The International Market Audit And Kangaroo Meat Products Marketing Essay

The Report Covers an International Market Audit and a Selling program for the export of Kangaroo meat merchandises in the German market by Ace Corporation. The Companies chief aim is to sell Kangaroo meat merchandises like ( sausages, diced meat, filets and mince meat ) in the German market to broaden its market infinite. The Vision of the company is “ Making an comestible merchandise for human ingestion ” which will be so alluring and full of nutrition that all would merely desire to state Let ‘s eat Kangaroo.

The Kangaroo Industry is in operation in all provinces of Australia except Victoria and NT. It ‘s moderately large industry roll uping gross of $ 270 million per twelvemonth. Every province has to run under the Kangaroo Management program which is controlled by the Conservation governments within the province and when abroad it ‘s controlled by the Federal authorization.

Germany is one of the universe ‘s largest economic systems. Having a market portion of 33.5 per cent in the European meat market. The Meat markets make a batch of net income making about $ 7.8 billion in the twelvemonth 2007, and are largely likely to touch $ 9.5 billion by 2012. ( “ Frozen Food Global Industry Guide ” , 2008 ) . The Germans are accommodating to the new civilization surrounding and are going more and more wellness witting with ephemeral clip.

After holding understood the market tendencies and successfully finishing the economic and socio-cultural analysis Ace Corporation has chosen Germany for the international export of Kangaroo meat merchandises, which is really healthy, high in protein, Fe and really low in fat perfect for our mark market being households. ( Phillips, C. , n.d. ) .

The Merchandise

Kangaroo ‘s are really high in figure and are stated as an iconic animate being and are known for their singularity in Australia. They give off one 3rd as much methane as ruminant animate beings, like cattles o caprine animals. They are responsible for 60 per cent of the planetary methane emanation. They whole thought behind come ining into this industry was to cut down the extremely populated figure of Kangaroo ‘s making a healthier environment and supply a culinary art which the consumers enjoy to eat as a portion of their repasts. ( “ Kangaroo meat ” , n.d. ) .

Below is the chart demoing the population of Kangaroo ‘s in Australia

2009 Population estimations for kangaroos within the commercial crop countries



( Macropus rufus )

Western Grey

( Macropus fuliginosus )

Eastern Grey

( Macropus giganteus )


( Macropus robustus )

South Australia




Western Australia



New South Wales









Grand Total





Beginning: Kangaroo population estimations

Kangaroo Meat which we will be exporting from Australia is meant for Human Consumption merely, as 70 per cent of kangaroo meat is exported to different states around the universe. It is considered as ideal meat for keeping a balanced diet. It is besides low in cholesterin and has 24 % of protein and minerals. The fat contain is less than 2 % .

Nutrition Content as Compared to other meat

Protein ( % )

Fat ( % )


( per 100g )

P/M/S ratio


( mg/100g )


( mg/100g )





1.5 ( 1 ) 1



Thin Lamb




0.1 ( 0.9 ) 1



Thin Beef




0.1 ( 0.9 ) 1



Thin Pork




0.2 ( 1.3 ) 1



Lean Chicken Breast




0.4 ( 1.5 ) 1







0.8 ( 0.5 ) 1



Beginning: Food GL & A ; Fogerty AC. 1982. The fatty acids of Kangaroo and wallaby meat. CSIRO Food Research Quarterly, 42, 57-61.

Kangaroo Meat is available in assorted forms and sizes for human ingestion a chart of different types of kangaroo meat cuts has been put up in the Appendix 1.

Measure the Product as an invention as it is perceived by the intended market.

Relative Advantage

Peoples of Germany have adapted to new nutrient wonts and have become more calorie and cholesterin witting in their consumption. Percentage of protein in Kangaroo meet is high in comparing to beef and porc. Peoples of Germany like game meat, as good are ever ready to seek different types of meat merchandises. ( Flannery, n.d. ) . An added advantage of Kangaroo meat is that it is 30 % cheaper than beef, which at the same time increases the range of chances to sell our merchandise into the German market. ( More Australians dining on Skippy, 2008 ) . The comparative advantage of our merchandise is more every bit compared to other merchandises.


