Graded Homework

International Marketing Programs

Assessment 1:

About Samex:

Samex was established in 1978 in Australia – the world’s leading red meat export nation –and quickly became one of the country’s principal meat trading companies. Business was founded on the export of small stock, including sheep, Lamb and goat, and quickly expanded to include to include beef and range of exotic meats. Today Samex export more than $100 million of meat a year and, to meet the needs of an ever increasing customer base, they have opened offices in Brazil and China and have established supply arrangements with leading meat producers around the world. Samex became the trusted suppliers to governments, wholesalers, mayor supermarket chains, ship chandlers and all other importers of meat products.

Global Supply Network

An extensive supply network means Samex can source everything from high-value chilled lamb and beef for USA and Europe, Halal certified products for the Middle East, wholesale distribution in China and bulk shipments for customers in Africa. Samex also have the experience to meet the strict regulatory standards of countries in Europe and USA. Samex understands the complexities of different markets and makes certain all shipments comply with local import specifications. Their in-house shipping and export documentation departments work closely with the Australian Quarantine and inspection Service (AQIS) and equivalent authorities in other countries.

Another important point of difference at Samex understands of the international retail sector. Company’s founders were master butchers and have invested extensive market research in producing meat products valued by the consumer.

HALAL CERTIFIED Samex is a major exporter of meat products to Muslim markets. Company offer Halal certified meat that has been slaughtered by registered Muslim slaughter men in accordance with Islamic rites.

PRODUCTS

AUSTRALIAN LAMB MEAT Samex specializes in the supply of premium quality lamb for high-end markets throughout North America, Europe, Asia and other parts of the world. As with all Samex meats, lamb is processed according to strict hygiene standards to comply with local import requirements.

BEET MEAT Samex source the highest grade marbled beef through the Meat Standards Australia grading System for upmarket restaurants worldwide, also supply quality package product to supermarket chains and bulk commodity shipments for customers in the manufacturing industry.

GOAT MEAT This business was built on trading wild caught goat, which is characteristically lean and highly popular in North America, Asia and the Caribbean. Samex continues to produce both wild and domestic goat meat, which is sold under our own brands.

SHEEP MEAT Samex is among Australia’s top five exporters of sheep, supplying more than one million animals to all parts of the world every years. This company is Australia’s biggest sheep exporter to Mexico, and also has extensive markets in North America, Africa, Asia, Taiwan and the Caribbean.

Australia has an international reputation for maintaining the highest standards in food safety and quality, and Samex applies this commitment throughout its global operations. Licensed by Meat and Livestock Australia(MLA), Samex has the resources to meet the complex and exacting requirements of different international buyers. The global supply chain developed by Samex gives us access to the best grass-fed and grain-fed livestock to supply the favour the leaner product raised naturally on Australia’s premium grasslands, while others may prefer beef that has been on high-energy feed over a specified number of days. There is also a growing worldwide trend for organic produce. Whatever the requirements, Samex can deliver quality product on time.

You are a Chief Marketing Officer (CMO) of Samex. Your company wants to enter into Japanese market within six months time from now on. Your task is to develop an effective and efficient international marketing program for your prospective clients in Japan.

Task 1:

Formulate international marketing objectives

1. Develop a list of potential marketing opportunities and objectives for SAMEX in Japan?
2. What would be the measurable marketing objectives in the Japanese market that are consistent with the strategic direction of SAMEX?
3. Explain how your company will formulate strategic objectives and related key performance through their product and service in Japan.
4. Describe the risk management processes and structures to ensure marketing objectives are met in accordance with overall SAMEX requirements.

Task 2:

Determine international marketing approach

1. Explain how your company will research and analyse marketing opportunities for promotion of your products and services.
2. Describe you key approaches to entering the Japanese market. What would be the marketing approach the meets the market conditions and consumer preferences?

Task 3:

Determine operational structures

1. How you will evaluate business culture and consumer preferences in Japan, and identify compatible marketing structures to build-up the long term consumer relationship?
2. Identify different forms of operational marketing structure for you prospective client in Japans and list your options, in order of strength and weakness.
3. What would be your most suitable operational marketing structure that best meets the requirements of the marketing plan for the Japanese market in terms of product and service?

Task 4:

Manage International Marketing Performance

1. How will communicate your international marketing objectives across the SAMEX organisation in ways suited to culture, customs, level of knowledge, experience and needs of personnel?
2. Prepare a plan to delegate and allocate agreed roles, responsibilities and accountabilities of staff and contractors involved in all elements of the marketing programs.
3. Develop a communication strategy to ensure that personnel responsible for each elements of Marketing Mix ( Product, Price, Place and promotion) work together to meet SAMEX marketing objectives.

Task 5:

Evaluate and improve International Marketing Performance

1. Discuss your strategy for monitoring product/service, pricing and distribution policies in relation to market changes, and overall SAMEX requirements.
2. How will you monitor overall progress against performance targets to ensure activity, quality, cost, and time requirements are met?
3. Analyse review and revise marketing objectives, outcomes and performance gaps according to the SAMEX objectives.
4. Document the review of marketing performance against key performance indicators in accordance with SAMEX requirements.