Sno strategy
ASSESSMENT TASK 2
QUESTION 1
Investigating Austrade data on exports of hay, Lucerne and other feeds
Investigating Austrade data on export of live animals
Investigating supply requirements in Japan through an importer of hay and hay products
Investigating horse racing industry in the Middle East, Japan, Singapore and Hong Kong
Sno did not consider the use of the following:
Demographic data such as age, income and gender
Psychographic data
Sno focused on targeted segments for which he had no real understanding of their attitude, their buying behaviour or capability to pay
He also targeted segments which would not respond to a premium pricing for the benefits.
QUESTION 2
Yes
From the analysis done, he identified that the global export market for hay products in 1997 was reported as being valued at $1.05B, with vast majority being exported to Japan and the major supplying country being the US
Sno identified several marketing options which would reach the horse racing industry and dairy segments through:
Creation of a website to hold:
Case studies
Testimonials from well known people in the horse industry
Technical data and reports about the product
Photographic evidence of the storage saving attributes and long lasting qualities
Editorials and advertisements in horse and dairy magazines in Japan
Direct sales to partner resellers, using samples to familiarise the resellers and customers with the product
Agricultural trade shows in Japan using a partner distributor
Sno had identified regulatory requirements to export to Japan.
Sno had limited knowledge of his competitors
Sno had limited financial resources as he could not afford to travel to Japan
QUESTION 3
Sno positioned his product as long-life chaff with a premium pricing of 30% above competitive products
QUESTION 4
Sno must find out what magazines and newspapers the horse owners and trainers read
The importance of the decision to buy feed for their horses
The other influences on their decision to buy what feed for
QUESTION 1
Investigating Austrade data on exports of hay, Lucerne and other feeds
Investigating Austrade data on export of live animals
Investigating supply requirements in Japan through an importer of hay and hay products
Investigating horse racing industry in the Middle East, Japan, Singapore and Hong Kong
Sno did not consider the use of the following:
Demographic data such as age, income and gender
Psychographic data
Sno focused on targeted segments for which he had no real understanding of their attitude, their buying behaviour or capability to pay
He also targeted segments which would not respond to a premium pricing for the benefits.
QUESTION 2
Yes
From the analysis done, he identified that the global export market for hay products in 1997 was reported as being valued at $1.05B, with vast majority being exported to Japan and the major supplying country being the US
Sno identified several marketing options which would reach the horse racing industry and dairy segments through:
Creation of a website to hold:
Case studies
Testimonials from well known people in the horse industry
Technical data and reports about the product
Photographic evidence of the storage saving attributes and long lasting qualities
Editorials and advertisements in horse and dairy magazines in Japan
Direct sales to partner resellers, using samples to familiarise the resellers and customers with the product
Agricultural trade shows in Japan using a partner distributor
Sno had identified regulatory requirements to export to Japan.
Sno had limited knowledge of his competitors
Sno had limited financial resources as he could not afford to travel to Japan
QUESTION 3
Sno positioned his product as long-life chaff with a premium pricing of 30% above competitive products
QUESTION 4
Sno must find out what magazines and newspapers the horse owners and trainers read
The importance of the decision to buy feed for their horses
The other influences on their decision to buy what feed for