BSBMKG415 BSBRES401 Jimbo PDF

Assessment Materials
BSBRES401 Analyse and

Present Research
Information
BSBMKG415 Research
International Markets
To achieve competency
in this unit you must
complete the following
assessment items. All tasks must
be submitted together. Tick the
boxes to show that each task is
attached.
Task 1. Marketing Strategy Analysis
Task 2. Research Report
Task 3. Marketing Strategy Report
NOTE: If this is a group assignment, each member of your group must

individually submit a separate and complete copy.
Student ID
Student Name
40697
Giacomo Tolu
ILSC Business College
BSBMKG415 & BSBRES401 Assessment V1:0615
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The other members of my group are:

1. Name:JavierStudent ID#: Click here to enter text.
2. Name:Click here to enter text. Student ID#: Click here to enter text.
3. Name:Click here to enter text. Student ID#: Click here to enter text.
PLEASE NOTE: SECTIONS HIGHLIGHTED IN THIS COLOUR ARE FOR TRAINER USE
TASK 1 MARKING SHEET

Outcomes
Did the candidate:
Answer all questions and address all of the requirements specified in the Assessment Task?
Competent
Yes

Outcomes
Did the candidate:
Choose a meat?
Choose an appropriate country for the meat?
Submit a list of references for their research?
Select appropriate sources for research?
Competent
Yes

Outcomes
Did the candidate:
Submit an appropriate report?
The candidates report met standard business writing principles in terms of:
content
format
level of detail
The candidates research report addressed the specified criteria:
content research
content legality& regulations
content - trends, demand & supply
content resources required, costs& profit potential
skill statistical analysis
skill recommending a strategy with supporting evidence
Competent
Yes
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Did the candidate:
Competent
Yes
The candidate:
presented relevant information on target markets
identified the causes for trends
cited references
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ASSESSMENT - SUMMARY
Assessors checklist tick when finalized
Task 1
Task 2
ASSESSORS GENERAL COMMENTS
(see individual tasks & marking guides for more detail)
Assessor Name
RESULT
COMPETENT
NOT YET COMPETENT
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Task 1
Marketing Strategy Analysis
Assessment description and Requirements

In Appendix 1, you are provided with a Market Research Report titled Potential Markets for New and
Emerging Meats. This report gives the information you need to respond to this Task.
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Procedure
The Task requires you to read the Market Research Report in Appendix 1 and then answer a set of
questions.
Task 2
Research Report
Assessment description and requirements

You are provided with a Market Research Brief in the Appendix 1. This is the starting point for your
research. You will then do independent research and list the sources you have found that will be helpful for
Task 3.
Procedure
This Task requires you to read the report in Appendix 1 and then:
-
Choose one of the seven Australian meat products for export
Choose a country either from their list or a country approved by your trainer as your target market
Consider possible market segments
Collect websites and other sources of information about your products record in exports, and
market demand in your chosen market
Research the market in that country for:

o opportunity
o demand
o profit
o legality
o trade barriers
o cultural barriers and advantages
The report is ten years old. You may update the research given in the RIRDC report on their
selected meat and target market.
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Task 3
Marketing Strategy Report
Assessment description
You are basing your marketing strategy report on the research you conducted in Task 2.
Imagine you work for another team in the Australian Governments Rural Industries Research and
Development Corporation (RIDRDC). It conducts research on behalf of Australian farmers.
The report in Appendix 1 is old. It was tabled in January 2006. The RIRDC wants to update their research
and consider the opportunities for exporting meat.
Your job is to analyse the export opportunity for your chosen meat product to your chosen market.
Use your research either to argue for or to argue against a particular chosen strategy.
Companies are looking to make money and not lose money. So ideally you will identify a good market
opportunity. But if your research demonstrates that the original strategic idea you had, was a bad one,
your research is still valuable because it will close a door on the likelihood of the company losing money by
choosing a bad strategy.
The important thing is your research and what it tells the Australian Government.
Procedure and steps

The Task requires you to read the websites you identified in Task 2. If in the meantime you find other
useful websites, you can include them. If you have other information sources (eg a survey) include them
too of course. A diversity of information sources makes you a better researcher.
You now need to sort and bring together your information and recommendation in a report that mirrors
industry report structures.
Follow these steps in writing your report:
-
Start with an Executive Summary which clearly defines your research objectives
Describe your target market (in this case, the population of your chosen country)
List and describe the market segments in your market
Identify trends
Apply statistical tools and methods of data analysis ie. use Excel or other software to create
graphs, making your information visual and therefore easier to picture
Include any legal advantages or disadvantages and any other relevant information such as culture,
health, transport, chain supply, etc
Conclude by making recommendations giving reasons for your recommendation
Record your sources of information.

