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India as a Potential Market for Tim Tam Biscuits - Essay Example

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India as a Potential Market for Tim Tam Biscuits

The BRIC countries refer to a group of four large, developing countries; Brazil, Russia, India and China. These countries, given their demographic and economic potential, have the potency to catapult into the world’s largest economies of the world. Home to over 40 percent of the world population and having recorded impressive growth rates in their gross domestic products (GDPs), these countries are on the radar for most companies willing to expand their businesses. This paper analyzes the strengths, weaknesses, opportunities and threats (SWOT) of Arnott’s in the Indian competitive market space. The marketing mix as well as the marketing strategy with regard to segmenting, targeting and positioning for the Indian market, the chosen BRIC country for expansion, has been detailed in the paper. The paper establishes that the competition in the Indian biscuit market is intense, however the Tim Tam biscuits, with their good taste and appropriate positioning on the health plank can carve out a market for themselves in India. It has been suggested that Arnott’s should give the marketing rights to sell its Tim Tam biscuits to one of the leading operators in the FMCG sector in India. Later, the company can set up its wholly owned subsidiary in India to manufacture and market its Tim Tam brand. Introduction Arnott's is a household name in Australia. In existence for the last 146 years, Arnott's is not just a food company; it’s a national icon and an integral part of the Australia’s history. Business Leverage Arnott's has emerged as one of the largest food companies in the Asia Pacific region. With Campbell Soup Company of the United States making investments in Arnott's, the latter is poised to take its growth levels to a new high. Primary Areas requiring planning for Arnott’s Arnott's is a market leader in the Australian biscuit market with a market share of 65 per cent and a ‘household penetration’ of hundred percent. Australia and New Zealand, put together, account for 80 per cent of Arnott’s business. These existing markets do not provide Arnott’s the prospect of stellar growth in the future. At this juncture the company has to further expand in the international market. The biscuit manufacturer exports its produce to Japan, United States, Canada, United Kingdom, Indonesia and Tahiti. Arnott’s has to plan and take decisions on the following aspects if it is to succeed in its endeavor of expansion in international market: a) Which country should it choose to sell its products? b) What should be the mode of entry in that country? c) What should be the company strategy with regard to STP (Segmenting, targeting and positioning)? d) What should be the marketing mix in that country? Selection of Country Brazil, Russia, India and China, collectively known as the BRIC countries are the four largest developing countries of the world. These countries, given their demographic and economic potential, have the potency to catapult into the world’s largest economies of the world. Home to over 40 percent of the world population and having recorded impressive growth rates in their gross domestic products, these countries are on the radar for most companies willing to expand their businesses (Oakley 2009). Goldman Sachs estimates that China would become largest economy of the world by 2050, while India, Brazil and Russia would capture ...Show more


As domestic markets mature and saturate, companies seek to go international, i.e. try to sell their products in international markets. The decision to go international assumes a lot of significance because such ventures tend to consume a lot of time, effort and money. …
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