TASK You are expected to research market opportunities, and develop a ‘Country/Product Opportunity Brief’ highlighting the opportunities and challenges that exist for product/service entry into a...

Running Head: MARKETING MANAGEMENT                        1
MARKETING MANAGEMENT                                6
MARKETING MANAGEMENT
Table of Contents
Introduction    3
About Arnott’s Biscuit    3
Aims    3
Situation analysis    4
Business environment    4
Political    4
Socio-cultural    5
Technological    5
Legal    5
Environmental    6
Market analysis    6
Competitive analysis    6
Organisational analysis    7
SWOT analysis    8
Summary of Situational Analysis    9
Conclusion    10
References    11
Introduction
Marketing management is one of the planning and execution processes of the marketing with organised ways. In that context, it can be mentioned that marketing management is taking to operate the overall marketing process of the products of individual companies with the proper format. In that aspect, Arnott's biscuit, which is an Australian business providers company, is taken. Thus, the company is trying to expand its business within the context of China. Through the overview of the business market of China, it is observed that the market opportunity is high in terms of the business of the Australian biscuit company. The citizens in China have expanded the high level of their earning in the purchasing of food products and for this, they are always thinking about the fulfilment of the desires of their children.
About Arnott’s Biscuit
Arnott’s Biscuit is the Australian biscuit provider company. Thus, the company is the second-largest snacks provider company in Australia. The products that they are offering to their customers are such as SAO, Jatz, Shapes and Tim Tams. Therefore, the Monte Carlo and Venetian are also served by the biscuit provider company (McDonald, 2016). The amount of earning revenue of the company is approximately AUD 1.09billion.
Aims
Arnott’s biscuit aims to make research of the markets of China through the market analysis process and expand their business operations within the context of the Chinese business market through effective format.
Situation analysis
Business environment
Business environment analysis can help Arnott's Biscuit in order to analyse the particular shapes of the business market of China based on the requirements of their business performances. Thus, the business environment analysis is also serving the overview of the opportunities and strengths that the company can gain through their business performances within the context of the Chinese business market. Business environment analysis is done with the involvement of six basic factors such as political, economic, socio-cultural, environmental and legal factors.
Political
Government regulations that are presented within the context of China are one of the unsettled forces and these factors are serving effective impact within the development of China. In that respect, the government of China is focusing on the development process of the e-commerce business. The legislation of the e-commerce business in China is in its early stages and for this; the rules are not properly imposed (Hou, Cao & Liu, 2018). Thus through the overview of the political situation of China, it can be noted that the Chinese business market can serve the opportunity to Arnott’s business in their business extension.
Economic
According to the reports, it is noticed that in the last five years the Chinese economy is experiencing strong growth process. The growth of the GDP rates is serving an effective impact on the business operations of the business companies that are presented in the Chinese business market. Thus, the Chinese GDP is suggesting that every citizen should involve their earning money in the development of their society (Wu, 2017). This involvement of the earning amount of the citizen is providing opportunities to the business organisation to do their business with a successful context. In that regard, Arnott’s Biscuit also can be able to make a successful presence in the business market.
Socio-cultural
The demographic changes in China are strongly dependent on the socio-cultural factor. The socio-cultural factors are imposing a positive impact in the business of the business companies as the parents in China are looking after the comfort level of their children. Therefore, the lifestyle of the Chinese people is high and for this, they are spending a huge amount on their food habits and other factors (Tsangas, Jeguirim, Limousy & Zorpas, 2019). The spending of earning money in the luxury is serving scope in front Arnott’s business to do their business in China by earning a high amount of earning revenues.
Technological
The payment methods that the Chinese business market is using are not involving the online payment methods and for this, at the time of the payment process, the business organisations are facing major issues. The lack of safety process in the use of credit cards for online payments is the basic reason of the less use of online payment methods and in...