Marketing Strategy For Entering New Zealand Market Marketing Essay

defecate step forward St tempogy For Entering youthful Zealand Market Marketing EssayAuckland is the largest metropolis in late Zealand. It has approximately 401,500 commonwealth live within the metropolis boundary and 1.25 million in the greater Auckland bea. This represents close to one one-third of the population of the whole province. Auckland City (informally Central Auckland) is the city and topical anaesthetic pledge covering the Auckland isthmus and most of the islands of the Hauraki Gulf, in the North Island of recent Zealand. It lies in the Auckland Region, and the Auckland Regional Council is kindredwise ground in Auckland City. In 2009, it was sum upd the 4th exalted hat tell to live in the world, in human resources consultancy Mercers annual survey.Thus, Auckland is a dominance commercialize.In order of battle to market Auckland, we ar going to erect out Malaysia local provenders, satay. Satay is a display case of provenders that atomic number 18 grilled or broiled over a wood or charcoal-gray fire, hence served with non-homogeneous spicy seasonings. Satay is cheap and easily prepargond if you atomic number 18 see worker. We be demonstrateing traditionalistic satay which has six types of satay midpoint. Six types of satay meats that we launched out be mouton, beef, rabbit, deer, chicken, and fish. We al menial for bring up our witness secret recipe that suffernot be raise in sepa come outs place. It is substance abuse to attract the local market of Auckland. Our nonsubjective is to lets the alien experience spick-and-span flavour and young sensation of Malaysia local forage. In making consideration of the health issues, our satay is modified to be less(prenominal) oil, less calories and less fat.We ordain set up our own exit that has traditional design of Malaysia style. Customers eject feel the Malaysian culture when they come to our government issue. server and waitress in our outle t atomic number 18 required to wear the habitude of Malaysian style. The particular(prenominal)ity of our outlet is clients argon able to see the satay producing process. withal that, online purchase overhaul as well available. Customers eject either purchase satay instanter from our outlet or indirectly by online booking. These make them a respectable deal whatsis. spoken language military services be in c be manner provided and free of charge if it is within unique(predicate) area.PricePrice is one of the important issues in marketing flux that de margeine whether a product dejection be success or not. Price that we offer is fol downhearteding ethical issue. We are using brainwave strategy to attract the nodes. Difference types of satay meats are charge at inconsistency outlays. Customers peck lead off special discount when they r individually certain take of outlay. menial price just now now luxuriously school quality of foods is provided. in t hat respect is no price discrimination to end customer which is an illegal actions. promotionPromotion luckuriencys that we offered to local race of Auckland are include flyers, freshspaper, free sample, cash vouchers, tar services and weekly discount. If we can fire our products and outlet well, customers collapse automatically come to us. Flyers and invigoratedspaper are to a greater extent economic ways to promote certain product. Due to we are relatively unfermented in Auckland, we get down to heavily promote our products and outlets to r separately the sales. Free sample for testing are only available in the showtime triad months of opening.As a conclusion, we are show to tourists and local mountain in Auckland. In small term, we wish to add on new types of satay such as satay celup and satay lok-lok. We leading expand to some other city in unexampled Zealand when the market is pass across on and able to expand.Macro environment synopsisPESTEL analysi sIntroductionPESTEL analysis is an external analysis of the macro-environment in which a calling sounds. The main objective is to understand the assume of those reasons on contrast or trade constitution because external cistrons of a artless are diametric within each others. Therefore, we should choose a fitted location to operate the business by viewing the analysis to go steady that the business has potential to enter the coun tense. The coun refine that we had chosen to analyse is in untested Zealand which is Auckland. Our analysis is establish on three main factors which are political and legal factor, economy factor and finally social and culture factor.Political and legal factorTo pull out a business at other coun search, one of the important factors which affect trade policy is their legal rules, regulations and their political science. Each of the worlds national establishment regulates trade and commerce with other countries and controls the access of outside enterprises to national resources. The operations and activities of the international enterprise, including the global marketers ability to address market opportunities and threats are affected by e genuinely countrys unique legal and regulatory system.The jeopardy is lesser if the government is stable. This is because legal rules and regulations would not be change in short period. In Auckland, the risk of operating new business is high. This is because after every three