restriction on international trade."During the course of the GATT proceedings, the United States argued inter alia that the Thai restrictions prohibiting cigarette imports were inconsistent to the GATT articles which prohibit quantitative restrictions and other forms of protection. The Thai government attempted to justify their ban on imported cigarettes under GATT Article XX (see also TUNA and SHRIMP

Final International Marketing Plan Essay

2348 words - 9 pages Final International Marketing PlanExecutive SummaryThe Coca-Cola Company is aiming to establish the organization in a global market. In order to do this an effective international marketing plan must be developed. The market chosen for this global endeavor is France. The following marketing plan includes a variety of information on the development process. Market research is the largest aspect of creating a marketing plan. Before the Coca-Cola

Final International Marketing Plan Essay

5475 words - 22 pages Within the last five weeks Team A from the International Marketing class MKT 450 has been working on an International Marketing Plan directed towards an international demographic. Team A decided to market portable air conditioners made by General Electric to the country of India. Considering India's climate and the popularity and experience of General Electric, Team A decided that this would be a good product to promote.Within our research we

International Marketing Plan Essay

5024 words - 20 pages A brand will be focused on to create an international marketing plan. The wine brand that will be looked at is Cakebread Cellars. Cakebread Cellars are a Californian wine producer. They sell some of the finest wines only for within the US market. Over the next 3 years they are determined that an opportunity exists to increase sales of California wine into one of the classic wine producing countries in the world: Italy. To ensure that the