International Marketing Strategy of Aussie Wool Comfort
Executive Summary
This report was commissioned to examine whether or not Aussie Wool Comfort has enough resources to enter U.S. market, and whether this decision will be prudent. The research draws attention to the fact that real GDP increased by 2.1% in the end of 2016 and, in overall, U.S. economic environment is favourable to start business. New President of America is going to cut personal taxes and decrease number of federal income taxes, thus it will facilitate business activity in the country as well. Further investigation of demographical and socio-cultural environment reveals that there are 75 million Millennials in U.S., which are highly interested in buying organic products of all kinds. Moreover, it was found out that Americans have positive attitudes towards Australian wool and highly appreciate its exclusive quality. In addition, it was discovered that Internet penetration rate in USA is 88%, most of Americans are registered in at least one social network and often shop online.
The report evaluates U.S. economical, political, socio-cultural and technological environment and concludes that Aussie Wool Comfort will be benefited from entering this market. Foreign sales branch is considered as the best market entrance option to start direct exporting and reach huge target market, which is described as people aged 18-34, who have families, keep healthy lifestyle and are interested in buying eco-friendly organic goods.
It is recommended:
to position products as “Australian 100% organic the highest quality wool”;
to price bedding products as premium goods;
to distribute products directly from online shop to final consumers;
to promote brand online via social networks Facebook, Twitter and Instagram and health-related forums;
to optimize content on official site and create user-friendly mobile version;
to promote brand as a “way to healthy sleep” with the help of Google Ads.
International Marketing Strategy of Aussie Wool Comfort
Marketing plan is the most important part of the business plan, which outlines basic marketing tactic and strategy. It is crucially important to develop marketing plan before entering new market, because company should be aware about arising threats and opportunities, should clearly understand its target audience and competitors. Aussie Wool Comfort is a sustainable company, which successfully operates in Australia and exports its products abroad, so it should properly design marketing plan for overseas markets. Company 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 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 analyse 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 …
