Country(market) background The most preferred country for our internationalmarketing was Australia. Australia is a nation was gained its independence fromBritish colony on 1st January 1901, thus when the British parliamentpassed legislation allowing the 6 Australia colonies to govern in their ownrights as been part of the Commonwealth of Australia. Its capital city isCanberra, however we as marketers are targeting Australia as to launch ourproduct. Australia is both a country and continent.Australiahas a large number of demographic populations and is home to nearly 23,781,169individuals (recorded in the year 2015) (Data.
worldbank.org). Australiacomprises of six states namely, New South Wales, Queensland, South Australia,Tasmania, Victoria and Western Australia. Therefore, it is a perfect opportunityto launch Punjas Ceylon tea in Australian market due to its vast population. This is a country that is part of United Nationsand many other peace keeping activists (FocusEconomics, 2017). The currentPrime Minister is Malcolm Turnbull (ROGERS, 2017). This country is said to be a democratic countrywith lots of legislations and laws to govern the nations and keep the welfare ofthe public protected. This is also a nation that is well advanced in varioussporting events like rugby, netball, football, soccer and cricket.
The currencyof Australia is in Australian dollars and people of the nations are calledAustralians and the indigenous were referred to as Aboriginal. Someof the uncontrollable forces that we have identified are:1. Cultural ForcesLanguageAustraliacomprises of most adverse cultures. As for Australians culture, the mainlanguage is English. Hence, there are more than 20 languages used for writingand speaking, thus English is vastly used by 91.9% of the population whereasIndigenous languages are spoken by less than 1% of the overall population,Chinese is spoken by 5.1% and Arabians by 3.
1%. English is one of the mostwidely spoken language and is unique which has advantage that Australians canunderstand the benefits and easy made for Punjas Ceylon tea, which hasrefreshing tastes as black tea are preferred by many Australian as comparingthey have small consumption of Green tea. Therefore, having English in thecountry as a favored language, yet to have a successful business we asmarketers also must tend to have respect for other languages as knowing what ismeaning of words in different cultures.
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Basically some general rule forAustralians are easy going, friendly, honest and direct, they prefer to havebusiness presentation to relating points and not to have it overboard. Lifestyle:Punjas Ceylon Tea In country of Australiait analyzed that people of all age prefer to drink Punjas Ceylon tea as mostlyblack tea excluding babies and children below the age of 8. There are manygroups of people ranging from student level to adult, from Professional playersto street joggers, from office staff to construction people.
All segment ofpeople demand for morning tea because people find it easier for making a kickstart of the day with it (Focus Economics, 2017).Some people use it to boost their morning tea with green tea and coffee tostart their day or during their tea time at work, homes and other frequentplaces. Some of the high demanded morning drinks for Australia: Beverages andtea for different flavors. However black tea is preferred by most. 2.
Geographical setting and InfrastructureLocation Australia isapproximately 4644 kilometers away from Fiji (Distancefromto.net, n.d.
). Hence,Australia is closer to Fijias it can save expense on exports and reduced long waits for the next shipment;thus, lowershipping costs would be incurred compared to other nations which are quite faraway from Fiji. Moreover it is important to consider the shelf – life of theproduct when choosing the target market. Products with lower shelf – life wouldbe vulnerable to higher spoilage costs. Thus, being a new face in the market,Punjas Fiji would tend to acquire higher costs at its introduction stage whichwould not be beneficial to the firm in the short – term but will have manybenefits in long run as depending on the taste of people.
Therefore, sitedecisions are imperative as it helps us entrepreneurs in electing accessibleand affordable markets. Infrastructure Australia when equated to Fiji has a different levelof infrastructure. There are better facilities like better roads, technologicaladvancement and better communication technologies (Euro Monitor International, 2017).Australia has also got one of the best environments for business expansion. Australiais a country that has better facilities for transportation services. Theadvanced infrastructure helps in getting product on and off shores. 3.
Level of TechnologyTechnology isanother uncontrollable factor; Australia is placed 18th in “TheGlobal technology report 2016. However, near the region of Fiji, Australiatends to be applicant in innovation of technology. Australia’seconomic growth, social development and productivity have largely grown due tothe development of the Information and Communication Technology (Cateora, 2016).Businesses growths are greatly impacted through the use of internet in thecountry. The other introduction of technologies like factory machines has alsoimplemented large equipment for development purpose. Technologies of Australialike the communication lines are far much better so starting a business therewouldn’t be a problem. Communication of sales and product would be easierthrough technology to the sellers of Punjas Ceylon tea.
New technologies emergingwould create better communication with clients and customers through asinnovating technology that can affect positively in ways of social media,cloud, micro blogging and mobile technology. The efficiency of technology cancreate effective sale and supply chain for sale and increase in production ofproducts. 4.
ClimateAustraliais a continent that experiences a variety of climates due to its size. The fourseasons of Australia consists of summer, autumn, winter and spring. PunjasCeylon Tea is perfect for the climate of Australia as this does not affect theconsumption of the product. Thus, this tea can be drunk whole around the yearwith its refreshing taste.