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Use the Report in Appendix 1 as a template. You will not need to use all of the headings that they
use, but choose appropriate ones for your report.
Present your report
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Task 1
Marketing Strategy Analysis
Use this template to write your answers:

a. In 2004 there were 7 main existing markets for Australian meat exports mentioned in this report.
Which countries were they?
1. Japan
2. south korea
3. Singapore
4. Hong Kong
5. EE.UU
6. France
7. Russia
b. They did not choose any of these markets for their research. Which country did they choose as
their target market?

Thailand
c. Which two market segments did they identify within the target market?
1. High End Food Service
1. Culture/Religion/Ethnic specific
d. There were seven meat products that they had been promoting in those 7 main markets. What
were they?
1. Kangaroo
2. Buffalo
3. Ostrich
4. Emu
5. Crocodile
6. Rabbit
7. Camel
e. Which of the seven products did they choose to introduce to the target market?
Rabbit
f.
What market advantage did they report on this chosen meat?

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There was significant interest in this product and further research on shelf life and safety
of the product under vacuum or MA packaging should be investigated and further investigations be
conducted into possible improvements along the cold chain.
g. Name one other advantage the product had:
This product has no import tariff into Thailand, with the current threat of an avian
influenza outbreak, foodservice suppliers are looking for alternatives to chicken and this product was
viewed as a good replacement for chicken.
h. Name one concern the market had with importing Australian meat:
The improved hygiene of processing, the temperature of storage and transport prior to
retail must be controlled in order to inhibit the growth of spoilage and pathogenic organisms. As
ambient temperature rises so may the product temperature and as Thailand is very hot this is a critical
point in the supply chain that must be controlled. Figure two indicates the sectors along the supply
chain that consistently had product above 4C, and as can be seen temperature of the product started
to gradually rise a few hours before departure from freight forwarder to airport and remained
consistently above10C to arrival in Thailand. Factors that could improve the maintenance of cool chain
for this product include improved thermal packaging, possibly using dry ice as coolant and increasing
the shipment size in order to ship rabbits in AVE air freight containers, which have been successfully
used for other fresh meat products
i.
Which promotional method did they choose?

They organised a luncheon.
j. Where exactly did they choose to promote the chosen product?

The British Club in Bangkok
k. When was the promotion?

Saturday October 15th, 2005
l. How many people did they invite to the promotion?

14 people to be invited
m. What industry sector, or market segment, did they represent?
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Customers in food service and retail and suggested the names of Executive Chefs and
restaurant owners who may be interested in farmed rabbit.
n. What cultures did the guests represent?
The day there were chefs from French, Italian and International restaurants.
o. Where did the cook come from?
The chef, John Hogg, is from Scotland
p. If you consider the target country and its population of many millions, to what extent do you
think the Australians were going to penetrate this market? In other words, what percentage of
the countrys population would become aware of the chosen meat through this particular
promotion?
q. The 25% of population were pretty satisfied about the promotion launched .
r. Were the researchers aware of this? How do you know?
The researches were definitely aware of this, throught market's researches and case
studies .
s. Were the researchers confident in all their information sources?
At the begin they were a bit scheptical about the sources , but they're opinions changed
immediately after awnoledged all the details trought the promotional event, and feedbacks.
t. If they were exporting the usual Australian exports of lamb, beef and goat, what licence would
they need to obtain from the Australian authorities?
Australian Meat and Live-Stock Industry (Export Licensing) Regulations 1998 (Australian Government)
u. In exporting kangaroo to other international markets, do they feel that there are any major trade
barriers such as competitors, culture or tariffs?
In this case , we do not have any sort of competitors, because the kangaroo is an Australian native
animal. So we dont suffer any sort of competition whatsoever
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Task 2
Research Report
Use this template to write your answers:

i.
Export meat chosen for further research:

Kangaroo (principal product: burger)
ii.
Country chosen for further research into market potential:

Spain
iii.
Market segments identified:

Fast food. The objetives is young people, workers, athletes.
iv.
List your information sources here. Please note, you do not have to refer to all of these
sources in Task 3, but you do need to submit a preliminary list of websites and other sources
that your trainer can check before you commence Task 3. If you have less than 5 sources,
explain why there is not 5 or more. If you identify more than seven sources, continue your list
numbering 8 onwards.
1. http://www.thepigsite.com/articles/4612/meat-products-in-the-european-union20132023/
2. http://link.springer.com/chapter/10.3920/978-90-8686-762-2_7
3. http://www.businessinsider.com.au/how-we-eat-meat-around-the-world-2014-1?
r=US&IR=T
4. http://ec.europa.eu/agriculture/markets-and-prices/medium-term-outlook/
5. http://ec.europa.eu/food/resources/import_conditions/meat.pdf
6. http://www.canguropedia.com/
7. http://gourmetgame.com.au/nutrition/nutritional-facts/
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PLEASE PASTE YOUR ASSESSMENT TASK 3 (Marketing Strategy
Report) BELOW THIS LINE
Executive summary
Once analyzing the report by RIRDC about seven meat Australian products (emu, ostrich,
camel, crocodile, buffalo, kangaroo and rabbit meat) and analyzing different markets, our target
market is EU (Principal country is Spain)
The objective will be kangaroo burger where we find a strong market and each year is bigger.
The hamburgers are really popular between workers, students, childrens on EU.
On EU market you can find different meat hamburgers (Beef, pork, chicken, lamb) but Our
product will be successful because our target market will be keen to try a food item that they have not
had before.
The results of this project shows a high possibility to success in trading the Kangaroo meat in
Spain.
1. Introduction
The EU meat sector is expected to be supported by strong demand on the world market driven
by favourable economic conditions. In Europe, prospects of improved economic growth should leave
consumers with more disposable income allowing for a higher consumption of meat products.
In 2012, unfavourable weather in several parts of the world (drought in the US, Black Sea
region and Eastern Europe) drove up grain, and consequently feed prices, which affected meat
production and put pressure on margins despite meat prices reaching historical highs worldwide in
2012 and 2013.
In the current outlook, feed prices are expected to remain relatively high throughout the
projection period, though significantly below 2012 levels. Projected meat prices are also to remain
firm due to strong world demand and limited supply response.
Lower availabilities, higher meat prices and the ongoing economic downturn with high
unemployment rates especially in the southern European countries meant that overall meat
consumption contracted in 2012 and 2013 (-1.5 per cent from 2011), reaching its lowest level for the
past 11 years (64.7kg per capita)5 in 2013, as consumers turned to cheaper meats and cuts.
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Consumption per capita is measured in retail weight. Coefficients to convert the carcass weight
into retail weight are 0.7 for beef and veal, 0.78 for pig meat and 0.88 for poultry and sheep meat.
Consumption is expected to recover from 2014 as more meat comes in onto the market. By the
end of the projection period, per-capita consumption is expected to reach 66.1 kg, similar to the 2011
level (Figure 1). The recovery is moderate because more people are changing their food habits
towards more fish and/or less meat in their diets.
Individuals typically consume around 10kg more meat in the EU-15 than in the EU-N13 but
this gap is expected to narrow slightly in the next few years, due mainly to faster growing poultry
meat consumption in the new Member States. Current EU-15 and EU-N13 per capita consumption
levels of pork, poultry and sheep meat are quite similar, but individuals in the EU-15 tend to eat far
more beef: about 12kg as against 4kg in the EU-N13.
Over the projection period, poultry meat is expected to remain the most dynamic product
(thanks to its price, convenience and health considerations) and partially compensate for falling beef
and sheep meat consumption. Poultry consumption is expected to increase both as a proportion of
total meat consumption and in absolute terms (Figure 2). Pork will remain Europe's favorite meat,
while the consumption of beef and sheep meat is projected to drop in both in absolute and relative
terms.
The consumption of meat in Spain is higher than the EU average. In 2008, meat consumption
was 65.3 kg per capita, with fresh meat accounting for 48.9 kg, of which only 5.6 kg was quality
certified. Meat consumption is higher in the north of Spain than in the south. Consumption of poultry
(16.1 kg per capita) and pork (14.1 kg per capita) is predominantly as fresh meat. In 2008, the
consumption of lamb/kid meat (sheep and goat are combined in the statistics) was only 3.4 kg per
capita. Lamb/kid meat is considered expensive (6.8 on a scale from 0 to 10), and is eaten with family
and on special occasions.
The kangaroo meat is produced in the best Australian plant and imported fresh, so the market
offers a product of high quality, in full compliance with the strictest health standards and a tasty and
enjoyable gastronomic novelty to everyone.
2. Objectives
The aim is to increase international trade of one of the Australian meats (Kangaroo burger) in a
EU markets of the kangaroo meats.
The objectives of this project are:
I.
II.
Investigate and identified the UE market.