Kangaroo meat is one of the healthiest ruddy meat, available for human ingestion. The fat degrees in kangaroo meat are less than 2 % which creates a positive head set for the consumer to purchase our merchandise as these yearss consumer are really wellness witting. Kangaroo meat can be used precisely like other ruddy meats ; it ‘s besides available in a broad scope of cuts. ( “ Kangaroo Meat for Human Consumption ” , n.d. ) .


Our Kangaroo meat is produced under high rigorous hygiene statute law and has an even healthier disease free position than domestic carnal meats. The method of cooking kangaroo meat is easy and non to complex. One thing which needs to be kept in head is overcooking which will dry out the meat.

Trial ability

As Kangaroo meat falls under the class of game meat ‘s and is one of the rarest strain of animate being found for human ingestion it is besides really cheap to buy, this automatically encourages the consumers in Germany to seek this merchandise for a minimal disbursal from their pockets


Kangaroo meat is easy to cook and contains high degrees of protein, Fe, Zn, B-group vitamins viz. riboflavin, niacin, Vitamin B6 and Vitamin B12. A assortment of dishes can be cooked from kangaroo meat. German Consumers cab be rest assured that our kangaroo meat is safe to eat and is processed to run into the rigorous Australian and export Standards. ( “ COOKING TIPS ” .n.d. ) .

Major jobs and opposition to merchandise credence based on the predating rating.

The Main issue or the country of concern for Kangaroo Meat is the method of cooking as it is low fat content, can easy dry out during the cookery procedure. Therefore it is recommended to follow some simple cooking stairss to retain wet and the meat spirit. Kangaroo meat should be handled and cooked like any other thin low fat ruddy meat. ( “ COOKING TIPS ” .n.d. ) .The Haziness of cooking kangaroo meat discourages many consumers. Besides another job with Kangaroo meat is that Kangaroo is the national animate being of Australia. The consumers which are fond of meat merchandises are really taste sensitive, they are cognizant of kangaroo merchandises being available in the market but have n’t got the right attack and means to seek it out.

The Market

Describe the market ( s ) in which the merchandise is to be sold.

The state that we are concentrating on selling our merchandise is Germany. The market audit and program will be based on strategically attacks used to present our merchandise into the market, specifically looking at the civilization, political and economic environment.

1. Geographic part ( s )

We are concentrating on Berlin being the capital of Germany, as it is non possible to cover the full market of Germany in the first twelvemonth of concern.

Berlin is the most of import province in Germany out of the 16 provinces. It has a entire population of 3.5million. Berlin is one of the most important Centres in European political relations, civilization and scientific discipline. Berlin is besides a on the job capital metropolis and a state of

Germany. It is besides celebrated for its cultural establishments and a extremely visited tourer finish. ( “ Berlin, Germany ” , n.d. )

Forms of transit and communicating available in that part.

Germany is good known as the state of auto lovers. Public Transport is first-class in Germany. Their rail web is really comfy, dependable and fast. All major metropoliss have an impressive public conveyance system like Tube, Tram and Busses which are really dependable. Many metropoliss in Germany encourage bicyclers with elective bike lanes. ( “ Geting About in Germany ” , n.d. ) .

For Transportation and communicating when exporting and selling ( in the Target market ) our merchandise, we will be utilizing merely Air Transport and Road Transport.

Consumer purchasing wonts.

Product-use forms

The German culinary art is really different from part to part, Aswell we have discussed this in ou socio-cultural analysis which gives a clear apprehension of the audience in the mark market. As the Germans is wellness witting and really peculiar about their Calories intake. There are more than 1500 assortments of sausages available. ( “ Cuisine ” , n.d. ) .

