4- Market Entry: Due 04/21/2021
Use the information you have already gathered in the previous two sections and incorporate them to come up with the appropriate method for your selected company to enter the selected country. Assignment must be 4 pages of CONTENT double-spaced & in MLA format (this does NOT include your cover page and references page).
You should make a compelling argument as to why your strategy will guarantee success for your selected company in that specific country. Present a Marketing Strategy that the company does not already use.
- Determine the appropriate marketing strategy and promotional messages for the target market in selected country.
- Determine the appropriate market entry strategy. Focusing on political, legal and economic factors and distribution channel factors that would guarantee success.
Helpful Note:
The purpose of the project is for you to provide a country analysis on a country of your choosing, then pick a company that is currently
NOT
present in your chosen country and come up with a marketing plan for that company there.
DO NOT SUBMIT THEIR CURRENT MARKETING STRATEGY. YOU ARE TO COME UP WITH A NEW WAY FOR THAT COMPANY TO MARKET ITSELF IN THE FOREIGN MARKET.
Cerda 1 University of Texas Rio Grande Valley Country Outline: Australia Adrian Cerda Dr. Pablo Rhi-Perez MARK-3310-90L-Spring2021 March 31, 2021 Culture Authenticity and humility are sturdy ideals in Australian culture. They are inclined to value humour, sincerity, informality, while detesting pretentiousness. They are also inclined not to draw consideration to their education and other accomplishments and tend to doubt those who do so. Australians are extremely faithful when it comes to friendships. They give immense value to relations that they can go to their ‘mates’ as opposed to their families in difficult times. It is also a very multi-cultural society with a resilient mixture of people having ancient European origins, indigenous groups and a miscellaneous amalgamation of immigrant inhabitants. According to the Consensus of Australia 2016, about 25% of Australian citizens were born in overseas countries. At least one parent of nearly half the population were born in foreign countries (Wright et al.) Political Talking about the political aspects of Australian, a federal system of government was established by The Australian Constitution of 1901. The Parliament is the very heart of the national government of Australia. The members of the Parliament are the Queen, who is represented by the Governor-General, and two houses consist of the House of Representatives and the Senate. Australia is a parliamentary democracy and constitutional monarchy due to these three features. The Parliament has five central functions which to arrange for the creation of a government, to legislate, to arrange the funds required for government, to arrange a platform for prevalent representation and to analyse the activities of government (Robinson). Demography Most populated cities, basic statistics, religion and ethnicity are covered by the demography of Australia. As of 28 March 2021, the population of Australia has been calculated to be 25,771,000. It is the most populated Oceanic country and the 52nd most populated country in the world. The urban areas are the largely rigorous populated regions in Australia and by 2030 are anticipated to go beyond 28 million. An average population concentration is of 3.4 persons per kilometre of whole land region in Australia and that marks it one of the most thinly populated countries in the world. The reason for this is generally due to desert geography and semi-arid region which covers much of the internal of Australia (Carson et al.). Legal Australia is a parliamentary egalitarian country. Under the federal system of government which was established in 1901 by Australian Constitution, powers were disseminated between the six states and the national government that is the Commonwealth. Between the Constitution and the Territories/States, the Constitution defines the borders of powers which are law-making. There are three self-determining territories, namely the Northern Territory, Norfolk Island and Australian Capital Territory. There are six States which are Queensland, New South Wales, South Australia, Western Australia, Tasmania and Victoria. The legal system which is a common law system was hereditary from England during the time of colonization. Australian law has two main sources: Cases, in which decisions are taken by judges in the courts and Legislation, in which the parliament make legal rules and by whom the parliament has substituted power (Dragiewicz et al.) Religion Over 120 faiths and with a varied population of migrants makes Australia a secular country. However, Christians has been the majority traditionally in Australia. The Anglo-Saxon customs and Christian belief systems carry on to have an obvious impact on numerous features of the nationwide educational, social identity and political in spite of secular and diversity constitution of Australia. Nevertheless, an appearance of shifting of this central Christian identity is noticeable. Nearly, over half of all Australians were recognised with a faith of Christianity in the most current Australian Census 2016. This is about 10 per cent less compared to the share of Christians just prior to five years. Though, Anglican, the Uniting Church and Catholicism are consistent in having a robust community of followers, other religions and modern values influences are even establishing their inscriptions on Australian society (Barker). Economics Economic freedom score of Australia is 82.4 which makes it economy the third freest in the 2021 index. The total score has been lessened by 0.2 point, predominantly due to the weakening in the score for spending of the government. Amongst forty countries in the Asia-Pacific area, Australia holds the third rank and its complete score is beyond the world and regional averages. Ever since the beginning of the Index IN 1995, Australia has been in the lead in economic liberty and for the past 15 years, its economy has been in the uppermost (free) classification (Index of Economic Freedom). Technology Australia is well-known for embracing fresh technologies at a rapid degree compared to most of the countries. With one of the top degrees of internet admittance in the world, Australia move into the new millennium. For