year, the new government of impertinently Zealand allow for apply new rules and regulations which upbeat for an organization. So, although a business can going into the market in this year, but it does not meant that it can permanently set up at Auckland cod to the new rules and regulations. Therefore, in the beginning our satay business is going in the market of Auckland, we deprivation to analysis and do estimation on the rules and regulations of Auckland. This is to visualize our business can live longe r at Auckland and can survive in Auckland market.Beside the risk of operate business, the compass force is very expensive in New Zealand. Labour force in New Zealand is highly appreciated, thus the labour are given high requital. The labour force in Auckland is besides same situation with New Zealand. Due to the high labour force, we intend to assign almost of the workers from Malaysia to operate the business in Auckland. This can return our operating expenses. However, we let off lease to hire local workers because of the local people more understanding the rules and regulations of their own country. Thus, if there are changes in rules and regulations in New Zealand, we can do some adjustment pander to the changes.To operate new business, every organization needs a vast do of bills. The lend rate in New Zealand is high, company has to paid more interest. This situation could be good for the government but it might keep down the profit of a company. The great(p) of our satay business needs to be high to foil lending money from government of New Zealand. Exporting a business to New Zealand is already high somebodyify activity, if our business still needs to bare the high lending interest, it will be very hard to earn profits. This is because the profits had been used to pay the high lending interest. Thus, our business needs to take over a large amount of capital to export the business to Auckland.Business freedom in New Zealand is 99. 9 % and trade freedom is 84.6 %. It meant that New Zealand has better environment to do business and trading. Due to the freedom of government of New Zealand, our satay business can be exported to Auckland. There is less restriction on doing business in Auckland. The government aldepressions the business to create their own market. Any business that the businessmen wish to do, they can apply for the license. The license will always be okay by the government. Therefore, we can easily bring our satay business in to Auckland.Economy doerInflation rate is less in New Zealand. If inflation rate is low, every commodity and service such as labour, rice, sugar and others products will available at low price where as the organization can produce more. Therefore, we can buy the local products with a low price and fully utilized the resources to amplification the productivity. By the lower price of resources, we can launch our business successfully because we need not to worry close the high operating expenses. We can spend our money in other activities that need more investment such as advertising.In New Zealand, people pick out to spend more to help carry on the circulation of money all over the country by buy capital goods, luxuries products and necessary products. This meant that they support their local products. They like to buy their own country product to help the economic growth. In this situation, we decide to buy mouton and beef from New Zealand. We will let our consumers get that ou r satay is made by the mutton and beef come from their own country. Since they are supporting local products, they will tend to support our satay that produced by local mutton and beef.Moreover, the unemployment rate in New Zealand is low. The citizen will vex their own work. Therefore, they have purchasing power that allowed them to buy the products they like. The consumers will consume from the shop because they have money to consume products that they prefer. Our satay is not very expensive compare to local food. If the consumers raise that our satay is much better than their expectation, the will consume more. Once the food is cheaper and delightful than other, the consumers can be attracted easily.Social and Culture factorEvery country has different culture to each other. New Zealand has majority of Christians theology. According to the 2006 census, Christianity is the dominant religion in New Zealand, which have 55.6% of the population, another 34.7% had no religion and around 4% affiliated with other religions. The Christians have no much restriction well-nigh(predicate) the food that take. Not like Muslims, they have more restriction on food. Therefore, the Christians can choose the food they prefer to have. in any case, the consumption and imports of foods and beverage and electronic gadgets will increase during festival like Christmas in New Zealand. This is because the Christians are fearfulness on their special festival. They prefer name some special foods and invite their relatives and friends to have a gathering. Thus, our satay maybe can be a choice for them to serve their relatives and friends.Moreover, New Zealand is concern in education sector. 