Marketing Plan for Selecting United Kingdom
The work of a marketing manager is no easy task. As the very word ‘manager’ suggests, he is someone who has to take care of each and every tasks, big or small related to the operation and management of the task that he is in charge with. Any good management plan needs a proper control and implementation and the person who is responsible for managing the entire operation is known as a manager (Duarte and Paull 2015). The manager has to take note of all the favorable conditions for marketing any particular product. Being a marketing manager, one has to have a thorough knowhow about all the past, present as well as the future marketing conditions that might come up and affect the marketing strategy in different ways (Martini et al 2014). This paper will deal with the roles associated with the position of a marketing manager of an Australian fruit grower (Wafler and Badir 2017). The marketing manager works for an Australian fruit grower company called Fruity Fun, which excels in the production of a large and wide variety of exotic fruits like kiwi, pineapple, plantain, pomegranate, tamarilo, rambutan etc. The marketing manager here will be responsible for sketching out a proper marketing plan for expanding this business on a global basis. The marketing manager will aim at expanding the fruit business from Australia to United Kingdom.
As far as the market for fruits is concerned, a major role is played by the local farmers and they will initially carry on their cultivation so that their products can directly aim at the target customers (Taiti et al 2015). The work of the marketing manager was to select a proper and suitable country to expand thus business keeping in mind the population and the demographics of the country. The country chosen is United Kingdom, since there is a very high demand for fresh and varieties of fruits for the past few years. Moreover, United Kingdom is one among the well known markets for exotic fruit and fruit products (Kehlenbeck et al 2013). The majority of the population has a very high demand for the fresh and exotic fruits. Thus is very much evident from the population of United Kingdom which exhibits such an indigenous culture, as a result of which naturally creates a demand for different varieties of fruits.
As the marketing manager has established that the people of United Kingdom are mainly concerned about exotic fruits, hence they will obviously have a high demand for it. The per capita consumption of fresh fruit in United Kingdom is comparatively lower than the consumption of fresh fruits. Hence, it will be the best place to sale the fruits in return for a good income. The wholesale commission rate average seven percent whereas the importer commission rate is five to ten percent. Importing the fruits in U.K will obviously fetch a high amount of income than any other country since U.K has customers who will accept paying higher prices for getting supplies of healthy and exotic fruits (Rundh 2013).
Marketing Strategy
The marketing manager was successful in choosing the right country for the expanding the sales of Australian fruit grower, which was United Kingdom, keeping in mind all the favorable conditions that are available in that country for the proper sales and business expansion (Soon 2016). A good marketing strategy is one which will have a good entry method. In other words every new thing needs a good exposure and being a marketing manager it is very useful to know how to design the entrance or the launch of a new product in an International Marketing Channel. As the main aim of the marketing manager was to aim at a large number of targeted customers , he had to careful about the fact that the products are launched in the U.K market in such a way that it becomes an eye catcher for all the customers. Hence, the launching or the entry of the fruits had to be during some big cultural and popular events that have the gathering of a majority of the U.K population (Dibb and Carrigan 2013). The entry of the variety of exotic fruits will be done on the famous U.K festivals like the Fruit Fest U.K and the Fruit Festivals. This strategy is expected to be the most successful and working strategies of all because no other option can be better than the fruit festivals, where the exotic fruits from Australia can be united with the happy fruitarians of U.K. As the marketing manager will expand the business on International basis, hence, he would try and seek some collaboration that is joint venture or partnership with some already well established fruit companies or other soft drink and F&B industries that have a large demand for exotic fruits. This will not only give financial aid and support but will help in gaining a proper platform for market entry.
