Marketing Plan For Mildura Fruit Company’s Pink Lady Apples In UK

Strengths and weaknesses of Mildura Fruit Company

Discuss about the Marketing Strategy for Engaging the Digital.

Save Time On Research and Writing
Hire a Pro to Write You a 100% Plagiarism-Free Paper.
Get My Paper

Mildura Co-operative Fruit Company has achieved accolades and glory by emerging as the largest packer and exporter of fresh citrus fruits. Thirst of doing something innovative has enabled the company to fulfil the identified goals and objectives. The skilled and efficient workers possess the capability of packing 3000 cartons every day (Mfc.com.au 2018). Dissemination of quality fruits to the neighbours enhances the brand image. The clients of the company have reached the amount of 120 including Sunraysia, Riverland and Riverina. Along with this, China, Japan, and North Asia is also the countries, where the fruits are exported. As a matter of specification, the company exports fruits to more than 40 countries. This is according to the standards and protocols of the importing legislations. The aim of the company is to seek prospective investors for achieving customer satisfaction.

Emergence of bacteria in the harvested fruits of South America resulted in the planning for global expansion. Reduction in the tariffs and stabilization of the Asian economy has pressurized the company to think of business expansion (Abc.net.au 2018).

The company deals with the packaging and export of numerous fruits ranging from grapes to avocado. Freshness and quality of the fruits expands the supply chain network. The fruits are packed and exported according to the weather conditions. For this, a varietal calendar is maintained, which results in timely execution of the business activities. For developing the marketing plan, Pink Lady Apples has been selected. April to December is the time when the Pink Lady Apples are available. These apples originate from Cripps Pink Variety from Western Australia. Sweetness, juicy and tart like flavour enhances the taste and quality of the fruit (Mfc.com.au 2018).

Size of the fruits sometimes fails to meet the expectations of the customers. This was the result for unwillingness of the neighboring countries regarding investing in the services of the company. Plans regarding high investment returns proved beneficial to some extent in terms of the attracting the foreign investors.

Save Time On Research and Writing
Hire a Pro to Write You a 100% Plagiarism-Free Paper.
Get My Paper

This marketing plan proposes the business expansion of Australian Pink Lady Apple of Mildura Fruit Company to the markets of UK (Abc.net.au 2018).

The companies and organizations can enter into a foreign market through the following modes- franchising, exporting, joint ventures, licensing among others. As exporting is a part of Mildura Fruit Company, strategic alliance can be one of the entry modes into the UK market.

SWOT analysis of Mildura Fruit Company

Strategic alliance would result in the exchange of technology, automatizing the packaging of the apples and monitoring the process. Typical example of this can be thee adoption of innovative software for communicating with the associate partners. Along with this, strategic alliance would secure the market position of Mildura Fruit Company in the competitive ambience of the Australian market (Mfc.com.au 2018).

Strengths

·         Large supply chain network

·         Skilled and qualified workers

·         Latest and modern technology

·         Varietal calendar

Weakness

·         Food safety

Opportunities

·         Eco-friendly packing

·         Social media

·         Joint venture start-ups

Threats

·         Unpredictable weather conditions

·         Emergence of chemicals and pesticides

Table: SWOT analysis of Mildura Fruit Company

Utilization of latest and modern technologies expands the scope and arena of Mildura Fruit Company. Maintenance of varietal calendar helps the personnel to tackle with the varying weather conditions. Presence of skilled and qualified workforce results in quality packaging of the fruits and exporting them into the neighboring countries. Alliance with the statutory bodies proves beneficial in terms of assuring the quality and freshness of the fruits. However, unpredictable weather conditions aggravate the complexities in terms of averting the instances like perishability (Mfc.com.au 2018). Joint venture with the start-ups would act as a promotion for the company in terms of expanding the customer base. Social media marketing acts as a platform for the company in terms of increasing the sales revenue and the profit margin. Consciousness is needed towards the emergence of chemical pesticides, which might destroy the harvested fruits. Typical example of this can be the adoption of eco-friendly packaging, which would reduce waste generation. This would preserve the ecological biodiversity.

Once, lack of skilled and efficient workforce is a challenge in terms of fulfilling the plans for global expansion. However, innovation assisted the company to emerge successful in restoring the balance between the packaging and export of the fruits, especially Pink Lady Apples (Mfc.com.au 2018).

