MRKT20057 Global Marketing Report Sample

MRKT20057 Global Marketing

General Information

Overview

With globalisation, businesses are realising that there is a need to expand their target markets overseas for survival, growth and profitability. This unit builds on a series of critical marketing concepts, where you will learn how to analyse global environmental forces and how to strategically develop and manage contemporary entry, competitive and international marketing mix strategies. On completion of this unit, you will have an advanced and integrated understanding of international marketing theories, practices, and strategies.

Details

Career Level: Postgraduate
Unit Level: Level 9
Credit Points: 6
Student Contribution Band: 10
Fraction of Full-Time Student Load: 0.125
Pre-requisites or Co-requisites

Pre-requisite: MRKT20052

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Offerings for Term 2 – 2022

Brisbane

Melbourne

Online

Sydney

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Website

This unit has a website, within the Moodle system, which is available two weeks before the start of term. It is important that you visit your Moodle site throughout the term. Please visit Moodle for more information.
Class and Assessment Overview

Recommended Student Time Commitment

Each 6-credit Postgraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of
study per week, making a total of 150 hours for the unit.

Class Timetable

Regional Campuses

Bundaberg, Cairns, Emerald, Gladstone, Mackay, Rockhampton, Townsville

Metropolitan Campuses

Adelaide, Brisbane, Melbourne, Perth, Sydney

Assessment Overview

1. Online Test
Weighting: 20%

2. Written Assessment
Weighting: 40%

3. Presentation
Weighting: 40%
Assessment Grading

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.

Solution

Introduction

The internal and external environment of business organisation carters for the stimulation of macro and micro factors and respective drivers which conducts part in business operation (Perera, 2017). Big M is a brand of flavored flavored milk that was founded in 1978 in Victoria Australia. As per the MBA Assignment Expert, The organisation serves its customers with flavored flavored milk drinks and products such as original chocolate, bigger chocolate, strawberry, ice coffee, banana, egg flip., cookies and cream, and fruity mix (About Big M, 2022). The size and capacity of organisation is variability very large as it severs 19 million liters per year back in 2000. At the current date, organisation is a big empire in Australia that serves more than 70 plus flavors in Australia. Additionally, flavoured milk market in United Kingdom has been growing 7% with sales of 389 billion. 

Big M is an organisation that has invented many new and different types of flavored milk products which have huge popularity among citizens of Australia (Deborah Jackson, 2022). Environmental analysis in terms of business operations means a place and examination of the drivers that might be positive or negative in supporting the business of a particular company new or established markets (Dixon et al., 2013). Big M after huge popularity in Australia, to seek an opportunity to its brand on a global platform. 

The organisation aims to carter for its entrance with the same business of flavoured milk products in the London, United Kingdom (Shortall, 2019). The environmental analysis towards entrance into the United Kingdom's market in the flavoured milk and with opportunities will be presented in the above report. The first section of the report will analyse the PESTEL factors that have opportunities for Big M in the entrance towards the dairy market of the United Kingdom. Analysis of the similar data on the bases of figures and data of the flavoured milk with Big M's capacity. The Unique selling price of organisation that can govern a place in the million-euro industry of the London, United Kingdom for Big M will be identified in the last section of the report. 

Environmental Analysis 

PESTEL factors are attributed to the factors like political, social, economic, legal, technological, and environmental factors which are used to understand the macro factors that drive the smoothness and sensitivity of business working in the new marketplace (Perera, 2017). 

Political factors: trade restrictions, reforms, and political stability of government affect the business growth, entrance, and position of competition of the organisation. The government stability and GDP of country United Kingdom have been very stable. London itself is very stable yet highly competitive place where in business can be introduced. The country often supports multinational and national businesses as it aids in GDP enhancement and employment strands for people (Romano et al., 2018). 

The Big M might get good level of support after Brexit in the United Kingdom as the trade fees and trading pressure of many other competitors has made issues in services and product quality. Contorted to the entrance of a 40-year-old competitor in the market which has less link to the pressure of Brexit might govern good business internally in the United Kingdom (Rocha et al., 2022). Flavoured milk can be sold in the country that has stability and supports business by Big M. 
 