several innovations and technological progresses all over the world, many researchers and scientists in Australia are responsible. There is a custom of world class development and research in Australia from which million all over the world has been benefitted from (Johnston et al.). Work Cited Barker, Renae. "Is Australia a secular country?: It depends what you mean." Australian Humanist, The 127 (2017): 15-16. Carson, Dean B., et al. "Decline, adaptation or transformation: new perspectives on demographic change in resource peripheries in Australia and Sweden." Comparative Population Studies 41.3-4 (2016). Dragiewicz, Molly, and Jessica Tyzack. "Interview with the Right Honourable Diana Bryant, Chief Justice of the Family Court of Australia." Trends in the judiciary: Interviews with judges across the globe, Volume Three (Interviews with Global Leaders in Policing, Courts, and Prisons) (2018): 69-78. Index of Economic Freedom (2021) Australia Cited from https://www.heritage.org/index/country/australia Johnston, Karen, et al. "“From the technology came the idea”: safe implementation and operation of a high quality teleradiology model increasing access to timely breast cancer assessment services for women in rural Australia." BMC health services research 20.1 (2020): 1-12. Robinson, Lucy M., Joe Fardin, and Fabio Boschetti. "Clarifying the current role of a social licence in its legal and political context: An examination of mining in Western Australia." Resources Policy 67 (2020): 101649. Wright, Alyson, et al. "Examining the Associations between Indigenous Rangers, Culture and Wellbeing in Australia, 2018–2020." International Journal of Environmental Research and Public Health 18.6 (2021): 3053. Cerda 3 University of Texas Rio Grande Valley Company Outline: Taco Palenque Adrian E Cerda Dr. Pablo Rhi-Perez MARK-3310-90L-Spring2021 April 14, 2021 Introduction to the Company Taco Palenque is a love from Mexico started by Juan Francisco Ochoa, also known as Don Pancho to take Mexican cuisine at a global platform and develop a location where family as well as friends can spend time together. They can be enjoying authentic, delicious and unforgettable experience of mouthwatering Mexican food. They even introduced Palenque Grill, an extension to their chain restaurants with a twist of fine dining of what they are serving now (Taco Palenque). Mission The mission of the company is to spread the love of Mexican food worldwide. To establish the chains of Taco Palenque in such a unique manner that it becomes icon for Mexican flavor. They want to create a space where friends and family members can spend quality time, relishing a historical spicy taste of tacos (Taco Palenque). Strategic Goal Taco Palenque aims to be a leader in next 5 years in food industry to serve Mexican cuisine at global level including its premium offering of corn and flour tortillas and tacos. It aims at capturing Australian market and spread its products in that country too. Current Product Selection Taco Palenque plane to enter the Australian market with its star products – Corn and flour tortillas and Tacos. With this, it will be introducing Quesadillas, soups and salads and desserts. This will help to introduce the already established products in the American market and the real flavor of Mexican cuisine (Sinclair and Carr). Current Marketing Strategies The marketing strategies need to be designed with utmost care as proliferation of Mexican restaurants and tequila bars is Australia and that too in absence of any historical connection, cultural proximity and geographical contiguity between Australia and Mexico is a challenge. In addition, the Australian community, which developed their taste buds for Mexican food, is during their stay in America. After that since 2012, it was observed that people have started more and more this cuisine. In Melbourne, taco culture is quite popular (Pulker et al.). Taco Palenque can start with social media strategies to enter the market. It can create the awareness about unique taste of Mexican food such as tortillas and tacos. It can involve its current employees to share the experience and richness of the taste and why Australian people give it a try. It can make engaging posts and from their direct the customer to their website for online ordering of the product. Furthermore, it can set up take away centers and taste parlous can be created in major cities where tourist attraction is prominent. It will give a new visibility in the market with distinguished offering and taste (Robinson et al.). The taste parlors will allow tasting different products in small amount in a pocket friendly price package, which will in turn give idea about most, liked offering. It can set up full service restaurants where wide range of Mexican cuisine products is served along with Australian menu. It will initiate the shift of preference towards new and authentic cuisine. Current Market Segment While entering this new and versatile Australian market finding food lovers for Mexican food needs good deal of quality analysis and modification in offerings initially to align the taste buds. The current market segment is being categorized into Full Service Restaurants, Food Junctions, Quick Service Restaurants, Bars and Managed Food Service. It is also divided in end users perspective as commercial space, industrial premises, hospitals and clinics canteens, educational institutions, homes, airlines, sports centers and shopping malls (Pilcher). Besides, the market share for fast food is rapidly increasing. This is due to urbanization and busy life schedules of population living in urban areas. It is also related to standard of living and social strata. As per the easygoing government regulations, focusing on quality products is lot more easily for business people to set up restaurants and food joints. The welcoming nature of the country is a motivational boost to serve the food lovers. This segment offers a huge competition and thus maintaining uniqueness of product is highly appreciable. Restaurant chains and food service providers are increasing exponentially with new brands coming up every now and then (Sinclair and Carr). The COVID has changed the rules of game and before setting up here, a company need to be careful and ensure all safety measures are followed to avoid any kind of interruptions in its operations. The customer segment in this area is wide. It