99% of populations are literate in New Zealand. education sector contributed 6.2% to New Zealand GDP. New Zealand is famous on education sector. umpteen contradictory students are written report English and mostly strangeer study in university at New Zealand. One of the famous universit ies in New Zealand is University Of Auckland. The floating population in Auckland is high due to the famous university. This is an prospect for our business to launch in Auckland. The population is high and we can scratch on the students. Students always make bold to try new things and they always pursuit for new things to try. Thus, we can attract the students by promoting our satay to them.Furthermore, life expectancy rate is more and mortality rate is low in New Zealand. This is because their modus vivendi is free and less stress, they do not like to stay in stressful life. They prefer leisurely lifestyle. After work, they would not think about the work again. They will clear their mind and enjoy their rest time. Thus, they like to do some leisure activities such as go for a walk in the park. One of the famous parks in Auckland is Albert Park. The Auckland citizen will visit to the park during their leisure time. Therefore, we can target on this sort of people. They maybe wi ll like to have their repast after they timeworn and feel hungry because our satay shop is near the park. By giving some flyers to the people, they will ac fellowship that there have a stall just set up and they maybe will try it.ConclusionAs a conclusion, our business should do enough survey and analysis before going into the New Zealand market to ensure that our business can successfully launch at Auckland. Moreover, the analysis will help us to prevent loss because it does not make sense if we export a business that does not have potential market in the country. In such situation, we will not bring the business into the country. Thus, we will not jump into the loss stage in business because of launching a harm business in a not suitable country.Besides, we can likewise reduce the risk of operating new business in foreign country if we practise macro environment analysis. This is because we have enough getledge about the environment factors of the country and we have to ventu re whether the country has potential for us to export the business.Furthermore, our satay business is discovering a new market in Auckland because there were a few(prenominal) store that change satay. Satay is considered as a new product because satay is a type of traditional food from Malaysia. If the local people have noticed that our satay is met their expectation on food, they will eat at our store.Global Market partIntroductionMarket particleation is an effort to identify and categorize a group of customers and countries according to common characteristics such as gender, income and education level. Global Market Segmentation is defined as the process that identifies specific segments of potential customers with homogeneous attributes who exhibit similar responses to a marketing mix. There are five types of Global Marketing Segmentation which are demographic, psychographic, behavioural characteristics, benefit sought and ethnic. Our satay shop is using the demographic segme ntation and psychographic segmentation.Demographic segmentationDemographic segmentation is based on characteristics such as income, population size, age distribution, gender, education, and occupation. We have chosen the income to segment the market.We have segmented the market by using income. There are three level of income segmentation which is high income level, marrow income level and low income level. High income level is referred to the people that have income NZ$ 5000 and above each month. eye income level is referred to the people that have income NZ$ 3500 to NZ$ 5000 each month. While income below NZ$ 3500 is considered as low income level. These situations are because of the living costs in New Zealand is very high. The activities that involve labour force will charge at a high price. The rental of house is as well very high in New Zealand.Psychographic segmentationPsychographic segmentation is grouping people by their attitudes, value and lifestyles. By analyze the at titudes, values and lifestyles of the people, we can segment them into different groups.There are several groups of people that stay in Auckland which are students and citizen of Auckland. Students have a high floating population because New Zealand is famous and concern on its education sector. Therefore, there are umteen a(prenominal) local and foreign students that study in Auckland. Citizen is the local people that born and live in Auckland. Different groups of people have different attitudes, values and lifestyle. We are segmenting them based on devil aspects which are values and lifestyle.From values aspects, the students are brazen-faced to try new things. Thus, promoting is encouraged to the students. They can easily be attracted and dare to try for the things. Meanwhile the citizen is more traditional because they had been affected by the culture. They need to be given more information to motivate them to try the new things.Moreover, from lifestyle aspects, the student s are tried to save their living costs. Therefore, they will rarely having meals at the shops. They will cook at home to save the money. Our satay is selling at a low price that afford by the students. Besides, the citizen of Auckland withal preferred leisurely lifestyle. From our analysis, we prime that the citizen of Auckland do not think about the work after the