International Marketing Tutorial 1

Lean Cuisine Satay Beef: Launch in Malaysia. What are the

most important marketing issues you would need to
consider when planning to introduce and market this
product in Malaysia?
Conduct an external environmental analysis.
PESTEL Analysis
Political governmental influences, our relationship with
Malaysia, will it have any affect on trade. Free trade
agreement, 0 TARIFF.
Economic Malaysias current economic position, is it
affordable for the average person?
Social Malaysia as an Asian country has a strong cultural
background with traditional dishes. They have their own
satay beef dishes which they can easily prepare and they
have been doing for many years
Technological What audience could the marketing reach
in Malaysia,
Legal Any legal implications?
Also:
Malaysia is 60-70% Muslim, unless this product is Halal
certified it will have an extremely limited market.
Frozen goods have a higher cost as they need to be stored
at -18c degrees for their shelf life (2 years in this case)
Lean Cuisine is not attractive in Malaysia, the population
is not looking for lean options as much as Australia.
The colours may be offensive? You never know, you need
to do deep environmental research.