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Table of Contents
Executive Summary 2
1. Introduction 2
2. Increase in Australian pork exports to Singapore from 1998 to 2001 3
2.1 Opportunities arise for Australia 3
2.2 Market oriented strategy 3
2.3 Actions taken by CAPE 4
3. Advertising campaign in May 2001 for Airpork 5
4. Branding Auspork for the future 7
4.1 rMarket-bases asset concept to be adopted for Airpork 7
4.2 Strategies to increase sales for the future 7
5. Conclusion 8
In today’s market, competition has increased and product’s life cycle shortened. This report presents background on how APL gained market share in Singapore by seizing the market opportunity in Singapore. Secondly, presents analysis on effective marketing strategy
APL employed to promote sustainable growth in Singapore using combined approach of changing the market’s perception on Australian pork and building brand image of Airpork. Fresh and quality brand image built through strict quality control and effective advertisements brought success of Airpork in being the major pork supplier in Singapore. However for Airpork to remain competitive and increase its product life cycle in Singaporean market, marketing strategy will need to be revised which will be explored in this report.
2. Increase in Australian pork exports to Singapore from 1998 to 2001
2.1 Opportunities arise for Australia
Following a spread of ‘Nipah’ virus caused by Malaysian imported pig, which was the major pork supplier in Singapore, need for replacement source of pork rose shapely. (Fionna 2003 pp3) Demand for alternate pork supplier in Singapore initially contributed in the Australian pork gaining market share in Singapore. However, continuous consumption growth of Australian pork was due to its ability to satisfy Singaporean’s need by analysing Singaporean’s needs and wants and using the mixture of 4 Ps to match and provide long term needs of Singaporeans.
2.2 Market oriented strategy
The basis of marketing principle is to provide mutually beneficial exchange between the organisation and its market. This could be physical and/or psychological benefit that organisation provides in order to satisfy customers’ needs. (Study Guide 2011 pp 3 – 8) According to the marketing mix concept, four main variables (4 Ps) influence the demand of the market; product, presence, price and promotion. Depending on the nature of market, marketing mix would change. Using well mixed marketing mix in accordance with the type pf market will increase demand for a goods/services an organisation offers and increase life cycle of the product. (Kotler et al. 2010; Study Guide 2011 pp 10) Pork market being a repertoire market, brand loyalty is very low. Marketers rather concentrate its marketing effort in meeting the need of general public in repertoire market to increase sales. (Study Guide 2011)
The Confederation of Australian Pork Exporters (CAPE) and APL performed market analysis to find out wants and need of Singaporean.
According to Fionna (2003), Australian pork, known as the healthy meat, opportunities naturally opened up to take the replacement position in 1999. However, two major perceptions worked as a disadvantage for Australia to ensure Australia remained as the major pork supplier to Singapore:
Singaporeans believed Australian pork did not taste as good as their other suppliers – Malaysia and/or Indonesia...