We feel this will not hinder our process, as we don’t have much competition in the way of the “Authenticity” of real Mexican sauce in Australia. Further, the prices for foods overall is more expensive in Australia then as the U.S., and we feel our consumers will feel that the freshness, taste and fine quality of the sauce is worth the retail price to the consumer. As an example of our philosophy, anyone here in the U.S. who buys Grey Poupon mustard knows full well they are going to pay a much higher price than a regular generic brand of mustard. However, because of the high quality and flavor, consumers buy it, and this brand of Kraft mustard is very successful indeed! We are expecting a similar outcome for QueRico! in Australia! Conclusion For our conclusion, we have outlined in short the factors, elements and the important decisions we have made moving forward based upon our findings. Executive Summary: Here we outlined the contents of the report. Introduction: We introduced our reasons for contemplating exporting abroad and our decision to conduct research. Mission Statement: We have redefined GreatFoods, Inc.’s new mission statement moving forward. Country Market Selection: We discuss here our decision for Australia to be our first host country in exporting QueRico! Competitive Environment: We have listed a number of direct and indirect possible competitors in the spreads and sauces market of Australia. Target Market: Our target market will first be the Mexican Australians residing in Melbourne
and Sydney. We will then hope to also expose our product to the already highly populated cities they reside in. Product Strategy: We intend to keep our product standardized and describe the geographic locations in Sydney and Melbourne with which the Mexican Australians frequent for shopping and dining. Distribution Strategy: We will use direct distribution through the channel of retailers that are located in the above described areas. These retailers will include grocery stores, mom and pop restaurants, as well as department and discount stores. Communication Strategy: Here we inform of the importance of branding as well as discuss the key to our Brand core strategy and value of proposition. We then have listed our three top communication vehicles to implement as well as laid out our preliminary visual campaigns for each vehicle. & Pricing: Lastly, we discuss our findings of the costs of exportation and come to a pricing strategy that we can afford, and that we feel will still seem reasonable to our target market of consumers. In closing, we feel that we have done our homework, and look forward to our venture out into the international market. We have high expectations of success in Australia, and then plan to branch out further into other host countries. The World is our limit!
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