International Marketing

-THIS IS A GROUP REPORT ( You only need to do number 6 and 7)

-total is 2 section, each section around 700 words

-we choose Japan

(6. Recommended target market and priority market segments– Kelly Lin

7. Recommendations (product and service) for the business—Kelly Lin)

CASE STUDY TWO: INTERNATIONAL MARKETING (what Don mentioned in class)

• Gotzinger is considering 4 Asian markets including:

o   Japan → we’re doing this

o   South Korea

o   Republic of China (Taiwan)

• Singapore

This is our report details for each section, you can find my part’s detail on here:

WHY ARE THEY CHOOSING THESE?

• The budget is very limited. Doing something in subject with Austrade EMDG – export marketing development grant. Will potentially give up to 50% of your expansion. The budget from the project is Gotzinger giving an overall investment of $25,000.
• The overall objective of the case study is to attract new customers and greater spend from a new international market.
• Develop a report and recommendations for Gotzinger. The key research and findings are required.
• Research Gotzinger and the Smallgoods market in Aus, including the industry size, growth/decline and any key industry issues.
• Also access Gotzinger’s existing marketing approach, target market(s), website and products.

o   They are pretty much difficult to find. Shouldn’t the business know where he is positioned in Woolworths and Coles wasn’t sure whether they had the product or not.

• It is common that businesses do not have strategic plans. It is something you learn in university and never do again.
• Following the initial desk research, conduct a group SWOT, Pestle and Product life cycle analysis and outline any recommendations for the company in considering overseas expansion. Why don’t they do vegan and vegetarian sausages?
• Must identify an international market to enter and justify why you think that. Look at the priority target market segment. What would be a great promotional gimmick?
• Could start looking at new product ideas.
• Finally, develop an integrated International Marketing campaign with an example of a campaign to launch Gotzinger in your chosen market. How you are going to position, the target market, communication objectives, creative strategy (this is the campaign), media strategy (what route are we going down, internet/social media, television/radio, magazines newspaper, etc).
• References – Harvard.