Click here to load reader
Upload
carol-tan
View
108
Download
0
Tags:
Embed Size (px)
Citation preview
Table of Contents1.0 Introduction........................................................................................................................2
1.1 Sources of Secondary data............................................................................................2
1.2 Source selected for the case..........................................................................................2
1.3 Summary of results.........................................................................................................2
1.4 Growth and estimated size of Asian-Born Australian.....................................................3
2.0 Characteristics of Asian-Australian market........................................................................3
2.1 Affluence.........................................................................................................................3
2.1.1 Contributing Factors.................................................................................................3
2.2 Society............................................................................................................................4
2.3 Predominantly Metropolitanised.....................................................................................4
2.4 Patriotism........................................................................................................................5
3.0 Present Economical situation.............................................................................................5
3.1 Current condition and potential opportunity in beer industry..........................................6
3.2 Research on Asian Australian Population......................................................................6
4.0 Conclusion.........................................................................................................................7
5.0 References.........................................................................................................................8
6.0 Appendices......................................................................................................................11
6.1 Appendix 1....................................................................................................................11
6.2 Appendix 2....................................................................................................................11
6.3 Appendix 3....................................................................................................................12
1.0 Introduction
In order to determine the exact size of Asian Australian market, the choice of the source is
crucial. Secondary sources are data that have been gathered and recorded previously by
someone else for different purposes of the current researcher (Zikmund et al 2011).
Secondary sources are generally historical and do not require access to respondents (Zikmund
et al 2011). Cross-checks against various available sources are executed to ensure accurate,
unbiased and sound data are collected. The purposes of the research are fact-finding, model
building and database marketing (Zikmund et al 2011).
1.1 Sources of Secondary data
Examples of internal proprietary sources are accounting records, scanner-based and
behavioural data. External sources are generated from other entities such as governmental
sources, newspapers, journal publishers, trade associations and other organisations produced
information. Internet information technology allows quick accessibility to such data
(Zikmund et al 2011).
1.2 Source selected for the case
For the case of Black and Tan, the secondary sources can be found in the Australia’s
government website, Australian Bureau of Statistics (ABS), which contains the demographic,
economic and social information on Australia. It is wide ranging and usually available free of
charge (Zikmund et al 2011). Data tabulated on usual area of residence and proficiency in
spoken English are from the ABS 1999 Labour Force Status and Other Characteristics of
Migrants Survey, which has been conducted every three years since 1984 (Australia Bureau
of Statistics 2001). The scope of this survey is limited to immigrants aged 18 years and over
who arrived in Australia after 1980 (Australia Bureau of Statistics 2001). These sources are
beneficial in the determination of the exact size of the Asian Australian Market.
1.3 Summary of results
Australia's Asian-born population reached one million in 1999, almost four times that of
twenty years ago (Australia Bureau of Statistics 2001). They are originally born in one of the
three Asian regions such as Southeast Asia, North East Asia and Southern Asia. The Asian-
Australians have resided in Australia for more than a year are referred as Asian-Born
Australians as stated by The Australia Bureau Statics (Australia Bureau of Statistics 2001).
South East Asia comprises of Brunei, Myanmar, Cambodia, Indonesia, Laos, Malaysia,
Philippines, Singapore, Thailand and Vietnam. North Asia comprises of China, Hong Kong,
Japan, Korea, Macau, Mongolia and Taiwan. Southern Asia comprises of Afghanistan,
Bangladesh, Bhutan, India, Maldives, Nepal, Pakistan and Sri Lanka (Australia Bureau of
Statistics 2001).
1.4 Growth and estimated size of Asian-Born Australian
As referred to the following Table 1.1 (Appendix 1) extracted from the ABS, we can see the
significant rise in numbers of Asian from 1981 to 2000. The estimated size of the Asian Born
Australian at year 2000 is 1,077,800. It is 23.9% of the total overseas born population
(Australia Bureau of Statistics 2001).
