International Marketing Strategy of Fiesta Food for expanding into Australia Market

Number of Words : 4140

Number of References : 24

Assignment Key : MSMGF-6353

Contents

  • Content for this assignmentEXECUTIVE SUMMARY 3
  • Content for this assignmentChapter 1: INTRODUCTION 4
  • Content for this assignmentChapter 2: DESCRIPTION OF FIESTA SEAFOOD 6
  • Content for this assignmentChapter 3: EXTERNAL ENVIRONMENTAL ANALYSIS OF AUSTRALIAN
  • Content for this assignment READY MEAL BUSINESS 7
  • Content for this assignmentChapter 4: COMPETITOR ANALYSIS 9
  • Content for this assignmentChapter 5: MARKET SEGMENTATION AND TARGET MARKETING 11
  • Content for this assignmentChapter 6: MARKET ENTRY AND EXPANSION STRATEGY FOR FIESTA 13
  • Content for this assignmentChapter 7: INTERNATIONAL MARKETING MIX APPLICABLE FOR
  • Content for this assignment AUSTRALIA 16
  • Content for this assignmentChapter 8: SUMMARY AND CONCLUSIONS 20
  • Content for this assignmentLITERATURE CITED 22

Description

Ready meals segment is an important area of marketing foods. It is the choice food for busy singles, single parent families, old persons, enjoying honeymooners and working housewives. Indonesia has many ready meal offering firms. Fiesta seafood offered by Prima Food is one of them. Under the brand name Fiesta, the company offers six different seafood items.
In Australia, imported ready meals are a weak market. With its strong open economy, educated and affluent consumers, the country offers good opportunities for ready meal imports. There are some negative issues too, but these can be resolved.
In this paper, the possibility of introducing Fiesta seafood as a ready meal in Australia is considered.
The factors related to external environment, competition, market segmentation and target marketing, mechanisms of market entry and expansion for Fiesta seafood and international marketing mix for the products are analysed in detail. The results of analysis lead to certain clear action points for Fiesta seafood introduction and expansion in Australia. These are listed as recommendations.
The main components of recommendations are: Product adaptation for Australian customers; Local manufacture with Indonesian heritage, oriental flavour and taste as brand images; incorporation of health aspects in the offered products; promotional efforts to include word of mouth (WOM) marketing also; diversification of products into healthy organic and home cooking foods and use brand strength rather than price war for addressing competition.

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