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Export Analysis

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EXPORT PLANNING
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AMB210 ASSIGMENT( SEM1,2013)
By KA SUEN CHAN (N8376875)

Executive Summary

The Fresh Cheese Company is predominantly a manufacturer of multi-award winning high quality Italian style cheese in Victoria. Local success and popular in some other existing foreign market show the competitive advantage of the company’s product. Company is currently seeking for more market expansion oversea. This report will focus on China as a great potential market. Traditionally, cheese was not a favourite food in China. In recent years, influenced by western culture, cheese has become increasingly popular in most developed cities, especially among new generation. With huge population and great purchasing power, China’s cheese market is still in an infancy stage but growth rapidly in recent years. The purpose of this report is to conduct a consolidated analysis to construct an export planning.

Table of Contents
Executive Summary 2
Table of Contents 3
1.0 Introduction 4
2.0 Export readiness analysis 4 2.1 Competitive advantage 4 2.2 Production capacity 4 2.3 Export experience 5
3.0 Country analysis 5 3.1 Country environmental factors 5 3.2 Cheese industry in China 5 3.3 Market trend 6
4.0 Export planning strategies 6 4.1 Exporting method 6 4.2 Logistic issues 7 4.3 Importing regulatory issues 7 4.4 Exporting implementation schedule 8
5.0 References 10
6.0 Appendix Appendix 1: Awards of products 11 Appendix 2: Minimum labeling information of food product in China 12

1.0 Introduction
The fresh cheese company has been operating for more than 25 years in Victoria. According the company website (2003), the complete product portfolio offers a wide selection of high quality Italian style cheese, commodity cheese, yoghurt, flavoured cream cheese, dips, pesto, antipasto, salsas, pasta sauces, mayonnaises, stir fry mixes and vinegars. All products are available in retail, food service and industrial sized packaging. The Fresh Cheese Company is predominantly a manufacturer of multi-award winning high quality Italian style cheese. Over the last 25 years the company has evolved from a suburban cottage business into a major player in the specialty cheese industry. Export sales for all product lines have been developed over the last six years. Products have proven to be very popular, not only in the domestic Australian market, but also throughout New Zealand, the U.S. and Malta (Company website, 2013). This report will focus on a new emerging market, China. It will conduct a consolidated analysis which including export readiness analysis and target country analysis. Then an export planning strategies will be identified in order to export successfully in the target market.

2.0 Export Readiness Analysis
2.1 Competitive advantage
As mention above, the Fresh Cheese Company manufactures a wide range of high quality Italian style cheese which have been successfully sold both domestic Australia market and some international market. According to the company website (2013), the company has received numerous awards for its products, this can be seen in the Appendix1. The quality and the reputation, which has been popular in other markets, of the product are the competitive advantage to overcome potential competition in the target market.

2.2 Production capacity
According to the company website (2013), the Fresh Cheese Company initially was a two-man operation, processing 250 litres of milk per day. Today the Fresh Cheese Company employs 87 staff and processes 70,000 litres of milk per day, approximately 18 million litres annually. The company claims that new plants are also scheduled to serve the future market expansion. The high throughput system and the company’s capability in incremental productive capacity can well support the market expansion in China.
2.3 Export experiences
The company also claim that since the rapid growth of the business, they have begun looking at the opportunities off shore and the current export around 2% of their total production and plan to increase this over the next few years. According to company website, in the 2010-11, the company achieved more than $20 million in domestic sales and $1.4 million in export sales to over 25 countries in north America and south-east Asia, the subcontinent and the Pacific. The current export activities have made company gained experiences and some employees have been trained for the export business.
All these factors indicate the Fresh Cheers Company has a range of export readiness characteristics that can be exploited to ensure its success in a new export venture in China.
3.0 Country Analysis
3.1 Country environmental factors
According to Central Intelligence Agency (2013), China has more than 1.3 trillion population and measured on a purchasing power parity (PPP) basis that adjusts for price differences, China in 2012 stood as the second-largest economy in the world after the US. This has made China as a well-known hottest market for many businesses in recent years. Traditionally, Cheese is not a favor taste in China. However, this changes in recent years. According to Economics Week (2010), with China's rapid economic growth and increasingly frequent international exchanges, China will have huge cheese demand which generates extensive market space. A series of food scandal in recent years has undermined trust of the local food industry, especially the famous mike scandal in 2008. Consumers in China now are more favoring in importing dairy products.
3.2 Cheese industry in China
China's cheese market is still in its infancy and growth stage in cities, the national per capita cheese consumption is only 20 grams, almost negligible (Economics Week, 2010). The market has grown rapidly in recent years. According to China Economic Review (2013), in 2011, China imported about US$139 million worth of cheese, a 27% increase on the year before. All these figures demonstrate China is a great potential market for the Fresh Cheese Company. China’s market for milk product is dominated by domestic companies. According to KPMG (2008), China’s four largest diary companies- MengNiu, YiLi, Sanlu and Bright, represented 44 percent of China’s dairy market in 2006 and around 700 smaller companies account for the remaining share of the market. These are the potential competitors company will face when entering the China’s market. However, as discuss previously, the dairy industry scandal has made the Chinese consumers more favor in foreign products in recent years. In 2010 cheese consumption, the annual domestic production levels do not exceed 1200 tons, whilst 18,000 tons are imported from Australia and New Zealand (Dairy Industries International, 2010).