As our kangaroo meat is really healthy, light in ingestion less in fat and easy to cook, it fits right as a portion of their repasts maintaining in head the wellness factor.

Merchandise characteristic penchant

Harmonizing to a study by GfK whose surveies and analyses are based on consumer shopping behavior province that the German consumers have a per capita retail buying power of around a‚¬5,201 in 2009. GfK GeoMarketing has understood and calculated the Germans buying power by part, categorising the consequences harmonizing to around 60 food- and non-food merchandise lines. ( “ New survey on Germans ‘ regional consumer penchants ” , n.d. ) .

As the Consumers in Germany have high buying power, it gives us a green flag to come in their market and sell our chosen merchandise.


As seen in the above chart the German consumers spend round 12.6 % on wellness and hygienic merchandises. In which they are chiefly looking for alimentary and healthy consumption of nutrient. In that instance kangaroo meat which we want to sell meets their demands and outlook degrees.

Shoping wonts

Shop boulder clay you drop is the ticket line which is fixed to the Germans shopping wonts. Shopping is called as a national interest for the Germans. Promenades are non that well- developed in Germany so there are more of “ Out Malls ” which have been opened up. Place lile “ Large Box ” , “ hyper-stores ” , “ discount houses ” , ‘Marktstrassen ‘ or market streets are really popular to purchase their merchandises on day-to-day demands. ( “ Shopping in Germany ” , n.d. ) .

Specialization stores are really popular and easy recognized in nutrient shops. The Metzgerei ( meatman ) , Backerei ( bakeshop ) and Konditorei ( pastry store ) are in concern by people of their ain profession. Germans fundamentally purchase their meat from local meatmans alternatively of purchasing it from supermarket. Their penchant is choice, comfort, prestigiousness, convenience and monetary value when purchasing consumer durable goodss. instead, monetary value dominates other factors in instance of mundane goods. ( “ Shopping in Germany ” , n.d. ) .

Distribution of the merchandise

Typical retail mercantile establishments

The German market is the biggest and the most of import portion of Europe, the retail market is really competitory and segmented for most of the merchandises. The highest degree of importance is given to the Quality and service of the merchandises. ( “ Germany – Market ACCESS ” , n.d. ) .

The German retail market is distributed into big Independent stores, holding a high proportion of distribution in metropolis Centres and urban countries. Besides they are rather a few Numberss of hypermarkets followed by discounted shops which are the chief attractive forces to clients. The market besides gives high importance to distance merchandising which are mail order, e-commerce and teleshopping. ( “ Germany – Market ACCESS ” , n.d. ) . Our scheme here will be the nearing the particular shops which will sell our merchandises to the consumers at a sensible monetary value, which specially assures good quality and gustatory sensation.

Merchandise gross revenues by other jobbers

For selling a assortment of merchandises in Germany, the best attack is to affect or name an independent regional agent who understands the surrounding and civilization, holding a clear apprehension of the state of affairs. Besides taking into consideration that Germany holds the ranking for organizing the universe ‘s largest trade exhibitions and carnivals, turn outing really of import for companies to construct their image and position in the surrounding and at the same time understand who its rivals are, how the market operates and how to make good will amongst the bigger guns. ( “ Distribution ” , n.d. ) .

Ad and Promotion

Advertising media normally used to make your mark markets ( s )

Ad is one of the most apparent signifiers of communicating. The types of advertisement most used in Germany are Televisions, Print ads ( Newspapers ) , Outdoor, Radio, Online and Magazines, for any merchandise to be introduced in this mark market these types of attending media are extremely recommended.. ( “ Germany Marketing Strategy ” , n.d. ) .

As mentioned in our earlier economic analysis study that 51 % of citizens obtain new through the medium of telecasting, 22 % acquire the information from newspapers or Magazines and 6 % make usage of the wireless.

Ad is given the extreme importance in any company or to any merchandise before acquiring itself introduced to the universe and particularly in Germany for us to present our Kangaroo Meat we will necessitate to near the right medium to give us the right push in to the mark market.