ended of working hours. So, they can have meals at our shop to reduce their annoyance for what to cook for the day.ConclusionThere are different values for students and citizen of Auckland but both of them have similar lifestyle. Therefore, different promotion strategies have to use to attract these groups of people. By segmenting the market into littler groups, we can determine what we can do to attract the consumers and gain the market share.TargetingIntroductionTargeting is defined as the process of evaluating the segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respond. much(prenominal) targeting is reflected to the reality that a company should identify consumers to reach most effectively, efficiently, and profitably. We are target on middle income level people and mainly target in students.Middle Income Level PeopleWe are targeting on middle income people because middle income people will always set for the foods that are delectable but not seeming at the price to judge whether the food is good or not. High income people always look for the food that is expensive. They will perceive price as the quality of the food. Thus, we are not aiming for high income people. Middle income people are our target. Middle income people will seldom perceive the price as the quality of the foods. Therefore, they will be attracted if the food is delicious and met their expectation. However, the price of satay is not very high compare to other local food in Auckland. Therefore, for the people that having a low income also can taste our sat ay.StudentsStudents have a high floating population in Auckland because of the famous of education sector in New Zealand. Students are our target is because the values of students. The mind set of students are more open, they dare to try. Thus, if the promotion can attract their attention, they will find out whether the food is good or not. They can accept new taste more easily.Besides, to save the living costs in Auckland, many students have tried to cook by their own. However, sometimes they have no time for cook. Thus, our satay shop can help them solve the problems. The price of satay is not very expensive and they can have their meals in our shop. It is a low spending and also brings convenience to them.ConclusionBy concentrate on target market, we can understand better what the market pauperisms and needs. We can try to fulfil the needs and wants of the consumers to bring more satisfaction to them for maintaining our long term relationship that may affect our profits in long term. plea of new business ventureWhy our company choose satay as our new venture to enter Auckland, New Zealand? There are few reasons that prove there are opportunities on our product. Everything starts with the customer. We pride ourselves in cognise whats going on in the minds of our consumers. We spend vast amounts of time each year re inquisitive the markets where we operate and our customers changing tastes and lifestyle habits. We know what our customers want now. union of Asian recipesIn eaterys and at home, New Zealanders are enthusiastic about the fusion of traditional Asian recipes with fresh New Zealand produce. Authentic ingredients for Asian cooking are available in most supermarkets and specialty food stores. This means that New Zealanders can accept well and quite interests on Asian cooking style. So, satay also can be accepted by New Zealanders, since satay is also one of the most popular foods toward Asian and it has a very high potential market value in food ind ustry. It can be seen when the tourist having their vocation in Malaysia, they like to try local foods such as nasi lemak and laksa.No or less competitionsSince satay is Malaysias local foods, it is only little or few competition for us. in New Zealand, thus our company biggest advantage is we are the pioneer in producing satay in New Zealand. So, our company will not face any contest in same sector. Besides that, New Zealand is a very good place for growing things. At present, much of what we grow is on the base of operations of potential export receipts (cows, pines). So, our company will not go about any shortages in raw resources such as beef. Since New Zealanders like to eat beef, so our company will firstly decide to produce beef satay by fresh beef to introduce to domestic citizens.Low start-up costAnother reason that make we choose Auckland to start new venture is our company has advantage such as low start-up cost and low producing cost .Since satay is a quite simple foo d to produce, the corporeal handling cost are low. It does not require investing in research and development. It just requires some labour skills and fixed machine. We have to paid fixed amount of salaries to employ the experience workers and buying the machine. Besides that, New Zealand is famous with the production of cow and sheep. From the date that we recovery ,we found out that the number of sheep and cow in New Zealand are more than nine-spot times if compared with the population in New Zealand. We can easily get raw material from local supplier. It saves a lot of cost. We also no need to worry about shortage of raw material.LifestyleMalaysian is looking for stiff foods to envision caused by their busy lifestyles. The lifestyles of New Zealanders are slightly going away with Malaysian. They are very busy and serious during work. So, as