Benefits of joint venture method
- It will allow this new company to enter into a business expansion in a new geographical area
- Enables the company with new knowledge and proper business knowhow
- It can also be very flexible
- It also will enable the company to get access to specialized staff and technology
- It will also enable the company to gain new capacity and expert knowledge
Some Real Life Examples of International Marketing of Exotic Fruits
Wealmoor is a very well known fruit company that exports fresh exotic and tropical fruit in U.K. In order to expand their market on a global basis, they have used several strategies that can be adopted by thus Fruit Company as well. Like Wealmoor which particularly has focused on seasonal vegetables and herbs, this company can also select a particular kind of exotic fruit to excel in as per its demand in U.K. which will make the business expansion less complicated. Apart from this, like Wealmoor has developed partnership all around the globe, this company too will look for collaborations for getting good exposure and support. Like Wealmoor, this Australian fruit company will also encourage the commercialization of horticulture in U.K and in other developing countries as well.
The marketing manager also has to take care of the fact that the promotional activities are set in such a way that the products are properly promoted and channelized in such a way that the customers are able to easily know about the products and can easily reach out the products (Azhar et al 2017). Hence, in order to promote these exotic fruits, different promotional activities are planned like, having taste samples set up at different outlets, and these samples will be free of cost so that the customers can easily bet a taste of the exotic fruits and can increase their purchases. Apart from this there will be slide shows put up at every outlet so that the customers can get a detailed view of the production process involved (Wafler and Badir 2017). In this context, the production process mainly refers to the different processes of cultivation and agriculture in which the fruits are grown (Tansuchat et al 2016). The manager will make sure to display all the production processes in those slide shows which would show that the exotic fruits are cultivated with purely natural and fumigant cultural techniques of soil, ozone free atmosphere and health friendly production processes.
Pricing Strategy
In this modern day scenario, all the customers are very much concerned about their health and they are not only looking towards good and innovative products but they are very much concerned about getting fresh and healthy products as well (Shaver et al 2014). Hence, one of the major rules that are recorded in the marketing strategy is ensuring the health benefits of the fruits. The top most priority of the business will be not only in money making or profit maximizing but in customer satisfaction.
SWOT-The strength of this business is mainly the kind of product in which it is dealing and the country that it has chosen for the business expansion. There is also a very high demand for exotic fruits in United Kingdom and so this will be a major strength or a big opportunity for this fruit business to prosper in the one run and it will also be very easy for the business to get the targeted customers with their market strategies.
Weakness- One of the major weaknesses of this business is the presence of a large number of alternatives in the market, as there is an increasing demand for exotic fruits in the United Kingdom; there are a lot of efforts being made all across the world in different countries for creating a major yield of good exotic fruits and vegetables.
Opportunities-This business has a major opportunity to increase its production by using all the natural methods of cultivation. By using several natural and cultural techniques of soil and also by adopting many new and modern scientific activities, the yield of the total cultivation can b e increased and the production will be developing not only.
Threats- The threat that can affect this business greatly is the entrance of new firms in the Market. As the demand of consumers is increasing, is the number of suppliers as well. Hence there are chances that many new firms can enter into the market and thus give this business a very tough competition, apart from this, climatic changes can also affect this business a great deal. If there are some unfavorable climatic conditions like floods, draughts etc then the cultivation can be hampered a great deal. Apart from this some other areas of concern can be attack by pests or insects, or any other soil borne infections that might hamper the production or the cultivation of the exotic fruits.
As far as the demographics of UK is concerned, the population has a high demand for fresh and exotic fruits, as they have an indigenous culture, people from various cultural background live there and hence they have demands for different varieties of exotic fruits and fruit products. As the population of U.K comprises of a huge number of people coming from different cultural backgrounds, their different taste and preference is also reflected in their choice of food as well. In order to expand the business, the targeted customers are to be selected very wisely. These exotic fruits are demanded mainly by the children (70% of total population) as they have the fresh, nutritional food values, next they are demanded by the adults (20% of the population) who need it as energy supplements and the last is the elderly group of people (10% of the population) who need some selected kinds of exotic fruits for their medicinal values and nutritional benefits.
Market Entry Method
Figure1: Demographic representation of U.K’S exotic fruit consumption
(Source: cbi.eu.2014)
As far as the demographics of UK is concerned, the population has a high demand for fresh and exotic fruits, as they have an indigenous culture, people from various cultural background live there and hence they have demands for different v varieties of exotic fruits and fruit products.
