Swot Analysis Of Kerrygold

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The foreign culture I have chosen is America. The brand I have chosen to enter the American market is Kerrygold Ltd. The key elements to the American culture is as follows: The native language that Americans speak is English 80% speak it. 12.4%speak Spanish, other Indo-European is 3.7%, Asian and Pacific island language is 3%, other languages is 0.9%. The Demographics of America consist of the following: Population:324,420,000 Growth Rate: increasing by 0.77% Male: 77.11years Female: 81.94 years 0-14 years:19.4% 15-64: 66.2% 65 and over: 14.4% The values of America is Liberty, Equality and Self Government. These values are expressed in th declaration of Independence, the United states constitution and other significant documents, speeches, …show more content…

With thanks to the increased awareness of the benefits of butter and other dairy products from grass-fed cows the sales of kerrygold would increase due to purity and quality of their products. Americans love homemade pure products. Question Two: Can enough of the people needing the product afford the product? The product in Ireland is different in price depending on the size packet you buy. The highest being £3.30. Competing cheaper brands sell for a euro or couple cents cheaper. However, with less quality in the cheaper brands compared to the quality of Kerrygold. America being a similar culture in this aspect I believe most of the people needing the product can afford the product with it costing roughly around $4. Even though there would be cheaper brands available to people they would stick with Kerrygold due to its quality. Question Three: What values or patterns of values are relevant to the purchase and use of this …show more content…

Have the products packaging to be neat yet eye catching with its packing colour as gold/yellow with green and white and the logo Kerrygold. Milk from grass fed cows. Pure Irish. Keep the irishness associated with the brand in the USA. In ads show the fields of Ireland and cows where the products are made to highlight the evidence its pure Irish. America finds this appealing the Irish culture and its quality and will buy Kerrygold above other brands Question Six: What are the ethical implications of marketing this product in this country? When Kerrygold is exporting to America needs to consider the following factor: If we succeed will the healthiness of the American population be better or worse: Seeing as Kerry gold is healthy, pure and of superior quality it is a good product to introduce. However, the level of calories and ingredients of the product need to be clearly available and known to customers to ensure the healthiness and pureness of the product is kept and American culture the same if not healthier than before it came. Those are the following aspects Kerrygold Ltd the Irish owned and made dairy company would have to follow to enter the American culture and succeed to make a name and a profit. Reference: 1.Wikipedia 2. Consumer behaviour book twelfth edition 3.

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