Gross saless Promotions customarily used

Gross saless Promotions Acts of the Apostless as the cardinal factor in adding value to the sale. Gross saless publicities are normally used in the B to B Market, where the consumer goods move fast in gross revenues. Germany on the other manus has some interesting schemes to take from, and doubtless these promotional schemes have proven to work in the current market tendencies. ( Phillips, C. , n.d. ) .

The Tools used for the publicity of any merchandise have to be taken into consequence by understanding the client sentiments and the manner of buying, because the

demand and want are two separate things when it comes to purchasing a merchandise. Tools like Consumer goods Coupons, Price decrease, Premiums, informations base/ direct selling, are the chief subdivisions given high precedence in Germany when presenting a merchandise. ( Phillips, C. , n.d. ) .

Pricing Scheme

Pricing is one of the most critical factors when pricing in the International market. Pricing is that component that generates gross ; the staying elements are driven by cost. The idea that we as exporters need to be cautious when pricing in the Global environment is Counter Trade Requirements, Regional Trading, Increased Competitive Levels, and Standardisation against Localisation Issues etc. ( cite text )

Customary Mark-Ups

The Normal form used by most of the retail merchants for the mark-up is the customary mark-ups which is a 100 % .e.g. If our merchandise cost is 12 $ it will be sold in Germany for 24 $ maintaining in head the transition cost between the two states. ( “ Pricing Strategy ” ,2007 ) . In the instance of our merchandise we have kept the Customary mark- up monetary value for our retail merchants as 60 % for merely the ground being our merchandise is new in the market and even though our rivals exist we have to fit the standard Quality and Taste of our merchandise, maintaining in head the affordability factor

Types of Discounts Available

Discount types are many and have assorted intents depending on the state of affairs, the location, the clip period or even the market tendency. Types of price reductions available in the mark market are:

Paper Coupon

Online Coupon

Direct Discounts


Reward points


Percentage of entire Purchase

Cash of entire Purchase

As for our Kangaroo meat we will merely be utilizing the Coupons, Premiums, and direct price reduction scheme as it is non possible to present all types of price reduction in the first twelvemonth of production/export.

Compare and contrast your merchandise and the rivals merchandise

The Main rivals who export Kangaroo meat from Australia are:

Macro Meats- Leading manufacturer of kangaroo and wild gourmet game meat

Southern Game Meat- Export Kangaroo meat to Europe.

D’Groot International Food Marketing – Exports Kangaroo Meat to the USA.

Game meats Australia- Export Kangaroo and Wallaby meat.

“ Ace Corporation ” chief aim is to export Kangaroo Meat. The thought and the intent behind selling kangaroo meat is that, its low in fat consumption and free from chemicals, endocrines and pesticide. It ‘s fundamentally an ultimate free scope meat which is really high in protein and Fe content. Our Tag line says it all “ Let ‘s Eat Kangaroo ” our motivation being Healthier Kangaroo meat for Human Consumption.

One of our major rivals is “ Macro Meats ”

Rival ‘s Merchandise

Macro Meats is our biggest rival. Macro Meats was established in 1987 with a vision “ to develop kangaroo meat non merely as another meat for human ingestion, but to advance kangaroo meat ‘s healthy and 100 % natural characteristics ” .

The Company Director and Owner Ray Borda has been the adult male behind this industry for over 22years.

Some of the Merchandises sold by them are:

Kanga Bangas ( Kangaroo Sausages )

Kangaroo Mince-1kg

Marinated kangaroo steak

Kangaroo Mince- 500g

Kangaroo Steak

Kangaroo Fillets

Kangaroo mini joint

Kangaroo marinated kabobs.

( “ Merchandises ” , n.d. ) .

Brand Name

They export their merchandise under the name- “ Macro meats-Gourmet Game ” .

Is a certified meat exporter and is EU accredited.


