MBA 520 Final Project – Financial Models – Integrated Decision Making – Operations – Marketing – Management Report Writing Assessment Answer

This assessment requires you to develop the remaining sections of a comprehensive international business plan for your selected organisation in the new Asian country target market.

The aim is to do further research and analysis to recommend a market entry strategy that will enable the organisation to achieve its objectives in the new market. This includes:

identifying market opportunities for the organisation's products /services
recommendations, if any, regarding product/service modification or adaptations required for market success
market entry strategy options and recommendation for a preferred option
marketing and R&D considerations
recommendations regarding production
international human resources management (HRM) issues and considerations.

Answer:
Introduction:

For having rapid industrial growth, it is important for any company to establish a proper marketing strategy, which indicates the business efforts and advertising of company for new market entry. The business plan simply describes the business strategy that involves a specific range of marketing objectives or goals within a set of time. This study identifies the chances and opportunities to develop a marketing plan and for that reason the selected company Zokoko, which produce and manufactures chocolate in the Australian market. Nowadays due to increase of globalization, the chance of new market entry is very easy. Despite a bad economic climate in UK and USA, China’s economy has continued to increase by double-digit rates over the last few years. So, in China, the business opportunity is very high. China’s rapidly changing demographics, high-income rate and increasingly open new business environment help to make the market increasingly attractive. The capability and human resources of China will help the organisation in operating their business smoothly and helps to sustain its competitive benefit. Zokoko is focusing on establishing its business in China. This paper describes the market opportunity of China, SWOT analysis, competitive strategy analysis, international human resource issues and consideration which will help the company in expanding its business in the Chinese market. It will also help to understand the proper market entry strategy, which will raise the overall revenue of the business.
Overview of the Company:

Zokoko is one of the famous chocolate Producer and Manufacturer Company in the Australian market. The company was established in the year 2008. Zokoko is an authentic coffee and chocolate maker, they producing chocolate from beans to bar. The company uses unique methods to create a genuine and pure cacao experience (Zokoko.com, 2019). They source the high quality cacao beans and use conventional artisan methods to make premium quality chocolate reflective of its origin. Zokoko has café in the Blue Mountains in EMU Heights. Zokoko wants to develop its market in the Asian Market. So, the researcher builds the marketing plan by understanding marketing environment and major competitors of the Zokoko. The company mainly produces dark finest bean to bar chocolate. Zokoko has a comprehensive range of artisan beans to produce various types of chocolates for the potential customer. The company has wide range of product portfolio, which includes- milk chocolate, dark chocolate, cocoa nibs, organic cocoa powder and drinking chocolates (Zokoko.com, 2019). The manufacturing technique of the company makes it completely different from its existing competitors because they are the only company who makes the chocolate from beans to bar. By offering finest and pure chocolate they increase their customer loyalty and satisfaction.

Background of the Country:

One of the emerging markets for a company like Zokoko is indeed china as the demand for chocolate for premium quality is increasing day by day (Mo, Rozelle & Zhang, 2016). Products having a unique and rich test are highly demanded in China. Around 60% of chocolates are imported from Switzerland and USA to China (Li & Mo, 2016). The rapid use of food and seeds by the chocolate confectionaries are gaining prominence in the market of China. This will help the organisation to increase its profitability and global presence.