Australia Is Ranked One of the Best Countries to Start a Business - Essay Example

 The paper “The Marketing Objectives of the Startup in Australia" is a thoughtful example of an essay on marketing. In tackling marketing issues, especially with respect to introducing new products, it is important for a company to not only understand the economic environment of the country, but also the political, social and geographical scenarios. These three aspects affect not only consumer patterns, but also the adaptation of the products by other consumers and affect brand loyalty. Australia has been a stable country with respect to politics. It has a federal parliamentary democracy with its head of state as the queen of Australia represented by the Governor-General, but it has its own prime minister separate from the United Kingdom (UK). Australia is mostly a country made up of dry plateaus geographically, although the southeast is made up of fertile arable land. Australia is one of the countries in the world that experiences rapid growth due to economic policies it adopted from the 1980s and also because of its enterprising people, as well as its richness in various natural resources such as bauxite, which is used in making aluminum. Australia’s population is also made up of several different cultures, with the dominant people being whites and aborigines (CIA 5).

Australia is ranked as one of the best countries to start a business. This is because there are fewer hurdles and formalities that business people need in order to set up business in Australia. Australia’s economy is a vibrant one with policies put in place to open up the country to trade with other nations. Australia has made it easy for importers and other businesses to trade in their soil, while at the same time exporting both raw and finished products to other countries, notably agricultural and mining products (Michigan State University 7-9). In terms of infrastructure, Australia boasts some of the most modern roads, railroads, seaports, and airports in the world (The Library of Congress Researchers 4). Communications infrastructure is also modern and efficient, making it easier to carry out business in Australia.

Marketing objectives and strategies should lead to sales and our objectives will be no different. Furthermore, these objectives need to be specific, measurable, attainable, realistic, and time-bound.  Our first objective will be to introduce the product in two states in Australia. These will be Sydney and Melbourne. The reason for choosing these two states is that these are the two most populous states in Australia (Michigan State University 7). Since we are targeting large numbers of people, these two states will be advantageous to the marketing campaign. Furthermore, these two states are the hubs of technology in Australia. Considering that most of our marketing modes will include social media, internet, and mass media, these will not only save on costs but also save on time. The effectiveness of this object will be measured in terms of the amount of traffic to our web site and also the sales that will be generated from these forms of marketing.

The second objective will be to inform the market we are targeting of the benefits that our product will give them. The main reasoning behind this is that people are usually wary of buying new products in the market, more so if they are not informed of the value they will be getting for their money. This objective will be achieved through cooperating with campuses and other places where people converge on masse to hand out fliers and have one-on-one chats with members of the public to give them further information on the product. In addition, the retail outlets of the product will have trained attendants who will be ready to explain the benefits of products in detail to interested customers. This campaign will take three months, within which time we are targeting to reach out to at least 300, 000 people. The success of this objective will be measured directly from the number of people whom the attendants in the retail stores and in the mobile public setups will have talked to.

The third marketing objective will be to expand to the rest of Australia by the end of one year. Even though the product will be available in the markets of the two most populous states in Australia, the company intends to expand the market to include the remaining states, hence cover the whole of Australia by the end of year one. The decision to use the two states as a launchpad will not only be due to logistics but also to test the market for the product before spreading to the rest of the country. It is also possible that our product will have reached the other parts of the country through travelers or visitors from the other states visiting Sydney or Melbourne.

This will be an added advantage for us and will make it easier to penetrate those other states once we start expanding to them. To expand to these other states, we shall make heavy use of social media sites to inform potential clients of our product. However, other forms of traditional marketing tools will be used, such as mass media, promotions, use of fliers, billboards, and even door-to-door campaigns. The effectiveness of this marketing strategy will be measured by the traffic to the various online marketing tools in use and also by the revenues generated from each of these sales, as well as the growth in numbers of retailers stocking our product.

We are targeting at least 20% of the out target group in this marketing campaign. To meet this target, we have to intensively utilize every marketing tool at our disposal and push them to their uppermost limit.