Marketing Environment

Marketing  Environment  Essay example
Pages 8 (2008 words)
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Management Table of Contents Introduction 3 Country Brief 4 4 Situational Analysis: PEST Analysis 5 Political and Legal Environment 6 Economic Environment 6 Social Environment 7 Technological Environment 7 Recommended Strategies: Marketing Mix 8 Product 8 Price 8 Place 9 Promotion 9 Ethical Concerns 10 Conclusion 11 References 12 Introduction Company A is an Australian third generation wine producing family business set-up.


The company was recently noted to have started transactions with the economy of Japan by offering the Japanese customers with regular and premium quality of wine. In its future expansion panning, Company A has selected the market of China owing to the opportunities and the threats presented by the Chinese wine industry in comparison to the other probable target markets including that of UK and USA (Department of Foreign Affairs and Trade, 2012). The core objective of this paper is to state the procedure of expansion of a wine company from Australia to the selected market of China explaining the reason for focusing on the Chinese market rather than USA and UK. With this concern, the study will emphasize on conducting a situational analysis in order to gain an in-depth understanding of the target market, based on which, particular strategies will be suggested to the company with regards to its expansion plan. Country Brief All the three prospective markets for Company A’s expansion planning, including China, USA and UK, are having good trade relationships with Australia. In the three countries the demand for wine is high and plays an influencing role for the wine producer or company. ...
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