343 Report Essay

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Pages: 8
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MARK343 Assessment 3: Progressive Report

Company Name: Sunscreen Umbrella Pty Ltd
International Country: England
Market Group: Cricket fans

Group members:
Alex Cox: 4492663
Ella Johnston: 4350777
Emanuel Comino: 4270010
Adam Evans: 4510306
Bryce Mardon:4275548
Jackson Yeoh:4540098

Company Background: Jackson Yeoh

Cricket Cooler is manufactured by Sunscreen Umbrella Pty Ltd. Sunscreen Umbrella Pty Ltd, based in Adelaide, South Australia is a company that manufactured outdoor activities related consumer retail product. This company was registered since February 2009 (Creditor Watch Express). According to the Intellectual Property in Australia website, Sunscreen Umbrella Pty LTd currently has 1 trademark associated with it, which is the Cricket Cooler; it is the only product that successfully captured the attention of local market in Australia back in August 2014. It has successfully raised $41,576AUD with 125 backers in September 2014, exactly a month after it’s released (Kickstarter). The reason why we chose this company to do the international marketing is because Sunscreen Umbrella Pty Ltd is still considered a local company, currently still in the introduction business phase, and Cricket Cooler established a good responds both in Australia and New Zealand itself (Baxter, 2015). This provides them a good opportunity to establish their international market, specifically to England. Target Country Background: Bryce Mardon

Sunscreen Umbrella Pty Ltd and its Cricket Cooler must look towards a market that is of similarity to that of Australia due to the popularity the product has received since its launch. The following section will briefly establish the decision to market such a product in England and reason as to why success is possible in this country. Cricket being the national sport of England with a population of 53.5 million people (UK Office for National Statistics, 2014) already establishes England as a significant market choice with such a broad population. The United Kingdom (UK), in which England resides, is the world’s sixth largest economy (Austrade, 2015) and Australia’s leading EU trading partner. Australia already containing many significant bilateral agreements with the UK, allows for greater ease in exporting the Cricket Cooler to England due to reductions on tariffs and regulations. With an average household spending of £517.30, with the third highest of expenditure at £65 being spent on recreation and culture, (UK Office for National Statistics, 2014) this sets increasing possibility for the Cricket Cooler to be introduced into the market as a recreational product that can be used by numerous households. The south east of England and the capital London are both areas in which the product can significantly prosper as household expenditure is above the average at £585.40 and £579.60 (UK Office for National Statistics, 2014) meaning greater expenditure on recreation and culture alluring the Cricket Cooler to be a product that can be purchased in conjunction with the cricketing culture. This ultimately distinguishes England as a significant target country in which the Cricket Cooler can be exported to for greater success internationally.

Environmental Analyses: Emanuel Comino

In evaluating the environment in which to distribute the cricket cooler there are a number of factors to be considered. It is imperative to the long-term success of the product that the chosen nation, England, offer a substantial customer-base on which the product may be marketed towards.
In deliberating potential barriers and opportunities, the political implications of introducing the product are paramount to its success. Perhaps the most significant potential barrier is the proposed ideology that the product endorses excessive drinking. Residing in a nation where it has almost become acceptable to engage in excessive drinking, Australia, marketers of the cricket cooler must acknowledge that this is not the
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