Figure 1 reduced inflation rate of the UK
(sources: thedairysite.com 2022)

Economic factors: Economic factors include growth, interest rates, exchange rates, inflation, wage rates, working hours, and cost of living. The average growth in inflation every year of the United Kingdom is similar to that of Australia and in some years was very less. The financial stability of the country has been very swift after covid 19 pandemic as well. The organisation has any new opportunities to explore the flavoured milk as it is vast, economical, and popular with a high customer base. United Kingdom has the 6th largest GDP in the world as it has 89% of business organisations. Additionally, only London as one city contributes to 530 billion every year, which is covering 13% of total flavoured milk market in the country. This might be an additional factor in support of Big M towards launching its Flavoured milk in the London (Coyle et al. 2019). 

Legal factors: Factors include the legal structure of the country which the organisation needs to follow. For Big M the practices of registration, quality certifications, patents, verification marketing structure, employment contracts, and laws all have to be sectioned in the form of all types of United Kingdom legislation and verification (Mahato et al. 2022). 

The legal structure of the organisation can be parted into three parts company policies, national policies, and international policies which Big M needs to follow attributing laws of the world trade organisation, Australian laws, company policies, and the United Kingdom laws as well. Often legal factors are termed as threats as any issue in paperwork might create another type of issue in the functioning and marketing of Big M which must be intensely managed by the organisation (Pan et al., 2019). 

Technological factors: Innovation, technology, payment systems, data management systems, operational systems, and transportation facilities for each product of the company are conducted in the respective factor. The organisation serves supermarkets and regulates all types of demand and supply chain distribution through cold storage vans which are used in the delivery system. Mostly it serves from online websites as well which have secured payment channels as well (Uberoi, 2020). The organisation has been serving customers for 40 years but the evolution of technology has been seen much in its genres hence, Big M when entering the London, United Kingdom market needs to revamp the idea of technology with the dairy tech of the native place. 

Social and cultural factors: Factors include cultural aspects, health and safety consciousness population and growth rate, and various demographics. According to the data, the next decade might see a 40% rise in the flavoured milk due to high demand in London and Manchester (March et al., 2014). The society and culture of the United Kingdom have much relied on flavoured milk as coffee and flavoured milk supplements which can be huge merit for Big M as well (Basu, 2022). The size and capacity of organisation is variability very large as it severs 19 million liters per year back in 2000. 

Additionally, the capacity of the organisation in terms of finance and experience is very high, which can tempt new investors in business natively from the London, United Kingdom to support the cultural blend of the organisation. The Unique selling price of an organisation is its flavours and real taste in flavoured milk drinks (Costa Font and Revoredo-Giha, 2018.). Hence, better opportunities for Big M can be seen in the industry. The market covers 13% of total population in flavoured milk products in London. 
 

Figure 2 Flavored milk production in countries of the EU
(sources: thedairysite.com 2022)

Environmental factors: factors include the factors like awareness of climate, effect of business on environment and sustainability. Additionally, the practices were chosen by the organisation in creating a positive and negative impact London, United kingdom’s environment. According to Big M natural and most sustainable practices are chosen so that the quality and type of flavoured milk in drinks are made. Big M, has made another attempt in testing almond and coconut flavoured milk in drinks towards market testing in Australia so that a new product range for a vegan audience can be created as well (Clegg et al. 2021). 
 

Figure 3: each attributing pole for the flavoured milk  in the UK
(source: sciencedirect.com 2022)

Interpretation: Integrates issues using different perspectives and positions

In terms of competition many national and multinational organisations have been serving flavoured milk products in the London, United Kingdom for a very long time. But the Unique selling price of the Big M is authentic flavour and taste has been giving its revenues in Australia. Additionally, the opportunity in the 13th largest milk and the demand of flavoured milk products is very high (thedairysite.com 2022). The data interpretation can be governed by the base's highest revenues from Arla Aylesbury (most famous dairy company of London, United Kingdom) in the year 2014 about 10 million only from flavoured milk products ate very popular in the country which has many brands. 
 

Figure 4 Main type of farming in the UK
(source: sciencedirect.com 2022)

11,900 dairy farms in which 67% of farms own milk production are present in the United Kingdom, this can be a major support to Big M towards raw material. Additionally, many business organisations have been making only parts for the transportation of goods which can be another support to Big M. The multinational and native local stores like Tesco, Sainsbury, Planet organics, and Lidl often support international brands so that they can bridge their international positions which can be used as a strategic alliance chain by Big M (darigold.com 2022). 