It is also due to the large number of cultures and mixed up races that reside in U.K that have contributed largely towards the growth of different kinds of food products and one among them is a large variety of these exotic fruits.
The communication with the targeted customers will mainly be done through different shows and festivals like the fruit fests etc where different slides and projects will be set up in order to communicate every detail of the products and the processes involved in the production and there will be some WebPages and online forums developed for interacting with the customers and getting their feedbacks on their level of satisfaction and also to listen and cater to their complaints if any.
Conclusion
Thus, it can be concluded from this paper that a proper marketing strategy is needed for the proper growth and marketing of the products. The marketing manager will be very much concerned about implementing all the strategies and principles that are needed for the business expansion of the Australian fruit grower inn United Kingdom. The selection of this country is also very strategic in nature as there is a very high demand fo all varieties iof exotic fruiys and fruit products.
References
Azhar, B., Saadun, N., Prideaux, M. and Lindenmayer, D.B., 2017. The global palm oil sector must change to save biodiversity and improve food security in the tropics. Journal of Environmental Management, 203, pp.457-466.
Dibb, S. and Carrigan, M., 2013. Social marketing transformed: Kotler, Polonsky and Hastings reflect on social marketing in a period of social change. European Journal of Marketing, 47(9), pp.1376-1398.
Duarte, O. and Paull, R., 2015. Exotic fruits and nuts of the new world. CABI.
Hattersley, L., Isaacs, B. and Burch, D., 2013. Supermarket power, own-labels, and manufacturer counterstrategies: international relations of cooperation
Kehlenbeck, K., Asaah, E. and Jamnadass, R., 2013. Diversity of indigenous fruit trees and their contribution to nutrition and livelihoods in sub-Saharan Africa: examples from Kenya and Cameroon. Diversifying food and diets: Using agricultural biodiversity to improve nutrition and health, pp.257-269.
Martini, A., Massa, S. and Testa, S., 2014. Customer co-creation projects and social media: The case of Barilla of Italy. Business horizons, 57(3), pp.425-434.
Rundh, B., 2013. Linking packaging to marketing: how packaging is influencing the marketing strategy. British Food Journal, 115(11), pp.1547-1563.
Shaver, I., Chain Guadarrama, A., Cleary, K., Sanfiorenzo, A., Santiago García, R.J., Waits, L., Finegan, B., Hormel, L., Sibelet, N., Vierling, L.A. and Bosque Pérez, N.A., 2014. Article I. Coupled social, economic and ecological outcomes of agricultural intensification in Costa Rica and the future of biodiversity Cocservation in tropical agricultural regions. Exploring the political economy of everyday life on the Costa Rican frontier from agrarian reform to the pineapple boom. Tesis (Ph. D.)–CATIE, Escuela de Posgrado, Turrialba (Costa Rica), 2014.
Soon, S.W., 2016. Study on the customer acceptancy of the Tropical Fruit Vinegar (Lansium domesticum var. duku & Nephelium lappaceum) in Kelantan and Kuala Lumpur (Doctoral dissertation, Faculty of Agro-Based Industry).
Taiti, C., Costa, C., Menesatti, P., Caparrotta, S., Bazihizina, N., Azzarello, E., Petrucci, W.A., Masi, E. and Giordani, E., 2015. Use of volatile organic compounds and physicochemical parameters for monitoring the post-harvest ripening of imported tropical fruits. European Food Research and Technology, 241(1), pp.91-102.
Tansuchat, R., Nimsai, S. and Piboonrungroj, P., 2016. Exploring Opportunities and Threats in Logistics and Supply Chain Management of Thai Fruits to India. International Journal of Supply Chain Management, 5(2), pp.150-157.
Wafler, B.H. and Badir, Y.F., 2017. Global products marketing strategy of two European MNCs in Vietnam. Journal of Product & Brand Management, (just-accepted), pp.00-00.
Order an Essay Now & Get These Features For Free:
Turnitin Report
Formatting
Title Page
Citation
Outline
