Australia Essay Research Paper AustraliaExecutive SummaryThere are — страница 5

  • Просмотров 357
  • Скачиваний 9
  • Размер файла 24
    Кб

global presentation to expand our market to the other communities of the world during the Olympic games being held in Sydney, New South Wales, Australia, 2000. Financial portrayal Partner percentage expense (25%)* 2,000,000 Distribution expense 500,000 Expatriate compensation 100,000 Trademark fees 8,000 Patent fees 5,000 Packaging expense (Ken Done) 20,000 Give-away expense 25,000 Advertising expense 200,000 Olympic giveaways/sponsorship 250,000 Tax expense 35,000 Raw material expense 60,000 Total Operating Expenses 3,203,000 * Projections are based on $8,000,000 in 1997 sales. (Just-in-time inventory system to be utilized for raw materials, with the distributors warehousing the final product in the particular city of import/distribution.) Market share projections: 1997 5%

2,000,000 1998 15% 1,500,000 1999 5% 1,000,000 2000 5 500,000 1997 10% 5,000,000 1998 10% 4,500,000 1999 10% 3,500,000 2000 10% 2,500,000 1997 15% 8,000,000 1998 15% 7,000,000 1999 15% 6,500,000 2000 15% 5,500,000 15% is a conservative estimate of the market share attainable by 1999 for this product, in this plan. The current market demand is growing at an accelerated pace, with our established competition holding market shares in excess of 20%. Due to the nature of Australia’s quality demands and the incident of skin cancer, our product will capture a significant market share quickly. Retail selling prices: $ 8.50 (U.S.) in urban areas, and $10.50 (U.S.) in rural areas based on a 90 ml container. Alternative entrance/contingency Overall success of our plan of entrance into

this region may rest solely on our ability to implement a worthy alternate or contingency plan should we encounter any major setbacks. Based on corporate profiles and market research, we have determined that the best contingency plan is to form a joint venture with Hoechst Australia Ltd., located in Melbourne, Victoria, Australia, and utilize their established production and distribution system. An alternative supplier of raw materials has also been coordinated, should the need arise. This plan is designed to be a substitute source or can be used to supplement the primary source if sales increase faster than projected or we encounter any other problems. Conclusion As an overview, statistics have shown that the Oceanic Region has the highest amount of skin cancer and sun related

damage in the world. Awareness and the magnitude of this problem are apparent to residents and tourists, thus creating a high demand for our sunscreen products. Our target markets are tourissts, teenagers/young adults and parents with young children which makeup the majority of the people directly effected by the sun. Presently, entrance into this market is low risk. This is primarily due to the fact that language, cultural and trade barriers do not exist. Also, the market is not saturated and our initial expense and risk is limited due to our joint venture. We can gain a high percentage of market share throughout this region by 1999 and begin our global debut at the summer Olympic games at Sydney in the year 2000. Appendix A Here are some facts about skin cancer itself there are

three basic types of this disease. Basal cell carcinoma, squamous cell carcinoma are two types of cancer that can cause disfiguring to the body but are not fatal. The third is malignant melanoma which behaves like an internal cancer. It starts as a mole and can spread to other parts of the body. The sun’s ultraviolet violet rays are the most significant between 11 AM and 3 PM. This is the time that the majority of children and outside labor workers are in the sun. In Australia’s summer months’, exposure is so serious that safe sun time before damaged is caused in Darwin is only 9 minutes. In Brisbane 11 minutes, Perth 10, Sydney and Adelaide about 12 minutes. To demonstrate the concern for skin protection, researchers have developed a T-shirt that has an ultraviolet

sensitive paint on the front of it which when exposed to the sun its picture will change color revealing the radiation that the human eye cannot detect. It is said that by the year 2050, society will not be able to go in the sun if humankind does not recognize this issue. Australia has developed a “slip slop slap” motto to promote skin protection. Slip on a shirt, slop on sunscreen and slap on a hat. Appendix B There are several resources that we can use to discover our possible available market for distribution. The services are located by contacting the local U.S. Dept. of Commerce distribution. 1) Agent distributor search (AD) The US commercial service will locate and screen potential Australian agents and representatives for US companies. CS Australia will send