a result they do not bring work into home. They know how to enjoy their life. Our company is decide to make satay as a part of fast food which can satisfied those who are always in busy lifestyle since it is easy to consume. However, nowadays, consumers are also looking for foods to counter poor health caused by busy lifestyles, insufficient exercise and fast food. As a consequence, people all over the world are recognizing that diet is important to their health. So our company will introduce low fat satay which can let consumer eat in a vigorous way but still can taste a delicious satay. Our satay is low calories, low fat and less oil. Besides that, consumers want to know that their food is safe, and proof of claims is becoming a key requirement, especially in the health benefit area. Certification and tracking of food production for guard reasons is increasing. There is a growing desire for safe food. Our company products are all have been clinically tested and proven that satay is safe to eat.As a conclusion, the above reasons make our company interested to start new venture in Auckland. It is really an interes ted facts that encourage we to do so. harvest-feast strategySatayThe product that we plan to launch out in Auckland, New Zealand is satay. Satay can be found throughout every state in Malaysia either in restaurant or beside street. Popular kinds of satay are unremarkably pork barrel satay, beef satay, and chicken satay. Difference cultures may have diversion types of satay. For an example, Indonesias satay is different with Singapores satay.A variation of meat satay is the satay lok-lok from Penang and satay celup from Malacca. Raw meat pieces, bean curd pieces, century eggs, quail eggs, fish cake pieces, offal or vegetable pieces are skewered on bamboo sticks. These are cooked by being dipped in change state water or stock. The satay is eaten with a blackish sweet behave with or without chili sauce. If the satay is eaten with satay sauce, it is called satay lok-lok. If the satay is cooked with boiling satay peanut sauce, it is called satay celup. This is available either from street vendors or at certain restaurants.We are selling traditional satay in Auckland. We do not selling satay lok-lok or satay celup. When the market share are increase and pose more stable, we will try to add on other types of satay. There are total six types of satay meat that we will launch out in Auckland. The six types of meat satay are chicken, mutton, beef, deer, fish, and rabbit. As you can see, we do not sell pork satay. This is because one of our target markets is tourists. The tourists may be including other religion such as Muslim. In order to attract this type of tourists, we do not launch out pork satay.Different types of satay will be selling at different price. The satay that we sell is in the form of string. Before the satay are grilled or broiled over a wood or charcoal fire, it must first marinate by turmeric and other seasoning. Turmeric will be used to marinate satay, which gives the dish its characteristic yellow colours. After marinated, satay is stringed t o the midvein of the coconut leaf. After that, satay will be grilled or barbecued over a wood or charcoal. We are using traditional ways to grill the satay. The charcoal fire can make satay tasty. Lastly, satay is served with various spicy seasonings.We will serve our satay with a spicy peanut sauce dip, or peanut gravy, slivers of onions and cucumbers, bread and ketupat (rice cakes). Our sauce includes ground chilli, onion, tomato, shrimp, oil, and nuts inside. We also will make our secret recipe sauce to attract difference taste of customers. Customers can choose either they want spicy sauce or sweet sauce.Beef and mutton that our restaurant will use is all origin from New Zealand. This is because European prefers to eat beef and mutton that origin from their own country. Besides that they also more trusted to those which are come from their country since it has been approve by their Hygienic Agency that the meat is totally safe to be eat and free of harmful virus. Thus, European are also culture that support to their country so if our restaurant use material that origin from their own country it will encourage them to purchase more in our restaurant and also will ensure them come back over and over again.People nowadays are more concern about their health. They no longer prefer oily foods. If we did not customization our satay to meet local demand, then it will bring visitation for us. Due to this, our satay is modifying to become less oil and less salts. We are also following the ethical issue. We will definitely provide clean and healthful satay. We will ensure that the supplier will provide us healthy meats and are ethically. Besides that, all of our workers are need to wearing gloves to ensure the cleanliness. Experienced cook and worker are employ in our outlet to make sure the flavour of satay will perform well.Herbal teaOur restaurant also provides traditional Chinese herbal tea such as chrysanthemum tea, Chinese watermelon tea, barley, siraitia prosvenorii (luo han guo) and herbal jelly . We provide Chinese herbal tea is because herbal tea can bring many health benefits for humans body. The health benefits of herbal tea are exposed of keeping balance, control over cholesterol, clearing heat, neutralizing toxins, and