Strength of Arguments 

Strength in the argument towards the entrance of Big M lies under only two pillars that are Unique selling price of the brand and experience in the Australian market. The organisation has been serving for 40 years in Australia, and the industry in the UK is very big as 150 million euros supporting the pats and business of the organisation and even its vision of quality and price of products. London itself is very stable yet highly competitive place where in business can be introduced which covers 13% of market share of flavoured milk sales. The organisation has mastery in flavours and support for new flavoured milk flavours is governed by innovation. Big M’s entrance as a 40-year-old competitor in the market which has less link to the pressure of Brexit might govern good business internally in the London, United Kingdom (ciencedirect.com 2022). The size and capacity of organisation is variability very large as it severs 19 million litres per year back in 2000.

References 

Clegg, M.E., Ribes, A.T., Reynolds, R., Kliem, K. and Stergiadis, S., 2021. A comparative assessment of the nutritional composition of dairy and plant-based dairy alternatives available for sale in the UK and the implications for consumers’ dietary intakes. Food Research International, 148, p.110586.

Costa-Font, M. and Revoredo-Giha, C., 2018. Rate of success of new dairy products in the UK: how important are health and sustainable claims?
Jones, P., 2022. UK Retailers and Plant-Based Alternatives to Meat and Dairy Products. Athens Journal of Business and Economics, 8, pp.1-13.

Mahato, D.K., Jadhav, S.R., Mukurumbira, A.R., Keast, R., Liem, D.G., Shah, R. and Gamlath, S., 2022. Physicochemical properties and microbial safety of reduced‐sugar chocolate‐flavored milk. Journal of Food Processing and Preservation, 46(3), p.e16409.

March, M.D., Haskell, M.J., Chagunda, M.G.G., Langford, F.M. and Roberts, D.J., 2014. Current trends in British dairy management regimens. Journal of dairy science, 97(12), pp.7985-7994.

Pan, W., Chen, L. and Zhan, W., 2019. PESTEL analysis of construction productivity enhancement strategies: A case study of three economies. Journal of Management in Engineering, 35(1), p.05018013.

Perera, R., 2017. The PESTLE analysis. Nerdynaut.

Basu, A., 2022. Plant-Based Milk Consumption in India: Motivators, Deterrents and Marketing Strategies in a Competitive Market. Journal of International Food & Agribusiness Marketing, pp.1-23. 

Romano, V., Pasquale, V., Lemee, L., El Meouche, I., Pestel-Caron, M., Capuano, F., Buono, P. and Dumontet, S., 2018. Clostridioides difficile in the environment, food, animals, and humans in southern Italy: Occurrence and genetic relatedness. Comparative Immunology, Microbiology, and Infectious Diseases, 59, pp.41-46.
Uberoi, E., 2020. UK flavored milk  statistics. House of Commons: Brief Paper; House of Commons Library: London, UK, p.10.

Coyle, D.H., Ndanuko, R., Singh, S., Huang, P. and Wu, J.H., 2019. Variations in sugar content of flavored milks and yogurts: a cross-sectional study across 3 countries. Current developments in nutrition, 3(6), p.nzz060.

Rocha, R.S., Silva, R., Ramos, G.L., Cabral, L.A., Pimentel, T.C., Campelo, P.H., Zacarchenco, P.B., Freitas, M.Q., Esmerino, E.A., Silva, M.C. and Cruz, A.G., 2022. Ohmic heating treatment in high-protein vanilla flavored milk: Quality, processing factors, and biological activity. Food Research International, p.111827.

Flavored milk  2022 [accessed through] [online] https://www.darigold.com/uk-dairy-farmers-face-upheaval/ [accessed on 27th August 2022]

Flavored milk  2022 [accessed through] [online] https://www.sciencedirect.com/science/article/pii/S0022030221009681 [accessed on 27th August 2022]

Flavored milk  2022 [accessed through] [online] https://www.thedairysite.com/news/47104/eu-outlook-shows-uk-dairy-growth-potential/ [accessed on 27th August 2022]
Deborah Jackson, 2022 [accessed through] [online]  Big M brings its iconic Egg Flip flavor back for a limited timehttps://www.c-store.com.au/big-m-brings-back-its-iconic-egg-flip-flavour/ https://australianfoodtimeline.com.au/1978-launch-of-big-m/ [accessed on 27th August 2022]

Deborah Jackson, 2022 Big M brings its iconic Egg Flip flavor back for a limited timehttps://www.c-store.com.au/big-m-brings-back-its-iconic-egg-flip-flavour/ 
About Big M, 2022 [accessed through] [online]  https://australianfoodtimeline.com.au/1978-launch-of-big-m/ [accessed on 27th August 2022]