La Trobe University Bundoora

MGT3IMK International Marketing

Semester 2, 2016

Assessment Task 2
Long Life Fresh Milk

Tutorial Day and Time: Tuesday 12-1PM DME 329

Tutorial Lectures Name: Tariq Halimi

Adrian Khoo 17705058

Insert name here
Insert name here
Insert name here

Due Date: 13th October 5pm

Company: Made Group - fresh long life milk
Two target countries: Thailand & Japan

NO COPY AND PASTING STUFF, PARAPHRASE

PLEASE.

Made Group - Long Life Fresh Milk

i. Executive
Summary________________________________________________
_____
The aim of this paper is to develop a strategic marketing report in a
business style format for Made Groups introduction of fresh long life
milk. The food and retail beverage outlet is forever changing in
todays dynamic environment. In order to remain competitive in the
market the company needs to analyse which of the two countries,
Japan or Thailand is best suitable, otherwise they will become
stagnant and eventually disappear as a leading brand in the market.
The structure of this report will follow a business style marketing
report allowing for the company to decide whether on which of the
two countries is more attractive in marketing their product. The first
part of the report will outline what the report entails with a brief
background of Made Group as an organisation and how they have
performed from a domestic perspective to this present day.
A PEST analysis has been further conducted to measure the macro
environment and how the dynamic and competitive nature of the
product market is viable in todays economic landscape.
Additionally, a macro-environmental analysis of the countries Japan
and Thailand was analysed in detail for the chosen product market
and through the introduction of fresh long life milk.
The organisations goals and objectives are then outlined in detail to
give an insight into the strategic focus of the organisation and how
their goals and objectives are derived and aligned from a marketing
standpoint.
Furthermore, the evaluation and control of the proposed marketing
entry strategy is discussed add our entry strategy here
In conclusion, the report will depict what is needed for Made Group
to succeed in the chosen country add country here and in the food a
beverage retail outlet. With the ongoing elastic changes in the
market, the proposed marketing report will help Made Group
maintain and build on their brand equity. The report is highly
achievable, successful and attainable for the longevity and growth
of the company.

Made Group - Long Life Fresh Milk

Table of
Contents_________________________________________________
_________
i. Executive Summary
2
1.0 Introduction
4
2.0 Company and Product Background
4-5
3.0 Comparative Country and Product Attractiveness
1
Country A Analysis
3.1.1 Country A Macro Environment
1
3.1.2 Country A Microenvironment
1
3.1.3 Product Market Analysis
1
3.1.4 Competitive Analysis
1
3.1.5 Buyer Analysis
1
Country B Analysis
3.2.1 Country B Macro Environment
1
3.2.2 Country B Microenvironment
1
3.2.3 Product Market Analysis
1
3.2.4 Competitive Analysis
1
3.2.5 Buyer Analysis
1
4.0 Market Selection Justification and Opportunity
Statement
1
4.1 Country A Summary of Opportunity and Threats
1

Made Group - Long Life Fresh Milk

4.2 Country B Summary of Opportunity and Threats

1
4.3 Country selection with justification
1
5.0 Marketing Objectives
1
6.0 Entry Strategy Selection
1
References

1.0
Introduction_____________________________________________
______________
The aim of this strategic marketing report is to analyse the company
Made Group and how their specific product fresh long life milk, is
reactive within the international context. Drawing on the comparison
of the two distinct different countries, Japan and Thailand, the report
will assist the marketing team of Made Group in depicting which of
the two different countries is best suitable for the product.
Furthermore, the structure of the report is clearly outlined to help
the marketing team of Made Group to grasp a fundamental
knowledge on the key major recommendations of the report, helping
them to become a possible industry leader in their chosen market.
The report is divided into sections that will essentially outline the
segments that make up the marketing strategy for Made Group.

Made Group - Long Life Fresh Milk

Each individual section and subheading is purposely structured to
best suit the marketing strategy and making it intelligible for all
readers. The report outlines a situational analysis, PEST analysis and
a summary of the business definition and scope.

2.0 Company and product

analysis_____________________________________
Established from scratch in 2005 by three schoolmates (Luke
Marget, Matt Denis and Brad Wilson), Made was founded to help
facilitate the missing fragments in the market and by capitalising on
those ideas efficiently (Made, 2016). With offices and people located
throughout of Australia, this valued network provides the team with
the best resources for bringing in new product innovations to the
market and by delivering growth to all individuals involved.
With a vertically integrated structure that is independently
Australian owned, the companies marketing strategy is ultimately
aligned towards gaining market share across domestic borders.
Through the exposure and growth of their brand, their commitment
towards keeping a unified consistent quality across their brand is
second to none. This has shown through their increase in
performance of their sales, market share, profit and product
portfolio.
Amongst an extensive product range and through the selection of
fresh long life milk, Made are able to further dominate in the
domestic food and beverage retail outlet. Heated at a higher
temperature, with their very own manufacturing facility located in
the hearts of Melbourne, the ultra-clean processing facility helps
extend the longevity of their milk from other competing brands
(ABC, 2016). The relatively short life of fresh milk can be infuriating
to customers, however, the introduction of fresh long life milk
imposed by Made helps foster the consumption of their target
market of customers who occasionally stock up on milk. With the
growing philosophy of staying healthy in our dynamic environment
the introduction of fresh long life milk ultimately satisfies the
commitment towards promoting a healthy lifestyle.
Having only products available within the domestic sector, the
introduction of fresh long life milk engaging in international borders
is the cornerstone to success. Stemming from profitability as a coremarketing objective, the company has the perfect amount of
resources to go overseas, ranging from a dedicated sales force to
the state of the art manufacturing facility. According to Heaney
(2016), the innovative company has already invested in competing
across international borders through the exportation of their

Made Group - Long Life Fresh Milk

product. Being able to expand internationally is key to attainment
on a personal and business level.

