蜂蜜营销.docx
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蜂蜜营销.docx
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蜂蜜营销
Tablecontent
1.0ExecutiveSummary
2.0introduction
3.0CompanyandProductBackground
2
4.0CountryandProductMarketAttractiveness
5
4.1Political,cultural,economic,socialandtechnologicalenvironments:
5
4.2ProductMarketAnalysis:
12
4.3CompetitiveAnalysis
16
4.4BuyerAnalysis:
26
5.0OpportunityStatement:
29
6.0MarketingObjectives
31
7.0EntryStrategy
32
8.0ReferenceList
37
3CompanyandProductBackground
“NationalFoodsisoneofAustralia'slargestfoodandbeveragegroups,withcoreactivitiesinmilk,freshdairyfoods,juice,soybeveragesandspecialtycheese.
NationalFoodsownssomeofAustralasia'sfavoritefoodbrands,whichcovermilk,freshdairy,juice,specialtycheeseandgourmetfoods,havebeenapartofAustralianlifeforover100years”.(nationalfoodwebsite).
Puraisoneofnationalfoodsgreatbrand.OurproductisPuramilk.Theaimofthecompanyistoincreasemarketshare.
Thetableshowsthefinancialperformanceofnationalfoodsaspuraisoneofnationalfoodsbrandgroupanditiswellknownbycustomers.Sowecanindicatethatpuraperformgood
Nationalfoodsfinancialperformance
A$million
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
Netsales
1075
1172
1169
1083
1124
1106
978
1096
1156
1208
Netprofit
11
15
74
44
47
48
46
51
60
69
Marketshare
Packagedfood(%value)
2000
2001
2002
2003
2004
2005
2006
2007
Australia
-
2.67
2.85
2.85
2.89
-
-
-
Softdrinks(%value)
2000
2001
2002
2003
2004
2005
2006
20007
Australia
3.17
3.13
3.10
3.07
3.13
-
-
-
Softdrinks(%volume)
2000
2001
2002
2003
2004
2005
2006
2007
Australia
1.63
1.66
1.68
1.70
q.75
-
-
-
Milkcanprovidenutrientsneededbyhumanbeingsincludingprotein,calcium,riboflavinandvitamin.SoourcustomerisnearlythewholepopulationinIsraelexceptthosepersonswhodonotdrinkmilkorsomeonewhoallergytomilk.ThepopulationinIsraelislargeinordertounderstandtheIsraelbetterwedivideourmarketinto8groups.Thetablebelowshowstheexactnumberofeachgroupthereforewecangetbetterideaofthemarket.
TheSizeoftheMarket
PopulationinIsrael
'000
BabyandInfant
427
Children
1,091
Tweenagers
609
Teenagers
821
StudyingAged
579
YoungAdult
1,707
MiddleagedAdult
2,453
ElderlyAged(pensioner)(80+)
903
TotalAvailableMarket
8,590
MilkAllergyPopulationaround10.9%**
(936.31)
NetTotalAvailablemarket
7,654
Source:
GlobalMarketingInformationDatabase
**:
WidespreadUseofSoy-BasedFormulaWithoutClinicalIndications.JournalofPediatricGastroenterology&Nutrition.41(5):
660-666,November2005
PURAmilkisintheleaderpositionofthemarket.ItisreallycompetitiveandwechoosejointventureasourentrystrategyourpartnerinIsraelcanhelpuswithproductdistributionandintroducethemarkettous.Sowecangooverseastogetmoresales,marketshareandprofit.
4Political,cultural,economic,socialandtechnologicalenvironments:
GeneralideaaboutIsrael
Israelwasformedin1948onpartoftheterritoryoftheBritishMandateofPalestineonthelowerthirdoftheeasternMediterraneancoastline.TheterritoryofIsraelis20,770squarekilometers.ThecapitalisJerusalemandtheheadgovernmentisEhudOlmert.TheKadimaPartyleadsacoalitionwiththeLabourPartyandtheyrulethegovernmentinthecountry.Newshekel(NIS=100agorot)isusedastradingcurrencywithinIsrael.ThecountryhasatypicallyMiddleEasternclimate,withwarmsummers.(GMID)
MacroenvironmentofISRAEL
Economicfactor
Israeleconomyisperformingsurprisinglywellalthoughadurablepeacewouldboostgrowthevenmore.“Theincreaseddemandforhigh-techproducts(particularlyfromChina)isresponsibleforthecurrenteconomicrecovery”TheUnemploymentratehasbeenfallingwhichstoodat6%inthefirsthalfof2008.Publicdebthasbeenreducedsignificantlyinrecentyearsalthoughitisrelativelyhighinthepast(about80%ofGDPattheendof2007).Morethan20%Israelisarelivinginpoverty(lessthan1,743IsraelishekelsorUS$400amonth),hitbycutsinbenefitsandyearsofrecession.
PoliticalStabilityandRisks
TheKadimaPartyleadsacoalitionwiththeLabourPartyinthecountry.Thosetwopartiesrulethegovernment.
ThepoliticalenvironmentinIsraelisvolatilebecausestrongsupportforHamasaddstothecomplicatedprocessofnegotiatingapeacedeal.InPalestine,Hamasmustfindwaystobringthevariousmilitiasunderthecontroloftheloosely-organisedsecurityforces.“Inadditiontoitsgeopoliticalproblems,thegovernment’sabilitytobringdownthedebt-to-GDPratiooverthemediumtermiscrucial”.(GMID)
TECHNOLOGICALFACTOR.