Identified one alternative Kangaroo meat (Kangaroo burger)
III.
Analyzing the characteristic of the meat, strengths and weaknesses (SWOT)
IV.
Identified a specific market segments

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V.
VI.
Evaluate the success in term of number

Investigate any legal and cultural issue in exporting the identified meat in the chosen
country. (Regulations, Industry & Trade Barriers)
VII.
Conclusion
3. Methodology
The best way to search data about international trades meat and the global demand of meat in
the next years is the worldwide.
I conducted my research, starting from the first comprehensive research on global demand for
meat and its consumption in the various countries of the world.
Then I entered the European market in particular, after analyzing the existence of import from
Spain of kangaroo meat. Once I have collected all of these general data, I continued my research online
on the nutritional characteristics of kangaroo meat looking for strengths and weaknesses that can
help me to better marketing in Spain market.
Another important point on which I based the research is the analysis of the potential market
segments in which to sell kangaroo meat, both private consumers and restaurant service (hospitality
industry).
In regard of all of above I have investigate any legal and cultural issues, finding data in official
website of Government apparatus.
4. Opportunity
This images informs consumers about meat production, trends in different countries based on
data from world organisations such as the Organisation for Economic Cooperation and Development
(OECD), Food and Agriculture Organisation of the United Nations (FAO), World Health Organisation
(WHO), and Gallup data, just to name a few.
The following charts give a sense of how people consume meat around the world.
This chart shows meat production around the world. Though the USA and Europe still produce
plenty of meat products, the prices of feed, energy, and land are all becoming more expensive and the
cost of producing industrial livestock is rising. Pigs and poultry are still doing well in the market since
both species dont necessarily need a lot of feed and can be kept in confined spaces.
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Meat companies are growing thanks to mergers and acquisitions, and are expanding across
countries and animal species. Today, there are 10 major meat producers around the globe, four of
which are based in the U.S.: Cargill ($33 billion in food sales a year), Tyson ($33 billion in food sales a
year), Smithfield ($13 billion in food sales a year), and Hormel Foods ($8 billion in food sales a year).
The global demand for meat is growing, particularly in China and India, which could see an 80%
boom in the meat sector by 2022 due to a new (and growing) middle class. Africans are also starting
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to eat more meat, though the supply and demand are still not quite what they are in other parts of the
world.
Meat production and consumption in the industrialized world have radically increased since
1950. Overall, however, meat consumption has stagnated. In the U.S. there has been a 9% drop in
consumption from 2007 to 2012 thanks to trendy low-meat diets and growing concern from
customers over where meat comes from. It could also be due to recent meat scandals, including horse
meat marketed as beef.
Poultry is the fastest growing segment of globalized livestock. By 2020, Chinas poultry
production will increase 37%, Brazils will increase 28%, and U.S. production will increase 16% due to
growing consumption around the globe. In India, poultry consumption is expected to rise nearly tenfold
to just below 10 million tons a year in 2050.
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One reason poultry is so popular is the price. Producing poultry is cheaper than other types of
meat because chickens are more efficient to feed than other livestock ,and there are few religious or
cultural limitations to eating chicken. In 2011, an estimated 58 TRILLION chickens were slaughtered
around the world thats compared to roughly 1.4 trillion pigs and 300 million cattle.
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Only a small percentage of the population in the U.S. and Europe describe themselves as
vegetarians or vegans. Its much more popular in India since Buddhism and Hinduism share beliefs
about rebirth and the importance nonviolence that leads people to reject the consumption of meat due
to the slaughter of animals.
And even though its not as popular as meat consumption, people are becoming more
interested in vegetarianism and veganism as lifestyle choices.
There could also be a shift in the future from animal protein to protein from aquatic plants or
insects, as a recent United Nations report suggests. Insects are particularly efficient and high in
protein.
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5. Segmentation
The fast food market is the obvious first market for kangaroo burguer. The industry should
work with different big brands (Mcdonals, hungry jack's) for to incorporate the kangaroo burguer in
them restaurants.
Research is needed to gain a better understanding of consumers with a preference for well
cooked red meat. This segment is large and at present it is assumed that kangaroo is simply
unpalatable, but is not true.
People that has a busy life and look for healthy, Nutritional food. The basic components of a
healthy diet are well documented, the most frequently used framework for a healthy diet being the
eat well plate so the Kangaroo meat can be advertising like an healthy choice.
Target market identified:
- Young people.
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- athletes
- workers
- Fast food
6. SWOT
STRENGTHS
WEAKNESSES
Small low-tech meat processing systems.
Industry representative organisations have
A unique product
Low funding levels.