3.0 Comparative country and Product Market

Attractiveness______
(25 marks 1200 words)
6 marks macro & 6.5 marks microenvironment for
each country (A & B)
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Made Group - Long Life Fresh Milk

(Mustufa to complete)
Country A Analysis
3.1.1 Country A Macro
Environment_____________________________________________
3.1.2 Country A
Microenvironment_____________________________________________
3.1.3 Product Market Analysis
- What is the size of the market?
- Is it growing and if so at what rate?
- Are there clear and distinct segments within the market? What are
the sizes and relative growth rates of these segments?
- At what phase is the market in relation to the product lifecycle?
- To what extent is the market supplied by foreign sources?
- What are the sources of foreign supply?
- What are the major forms of marketing channels (distribution) used
within the product market?
3.1.4 Competitive Analysis
- Are there competitors in that market?
- What form of competitors are these (providing identical products or
substitute products)?
- How many competitors are there in the market?
- Who are the competitors and how do they operate?
- Are the competitors foreign or locally based?
- If foreign, what entry strategies are they using?
- Where do you see your company compared to those competitors
(differentiation strategies and positioning)?
- What are your companys strengths in comparison to the
competitor?
3.1.5 Buyer Analysis
- Assess buyer behaviour within the identified market segments
through consumer analysis (who are they, how do they consume/use
the product)
- Identify and describe your target market segmentation strategies

Country B Analysis

Made Group - Long Life Fresh Milk

3.2.1 Country B Macro
Environment_____________________________________________

3.2.2 Country B
Microenvironment_____________________________________________
3.2.3 Product Market Analysis
- What is the size of the market?
- Is it growing and if so at what rate?
- Are there clear and distinct segments within the market? What are
the sizes and relative growth rates of these segments?
- At what phase is the market in relation to the product lifecycle?
- To what extent is the market supplied by foreign sources?
- What are the sources of foreign supply?
- What are the major forms of marketing channels (distribution) used
within the product market?
3.2.4 Competitive Analysis
- Are there competitors in that market?
- What form of competitors are these (providing identical products or
substitute products)?
- How many competitors are there in the market?
- Who are the competitors and how do they operate?
- Are the competitors foreign or locally based?
- If foreign, what entry strategies are they using?
- Where do you see your company compared to those competitors
(differentiation strategies and positioning)?
- What are your companys strengths in comparison to the
competitor?
3.2.5 Buyer Analysis
- Assess buyer behaviour within the identified market segments
through consumer analysis (who are they, how do they consume/use
the product)
- Identify and describe your target market segmentation strategies

Made Group - Long Life Fresh Milk

4.0 Market selection justification and opportunity

statement_____
4.1 Country A Summary of Opportunity and threats

(7 marks 280 words)

4.2 Country B Summary of Opportunity and threats

(7 marks 280 words)

4.3 Country selection with justification

(6 marks 300 words)

(Tung to complete)

- Briefly outline the major opportunities and threats in both

countries, which will mainly come from summarizing the above
points (macro and micro analyses)
For example: competitors may be weak in an area and you may find
it necessary to fill in the gap or you could be satisfying undeveloped
needs.
- Which country among the two do you recommend your company
to enter? This should be based on creating a fit between the
company and country.

Made Group - Long Life Fresh Milk

Marketing
objectives_______________________________________________
______
(5 marks 300 words)
(Elliott to complete)
- What market share do you aim to achieve?
- Are you aiming for long/short term marketing, large/small scale
marketing?
- What are your target market segments? Where can you find them?
- How will you position your product (based on competition and
target segment)?

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Made Group - Long Life Fresh Milk

Entry strategy
selection_________________________________________________
_
(20 marks 800 words)
(Elliott to complete)
- What entry mode(s) will you use to enter that country (for example
direct exporting, licensing, strategic alliance, establishing a
subsidiary)? Justify your entry strategy explaining why the one you
have chosen is better than the rest. Please take note that you have
a combination of entry strategies depending on the situation. Your
chosen entry strategy must be linked to your marketing objectives
discussed in section 6.

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Made Group - Long Life Fresh Milk

(11 marks)

References

Marked together with, grammar, clarity, presentation, tables

Harvard referencing
10 references
Reports from 2006 onwards (2007,2008,2009 etc.)
3-4 references minimum each.
ABC 2016, Made Group co-founder Luke Marget discusses the
companys $2 million Malaysian export deal, ABC, viewed 25
September 2016,
<http://www.abc.net.au/news/2016-05-10/luke-marget-milkdeal/7401184>
Made 2016, About Made, Made, viewed 26 September 2016,
<http://madegroup.com/about-made/>
Heaney, C 2016, Melbourne beverage company made signs $2
million fresh milk export deal with Malaysia, Herald Sun, viewed 26
September 2016,
<http://www.heraldsun.com.au/business/melbourne-beveragecompany-made-signs-2-million-fresh-milk-export-deal-withmalaysia/news-story/ba63579949eba38d2cbb127926d9e5a5>

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