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BEGA CHEESE PROMOTIONAL ACTIVITY FOR TRADE SHOW
Executive Summary
    This paper deals with the structure of the action plan made by the Australian organisation Bega Cheese for participating in international trade shows. There are different strategies and promotional activities that will be discussed in the course of this report. This will help to gain a clear idea about the action plan and its importance before setting a connection with the global business network. The trade show will be able to give lots of recognition to the company which will help the organisation to achieve growth and success in the near future.
Table of Contents
1. Overview of Bega Cheese    4
2. Trade Show    4
2.1 Brief introduction of the Canton Trade Fair    4
2.2 Canton Trade Fair’s objectives    4
2.3 Canton Trade Fair’s audience    5
2.4 International business networks    5
3. Business objectives    5
4. Action plans    6
4.1 Action Plan before the Trade Show    6
Timeline and Cost    7
4.2 Action Plan for the promotional activities during the trade show    7
5. Roles and responsibilities for delivery of promotional services    8
5.1 Overseas Personnel    8
5.2 Domestic Personnel    9
6. Review the effectiveness of promotional activities    9
6.1 Summary    9
7. Conclusions and Recommendations    10
References    11
1. Overview of Bega Cheese
Bega Cheese is a dairy organisation based in Australia. This is situated in New South Wales. The name reflects the origin of the organisation as the city where it was founded in the Bega. At the initial stage, it is founded as an agricultural cooperative where they are owned by the group of the dairy suppliers. Later in 2011, it is established as the public organisation from where the general public communities can also buy goods and products (Walia, 2019). Different products that are manufactured from the dairy materials are provided by this organisation. Over the years this organisation has become a very renowned dairy firm within the country. It is also listed in the famous Australian Security Exchange and that shows the fact that they have acquired a huge turnover annually which is very much beneficial for the organisation itself.     It has a multinational connection with Capitol Chilled Foods and that is why in this age of globalisation it can set up a connection with the global trade platform (Hutchinson, 2016). Bega cheese is the organisation which will be talked about in this report and all the preparation they are doing for the international trade show will be observed and analysed as well.
2. Trade Show
2.1 Brief introduction of the Canton Trade Fair
    The organisation that has been chosen for this report is Bega Cheese which is based in Australia. In the present scenario, they are opting for participating in a trade show which will be conducted in China. The trade show that will be talked about is China Import and Export fair which is also known as the Canton Fair. This is a trade show where various materials from the different organisations of the different countries are exhibited. In a way, this trade show gives a lot of publication to the specific organisations and its trading materials. China is conducting this fair since the year 1957 and the exhibition area is situated in a huge place acquiring a total of 1.18 million m2 and there are the scopes for 150000 organisations and their exhibitions (Li & Bathelt, 2017). Nearly 16 different types of industries and the organisations under those industries can participate in this trade show which makes this show beyond successful.
2.2 Canton Trade Fair’s objectives
    As a huge and renowned trade show there are different objectives that China, the host country wants to acquire. These objectives are beneficial for the different organisations participating in the trade show as well (Kessler, Lee & Menning, 2016). The objectives that are set for this Canton Trade Fair are:
· To launch the new services and products
· To identify the leading trends of the generation
· To enter a new market propositions
· To build a high brand awareness
· To recruit new employees for the trade show
· To retain the current customers and increasing the number of them in the future
2.3 Canton Trade Fair’s audience
    Conducting a trade show without observing and identifying the proper target audience can be the reason for the major failure of a trade show. That is the reason why every host country of a trade show should identify their audience from the beginning so that they can implement the strategies according to the demands of the target audience of the trade show. The target audience in this case of the Canton Trade Fair will be the segments and the groups of the customers associated with the different products and services offered by the participating industries in this trade fair. The target audience can range from children to adults to senior citizens as well (Bathelt & Zeng, 2015). There will be different categories and...