Political

·         Political unrests

·         Governmental restrictions

Economic

·         Inflation

·         High exchange rates

·         Fluctuation in the prices of the raw materials

Social

·         Changing needs of the customers

Technological

·         Adoption of latest and modern systems

Legal

·         Food safety legislations

Environmental

·         Solid waste management

Table: PESTLE analysis of Mildura Fruit Company

Political unrest and governmental restrictions aggravate the complexities in terms of exporting the fruits. Along with this, instances like inflation, high exchange rates and fluctuation in the prices of the raw materials strains the financial parameter. Strategic alliance with the neighbouring partners would be assistance in terms of tackling with the varying needs of the customers. For this, latest and modern systems help the personnel in introducing innovative packaging for the fruits. Complying with the food safety legislations aids Mildura Fruit Company to avert the instances of complaints from the customers regarding the provision of poor quality fruits (Papadopoulos and Heslop 2014). Mention can be made of solid waste management, which reduces the generation of waste, assisting in preserving the ecological diversity.

PESTLE analysis of Mildura Fruit Company

Target segmentation has different types- demographic, psychographic, behavioural and geographic. The following is the target segmentation for the Australian Pink Lady Apples into the markets of US.

Mildura Fruit Company can target specific areas of UK where the people love fruits. Market survey regarding the fruit preferences of the customers would help the company to execute psychological segmentation. Demographic segmentation would relate to the segmentation of the people from the population preferring Pink Lady Apples. Conducting marketing mix for the Pink Lady Apples would help the personnel to gain an insight into the customer approaches (Rao-Nicholson and Khan 2017). Typical example of this is the advertisements, which would reflect the impact on the customers.

In the recent times, the scientists in UK have expressed their concern regarding the ways and means of eating apple (Theguardian.com 2018). These concerns relate to washing, peeling and chilling. Quality packaging of Mildura Fruit Company can act as an address for the concerns of the UK people. Innovation within the packaging would attract the customers. Along with this, labelling of the apples as well as the cartons would cater to the queries of the customers regarding the health issues. Winters are the perfect time, when the inhabitants of UK crave for apples in terms of keeping away the diseases. Herein lays the appropriateness of variety calendar, which would help the company personnel to execute timely supplies of the Pink Lady Apples.

Pink Lady is the leading apple brand in UK, occupying 8% of the total market share. Quality control has provided the customers with a consistent eating experience, acting as a solution for their health issues (Eteokleous, Leonidou and Katsikeas 2016). Brands like Jazz, Cameo and Kanzi have compromised with the quality of the apples. Under such situation, entrance of the brands like Mildura Fruit Company might act as a strategic alliance for Pink Lady in terms of securing their market share in the UK. Advertising the packaging systems on the social media would enhance the company to increase the trafficking of the audience towards the brand image.

The southern hemisphere of Australian threshold experiences high cost for the products exported. Herein lays the appropriateness of strategic alliance with the trade union members, which would help in dealing with the high exchange rates. Acceptance of European market might act as a challenge for Mildura Fruit Company in terms of expanding their business (Mfc.com.au 2018). Therefore, innovation would be crucial in the quality of the apples and packaging.

Conclusion

 This assignment develops a marketing plan for Mildura Fruit Company in terms of expanding their business into the UK markets. The product chosen for this expansion is Pink Lady apples. Possession of latest technology is assistance in terms of providing quality apples to the customers with innovative packaging. Quality tests helps in catering to the health issues of the customers. Herein lays the appropriateness of the Food safety legislations, which reflects the transparency and fairness in the business activities. This transparency and fairness is the key towards attracting the foreign investors towards the brand image. Legislations is also assistance in terms of averting the illegal issues and scandals. Market segmentation is crucial for the company in terms of identifying the target audience. This is in terms of improving the focus in the business activities. Evaluation needs to be done in terms of assessing the effectiveness, appropriateness and feasibility of the undertaken steps. Maintenance of consistency in the execution of evaluation would help in upgrading the standards and quality of the Pink Lady Apples.

References and Bibliography

Abc.net.au (2018). Global boom for Australian citrus. Available at: https://www.abc.net.au/news/2017-09-01/global-boom-for-australian-citrus/8856850 [Accessed on: 23rd May 2018]

Boso, N., Debrah, Y.A. and Amankwah-Amoah, J., 2018. International marketing strategies of emerging market firms: Nature, boundary conditions, antecedents, and outcomes. International Marketing Review, 35(2), pp.202-214.

Eteokleous, P.P., Leonidou, L.C. and Katsikeas, C.S., 2016. Corporate social responsibility in international marketing: review, assessment, and future research. International Marketing Review, 33(4), pp.580-624.

Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.

Mfc.com.au (2018). Our story. Available at: https://www.mfc.com.au/en/our-story/ [Accessed on: 23rd May 2018]

Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Routledge.

Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in international marketing. Routledge.

Rao-Nicholson, R. and Khan, Z., 2017. Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions. International Marketing Review, 34(1), pp.138-158.

Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Samaha, S.A., Beck, J.T. and Palmatier, R.W., 2014. The role of culture in international relationship marketing. Journal of Marketing, 78(5), pp.78-98.