2.0 Characteristics of Asian-Australian market
2.1 Affluence
The newer streams of Asian-Australians are generally highly skilled, who have jobs in the
financial markets and business services (Burnley, 1998). This is because the socio-economic
profile of the Asian immigrants in Australia has had a pattern shift in the recent years (Colic-
Peisker, 2011). For example, Australia is dependent heavily on overseas- trained doctors to
work in rural and remote areas, a large number of who have in recent years come from India
(The Age, 2007). With the rise of the Asian Australians, targeting and marketing Yarbrough’s
beer to the affluent Asian-Australian would be ideal. With more Asian Australians drinking
Yarbrough’s beer, there could be a significant impact on its sales.
2.1.1 Contributing Factors
The education profile of the Asian Australians is also considerably better qualified then local
born Australians as many of them have tertiary qualifications and above-average incomes
(Colic-Peisker 2011). Asian men and women outperformed Australian and Commonwealth
born persons, in terms of access to professional, managerial jobs, rewards attached to such
jobs, and occasionally even securing both job and rewards (Borooah & Mangan 2007). Asian
Australians, coupled with their higher incomes and larger spending power, would go for
better quality beer like Yarbrough. This could eventually increase revenue and exposure of
Yarbrough’s beer.
The Asian Australians living in the most expensive properties in the city is showing the
changing nature of the Asian society in Australia. The Asian Australians who live in such up-
market homes are usually from countries like India, Korea and Taiwan; this further
demonstrates their changes in fortunes (Burnley & Hiebert 2001). Asian Australians who
live in such places tend to socialize frequently and with effective marketing, they could
become the next society of Yarbrough’s high-end beer consumers.
2.2 Society
Asian-Australians should not be seen as part of the Australia society even though they might
have the same habits and interests, such as watching network TV or food preference. They
should be considered a separate entity and market as their values can largely differ from local
Australians. Therefore, Asian values are the key determinant for the marketing of
Yarbrough’s beer to the Asian-Australian market to in order to increase the market share
(Clark 2006).
Even though Asian-Australians come from different countries with various diversities, their
culture may still be similar. Chinese ethnics from Singapore, Taiwan, China or Malaysia all
share similar characteristics in terms of tradition. For example Tiger Beer promotes their
brand through the Chinese cultural beliefs, such as when packaging their product the letter
“g” is purposely designed to look like the numeral “8”. This is an auspicious number to the
Chinese because “8”, when pronounced in Mandarin and Cantonese, sounds like the word for
prosperity (Tai 2008). From this, we can see the different approaches used to promote
products to a different cultural group. Similarly, Yarbrough’s beer can be marketed to this
growing market by including some common beliefs or cultures in their advertising campaign
to introduce a feeling of attachment to the brand.
2.3 Predominantly Metropolitanised
The Asian-Australian market is defined to be predominantly metropolitanised. In 1999, 91%
of the Asian-born people who arrived in Australia after 1980 and were aged 15 and over,
lived in capital cities (Australian Bureau of Statistics 2010). Among the settler immigration
nations, Australia has the largest intake and its ethnic diversity is as great as USA and
Canada. About one-third of immigrations to Australians come from the Asian region as
skilled workers due to the demand (Collins 2008).
In addition, the number of overseas students studying in Australia in a given year is about
270,000 as of 2009 - 2010. These skilled immigrants and students of Asian Australians
origins mostly live in metropolitan areas (Brown 2011). Marketing Yarbrough’s beer to the
Australian-Asian market is made easier due to better infrastructure facilities in metropolitan
cities. Most of Australia’s metropolitan areas have internet connectivity and various
advertising and promotional vehicles are readily available (Chitty et al 2008). Nightlife is
also prevalent in metropolitan cities, and Yarbrough’s beer could potential be the preferred
beer for this market if successfully marketed.
