Contents

• Abstract 2
• Introduction 3
• An anatomy of agrarian exports of New Zealand 4
• Propolis – an overview of the product 5
• Impact of culture on consumption 6
• Cultural Dimensions 8
• Hofstede’s Cultural Dimensions Matrix of South Korea and its impact on marketing of propolis 11
• Uncertainty Avoidance Index 11
• Individualism 11
• Power Distance Index 12
• Internet as a tool to penetrate Korean market 13
• Positioning of propolis from New Zealand as a unique brand 14
• Co-branding as a plausible option 15
• SWOT Analysis of the export proposal 15
• Conclusion 18
• References 18

Description

New Zealand is gradually transforming itself from a predominantly agrarian country to an industrialized one. It has also accounted for itself rather commendably during the global economic recession a couple of years ago. But the rich forest cover it enjoys is an almost inexhaustible source of foreign exchange, especially so since New Zealand is acutely aware of ensuring a sustainable method of exploiting its natural resources. Given its predominance in export of food products, it is only natural that exporters would also be interested in exporting propolis and related apiculture products on a commercial basis.
However, the targeted country being South Korea which is geographically and culturally distanced from New Zealand a proper analysis of the prospects of such an export venture can be properly examined through the prism of cultural differences so adroitly portrayed by differences in examined in thorough detail any conventional marketing plan to enter a new market would remain incomplete.
This report studies the export potential through the lens of cultural differences between New Zealand and South Korea and attempts to identify the commercial strengths and weaknesses of such a proposal. It is concluded that though it would not be an exact cake walk for an exporter, it would also not be an impossible task to crack the South Korean market