International Marketing Strategy of Aussie Wool Comfort
Aussie Wool Comfort is sustainable company, which successfully operates in Australia and exports its products abroad. It has aim to enter U.S. market, and for this reason factors of U.S. macro-environment should be studied in details. As a result of marketing research, such elements of international marketing strategy as target market, positioning and model of market entry should be developed. Entrance into new business environment is connected with high risks and, correspondently, with high rewards; so, it is very important to analyzes overseas market thoroughly and find the most effective solution. Aussie Wool Comfort should start exporting to U.S. in order to reach big in size target market and grow its sales.
Company and Product Overview
Aussie Wool Comfort Company was founded in 1980’s in Warragul, a small country town not far from Melbourne. The enterprise offer100% pure quilts/doonas, pillows, under blankets, protectors and even dog beds made of premium wool. Company emphasizes that all handmade “products are chemical free with no nasty resins that are often used to make quilts cheaper, but no longer pure and even wash the wool organically before carding” (“About Aussie Wool Comfort”, n.d.). Thus, every pillow and quilt does not contain any elements, which cause the allergy, and for this reason Aussie Wool Comfort products are strongly recommended to people, who suffer from allergy. All articles are labelled with the Woolmark logo, which is known around the globe as a symbol of the highest wool quality. It means that Aussie Wool Comfort goods were tested and met all requirements established by the Woolmark Company. In addition, Aussie Wool Comfort is proud of its exclusive technique of wool layering, which guarantees that fibres cannot move or separate, providing consumer unexcelled comfort and evenness. This Australian company gives customers 6 years warranty for entire product range, distributing its goods via official online store and shop at the factory.
Macro-Environment Analysis of USA
Demographical Environment
In 2014 U.S. population was 319 million, and it is continuously growing year by year, becoming even more diverse by age, sex, race, and country of birth (nativity). According to U.S. Census Bureau, 13.3% are foreign born and 86.7% are native born; 50.8% are males and 49.2% are females (Colby & Ortman 2015). Age distribution is following: 23% of people are aged under 18; 62% aged between 18 and 64; 15% are older than 65. Population by races and Hispanic Origin looks as following: 77.5% are White and non-Hispanic White, 13.2% Black or African American, 1.2% American Indian and Alaska Native, 5.4% Asian, 0.2% Pacific Islander (Colby & Ortman 2015). In the first quarter of 2017, median weekly earnings by person were $865, which is 4.2% higher in comparison with previous year. However, weekly salary is unequal for different demographical groups: women earned only 80.5% of salary, earned by men; Black men earned 73.9% of salary, made by White man; the highest salary was earned by men aged 45-54 and women aged 35-64 (“Bureau of Labor Statistics”, 2017). Thus, …
