International Market Analysis

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  • Topic: Cheese, Marketing, Feta
  • Pages : 16 (5221 words )
  • Download(s) : 233
  • Published : July 16, 2012
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International Market Analysis|
Market assessment between Greece and Dubai|
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The purpose of this report is to critically analyze the attractiveness between Greece and Dubai, for market entry, by Riverina Cheese Pty, and achieve market share. In addition entry strategy, marketing mix and competitor analysis is also formulated.| |

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Contents
Introduction3
Company and Product Background3
Comparative Country and Product Market Attractiveness Assessment with Justification and Opportunity Statement6
Entry Strategy12
Marketing Objective15
Marketing Mix of the chosen market………………………...….16 References.…………………………………………..…………..20

Introduction
The Riverina Cheese Group P/L is a privately owned company that manufactures a range of continental Dairy Products for the Domestic Market. Riverina Cheese is the best fresh cheese and yoghurt maker in Australia. It is a delicate mix of traditional hands-on cheese making, supported by computerized milk storage and handling, allows Riverina Cheese to deliver consistently high quality fresh yoghurt and cheeses. Moreover, there are different types of cheese are manufactured and contract packed by Riverina Cheese, such as Ricotta, Halourmi, Bocconcini, Fetta, Pizza Cheese, Fresco and Fresh Yoghurt. This plan will display the company and product background, analysis the comparative country and product market attractiveness, and evaluate the market selection with justification and opportunity statements, then give an entry strategy and marketing objectives, finally give some recommendations for the 4Ps of the marketing mix in the chosen market. Company and product background

The Riverina Cheese Group P/L is a privately owned company that manufactures a range of continental Dairy Products for the Domestic Market. Manufacturing commenced at Leeton plant in September 1994 and in December 2005 opened a second manufacturing site in Albury NSW. In addition, Riverina Cheese situated in Albury, one of Australia's largest regional centers, it is well placed between Sydney and Melbourne to supply customers around Australia everyday. Riverina Cheese is the best fresh cheese and yoghurt maker in Australia. It is a delicate mix of traditional hands-on cheese making, supported by computerized milk storage and handling, allows Riverina Cheese to deliver consistently high quality fresh yoghurt and cheeses. Moreover, there are different types of cheese are manufactured and contract packed by Riverina Cheese, such as Ricotta, Halourmi, Bocconcini, Fetta, Pizza Cheese, Fresco and Fresh Yoghurt.

Company objectives
Despite the dairy industry is ever-changing, competitive and dynamic, the Riverina Cheese Group continue to develop and diversity the Cheese and Yoghurt to move with industry and consumer trends.

Under the effect of globalization, the Riverina Cheese Group is going to target overseas market; Greece and Dubai are their primary target countries. They will delivery their products to retails like “7-11”, supermarket-“Audi”, fast food industry, such as KFC and McDonald’s, and pizza industry. Based on the annual report 2009, compared to the pervious years 2007 and 2008, the total production of Riverina Cheese has increased by 31.8%, the high-quality and high sales performance are effective evidence when The Riverina Cheese Group want to expand their market overseas. Competitive advantages

Below are some advantages of the Riverina Cheese going overseas: First of all, the Riverina Cheese Group is committed to supporting Australian primary producers and businesses; they purchase all their raw materials and packaging within Australia. Theses raw materials ensure the quality of products for fresh. Secondly, a delicate mix of traditional hands-on cheese making, supported by computerized milk storage and handing, allows Riverina Cheese to deliver consistently high quality fresh yoghurt and cheeses. Thirdly, the Riverina Cheese is also committed...
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