蜂蜜营销.docx

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