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Marketing Air Pork Case

In: Business and Management

Submitted By Stephan
Words 1452
Pages 6
The main reasons for Australian pork exports to Singapore increased from 60,000 kg in 1998 to 28.8 m.kgs by 2001, which included:

Market Orientation - Define clear and success marketing plan ◆ In 1996 and 1997 Foot and Mouth Disease (FMD) appeared in Taiwan’s and South Korea, people started to pay more attention and awareness on the safety of livestock. In addition of the “Nipah” virus appeared Malaysia in late 1998 and which amplified the customers needs and demands on virus free livestock. ◆ Maximize the exchange of value by Australia Pork Industry, Confederation of Australian Pork Exporters (CAPE), had been formed with the NPIDP funds, after several pre-market development program, industry review and training such as NPIDP, PPGP PPEP, with aim to improve the international competitiveness identify market needs and business opportunities ◆ Coordinated efforts of APL, the Australian Pork Limited and the Australian Quarantine and Inspection Service (AQIS) to identify export market opportunities and promote competitive Australian products and also development superior benefit proposition for Singaporean customers. ◆ Review the existing pork provider in Singapore, their direction on marketing still focusing on sales oreniention, seldom to have details analysis on customer needs and wants.

Understand Needs and Wants Of customer and their buying behavior ◆ Identified Pork is the big part of daily diet of Singapore’s people. And have desperately needed on healthy but also virus free pork after outbreak of various viruses on livestock. ◆ Singaporean preferred to buy pork which slaughtered in Singapore’s “wet market and with perception that the meat sold at supermarket is not fresh and they wants fresh meet and not frozen pork. The behavior associate with repertoire market and major with habitual buying behavior. Singaporean don’t not have strong

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