The new product competition for Global Marketing class enabled students to create a strategy consisting of North American company going global. The proposal included a profile of the destination market, a method of market entry, product, pricing, promotion and distribution strategies, as well as financial data to demonstrate project feasibility.

3. agenda
• Recommendation
• Why Australia
• Marketing Strategy
• Measuring Results

4. recommendation
Enter Australia
Export
100,000 trees
planted
Surfer Sam

5. goal
100,000 trees = 10,000 units sold =
$400,000 in revenue

6. why Australia
• Consumer behaviour connects to brand
• Green product trend
• Online purchasing trends

7. porter’s diamond
FirmStrategy
• Product attributes and attitudes
• High Quality
• Green initiative

8. porter’s 5 forces
INTENSITY
OF
RIVALRY
NEW
ENTRANTS
BUYER
POWER
SUBSTITUTES
SUPPLIER
POWER
LOW
- key suppliersaremanufacturers
and retailers
- low switchingcost for retailers
- lack of diversitybetween
suppliers

9. porter’s 5 forces
INTENSITY
OF
RIVALRY
NEW
ENTRANTS
BUYER
POWER
SUBSTITUTES
SUPPLIER
POWER
LOW
- substitutesinclude: bespoke
tailoring,factoryshops,
homemadeclothing,second
handclothing
- onlineretailers

10. porter’s 5 forces
INTENSITY
OF
RIVALRY
NEW
ENTRANTS
BUYER
POWER
SUBSTITUTES
SUPPLIER
POWER
MODERATE
- low switchingcost
- buyer independenceis high
- fast pace of changein the
demands of individualbuyers

11. porter’s 5 forces
INTENSITY
OF
RIVALRY
NEW
ENTRANTS
BUYER
POWER
SUBSTITUTES
SUPPLIER
POWER
MODERATE
- composed of large numberof
similar independentretailers
- strongemphasison apparel
- rivals include: Elements,
Billabong, RVCA,Jay Jays

12. benchmarking
0
1
2
3
4
5
6
7
8
9
10
Regular Tshirt Regular Sweater Quality Design Brand
Benchmarking 10tree vs. Competition
Billabong
Element
RVCA
Jay Jays
10Tree

13. FactorConditions
• Educate sales force
• Capital Resources
porter’s diamond

14. Relating & Supporting Industries
• The green movement
• Surf and Adventure
porter’s diamond

15. Demand Conditions
• Sophisticated local consumer
• Virtual consumption
• Consistent demand
porter’s diamond

16. porter’s diamond
• Local consumer: education on green
trends, desire for superior quality
• Consistent Demand: needs to be
described for “OUR” definition

17. porter’s diamond
Government and External Events
• Trans-Pacific Partnership talks
• Current Tariffs and Import Charges

18. MARKETING
STRATEGY

19. target market profile
• Surfer Sam
– Age: 18-35
– Male and Female
– Consumption Behaviours
– Lifestyle

20. mode of entry
• Export
– Direct export
– Online and in-store retailers

21. 4P’S: product
• Core product benefits
• Product attributes
• 10tree support services
• Australian line – designs in production

22. 4P’S: price
Company
Factors
Internal
Product
Factors
Environmental
Factors
External
Market
Factors
Pricing Strategies:
Skimming/Market
Other elements
of the Marketing
Mix
Terms of
Business
Firm
Performance

23. 4P’S: place
• Australian retail market
• Online forums

24. 4P’S: promotion
• Promotion adaptation
• Emphasis onmessage importance –T.R.E.E.
• Trust
• Responsible
• Emotions
• Empowering

25. financials
Total Budget = $38,000
Budget Item Cost ($CAD)
Aus. Website $200
Online Retailer $8,000
Airfare $2,500
In-store Retailer $15,000
Local Surf Shops $5,000
In-store Promotional Material $3,400
Online Analytics $1,400
Contingency $2,500

26. measuring results
• 100,000 trees planted
• $400,000 in revenue
• Budget allocation andefficiency
• 8month diagnoses
– 3yearplanTBD