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    Exporting and Marketing our Mexican Sauce to Australia

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    Please answer 1-4 in Part A and 1-5 in Part B.

    There are also some notes and hints to steer below the questions.

    PART A (Answer 1 through 4)

    My company is planning to export their tasty Mexican sauce ¡Qué Rico! (Salsa manufactured in San Antonio) to Australia.

    1. Discuss the definition of the target market for selling our Mexican sauce in Australia.

    2. Please include geographical location, shopping habits, eating habits and the different types of circumstances in which the product will be used.

    3. Also, please discuss your channel of distribution's objective.

    4. Please cite all references

    External Resources and Helpful Hints Here:
    ? Title: USA Trade.gov - Chapter 4
    Description: Methods and Channels of distribution
    URL: http://www.unzco.com/basicguide/c4.html
    ? Title: Global Value Chain Learning Network.
    URL: http://www.microlinks.org/ev_en.php?ID=13665_201&ID2=DO_COMMUNITY
    ? Apply the four Ps of marketing: pricing, product, place, and promotion in the context of international markets.
    ? Describe special considerations for product strategy in international environments.
    ? Adapt marketing strategies for international markets, taking into consideration price, product, place, and distribution.

    It is important to remember that markets are people who have the ability, authority and willingness to engage in a commercial exchange with the providers of goods and services. Typically, these people live in certain geographic areas and have developed peculiar habits of consumption over the years. Describe your market in the host country in terms of the circumstances (or conditions) around which people may be using the sauce. What may be the underlying needs motivating the purchase of Que Rico! You are encouraged to include maps of the country, cities, and/or geographical location of your market. (Consider using Google Maps). Make sure that is clear you will have access to your market from the closest port of entry. Finally, present ONLY ONE distribution objective and its corresponding strategy.


    PART B


    Making the sauce does not require a high degree of technological expertise, and capital investment is relatively low. Therefore, when the company started Great Foods! Inc., they immediately hired a lawyer to help him keep the recipe a trade secret.

    The lawyer suggested the issuing of nondisclosure agreements and noncompete clauses to new hires.
    However, you have expressed your concern about the potential appearance of local copycats in foreign markets trying to reengineer the recipe through trial and error.

    You are also aware that trade secret laws are binding in the U.S.; but in some countries, they are not enforced and/or upheld by local courts. Additionally, you are aware that you are not the only U.S. company selling this product internationally.

    ASSIGNMENT FOR PART B (Answer 1 through 6)

    Please research these issues for exporting to Australia, and prepare a brief analysis that includes the following items:

    1. a statement defining the product category you are competing under

    2. an analysis of the pattern of enforceability of trade laws

    3. an analysis of the competitive environment in the sauce industry. Your analysis should include the cultural, ethical, and technological forces operating in the local industry.

    4. a statement defining the product category you are competing under.

    5. Based on your findings in 2 and 3, build a 2X2 table identifying the local and foreign direct and indirect competitors within your product category.

    6. Please site all references

    Helpful Hints for PART B

    In the first statement, the general idea is to determine how reliable are the courts and the judiciary system in enforcing commerce laws in Australia.

    The second statement requires you to analyze the nature of the competitive environment, and in the process, determine how culture, technology and ethical behavior may play a role in this competitive environment.
    In the next statement, you are required to identify your product category by name, which may or may not be the same as in the domestic market.

    Finally, in the last statement you are required to identify by name the local as well as the foreign (including American) direct and indirect competitors within your product category.

    Direct competitors are those who compete with your brand within the product category. Whereas Indirect competitors are those who are outside your product category but may still pose a threat to your brand, as they may be perceived as an adequate substitute by consumers.

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