The purpose of this report is to analyse potential cultural and economic factors that would affect the introduction of Sanitarium’s Up and Go into the foreign, developing market of Brazil. The report firstly provides a synopsis of Sanitarium as well as a background into the product itself which surmises that it is a breakfast drink which is targeted toward time poor individuals and to a lesser extent health conscious people.
The report goes on to discuss the relevant economic and cultural factors of Australia which contributed to the success of Up and Go in this market. Australia’s high levels of GDP per capita, the fact it is a developed economy and high rates of urbanisation means that a large segment of the market have the disposable income to purchase Up and Go and overall do not have to travel far to access a retailer for it.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- Background of Company and Product
- Australia
- Economic Analysis
- Population
- Budgetary Position
- Infrastructure
- Education
- Labour Market and Income
- Cultural Analysis
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The main objective of this report is to analyze the cultural and economic factors influencing the potential export of Sanitarium's Up and Go breakfast drink from Australia to Brazil. The report assesses the feasibility of expanding into the Brazilian market by comparing the Australian market's characteristics with those of Brazil.
- Cultural differences between Australia and Brazil and their impact on marketing and distribution.
- Economic factors in Australia and Brazil influencing the success of Up and Go.
- Adaptation strategies for Up and Go's product, marketing mix, and overall marketing strategy in Brazil.
- Importance of understanding Brazilian cultural context (polychronic, high-context) for successful market entry.
- The role of local partnerships and adapting the product to suit local preferences.
Zusammenfassung der Kapitel (Chapter Summaries)
Executive Summary: This section provides a brief overview of the report, highlighting the objective of analyzing the cultural and economic factors affecting the introduction of Up and Go into the Brazilian market. It introduces Sanitarium's mission and the success of Up and Go in Australia, setting the stage for the detailed analysis of the Brazilian market's potential.
Background of Company and Product: This chapter introduces Sanitarium Health and Wellbeing, its product line, and Up and Go specifically. It emphasizes Up and Go's position as a convenient and healthy breakfast option, targeted towards time-conscious individuals, and highlights its potential within the Brazilian working-class market. The chapter establishes the product's background and its existing market position in Australia and New Zealand, providing a foundation for the subsequent analysis of its potential in Brazil.
Australia: Economic Analysis: This chapter presents a detailed economic analysis of Australia, focusing on population distribution, budgetary position, infrastructure (cellular and internet penetration), and the education system. It examines how these factors contributed to Up and Go's success in Australia, highlighting the importance of high disposable income, urban concentration, and readily available technology for effective marketing. The analysis demonstrates the correlation between economic indicators and market success, serving as a benchmark for the Brazilian market analysis.
Australia: Cultural Analysis: This chapter delves into the cultural aspects of Australia, using Hofstede's cultural dimensions model to analyze its low-context, individualistic, and masculine culture. The chapter links these cultural traits to consumer behavior and explains how Up and Go has leveraged the prevailing social trend of healthy eating, despite the challenges posed by a rising obesity rate, to achieve success within the Australian market. This section provides a cultural contrast that sets the stage for understanding the Brazilian cultural context and its potential impact on Up and Go's success.
Schlüsselwörter (Keywords)
Up and Go, Sanitarium, Brazil, Australia, market analysis, cultural analysis, economic analysis, export, marketing strategy, polychronic culture, high-context culture, product adaptation, marketing mix, disposable income, urbanization, healthy eating, Hofstede's cultural dimensions.
Frequently Asked Questions: Sanitarium Up and Go Export Feasibility Study
What is the main objective of this report?
The report analyzes the cultural and economic factors influencing the potential export of Sanitarium's Up and Go breakfast drink from Australia to Brazil. It assesses the feasibility of expanding into the Brazilian market by comparing the Australian market's characteristics with those of Brazil.
What are the key themes explored in the report?
The report explores cultural differences between Australia and Brazil and their impact on marketing and distribution; economic factors in both countries influencing Up and Go's success; adaptation strategies for Up and Go's product, marketing mix, and overall marketing strategy in Brazil; the importance of understanding the Brazilian cultural context (polychronic, high-context) for successful market entry; and the role of local partnerships and product adaptation to suit local preferences.
What is included in the "Executive Summary"?
The executive summary provides a brief overview of the report, highlighting the objective of analyzing the cultural and economic factors affecting the introduction of Up and Go into the Brazilian market. It introduces Sanitarium's mission and Up and Go's success in Australia.
What information is presented in the "Background of Company and Product" section?
This section introduces Sanitarium Health and Wellbeing, its product line, and Up and Go specifically. It emphasizes Up and Go's position as a convenient and healthy breakfast option and highlights its potential within the Brazilian working-class market. The chapter establishes the product's background and existing market position in Australia and New Zealand.
What aspects of the Australian economy are analyzed in the report?
The Australian economic analysis focuses on population distribution, budgetary position, infrastructure (cellular and internet penetration), and the education system. It examines how these factors contributed to Up and Go's success in Australia.
How does the report analyze Australian culture?
The Australian cultural analysis uses Hofstede's cultural dimensions model to analyze its low-context, individualistic, and masculine culture. It links these cultural traits to consumer behavior and explains how Up and Go has leveraged the prevailing social trend of healthy eating in Australia.
What are the key takeaways from the Australian market analysis?
The Australian market analysis demonstrates the correlation between economic indicators (high disposable income, urban concentration, readily available technology) and market success, providing a benchmark for the Brazilian market analysis. It highlights the importance of understanding cultural nuances for successful product placement.
What keywords are associated with this report?
Up and Go, Sanitarium, Brazil, Australia, market analysis, cultural analysis, economic analysis, export, marketing strategy, polychronic culture, high-context culture, product adaptation, marketing mix, disposable income, urbanization, healthy eating, Hofstede's cultural dimensions.
What is the overall purpose of this feasibility study?
The overall purpose is to determine the viability of launching Up and Go in the Brazilian market by conducting a comprehensive analysis of the economic and cultural landscape of Brazil in comparison to Australia, where the product has already achieved success.
- Quote paper
- Anonym (Author), 2016, Cultural Analysis Report. Analysing the Potential of Exporting Up and Go to Brazil, Munich, GRIN Verlag, https://www.grin.com/document/371069
