Profile International Markets
- Marketing Plan

Diploma of International Business
#21029 Sohee LEE

Product; KIMCHI

Korean traditional side dish made of vegetables with a variety of seasonings.
There are over 180 varieties of kimchi.
It is used invarious ways like pancake, soup, stirred rice, etc.

Potential Market

Thailand
Thai food is internationally famous.
Whether chili-hot or comparatively blends, harmony is the guiding principle behind each dish. Thai cuisine is essentially a marriage of centuries-old Eastern and Western influences harmoniously combined into something uniquely Thai.There must be a harmony of tastes and textures within individual dishes and the entire meal.

Potential Market

LatinAmerica
Latin America is a highly diverse area of land that holds various cuisines that vary from nation to nation. Some items typical of Latin
American cuisine include maize-based dishes and various salsas and other condiments. Each country of Latin America tends to use a dif ferent spice and those that share spices tend to use them at different quantities.

Selected country; India

India
Indian cuisine encompasses a wide variety of regional cuisines native to India. Given the range of diversity in soil type, climate, culture, ethnic group and occupations, these cuisines vary significantly from each other and use locally available spices, herbs, vegetables and fruits. Indian food is also heavily influenced by religious and cultural choices and traditions.

PEST Analysis
- Political Impact o Increasing economic disparities among regions are emerging as a political risk capable of provoking serious socio- political tensions that could lead to localized violence from time to time o India could benefit greatly from free trade

- Environmental Impact o Price differential between fresh and processed food in India is very high relative to convenience, hygiene and health values of the processed food. In the developed countries processed and fresh food compare well in prices. o The challenges to food processing are socio economic environment, subsistence agriculture, fragmented value chains and lack of infrastructure for post-harvest management and processing.

PEST Analysis
- Social Impact o Rapid transformation in the lifestyle of Indians, particularly those living in urban India, has resulted in dramatic increase in the demand for processed food. o Apart from quality and range of products, value for money and attractive displays, the human touch has a vital role to play - Technology Impact o The computerization of the various operations in a retail store, including inventory management, billing and payments as well as database (of customers) management. o Apart from providing the retailers with better and timelier information about their operations, the technology also does the job of preventing theft, promoting the store's goods and creating a better shopping atmosphere

Segment the target country

Well Settled

Strugglers

This segment could be thought of as comprising people who have established themselves in their respective fields. ; they normally have one kid and have a decent monthly household income

This segment could be thought of as comprising people who could not quite make it in life and are now struggling to make ends meet.
With an average family size of three and the lowest income per month, this segment is mostly self-employed and has been working for about a decade.

Segment the target country

Enjoyers

Conservative

This segment could be thought of as the apex segment in terms of urban consumers. They have the highest monthly household income and are employed mostly in the private sector.

This segment could be looked upon as people who have given in to the fates of life. The oldest of the lot, they earn the least in terms of income. Financially, they like to save money.

Segment