BSBMKG516 Profile international markets

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Task 1 Marketing case study

Assessment description and requirements

This assessment provides a short case study of segmentation (found in the appendix) and
questions which relate to them. Read the case study first, then answer the questions in the
spaces found below.

Specifications

You must provide:

your completed assessment.
Your assessor will be looking for:
answers which demonstrate an understanding of the principles and methods of profiling
international markets.

Case Study

Aussie Hay and Feed has developed a new method of compressing and vacuum packing lucerne hay, which
keeps it fresh for more than three years. The invention has several benefits for the long term storage and use of
lucerne hay over traditional methods of baling and storage.

The benefits include:

reduced transport costs by 75%
reduced storage costs by 75%
dramatically extends storage time in hot, dry weather and hot, humid weather
retains its visual appeal by remaining green inside the block and on the exterior if a black plastic bag is
used for vacuum packing
reduces risk to horse owners and breeders of the vagaries of fresh chaff supply
dramatically reduces the risk to horses of mould in humid weather
reduces risk to farmers supplying lucerne to Aussies business of the vagaries of supply and demand
lucerne hay itself is a high protein natural feed that is highly suitable for horses that are working to keep
them in condition with good muscle mass.

The competition for the new product are:

traditionally baled lucerne hay, which takes eight times the space and becomes dry and dusty over a
period of a year
compressed lucerne hay with additives that subject the product to mildew attack

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 pelleted compressed lucerne hay, which becomes dry and dusty if not used quickly
grain feed which is much more expensive but higher in protein content.

Ausssie conducted research into export markets by:

investigating Austrade data on exports of hay, lucerne and other feeds
investigating Austrade data on export of live animals
investigating supply requirements in Japan through an importer of hay and hay products
investigating the horse racing industry in the Middle East, Japan, Singapore and Hong Kong.

Aussie identified the following facts and figures.

The global export market for hay products in 1997 was reported as being valued at $1.05B, with
the vast majority being exported to Japan and the major suppling country being the US.
Typical importers 1997 values Typical exporters 1997 values
A$'million A$'million
Japan 900 Australia 50
Middle East 40 USA 760
Taiwan 15 Canada 155
Korea 30 Taiwan
Hong Kong 10 Note: Taiwan exports rice straw and imports
Macau 2 high quality fodder for its dairy industry.
Singapore 2
South East Asia 6

Live cattle exports were valued at $600M, consisting of approximately 600,000 cattle requiring 1.3 million tonnes
of fodder.

Exports to Japan needed to be proven to be biosecure by testing through the Australian Quarantine and
Inspection Service.

Aussie also identified that to be successful in the Japanese market, packaging and labelling needed to be of a
higher standard than he used in sales to Australian horse owners. The packaging he currently uses is black
polypropylene, to cut out light to maintain a fresh green look to the lucerne when it is opened. The labels are
computer generated with a simple layout and with the minimum information required by regulation printed on a
white label.

Aussie identified the following export segments.

Dairy industry in South East Asia and Japan.

Horse racing industry in Japan, Singapore, Hong Kong and Middle East.
Leisure horse industry.
Live cattle exports to the Middle East, Malaysia and Indonesia.

Aussie identified his market as horse owners and wholesale suppliers of horse products in Japan and the Middle
East. Aussie determined the total market to be worth at least $200M being 20% of export chaff for horses.
Aussie preferred Japan because of its size of market and its proximity to an Australian time zone.

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 Aussie identified his target segments as:

owners and trainers of race horses in Japan

dairy industry in Japan.

Aussie identified the following marketing options.

Creation of a website to hold:
o case studies
o testimonials from well-known people in the horse industry.
o technical data and reports about the product
o photographic evidence of the storage saving attributes and long lasting qualities.
editorials and advertisements in horse and dairy magazines in Japan
direct sales to partner resellers, using samples to familiarise the resellers and customers with the product
agricultural trade shows in Japan using a partner distributor.

