A swot analysis for a company which wants to become established abroad

Disponible uniquement sur Etudier
  • Pages : 7 (1740 mots )
  • Téléchargement(s) : 0
  • Publié le : 29 novembre 2010
Lire le document complet
Aperçu du document
Summary
This report was requested by Miss Marla Addison, the leader of the Business and Professional English’s module. It was requested on Friday, 12th November. The investigation was done by Anthony Harrang.
It is set out to analyse the supplier New Zealand beverage manufacturer. Charlie’s strategy to enter the Asian’s beverage market. It uses SWOT analysis approach to analyse the company’sstrengths, weaknesses, opportunities, and threats. The report has identified a general marketing entry strategy which will help the company developing new market effectively. It includes the introduction of Charlie’s company in brief, a few information about the Asian market, the SWOT analysis and the suggested marketing entry strategy.

Contents PageSection.............................................................................Page Number
1. Introduction............................................................................1
2. Strategic analysis section.......................................................1
3. SWOT analysis.......................................................................2
4. Solutions andrecommendations............................................4
5. Conclusion..............................................................................5
6. Bibliography...........................................................................6

1. Introduction
Charlie’s trading company is a premium beverage supplier who was created in 1999 by Stefan Lepionka, Marc Ellis and Simon Neal. This brand began its history in New Zealand where it became awell-know brand and floated on the New Zealand Stock Exchange in July 2005.
The company wishes to establish on the market of another country to develop its activity. The most accessible market for a New Zealand company is obviously Australia. In the first place because both countries are close geographically and use a similar style of life and consumption. But also because the Australian climateis favorable to the development of quality fruits. In this period charlie’s imported the majority of its products from Australian third party (New Zealand Trade and Enterprise, 2009, Charlie’s trading company limited)
Charlie’s company also did the acquisition of a New Zealand business to facilitate its entry on the Australian market. A little time after its entrance on Stock Exchange in December2005, Phoenix Organics Group is bought and integrated into Charlie’s business. And until now the Australian investments is still a success. To demonstrate this success, sales in Australia grew by 44 % in the 2008 financial year (New Zealand Trade and Enterprise, 2009, Charlie’s trading company limited). And it is not everything, the production facilities in which Charlie’s invested are deliveringfinancial benefits in only a few months. Charlie's has justifiably acquired a high quality, up market image.
Now aims and objectives of this group are mainly to continue to grow its Australian operation and to enter other international markets.
Therefore, we can ask the following question:
How to establish a business on a foreign market?
2. Strategic analysis section
This part is dedicatedto the explanation in detail of problems that Charlie’s company could meet by deciding to invade the Asian market.
Charlie’s group thus wishes to establish again in another country. It intends to enter into the Asian market. There are yet however some problems and questions to raise before the operations begin.
• First of all the company does not have enough knowledge concerning this new market• Asian people do not have the same consumer habits as the consumers with whom Charlie’s already worked.
• There is also the issue of the supply of fruit juices which result from Australia and thus from place remote from the place of distribution.
All these difficulties will not be easy things to recover but we shall see during this report by means of a SWOT analysis that the company has...
tracking img