Task: You are a marketing manager for an Australian fruit grower. You plan to expand the business by distributing into the international market. After considering several options, you have identified one country that appears to be a favourable market for the product.
Write a marketing plan that assesses the market in your chosen country and explains why this country is suitable for your product. Recommend a market entry method, explaining your rationale for choosing it. Outline the target customer profile for your product (nominating areas of adaptation that will be necessary to make the product suitable for the target customer in that country), and the product positioning. Your plan should include the following sections:
Executive summary; table of contents, introduction (of the company and product); choice of country – rationale & entry mode; environmental analysis; target customer profile (demographics, psychographics, etc), (concluding with a summary of the reasons why the target consumer in that country will buy your product); the product positioning; conclusion, bibliography, appendices (if applicable).
Appropriate facts and figures on market size; market share and market growth must be included, as well as any relevant secondary data on consumer preferences and trends, and the market. It is essential to avoid general, unsupported statements and or unreferenced material
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