International Marketing - Term Paper Example

Since the contemporary market forces such as globalization, competition and technology influence the way business is carried out, a marketer is generally expected of anticipating the significant variables that can impact the business and how they can be managed too. This piece of research paper presents a brief marketing plan of the ‘Yogo-Sweet’, a medium sized manufacturer and marketer of the Frozen Yogurt, located near to Melbourne, Australia. This paper explains relevant concepts and theoretical underpinning in relation to marketing, strategy and competition.

This marketing plan will present a pro forma financial statement and budgets. ‘Yogo-Sweet’ will be an amazing experience of small-treat that would fulfill the personal goal of delivering unique value of supreme quality Frozen Yogurt and ice cream needs of the target market. The company will target customers from around Australia and to export frozen yogurt stuff to countries like New Zealand, Fiji and other neighboring countries. The company has discovered a hidden opportunity for marketing Frozen Yogurt in Australia as well as neighboring countries and it seeks to grab its better slices.

With the mission statement- ‘Yogo-Sweet is to facilitate stylish, convenient and uplifting destination where health-conscious and active customers can relax, energize and take treats’. The mission, with 20 well-thought about words in it, proposes the very specific marketing objectives that the emphasis will be placed on outstanding quality Frozen Yogurt and packaged ice-creams with organic and multicultural small-treat aspects. The company is expected to start on January 2012 in the rapidly expanding city of Melbourne, Australia.

As Armstrong and Kotler (2005, p. 42) described, a marketing plan’s fundamental element is its mission statement that defines the marketing activities of the business in terms of how it is