InIsraeltheindustrialsectorboastsanimpressivearrayofhigh-technologymanufacturers.Exportsincludemachineryandmechanicalequipment,cutdiamonds,chemicals,textilesandapparel,andprocessedagriculturalproducts.ExportsfromthenorthernpartofthecountryfellsharplyfollowingtheconflictinLebanonbutarenowrecovering.Thehigh-techsectorhasbeenthelocomotiveoftheIsraelieconomysince2004,attractingrecordlevelsofforeigninvestments.Israelistart-upsraiseddirectforeigninvestmentofUS$185millionin2006,upfromUS$171millionin2005.Hi-techexportsaccountedforanestimated48%ofIsraeliindustrialexportsexcludingdiamondsin2006.Comparedtothehypedhigh-techclimateofthe1999-2000internetbubble,thecurrentgrowthofthesectorisbuiltonfirmerfoundations.Recentinvestmentscentreonbio-technology,communicationandelectronichardware.
Thefieldoflifesciencesisespeciallystrong,attractingconsiderableforeigninvestment.(GMID)
Thebankingsystemhasstrengthened.Although,thelevelofproblemloansremainshighandtherapiddevelopmentofthecapitalmarkethasintroducednewchallengestothesupervisoryandregulatoryagencies.TourismwasrecoveringpriortothemilitaryoffensiveagainstHizbollahbutthenumberofvisitorsplummetedasaresultofthefighting.
Israel’seconomyisrelativelyliberalandfreefromconstraints.Despitethegeopoliticaluncertaintiesandtheriskofinvestorflightaresignificant.
Israelhasmadesomeprogresstowardsprivatisinggovernment-ownedcompanies,includingbanks,thestatetelecommunicationscompany,thenationalairlineandothers.Thegovernmentplanstoprivatiseports,utilities,andoilrefineriesintheperiodahead.Thetotaltaxratewasalsodecreasedmodestlyin2007.(GMID)
Cultural
Israelisahighlydiversecountry.JewishimmigrationandalargeArabpopulationhaveshapeddemography.Differencesinlifestyleandlivingstandardsarelargeandleadtopoliticaltension.
Israel'spopulationwas7.0millionin2005.76%areJews,Arabs(19.7%)andothers(4.3%).JewsarefurtherdividedintothoseofcentralEuropeanorigin,referredtoasAshkenazi,andimmigrantsfromMiddleEasternandAfricancountries,referredtoMizrahi
Forthousandsofyears,nomadicdeserttribesinAfricaandtheMiddleEasthavereliedoncamelmilkforsustenanceduringperiodsofdroughtandfamine.PeopleinIsraelarepreferredcamelmilkordonkeymilkastheenvironmentlimitation.
AustraliaandIsraelculturedifference
ThereligionsinIsraelareJewishorIslamic.IsraelistheonlycountryintheworldwhereliferevolvesaroundtheHebrewcalendar.WorkandschoolholidaysaredeterminedbytheJewishholidays,andtheofficialdayofrestisSaturday,theJewishSabbath.Israel'ssubstantialArabminorityhasalsoleftitsimprintonIsraelicultureinsuchspheresasarchitecture,music,andcuisine.Australiahasnostatereligion.64%ofAustralianswerelistedasChristianofanydenomination,including26%asRomanCatholicand19%asAnglican.Nineteenpercentwerelistedas"NoReligion".AustralianscelebrateChristmason25thofDecemberasmostofthecitizensareChristian.
Tax
InIsrael,Taxbenefitsaredeterminedbythepercentageofforeigncontrol:
themoreforeigncontrolintheenterprise,thehigherthebenefits.Ifatleast25%ofanApprovedEnterprise'sownersareforeigninvestors,theenterpriseiseligiblefora10yearperiodoftaxbenefits.
CompanyownedbyForeignInvestors
CompanythatisnotanApprovedEnterprise
Taxratesbyownershipstake(in%)
90to100
74to90
49to74
Lessthan49
TaxableIncome
100
100
100
100
100
CompanyTax
10
15
20
25
34
Balance
90
85
80
75
66
Dividendtax:
15%ofbalance
13.5
12.75
12
11.25
25
Totaltaxondistributedincome
23.5
27.75
32
36.25
50.5
Accordingtoallthethingsabove,weknowthattheenvironmentinIsraelisdifferentfromAustralia,sowechoosepenetrationsasourmarketstrategy..wecutourcosttothebottomtoachievelowpriceandcatchasmuchmarketshareaswecantosurvive.AsthemilkindustryinAustraliaisinthematuritystageandwewanttoextendourproductlifecyclesowesellourproductstoIsrael.Thereforewecangetmoremarketbiasandmoremarketshare.
TheSizeoftheMarket
PopulationinIsrael
'000
BabyandInfant
427
Children
1,091
Tweenagers
609
Teenagers
821
StudyingAged
579
YoungAdult
1,707
MiddleagedAdult
2,453
ElderlyAged(pensioner)(80+)
903
TotalAvailableMarket
8,590
MilkAllergyPopulationaround10.9%**
(936.31)
NetTotalAvailablemarket
7,654
Source:
GlobalMarketingInformationDatabase
**:
WidespreadUseofSoy-BasedFormulaWithoutClinicalIndications.JournalofPediatricGastroenterology&Nutrition.41(5):
660-666,November2005
Milkcanprovidenutrientsneededbyhumanbei
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