Aussie has met his potential distributor once in Australia but has been reluctant to travel to Japan. He has
explained to the distributor that he cannot afford the time away from the farm each time he received an
invitation. Whilst this was partly true it is also because of the cost to his start-up business.
Aussie positioned his product as Long-life chaff with a premium pricing of 30% above competitive products.
Aussie had production capacity to sell 300 tonnes of product before needing to expand his production.

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Answer the questions below about the Case Study. Click in the space provided and type your
answer.

1. What international markets were considered by Aussie?

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2. What criteria did Aussie use to determine the suitability of Japan as an international
market for AussieVac products?
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3. What criteria did he not use?
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4. What may have been the impact on the success of Aussies marketing plan of his choice
of criteria?
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5. Was Aussie ready to market his products in Japan?
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6. In what way did he demonstrate readiness?
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7. Can you suggest other information or activities could have undertaken to be ready?
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8. What was Aussies positioning strategy?
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9. What additional data would have been helpful to prioritise Aussies marketing options
for the Japanese market?
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10. What issues was Aussie likely to encounter culturally with his current plan?
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11. What targeting strategy did Aussie use?
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12. If you were CEO of Aussie what actions would you take next?
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Task 2 Consumer/ Customer Profile

Assessment Description and Requirements

Using the case Study information and your responses to questions 1 11 you are required to
prepare a Consumer/ Customer profile in a short Report format as follows: -

Procedure

Follow these 5 simple steps to learn more about your existing customers, in order to find more
customers like them.

Describe Your Customers

Understand who your ideal customer is and what similarities they have. Define your customers with the
following criteria:

Demographics their age, gender, income, etc.

Psychographics their personality type, preferences, etc.
Behaviour their similar likes and dislikes, sports, hobbies, etc.

You should also note characteristics of your ideal businesses to work with, including:

# of employees
Revenue
Geographic scope
Type of business
Decision-making
Budget

Locate Your Customers

Find the places your customers are attracted to, whether a physical location or a cyber space where they
gather.

Where do they hang out?

What do they read? Both online and offline?
What do they search for online?

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Understand Their Purchasing Process

Review the needs and benefits that make your customers purchase your product or service.

Where do they begin their research?

What is their problem or need?
What are the benefits to finding a solution?
Do they make purchases by impulse?
Do they seek out referrals?
Will they need approval by a committee before making a purchase?

Connect with Current Customers

Consider your current customers to gain additional insight into what made them select your business
over others. Conduct interviews, formally or informally, and ask them:

How did you originally find our company before contacting us?
Why did you originally buy from our company?
Why do you continue to buy from our company?
What do we do that others dont?

Create Client Profiles (Personas)

Create profiles that describe specific segments of your current clients. Ensure that the profiles are
tangible, so that you can envision this person and what would motivate them to find your business.

Describe your clients in written profiles, called personas

Create a specific persona for each identifiable client group and name them
Include images of ideal clients, either real or a hypothetical individual

Once you have completed these five simple steps you will have a clear picture of the type of customers
your business should be targeting.

Specifications

Your assessor will be looking for:

the use of appropriate suitability criteria
the use of appropriate sources of information
selecting the market in accordance with the criteria
identification of segments within the market which were useful
defining the target market in terms of prospective users of a product or service
identification of national and international regulatory issues and appropriate planning responses

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 identifying strategic marketing options and selecting appropriate targeting strategies
the use of segment descriptors to describe the target market
the use demographic and or psychographic descriptors in the consumer profile
identifying believable position strategies relative to competitor positioning for the product or
service
assessment of and response to cultural issues in product use, language, colour and sales approach.

Important the Consumer/Customer Profile is required to be approximately

750 words long/word count.

Please note: ILSC can use third party software to detect plagiarism

You can paste your assessment below this line or upload a separate file to Moodle.
Please see your trainer for final instructions on this.

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 Click here to enter text.

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