International Marketing Plan: Thursday Plantation
In this report, an international marketing plan of business expansion for Thursday Plantation, and Australian company specialized in natural healthcare solutions, to the Chinese market, is provided. Current marketing plan follows the objective of analysing external business environment utilizing marketing principles and concepts. It is recommended for Thursday Plantation company to proceed with business expansion to China using the direct exporting entrance strategy based on the following assumptions.
First of all, having long-term strategic trade agreements between China and Australia creates extra market capitalization opportunities for Thursday plantation comparing to other countries. Second, product uniqueness and its relevance to the health trends in alternative medicine worldwide guarantee the continuous demand in middle-income class, which is currently emerging in developing china. Third, having a representative office in China opens additional exploratory opportunities for the company worldwide by building product awareness and generating word-of-mouth for the high quality product available at less than premium price.
Table of Contents
I.Company Information
II.Situational Analysis
PESTLE Analysis
Political
Economic
Social
Technological
Legal
Environmental
Competitive Analysis
Consumer Analysis
III.SWOT Analysis
IV.Market Entry Strategy
V.Marketing Objectives
Creating Awareness
Increasing Revenues
Creating a Word-of-Mouth Effect
VI.Marketing Mix Strategy
Product
Price
Place
Promotion
VII.References
VIII.Appendices
Company Information
Thursday Plantation is Australian company specialised in natural healthcare solutions, which offers a range of products derived from plant oils (Thursday Plantation, 2015). Company history starts from 1970s, when Eric White, the actual company founder, was fascinated by the antibacterial power of tea tree oil. Convinced of its positive application to the healthcare, Eric White established a tea tree plantation in northern NSW, Australia, which was recognized as environmentally ideal place for tea tree cultivation. In the following years, White’s business has been continued by his step-son’s family, resulting into a success story built on heritage of tea tree oil power. To the date, Thursday Plantation offers a variety of locally manufactured products based on pure tea tree and other essential oils, having own manufacturing capacities in Ballina and collaborating as much as possible with a variety of Australian suppliers. Thursday Plantation has also become a part of Integria Healthcare, one of Australian leaders in natural health solutions. As an alternative medicine, tea tree oil is considered as natural distillate used for treatment of diseases associated with dermatology. Pazyar et al. (2013) admitted that administration of tea tree oils is associated with rapid absorption from the skin into the bloodstream, typically lasting for 10-20 minutes. Due to …