2.4 Patriotism
Asian-Australians are highly motivated by the country of origin effect (White 2009). Asians
born in Australia are extremely attached to the country as they feel like a native Australian
(Clark, 2009). Therefore, patriotism tends to supports local brands. Majority of Australians
are supportive of local brands even if the brand is not a stronghold brand as compared to
other overseas brands. They tend to purchase foreign brands only if that particular product is
not manufactured or produced by Australian companies (Phau & Suntornnond 2006).
Patriotism tends to produce a positive product evaluation, strengthening brand image and
consumer loyalty (Zhang 1997). In addition, there is a trend in patriotic consumers in their
purchase decisions as certain countries are associated favourably with certain products
(Hinner 2010). Therefore, patriotism effect must be considered in order to achieve a market
share in the Asian-Australian market. By altering the mindset of Asian-Australians to support
local beer through marketing efforts, Yarbrough can enhance their brand image to compete
with other foreign brands.
3.0 Present Economical situation
To articulate on how the present economy situation on Australia and the effect it can have on
the beer consumers’ level of demand we conducted a study. From the compiled statistics it
clearly shows that there are an increasing proportion of older people, with decreasing
proportion of working age adults which will increase financial burdens on every Australian
household. The increasing proportion of older people and women in the population would
also result in a slowdown in the overall consumption of beer. In order to sustain or even
increase the current sales volume and achieve the overall market share growth, we therefore
advise Yarbrough to expand the current target segment to the other 23% of Australia
population which is the Asian Australian market.
In order for Yarbrough’s to have a springboard into the market, a good marketing strategy
couple with publicity is a must. This would help build Yarbrough’s beer brand name to
become the preferred choice for the Asian Australian. The other important strategy
Yarbrough needs to work on is to differentiate itself from two other major competitors which
is Foster’s Australia and Lion Nathan who have very strong brand portfolios consisting of
both their own and licensed brands.
3.1 Current condition and potential opportunity in beer industry
There was an evidence of volume growth of between 3-4% in 2010 and nearly 2 billion litres
of beer consume at market price of A$14.0 billion. It shows that the figure was far superior to
reported number of 2009 that has a 2% volume growth and 3% value growth. (Euromonitor
International 2012)
3.2 Research on Asian Australian Population
According to the secondary data from Australian Bureau Statistics, the Asian Australians had
been growing steadily over a span of twenty years. The top six Asian Australian groups have
added 484,900 numbers of people to Australia population, while from 1976 to 1996 the
number of overseas-born Australian has increased from 2.8 million, contributing to the
increase in Australia’s total population from 20% to 23% (Australia Bureau of Statistics
1997). 22% of the Asian-born represented the people born overseas in Australia in 1996,
and out of the top 12 birthplace groups 5 were from Asian countries (Australia Bureau of
Statistics 1997). Vietnamese population would be the largest birthplace group in Australia in
1996 which contributed to the highest increase of 147,400, followed by Hong Kong/Macau
at 89,000 people and Philippines at 88,900 people tabled below (Australia Bureau of
Statistics 1997).
Year 1996 1976 Year IncreaseMajor birthplace groups (1996)
‘000 ‘000 ‘000
Vietnam 2.5 149.9 147.4
China 20.1 103.4 83.3
Hong Kong & Macau
8.9 98.0 89.1
Malaysia 19.9 96.1 76.2
Philippines 5.8 94.7 88.9
Total 484.9
4.0 Conclusion
In conclusion, the Asian Australians may represent a small fraction of the overall Australian
population. However, the upsurge of population growth must not be overlooked either. If
Yarbrough is able to capture this market during this period of growth, the Asian Australian
would be a sizeable population in near future. By then, Yarbrough will be having a strong
branding foot hold in this segment.
In brief, Asian Australians are more likely to save money, dine out and invest their spare cash
compared to other Australians. They are less likely to use their spare cash to pay off debts as
they may not have high debt rate (Tourism NSW 2010). Such personal disposable income
and money saving habits anchor a highly viable market segment for Yarbrough and is
definitely a worthy business case to work on.