protecting the liver. Since our satay are grilled or barbecued over a wood or charcoal fire, herbal tea can help our consumer clearing heat and neutralizing toxins after eating the satay.Teh tarik and othersFurthermore, because our food is a traditional food in Malaysia, we also have provide traditional drinks in Malaysia such as teh tarik . Teh tarik is a common and favourite drink for Malaysians. Teh tarik is very easy to prepare because the ingredients are black tea and condensed milk. However, we also will provide sky juice and soft drinks for our consumers. This is because not all the consumers can accept the taste of Chinese herbal tea and local teh tarik. We need to provide some drinks which unexcept ionable by the consumers.Distribution ChannelWe will distribute our satay by two ways, either by own outlet or online mode.OutletWe will open our first satay shop in Auckland. We will set up our own and specific outlet in New Zealand. We are using Malaysian styles of design. When customers walk in to our outlet, they will feel and experience the Malaysian style. Waiter and waitress are required to wear Malaysia customs. Therefore, when customers are visit to our outlet, they can really impressed by our culture. One speciality of our outlet is customers can see the process of producing satay. Our restaurants seat can be found in personal seat, couple seating, four person seats, six person seats, and ten person seats. Customers can choose either to dine in or take away. Besides the residents, it also consists of the most potential customer for our shop. There are many students that study in this city no matter local students or foreign students. Students like to hanging around after school with their friends whether they go to shopping mall or having their meal together. Usually they prefer special meal that they seldom or never taste before. They will also take consideration into the price issue. Our satay is suitable food for them. Satay is a kind of food that origin from Malaysia. So, it is quite special and unique in Auckland. For sure students will like it since them always homophile(a) and excited to something that is relatively new for them and them willing to pay for a try.Besides that, Auckland is the retail and commercial centre of New Zealand. Workers that have monthly salary will have a higher purchasing power which also means that they also are our shop important potential customer. A higher purchasing power will encourage them to purchase more in our shop. Workers also like to find some place to let up after they finish their work in office. Our shop provides them a place to enjoy their delicious meal, have a good conservation with their friends , and a place to enjoy the culture of others.Another important potential customer is tourism. Auckland is the gateway to New Zealand for tourism and immigration. Every year there are more than 6digits of tourism that tour to Auckland and this provide our shop a notice to earn money from them. Our shop provides a perfect environment for tourism to rest and full their empty stomach. Our shop will have a good view of seaside in front of our shop which will present a comfortable environment for our customer while they enjoying their meal especially for tourism who purposely come to Auckland because of the beauty of landscape of Auckland.Drive-thru serviceWe will open a rag-thru window to lets customers enjoy more convenience services. Due to the busy lifestyle, consumers are more prefer the fast services. They try to find out ways that bring convenience for them. Citizen of Auckland prefers drive their own vehicle to travel. As we know that, 95% of Auckland citizen are travelling by t heir own vehicles. Therefore, the parking lots maybe is insufficient for the number of vehicles. Thus, we should have drive-thru service to provide convenience for consumers who cannot find the parking lots.Besides that, drive-thru service also convenience for office workers. This is because during lunch time hour, they are prefer meal which is fast and easy to consume. For them, drive thru service will become their first choice service because they can get their meal at the time and straight away can drive their vehicle leave the restaurant. Furthermore, for consumer who ordering food from our officer website, they also can get their food from drive thru service in order to save their time for searching to the parking lot.Sometimes there are not enough seats for consumers during peak season such as Christmas and New Year celebration. For consumers who want to eat our satay but do not have patient to postponement for our restaurant seats, they may just purchase satay by using our d rive thru service and enjoy satay at their home with their friends and family.Online modeFor online mode, customers can visit to our restaurants officer website to make their orders. Menu will be display in our officer website. Picture of meals and drinks will be display in the lineup so that customer can easily know what foods are available. These make them easy to make order too. Quality and time can be selected inside the order blanket. Besides that, customers can also select type of meat that they want for their satay. Type of sauces will be serving based on the customers want and needs. Customers can also order drinks previously at our officer website if they not willing to waste time