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Australia Essay, Research Paper

Australia

Executive Summary

There are many components to a successful organization, among them is a steady

flow of innovative products that are consistently produced to high standards,

available to customers when and where they are needed, and backed with diligent

service and support. We will demonstrate the viability of capturing a

significant market share of sunscreen products Down Under. We will inform you

of our unique market entrance plans, our unique product and its marketable

attributes. We will layout our target markets and their demographic information,

and we will conclude with the profitability remarks necessary to gain your

confidence and investment.

Sun Cosmetics, Inc., the parent company, was founded in 1955 and has been a

publicly held company since 1973. It was incorporated in the State of

Massachusetts. Any U.S. legal conflicts fall under the jurisdiction of the

Massachusetts state court system. It’s annual North American sales of sunscreen

products are in excess of $20 billion. Sun Cosmetics created Oceana’s

development team for the express purpose of penetrating Australia’s regional

markets. Its members were selected based on their cultural appreciation and

adaptability, their research expertise, and their discerning abilities with both

primary and secondary data.

Cheri Brown, Vice President of International Operations

Robert Roy, Director of International Sales & Marketing

Helen Quinn, Director of Cultural Adaptation

Becky Barth, Director of Research & Development

Sun Cosmetics, Inc. will send two expatriate executives to F.H. Faulding &

Company Limited to work in commensurate positions and pay grades. The training

and marketing guidance is invaluable from both perspectives.

Product introduction and formulation

Due to the high incident of skin cancer Down Under, primarily originating in

young children, we have developed an additive that enables parents and children

to see that this sunscreen has in fact been applied to all areas of exposed skin.

This additive is a coloring agent that fades approximately three minutes after

application. Taking advantage of the Sydney 2000 Olympic Summer Games approach,

we have incorporated the additive with an olympic theme: Oceana

Gold, Silver & Bronze. The coloring agents will actually be gold,

silver or bronze according to the label of the particular sunscreen purchased.

In addition to these choices, each color would be available in several degrees

of sun protection factor (SPF): SPF4, SPF8, SPF15 & SPF30 (SPF4 being the least

and SPF30 being almost total sunblock). Oceana is a non-greasy water resistant

sunscreen with aloe vera gel, vitamin E and is paba free.

Incidence of skin cancer

The high incidence of skin cancer in Australia is the reason for our choice of

this product. Skin cancer has been on the rise due to environmental issues

caused by humankind. Australia is known for its sunshine and carefree good life

attitude; but Australians are facing a severe problem with exposure to the sun.

Australia is the perfect market for sunscreen because two out of every three

Australians will develop skin cancer at some point in their life. One half of

Australians under the age of fourteen already have some damage to their skin.

Australians have the highest rate of skin cancer in the world, with are

approximately 140 thousand new cases per year. See Appendix A for additional

information.

Cultural aspects surrounding market entrance to the Oceanic region

Australia

The seven states of the Australian country/continent are very similar to those

of the United States. That is to say, all of these states are English speaking,

with a high literacy rate, a well-developed infrastructure, a significant volume

of tourism and laws that promote interstate commerce. These elements are what

make this market an easy entrance for our product.

Tahiti

This territory is part of the French Polynesian Overseas territory. This

territory falls under the French Republic guidelines of government. Some

aspects of this territory have autonomy. Tahiti’s principle trade imports come

from Australia, France, Germany, Japan and New Zealand. They export mainly to

France, New Caledonia and (limited) United States. The facts that Tahiti is

known for tourism and has principle importing and exporting, make this market

accessible for our product. It’s location geographically, climate and

infrastructure, make for easy distribution and market entry. Its principle

language is French, but with a cultural adaptation to English products, we may

utilize standardized production.

New Caledonia

This territory is also part of the French Overseas Territory, which means that

it also falls under the French rule of government court and political systems.

This territory is in the European Parliament. It’s primary imports come from

Australia, France, Germany, Japan and the United States. Its exports are mainly

to France, Germany, Japan and the United States. The same basic infrastructure,

climate and tourism as Tahiti makes this market accessible and allows for

standardized product introduction.

Fiji

Fiji is an established country. It’s form of government is much like the

English Parliament. It’s imports also come from Australia, Germany,

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