Complex and variable regulatory
environment.
Supply is independent of demand limiting
responsiveness in supply to increased
Sell it as a product respectful to the

environment
demand.
Very healthy benefit
Still some problems with consumer

perceptions of kangaroo in a different
culture.
Spanish consumers increasingly more

prepared to try new foods.
The fast food industry still has a low uptake
Very demand offer
Taste can be challenging

No generic product marketing.
Low price points.
OPPORTUNITY
THREATS
Improved exposure to kangaroo for trainee

chefs.
Strong potential for international market
growth.
Improved pricing for red meats generally
and
demand for kangaroo exceeding supply
may
High product cost and margins are

therefore highly sensitive to trasport.
Loss of access to high value export
markets.
No significant domestic manufacturing
meat
market.
lead to potential for price increase.

possibility for new product development
Crisis, high employment and some harsh

working environments.
7. Profit
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The EU meat sector is expected to be supported by strong demand on the world market, driven
by improved economic conditions. In Europe, prospects of recovery in economic growth should leave
consumers with more disposable income, allowing for a higher consumption of meat products. EU per
capita meat consumption, which reached its lowest level for the past 11 years (64.7 kg retail weight)
in 2013, is expected to recover from 2014 as more meat comes onto the market. In 2023, per capita
consumption is expected to reach 66.1 kg, similar to the 2011 level.
In 2012, EU meat imports decreased further because of Argentina's policy of limiting exports in
a context of limited beef production, while imports from Brazil and Uruguay remained quite stable.
Consequently, imports were 4.4% lower (at 275 000 tonnes) in 2012 than in 2011 reaching their
lowest level in the past decade and failing to make up for low domestic supply. In 2013, EU imports
from third countries will grow by 10.6%, with rising shipments from Brazil and Uruguay, while
volumes from Argentina (despite some expected recovery in production) will contract further.
It is in this context of growth of imports that the Australia should fit, entering the market and
carve out new types of products, as well, a unique market niche.
EU consumers eat roughly 35 million tonnes each year of the various meat types. This amounts
to around 92 kilograms per head per year on average (plus 5 kg per head of edible offals).
Assuming that, we can suppose a percentage of 15% of kangaroo meats consume by the
European, that it means:
15% of 92 kg (per head per year) = 13.8 kg
The price per kg is $19.20 x 13.8 kg = $ 264.96 > annual expenditure per head the traditional
European family consists of 4 people $ 264.96 x4 = 1,059.84 $per family per year.
The 15% of 35 million tonnes is 5.25 million tonnes hypothetical consume of kangaroo meat
per year in EU.
1 tonne = 1,000 kg
5.25 million tonne = 5,250,000,000 kg
5,250,000,000 kg x 19.20$/kg = 100 800 000 000 $ > annual revenue
Assuming all above we can say that could be a potential annual profit of approximately 101
billion dollars for the export of kangaroo meat in Europe.
8. Legality
The Key rules on the import of fresh meat and meat products into the EU is that the Countries
of origin must be on a positive list of eligible countries, as said above. The eligibility criteria are:
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Exporting third countries must have a Competent Authority which is in charge of the
inspection and certification of veterinary and general hygiene conditions
The country or region of origin must fulfil the relevant Animal Health standards
The national authorities must also guarantee that the Hygiene and Public Health requirements
are met and that a monitoring system is in place to verify compliance with the maximum permitted
level of residues of veterinary medicines, pesticides and contaminants.
Imports are only authorized from Approved Establishments (e.g. slaughterhouses, cold stores,
processing plants), for which the national authorities have submitted guarantees
An inspection of the Commissions Food and Veterinary Office is necessary to confirm

