Contents
EXECUTIVE SUMMARY 3- Chapter 1: INTRODUCTION 4
- Chapter 2: DESCRIPTION OF FIESTA SEAFOOD 6
- Chapter 3: EXTERNAL ENVIRONMENTAL ANALYSIS OF AUSTRALIAN
- READY MEAL BUSINESS 7
- Chapter 4: COMPETITOR ANALYSIS 9
- Chapter 5: MARKET SEGMENTATION AND TARGET MARKETING 11
- Chapter 6: MARKET ENTRY AND EXPANSION STRATEGY FOR FIESTA 13
- Chapter 7: INTERNATIONAL MARKETING MIX APPLICABLE FOR
- AUSTRALIA 16
- Chapter 8: SUMMARY AND CONCLUSIONS 20
- LITERATURE CITED 22
Description
Ready meals segment is an important area of marketing foods. It is the choice food for busy singles, single parent families, old persons, enjoying honeymooners and working housewives. Indonesia has many ready meal offering firms. Fiesta seafood offered by Prima Food is one of them. Under the brand name Fiesta, the company offers six different seafood items.
In Australia, imported ready meals are a weak market. With its strong open economy, educated and affluent consumers, the country offers good opportunities for ready meal imports. There are some negative issues too, but these can be resolved.
In this paper, the possibility of introducing Fiesta seafood as a ready meal in Australia is considered.
The factors related to external environment, competition, market segmentation and target marketing, mechanisms of market entry and expansion for Fiesta seafood and international marketing mix for the products are analysed in detail. The results of analysis lead to certain clear action points for Fiesta seafood introduction and expansion in Australia. These are listed as recommendations.
The main components of recommendations are: Product adaptation for Australian customers; Local manufacture with Indonesian heritage, oriental flavour and taste as brand images; incorporation of health aspects in the offered products; promotional efforts to include word of mouth (WOM) marketing also; diversification of products into healthy organic and home cooking foods and use brand strength rather than price war for addressing competition.
