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Essay / Research Paper Abstract
This 11 page paper looks at how a product or company which is currently purely domestic may expand into an international market. The paper shows how a market could be assessed to find a good fit and then a marketing plan developed. The example used is the Australian company Richgro, manufacturer of a range of gardening products including a water retention product Ezi-Wet and a plan to enter the US market. The bibliography cites 7 sources.
Page Count:
11 pages (~225 words per page)
File: TS14_TErichgro.rtf
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Unformatted sample text from the term paper:
of potential for other regions with similar environments. Other products may have a more universal appeal and markets need to be found where there is a good match in terms
of fashion and taste. In both cases the key to international expansion is finding a good fit in the market between supply and demand. In this paper we will look
at an Australian company which has only internal sales but where there is a potential for international growth. The company we will consider is Richgro, a family owned company that
already has a very strong presence in Australia with the head office in Western Australia. Richgro are manufacturers of gardening products focusing on soil additives and supplements such as
fertilizers, soil substitutes and additives, pest control products and lawn care products. The products are manufactured and then distributed to the market through a series of distributors in every state
or territory in Australia. The company has a strong culture of research and development and already has a number of international contacts due to the research and development projects.
To gain entrance to the market a single product will be used to open the doors which can act as the basis of
a product range which can be expanded. In this paper we will focus on only one main product, the water saving products, which are designed to reduce the speed of
evaporation of water form the soil and retain moisture for longer. The main product is Ezi-Wet soil, a granulated soil which can be spread over the ground with a fertilizer
spreader and is easier to use than most competing products on the market. The product is currently distributed in a range of package sizes, from small sachets to large 10
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