3.3 Market trend
In recent years, China's cheese market supply and demand continue to grow, with production and import increasing. According to Economics Week (2010), the market supply and demand in 2009 is roughly 30,000 tons, and the annual growth rate in recent years is 20% or so. In addition, the current market is mainly located in major cities in coastal provinces. The consumer group mainly consists of three parts: first, overseas returnees, cheese becomes their daily food because of dietary needs; second, foreigners in China, they also have the dietary needs, but the consumption amount is limited; third, the children or young consumers, they accept the Western-style fast food, cake and other foods in the past 3-5 years, recognize the existence of cheese, thus becoming the most potential consumers (Economics Week, 2010). Cheese market has developed rapidly in recent years, which shows that the cheese consumption group is increasingly mature. China has become an Australia's fastest-growing cheese export market. According to Gosper (2012), the value of Victorian dairy exports to China grew by 8 per cent to $144 million in 2011.

4.0 Export Planning Strategies
4.1 Exporting Method
For long-term strategic reasons, the Fresh Cheese Company should use direct exporting methods to enter the Chinese market. As treat China as a great potential and fast growing market, company should invest in direct exporting channels, instead of relying local intermediates in Australia. However, distribution channels into China are complex and changing constantly. Exports into China can be handled through a number of intermediaries including import agent and distributors, wholesalers and sub-distributors, etc. Company could cooperate with proper Chinese distributors to be effective in market penetration. Distributors should be chose carefully to sell products to restaurants, hotels, supermarkets and as ingredients to other food manufacturers. Moreover, research also should be conducted in China to understand the information of competition, in order to implement a product strategy which decides what to emphasis, for example quality, taste, style, price or brand etc.
4.2 Logistics Issues
Logistics issues are another issue need to be considered before exporting. A proper 3PL company is great choice to rely on for the transportation and delivery. Since cheese is food product which require special packing and storage, proper 3PL companies have greater expertise in managing logistics functions in transportation and local distribution in target country. Furthermore, proper logistics management creates value by efficient timing and positioning inventory to minimize costs while maximizing service requirement. According to Austrade (2013), in China, only licensed importers can handle import procedures and have the right to import products, but most food distributors or traders do not hold import licenses and very few licensed importers act as distributors. Therefore, company need to be careful with selection criteria and managing relationship with the 3PL company.

4.3 Importing regulatory issues
Following entry into the World Trade Organization, China has reduced its overall average tariff for agricultural products from 21.2 per cent to 15.3 per cent (Austrade, 2013). However, China still has pockets of high tariff protection. Australia-China Free Trade Agreement negotiations are progressing on tariffs and other China market access issues. According to the China trade data (2013), the current Import Value Added Tax of cheese product is 13%.
According Austrade(2013), all import foodstuffs and beverages are subject to inspections by the China Entry-Exit Inspection and Quarantine Bureau (CIQ) and the quarantine and Inspection in China can be complicated and challenging. Therefore, company need to be prepared for the cost, documentation and time required. Moreover, accessing up-to-date information on quarantine and customs requirements such as labelling and packaging requirements, food standards and allowable ingredient listings can be challenging. All imported pre-packaged food must be labelled in both English and Chinese (simplified Chinese as used in mainland China). The updated general standard for the labelling of pre-packaged food (GB7718-2011) is applied to the labelling of all pre-packaged foods directly or indirectly offered to consumers (Austrade, 2013). An example of minimum information to be listed is attached in the Appendix2.

