| Airpork case study report | Analysis of marketing strategy and recommendations of future growth | | Kartic Kapur | 11/1/2012 |

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Executive Summary
This report was commissioned to examine the factors that influenced growth of Australian pork limited’s export to Singapore from 1999 to 2001 and to analyse the effectiveness of the marketing campaign launched in May 2001. The report also intends to recommends ways to fuel further growth in future.
The research draws attention to the fact that Australian pork’s product image was built by its success in Japan prior to the time period identified for analysis. This, along with its presence due to investment in pilot cold chain process led to Australia emerging as natural choice for pork imports when Nipah virus outbreak in Malaysia and Indonesia lead to the imports being banned from those countries.
The advertising campaign launched in 2001 was successful in launching the Airpork brand as brand of choice for young consumers who preferred shopping in supermarkets. This campaign was also successful in dispelling the belief that frozen meat is not fresh and is unhealthier compared to fresh meat.
It is recommended: * That Airpork conducts thorough analysis of potential competitors to position itself as brand of choice. * That Airpork creates strategies and advertising to target different market segments. * That CAPE conducts and audit of processes for cold chain system.
Table of Contents * 1. Executive Summary 2 2. Table of Contents 3 3. Introduction 4 4. Analysis of growth from 1998 to 2001 5 Analysis of two P’s: Product and Presence 5 Product 5 Presence 5 External factors at play in the market 6 5. Benefit analysis of advertising campaign since 2001 7 Needs and Wants analysis 7 SWOT Analysis 8 6. Proposal for further growth 9 Target Competitors 9