Samiee, S., Chabowski, B.R. and Hult, G.T.M., 2015. International relationship marketing: Intellectual foundations and avenues for further research. Journal of International Marketing, 23(4), pp.1-21.

Theguardian.com (2018). How to eat Apples. Available at: https://www.theguardian.com/lifeandstyle/2015/sep/25/how-to-eat-apples [Accessed on 23rd May 2018]

What Will You Get?

We provide professional writing services to help you score straight A’s by submitting custom written assignments that mirror your guidelines.

Premium Quality

Get result-oriented writing and never worry about grades anymore. We follow the highest quality standards to make sure that you get perfect assignments.

Experienced Writers

Our writers have experience in dealing with papers of every educational level. You can surely rely on the expertise of our qualified professionals.

On-Time Delivery

Your deadline is our threshold for success and we take it very seriously. We make sure you receive your papers before your predefined time.

24/7 Customer Support

Someone from our customer support team is always here to respond to your questions. So, hit us up if you have got any ambiguity or concern.

Complete Confidentiality

Sit back and relax while we help you out with writing your papers. We have an ultimate policy for keeping your personal and order-related details a secret.

Authentic Sources

We assure you that your document will be thoroughly checked for plagiarism and grammatical errors as we use highly authentic and licit sources.

Moneyback Guarantee

Still reluctant about placing an order? Our 100% Moneyback Guarantee backs you up on rare occasions where you aren’t satisfied with the writing.

Order Tracking

You don’t have to wait for an update for hours; you can track the progress of your order any time you want. We share the status after each step.

image

Areas of Expertise

Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.

Areas of Expertise

Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.

image

Trusted Partner of 9650+ Students for Writing

From brainstorming your paper's outline to perfecting its grammar, we perform every step carefully to make your paper worthy of A grade.

Preferred Writer

Hire your preferred writer anytime. Simply specify if you want your preferred expert to write your paper and we’ll make that happen.

Grammar Check Report

Get an elaborate and authentic grammar check report with your work to have the grammar goodness sealed in your document.

One Page Summary

You can purchase this feature if you want our writers to sum up your paper in the form of a concise and well-articulated summary.

Plagiarism Report

You don’t have to worry about plagiarism anymore. Get a plagiarism report to certify the uniqueness of your work.

Free Features $66FREE

  • Most Qualified Writer $10FREE
  • Plagiarism Scan Report $10FREE
  • Unlimited Revisions $08FREE
  • Paper Formatting $05FREE
  • Cover Page $05FREE
  • Referencing & Bibliography $10FREE
  • Dedicated User Area $08FREE
  • 24/7 Order Tracking $05FREE
  • Periodic Email Alerts $05FREE
image

Services offered

Join us for the best experience while seeking writing assistance in your college life. A good grade is all you need to boost up your academic excellence and we are all about it.

  • On-time Delivery
  • 24/7 Order Tracking
  • Access to Authentic Sources
Academic Writing

We create perfect papers according to the guidelines.

Professional Editing

We seamlessly edit out errors from your papers.

Thorough Proofreading

We thoroughly read your final draft to identify errors.

image

Delegate Your Challenging Writing Tasks to Experienced Professionals

Work with ultimate peace of mind because we ensure that your academic work is our responsibility and your grades are a top concern for us!

Check Out Our Sample Work

Dedication. Quality. Commitment. Punctuality

Categories
All samples
Essay (any type)
Essay (any type)
The Value of a Nursing Degree
Undergrad. (yrs 3-4)
Nursing
2
View this sample

It May Not Be Much, but It’s Honest Work!

Here is what we have achieved so far. These numbers are evidence that we go the extra mile to make your college journey successful.

0+

Happy Clients

0+

Words Written This Week

0+

Ongoing Orders

0%

Customer Satisfaction Rate
image

Process as Fine as Brewed Coffee

We have the most intuitive and minimalistic process so that you can easily place an order. Just follow a few steps to unlock success.

See How We Helped 9000+ Students Achieve Success

image

We Analyze Your Problem and Offer Customized Writing

We understand your guidelines first before delivering any writing service. You can discuss your writing needs and we will have them evaluated by our dedicated team.

  • Clear elicitation of your requirements.
  • Customized writing as per your needs.

We Mirror Your Guidelines to Deliver Quality Services

We write your papers in a standardized way. We complete your work in such a way that it turns out to be a perfect description of your guidelines.

  • Proactive analysis of your writing.
  • Active communication to understand requirements.
image
image

We Handle Your Writing Tasks to Ensure Excellent Grades

We promise you excellent grades and academic excellence that you always longed for. Our writers stay in touch with you via email.

  • Thorough research and analysis for every order.
  • Deliverance of reliable writing service to improve your grades.
Place an Order Start Chat Now
image

Order your essay today and save 30% with the discount code ESSAYHELP