5.0 References
Australia Bureau of Statistics. 2001. Australia Social Trend, 2001 (cat. no. 4102.0). AusStats,
http://www.ausstats.abs.gov.au/ausstats/subscriber.nsf/0/6AB30EFAC93E3F5CCA25
6A630006EA93/$File/41020_2001.pdf
Australia Bureau of Statistics. 1997. Australia Social Trend, 1997 (cat. no.
4102.0). AusStats,
http://www.abs.gov.au/ausstats/[email protected]/
94713ad445ff1425ca25682000192af2/95A816F7735AABD5CA2570EC001B074F
Australia Bureau of Statistics. 2001. Australia Social Trend, 2001 (cat. no.
4102.0). AusStats,
http://www.abs.gov.au/AUSSTATS/[email protected]/2f762f95845417aeca25706c00834efa/
666a320ed7736d32ca2570ec000bf8f9!OpenDocument
Australian Bureau of Statistics. 2010. Population Composition: Asian-born Australians.
Australian Bureau of Statistics. Accessed March 16, 2012,
http://www.abs.gov.au/AUSSTATS/[email protected]/2f762f95845417aeca25706c00834efa/
666a320ed7736d32ca2570ec000bf8f9!OpenDocument
Borooah, V. K., Mangan, J. 2007. What Underpins Occupational Success? Race, Access, and
Reward in Professional and Managerial Jobs in Australia Labour, Vol.21. pp.837–
869.
Brown, J. 2011. Growing Pains. Policy, Vol.27 (1). pp.16-20.
Burnley, I. 1998. Immigration and Globalisation? Affluence and Poverty among Immigrants
from Asia in Metropolitan Sydney. Migration research in the Asia Pacific:
Australian Perspective. No. 4
Burnley, I., & Hiebert, D. 2001. Emerging patterns of immigrant settlement in metropolitan
Sydney and Vancouver: The need for new concepts and models. Vancouver Centre of
excellence. No. 01-07
Chitty, W., Barker, N., Shimp, T. 2008. Integrated Marketing Communications. South
Melbourne: Cengage Learning Australia, 2nd Edition
Clark, J. 2009. "Nation-state belonging among Asian Australians and the question of
Transnationalism". Current sociology. Vol.57 (1), pp.27
Colic-Peisker, V. 2011. A New Era in Australian Multiculturalism? From Working-Class
‘‘Ethnics’’ To a ‘‘Multicultural Middle-Class’’. Center for Migration Studies of New
York, International Migration Review. Vol.45 (3)
Collins, J. 2008. Globalisation, Immigration and the Second Long Post-War Boom in
Australia. Journal of Australian Political Economy, (61). pp.244-266.
Crawford, I.M. 1997. Marketing Research and Information Systems: Chapter 2:
Secondary Sources of Information. FAO Corporate Document Repository:
Agriculture and Consumer Protection.
http://www.fao.org/docrep/W3241E/w3241e03.htm
Euromonitor International. 2012. Beer in Australia. Accessed 18 March 2012.
http://www.euromonitor.com/beer-in-australia/report
Hinner, M. B. 2010. Stereotyping and the country-of-origin effect. China Media
Research, Vol.6 (1). pp.47.
Phau, I., Suntornnond, V. 2006. Dimensions of consumer knowledge and its impacts on
country of origin effects among Australian consumers: a case of fast-consuming
product. The Journal of Consumer Marketing, Vol.23 (1). pp.34-42.
Tai, J. 2008. Tiger Beer: Distinctly Asian, Unmistakably World Class. pp. 176.