Some of their Features which give them a higher advantage are:

Chemical free

Processed as per Quality confidence plan

Gluten free

98 % fat free

High in Iron

High in Protein


Macro meats-Gourmet Game have a standardized wadding form for all their merchandises as they have a figure of merchandises which they export as mentioned above. Their packaging is done by the Australian Supermarkets and the kangaroo meat is approved by the National Heart Foundation of Australia and many of its merchandises have a Kangaroo filet “ Tick Approval ” . ( “ A Turning Industry ” , n.d. ) .

Rival ‘s Monetary values


Per kilogram ( In AUD )

Kanga Bangas ( Sausages )

$ 13.00

Kangaroo Fillets

$ 17.00

Kangaroo Mince 500g

$ 10.00

Diced Kangaroo Meat

$ 12.00

“ ACE Corporation ” will be merely selling four merchandises in the first twelvemonth of production/export, for the same ground we have compared monetary values with merely four of our rivals merchandises.

Competitor ‘s publicity and advertisement methods.

Macro Meats Slogan is “ Good for you – good for the environment ”

The Advertising methods used by them are chiefly through newspapers, Television, wireless and the hebdomadal special ‘s brochures distributed by the supermarkets. ( “ Environment ” , n.d. ) .

Competitor ‘s Distribution Channel

The Distribution channels used by Macro meats are as follows:

Air Transport



Storage at the reaching airdrome

Truck Transport

Custom Duties

Freight Forwarder Storage


Storage in Processed Hair-raisers

Macro Meat Processor

Market Size

The Australian Kangaroo Industry started exporting Kangaroo meat to Europe in 1959 holding a high response to the European game meat. Kangaroo meat which is processed and exported is checked by the Australian Quarantine and Inspection Service ( AQIS ) . ( “ The kangaroo industry ” 2008 ) . The market size for this type of industry is monolithic and is spread in Germany, Russia, USA, Africa, China, France, and Netherlands.

Estimated Industry gross revenues for the Planning twelvemonth

As there are a few administrations already exporting the same merchandise as ours it will be a spot hard to derive an 100 % net income border. Looking at it from all facets of the market we have an estimated mark of 65 % to accomplish.

Estimated gross revenues for your company for the planning twelvemonth.

The Estimated gross revenues for our first twelvemonth being in concern. Selling Kangaroo meat in the Germany will be about % 750,000.00

With an estimated Gross Net income of 16.4 %

Government engagement in the market place

The German federal authorities plays a critical function in the German economic system, sometimes straight and sometimes indirectly through the effects of other policies on the economic system. Germany being a portion of the European Union ( EU ) which assures a Broad Movement between European states. Germany is a leader in export therefore the full European brotherhood is its Primary trade spouse with 47.8 % of the German imports and 53.1 % of its exports are made with 15 original members of EU. ( “ Foreign trade in figures ” , n.d. )


There are two Australian Government that have been set up and will be helpful for us to export. They besides provide grants to exporters that aid with concern development activities.

They are listed below:

Austrade ( Australian Trade committee ) .

Abroad Business Development Grants from the Department of Foreign Affairs and Trade.


The authorities ordinances and list of paperss that we will hold to follow with, when exporting our merchandise:

Kangaroo Harvester accreditation demands are that each State has a TAFE class which reapers must go through in order to derive licenses.

A license issued by the section will by and large be needed to lawfully export kangaroo merchandises.

The export and import of wildlife and wildlife merchandises is regulated under Part 13A of the Environment Protection and Biodiversity Conservation Act 1999 ( EPBC Act )

Following the Code of Practice for the Humane Harvesting which ensures humane public assistance.

Results of kangaroos. ( “ Exports ” , n.d. ) .

Insurance Certificate

Commercial bill

Packing list

Freight insurance

Freight paperss

Customer value declaration

Certificate of beginning

Customss Import declaration ( Particular certifications, 2009 ) .