International Marketing Mix Strategy Commentary
1. Executive Summary
The South African company Twinsaver is a famous Tissue & Hygiene producer in South Africa. This commentary attempts to explore and examine the opportunities and strategies for Twinsaver to introduce their products into Australian Tissue & Hygiene market. Firstly, this commentary will analyse this company's background, current positioning, target segmentation, and marketing mix strategies. Secondly, it will make the Australian market analysis of current Australian business environment and consumer behaviours. Twinsaver's objective is to gain access to the Australian market through a Greenfield investment to successfully sell Twinsaver's products to Australian consumers. For achieving this goal, this commentary recommends Twinsaver to adopt the wholly owned subsidiary as the entry mode; besides, Twinsaver also has to adjust the positioning, segmentation, and marketing mix strategies to be more acceptable and successful for entering Australian market.
2. Company Background
The Twinsaver company was born in 1976, in South Africa. In South Africa, Twinsaver has high market share in the product categories of Kitchen towels, Paper tableware, Tissues and Toilet paper (See Appendix 1). Twinsaver toilet paper was the Product of the Year Award in the Toilet Paper category in 2012 in South Africa. Twinsaver toilet paper has different sizes of packs to suit the customer purchasing power and usage. South African consumers love the brightly coloured rainbow tissues, and the unique way Twinsaver fold them to make them easier to remove (Twinsaver, 2014).
3. Analysis of the company in domestic market
3.1 Current Positioning Strategy
Currently, Twinsaver is applying the pr...
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...bution strategy to distribute their products from as many supermarkets/groceries as possible to provide location convenience to reach the most of consumers. Moreover, Australian Bureau of Statistics (2014) indicates that the households in the Australian Capital Territory ($1,536) and the Northern Territory ($1,500) recorded the highest average weekly expenditures; besides, the three eastern seaboard states (New South Wales, Victoria and Queensland) account for over three-quarters of the total number of toiletry business locations. Hence, Twinsaver may start to distribute their products mainly in the states of West Australia, Northern Territory and South Australia so that Twinsaver will evade the toughest competition with strong competitors in the beginning. Twinsaver can focus on these three markets at first as a gangplank for opening the whole Australian market.
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