4.4 Export implementation schedule
An export implementation schedule below is provided in order to set up a time frame for processing to the export commencement.

Priority | Objective | Task | Schedule | 1 | Educate staff with regards to the China market | Provide training seminar | July/13 to Sep/13 | 2 | Identify and shortlist potential distributors | Research distributor optionsSend product brochures and arrange interviews | Sep/13 to Nov/13 | 3 | Meet potential distributors and finalise distribution arrangement | Arrange meeting with potential distributorsNegotiate agreement | Dec/13 | 4 | Market research and visit | Send a research team into the China market to perform a market studyEvaluate research results and make final market recommendations | Jan/14 to Mar/14 | 5 | Regulatory requirements and restrictions | Assess the relevant regulations and restrictions and fill relevant paperwork | Apr/14 | 6 | Increase production | Commence additional production to fulfill export orders | May/14 | 7 | Commence exporting | First delivery to be shipped | Jul/14 |

Reference:

Austrade, (2013), Food and beverage to China, Retrieved from: http://www.austrade.gov.au/Export/Export-Markets/Countries/China/Industries/Food-and-beverage

Central Intelligence Agency, (2013), The world Factbook, China, Retrieved from:https://www.cia.gov/library/publications/the-world-factbook/geos/ch.html

China Economic Review, (2013), For all the cheese in china , Retrieved from http://search.proquest.com/docview/1291761873?accountid=13380

China trade data, (2013), CustomsINFO online, Retrieved from: http://www.chinatradedata.com/index.php?option=com_jumi&fileid=6&Itemid=638

Dairy Industries International, (2010), A new culture for china. , 75(6), 14-14. Retrieved from http://search.proquest.com/docview/721507551?accountid=13380

Economics Week, (2010), Research and markets; china's cheese market research report, Retrieved from http://search.proquest.com/docview/788936174?accountid=13380

Gosper, S. (2012). Farmers to milk china's taste for cheese. The Australian. Retrieved from http://search.proquest.com/docview/1112178169?accountid=13380

KPMG, (2008), The milk and diary market in China, Retried from: http://www.kpmg.com/CN/en/IssuesAndInsights/ArticlesPublications/Documents/milk-dairy-mkt-china-0806.pdf The Fresh Cheese Company, (2013), Retrieved from: http://www.freshcheese.com.au/index.php?nav=About%20Us

Appendix1: Awards of product

2004 | Finalist | Mascarpone | Grand Dairy Awards | Champion Cheese | Bocconcoini | Grand Dairy Awards | Gold | Pecorino | Australian Specialty Cheese Awards | 2003 | Champion Cheese | Bocconcoini | Grand Dairy Awards | Gold | Ricotta | Royal Perth Show | Gold | Bocconcini | Dairy Industry Association | 2002 | Gold | Bocconcini | Dairy Industry Association | 2001 | Gold | Mozarella | Dairy Industry Association | 2000 | Gold | Bocconcini | Dairy Industry Association | Gold | Pecorino | Dairy Industry Association | Gold | Mozarella | Dairy Industry Association | Gold | Ricotta | Dairy Industry Association | 1999 | Champion Cheese | Bocconcini | Grand Dairy Awards | Gold | Marscarpone | Royal Melbourne Show | 1998 | Gold | Bocconcini | Royal Melbourne Show | Gold | Mozzarella | Royal Melbourne Show | Gold | Ricotta | Royal Melbourne Show | 1997 | Champion Cheese | Bocconcini | Royal Melbourne Show | Champion Farmhouse | Bocconcini | Royal Melbourne Show |

Appendix 2: Minimum labeling information of food product in China

The following is the example of minimum information to be listed: * Standard name of foodstuffs * List of ingredients * Quantitative labelling of ingredients (percentage of ingredient) * Net weight and configuration * Name, address and contact info of manufacturer and local agent or distributor * Production date, use by date and guidance for storing * Generic name of the food additives as used in the national standard * Quality grade * Food production license number * Code of the product standard * Special contents if there are any (eg. irradiated food, genetically modified, nutrition list for baby food or diet food)

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