The Age. 2007. ‘‘Overseas Doctors Shunning Australia.’’. accessed March 18, 2011,
http://www.theage.com.au/news/National/Overseas-doctors-shunning-Australia/
2007/11/04/ 1194117860480.html%22target=blank%22
Tourism NSW. 2010. Australians’ Travel Behaviour – Ethnicity Analysis.
http://corporate.tourism.nsw.gov.au/Sites/SiteID6/objLib40/Ethnicity-
Analysis.pdf
University of Illinois. 2006. Primary Source Villlage: A definition of secondary
source. The Board of Trustees.
http://www.library.illinois.edu/village/primarysource/mod1/pg2.htm
White, L. 2009. Foster's Lager: from local beer to global icon. Marketing Intelligence &
Planning, Vol.27 (2), pp.177-190
Zhang, Y. 1997. Country-of-origin effect the moderating function of individual difference in
information processing. International Marketing Review. Vol.14 (4), pp.266-287
Zikmund, W.G., S. Ward, B. Lowe and H. Winzar. 2007. Marketing Research.
Australia: Asia Pacific Edition.
(http://www.euromonitor.com/beer-in-australia/report).
6.0 Appendices
6.1 Appendix 1
6.2 Appendix 2GROWTH IN MAJOR BIRTHPLACE GROUPS
1976 1996p Change 1976–96
Major birthplace groups (1996)
'000 '000 '000
UK and Ireland 1,166.7 1,207.6 40.9
New Zealand 90.1 297.5 207.4
Italy 291.1 258.8 -32.3
Yugoslavia(a) 151.2 186.2 35.0
Vietnam 2.5 149.9 147.4
Greece 162.1 144.6 -17.5
Germany 112.8 118.9 6.1
China 20.1 103.4 83.3
Hong Kong and Macau
8.9 98.0 89.1
Netherlands 97.1 97.3 0.2
Malaysia 19.9 96.1 76.2
Philippines 5.8 94.7 88.9
Other 707.9 1,356.0 648.1
Total overseas-born 2,836.2 4,209.0 1,372.8
6.3 Appendix 3ASIAN-BORN AUSTRALIANS: MAIN SOURCE COUNTRIES AND REGIONS OF BIRTH
1981 1990 2000
Country of birth '000 % Country of birth '000 % Country of birth '000 %
India 43.7 1.4 Viet Nam 114.3 2.9 Viet Nam 174.4 3.9Viet Nam 43.4 1.4 China (excludes
SAR's and Taiwan province)
76.1 2.0 China (excludes SAR's and Taiwan province)
168.1 3.7
Malaysia and Brunei
32.5 1.0 Malaysia and Brunei
75.7 1.9 Philippines 123.0 2.7
China (excludes SAR's and Taiwan province)
26.8 0.9 Philippines 71.3 1.8 India 110.2 2.4
Sri Lanka 17.9 0.6 India 61.5 1.6 Malaysia and Brunei
97.6 2.2
Indonesia 16.4 0.5 Hong Kong and Macau(a)
51.5 1.3 Indonesia 67.6 1.5
Hong Kong and Macau(a)
16.3 0.5 Sri Lanka 36.3 0.9 Hong Kong and Macau(a)
56.3 1.2
Philippines 15.8 0.5 Indonesia 33.7 0.9 Sri Lanka 56.0 1.2Singapore 12.4 0.4 Singapore 25.0 0.6 Korea 41.4 0.9Myanmar 7.7 0.2 Cambodia 18.9 0.5 Singapore 30.7 0.7
Southeast Asia 157.7 5.1 Southeast Asia 371.2 9.6 Southeast Asia 564.8 12.5Northeast Asia 56.8 1.8 Northeast Asia 175.3 4.5 Northeast Asia 313.1 6.9Southern Asia 61.6 2.0 Southern Asia 109.2 2.8 Southern Asia 200.0 4.4All Asian regions 276.0 8.9 All Asian regions 655.7 16.9 All Asian regions 1,077.823.9
Total overseas-born
3,110.9100.0Total overseas-born
3,885.6100.0Total overseas-born
4,517.3100.0