Arnott’s International Marketing Achievement: Survival and Fallouts
Answer:
Introduction:
Global marketing has turned out to be important in the present days not just for attainment of complete potential of a company but also has become necessary for its survival due to an increased competition. The need of the people, along with the opportunities and the level of growth achievable in the international market has brought the producer/manufacturers and the consumer closer, making each other essential for mutual sustenance and growth (Mathews & Healy, 2008).
Arnott’s is an Australian snack manufacturing sec
tor of the US based multinational food group Campbell Soup Company (Campbell, 2016).Arnott’s has made a huge share in the Australian markets and penetrated every house hold in Australia and is considered to be the biggest market holder in Australia, as it has at least two products in each segment. It has achieved its global status by the driving forces of international marketing that are explained below:
Market needs
Market needs are developed by attracting people through advertisements and other marketing strategies, just like there is no need of soft drinks yet it has been observes that the consumption of soft drinks id more than the consumption of water, like Coca Cola has made its market share. Hence, it can be said that companies need not make things that the people want, but they must make their products as people’s needs (Czinkota & Ronkainen, 2013). Arnott’s started in Australia just as a cookie manufacturer but with time it has created a need of all its snacks in the market and has achieved a high market share for its products as it has top two brands in cookie and savoury segment, but it lacks an attracting factor, as it does not create a market need/demand rather it only fulfils the existing needs of its customers.
Technology and Cost
A standardised product can be made available to everybody globally with the help of technology, as Levitt’s theory explains the emergence of a global market for standardised products. Similarly various companies have made its products standard by the adoption of latest technology and are able to supply them at a global scale, such as Burger King for its food, Staples for stationery etc. (Cateora, Gilly & Graham, 2013). Arnott’s has been trying to come up with an automation technology (ITNews, 2010) but Arnott’s is behind in technology as it has faced system crashes in the past. Arnott’s incurred huge costs while removing its old flavours of ‘Shapes’ and introduced new ones (Warc, 2016). This caused a great jiffy in the market as people wanted the old flavours only and were buying them online on other sites at a higher cost (The Sydney Morning Herald, 2014). Therefore, it is to be kept in mind that such costs must be incurred only if the same can be considered to be recovered in the global marketplace else it will cause a setback for the company.
Government
In order to make a business global it is necessary that there is free trade for which treaties and agreements are entered upon by the government. Government is a important factor to promote as well as supply a product globally. As factors such as trade policies, excise duties and taxes are to be kept in mind to create an international market (Baack, Harris & Baack, 2013).
Communication
Communication has been considered necessary not only for promotion but also for customer satisfaction which is the new aspect considered in sales and marketing (Gregory, Karavdic, & Zou, 2007). E-mail, fax, hotlines etc have been introduced for the purpose of effective communication between mangers, customer support and customers so as to gain customer loyalty. McDonalds has an online as well as in-store system for customer feedback which is entertained immediately. Arnott’s needs to bring a proper communication system so as to create customer loyalty to sustain in the present highly competitive market.
References
Baack, D., Harris, E., & Baack, D. (2013). International marketing. Thousand Oaks: SAGE.
Campbell. (2016). Campbellarnottscareers.com. Retrieved 11 August 2016, from https://www.campbellarnottscareers.com/grow-with-us/
Cateora, P., Gilly, M., & Graham, J. (2013). International marketing. New York: McGraw-Hill Irwin.
Czinkota, M. & Ronkainen, I. (2013). International marketing. Mason, OH: South-Western Cengage Learning.
Gregory, G., Karavdic, M., & Zou, S. (2007). The Effects of E-Commerce Drivers on Export Marketing Strategy. Journal Of International Marketing, 15(2), 30-57. https://dx.doi.org/10.1509/jimk.15.2.30
ITNews,. (2016). Arnotts completes award winning SAP rollout. Retrieved from https://www.itnews.com.au/news/arnotts-completes-award-winning-sap-rollout-235771
Mathews, S. & Healy, M. (2008). 'From garage to global': the internet and international market growth, an SME perspective. International Journal Of Internet Marketing And Advertising, 4(2/3), 179. https://dx.doi.org/10.1504/ijima.2008.017021
The Sydney Morning Herald,. (2014). Arnott's boss calls for innovation rather than price war. Retrieved from https://www.smh.com.au/business/arnotts-boss-calls-for-innovation-rather-than-price-war-20140725-zwx07.html
Warc,. (2016). Arnotts digs in amid Shapes storm. Retrieved from https://www.warc.com/LatestNews/News/Arnotts_digs_in_amid_Shapes_storm.news?ID=36695
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