Executive summary: “Airpork” is one of the products of APL, Australian Pork Limited, which succeeded to grow its sales drastically within very short period of time. Their success was “a story born out of disaster”, happened even before their advertising campaign started. However, their story did not happen because of opportunity, but based on research of their customers’ needs and wants.
Introduction: “Airpork” is one of…show more content… * Customers’ ethnic culture of consuming pork in their daily diet. * Main competitor from Malaysia is out of the market, due to “Nipah” virus. * Growing demand of pork due to increasing consumption * Changing perception of Australian pork taste
External environment: Threats * Potential growth of competitors from abroad, especially from US and Canada. Their quality is perceived as high in the local market * Threat of substitutes like beef, chicken, poultry. Beef and poultry current consumption percentage in the world is over 26% each. * Wet market competition, where freshly butchered meet from Indonesia is still available for customers * Failure of providing appropriate cooling technology * Potential competition from Malaysia when the government releases the restriction Based on given information, Airpork has relatively high competitive advantage in the market.
Why Australian exports to Singapore increased even before their advertising campaign was undertaken: Market orientation · Helping to match client and organization interests and benefits, now and in future Identify the potential customers and clients for the exchange