compliance.
9. Trade Barriers
The meat of any species of kangaroo in Australia occurs wild animals, and since 2010 has been
exported to over 55 countries worldwide.
Kangaroo meat for human consumption legalized in South Australia in 1980, and in all other
states of Australia in 1993, is limited in availability, although consumption in Australia is becoming
more widespread. However, only 14.5% of Australians were reported in 2008 by eating kangaroo
meat at least four times a year. Many supermarkets now include Australian kangaroo meat including
steaks, minced meat and 'kanga Bangas' (decanguro sausages). Some restaurants in Australia serve
kangaroo meat
Kangaroo meat has been exported since 1959. Seventy percent of kangaroo meat is exported,
mainly to the European market: Germany and France and sold in supermarkets in England before the
suspension of imports of kangaroo. This meat in Russia, is widely used in Russian smallgoods. In 2008,
the industry was worth about US $ 250-270 million a year and offered around 4,000 jobs in Australia.
This meat is also transformed into dog food. Is a greener meat industry than sheep or cattle
breeding as kangaroos do not require much power, they are well adapted to drought, and do not
destroy the roots of native grasses. However kangaroos agriculture is economically unattractive
because of the initial costs and the inability of the culture product to compete economically against
those killed by hunters under the government quota system animals.
The cangantarinismo is a recent practice of following a diet that excludes meat, exept the
kangaroo, environmental and ethical reasons. Several Australian newspapers wrote about the
neologism "cangantarinismo" in February 2010, describing it as a vegetarian diet with the addition of
kangaroo meat as an option with environmental benefits, and kangaroos require little food and water
for their development and produce very little methane (a greenhouse gas), unlike cattle.
Cangantarinismo advocates also choose this meat because the Australian Kangaroos live natural lives,
eat organic food, and killed humanely. For similar reasons, Australians have discussed eating only
meat Australian wild camels.
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10.
Cultural Barriers
Traditionally in Europe has always eaten veal, pork, lamb, chicken and game, and only in recent
decades has spread to the alternative meat, seeing in the supermarkets exposed meat of ostrich,
horse, buffalo, and recently even kangaroo.
Spanish haute cuisine, the 'media coverage' of gastronomy, the extent of restoration quality
makes exotic meats have good acoguida among Spanish consumers. Bison tenderloin, alligator tail, leg
buffalo, impala chops, babilla zebra, gazelle tenderloin ... are already in some tables. There are more
than 50 varieties of exotic meats, whose consumption has increased markedly in recent years. And
with varied prices. In Spain we eat whatever, as the saying goes, "Everything runs or flies ... nothing
casserole." Why Kanguroo meat has great potential in the Spanish gastronomy.
11.
Conclusion
The consumption of meat on EU and Spain is increasing, and that create the new opportunities
for export. EU is not the new emerging markets but the consumption of meat in Spain is higher than
the EU average. This is the business opportunity, especially for new types of meats.
The market for kangaroo meat is still underdeveloped in EU, then we identified an important
market gap that also means low competition and potential high profit. then with a positive
contribution to the Spanish gastronomic culture kangaroo integration could be grown quickly in the
Spanish market. One of the key process will ensure that customers want to consume kangaroo meat
weekly and not as a novelty.
12.
Recommendations
Kangaroo is one of the healthiest meats around. The farming of our native meat has little to no
impact on the environment, it's cheap to buy compared to beef and lamb and when you know what to
do with it, the taste is delicious. Unfortunately, negative perceptions towards this nutritionally
valuable meat have slowed down what should be a burgeoning industry, but with increased
nutritional awareness and stringent hygiene measures in place.
The first is see kangaroo meat consumption more normal rather than a curiosity, that carries
health benefits and has a wide variety of uses. To make kangaroo meat and meat products more
visible to consumers as an easy to prepare, inviting alternative to mainstream meats, the industry
should work with manufacturers and retailers to develop and test sample products.
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Kangaroo mince presents the greatest potential increase in volume of kangaroo manufactured
meat as a substitute for mainstream products (for example burger).
13.
Appendices
Here are some of the impressive features of kangaroo meat:

OPEN RANGE MEAT: Kangaroos arent farmed. Theyre open range animals and harvested
in their own environment. So what you get is a lean red meat thats free from antibiotics,
added growth hormones and added chemicals.
o
ENERGY: Kangaroo meat has a kilojoule content that compares favourably to other lean
red meats.
o
PROTEIN: Kangaroo meat is a terrific source of high-quality protein.
o
FAT: Kangaroo meat is impressively low in fat, with less than 2% fat. Whats more, its low
in undesirable saturated fats.
o
OMEGA-3: Kangaroo meat is a source of heart-friendly omega-3s.
o
CLA: Kangaroo meat naturally contains Conjugated Linoleic Acid (CLA) yet another
bonus for our wellbeing.
o
MINERALS: Kangaroo meat is a particularly good source of the must-have minerals iron
and zinc.
o
VITAMINS: Kangaroo meat is a good source of valuable B-group vitamins, including
Vitamin B12, Vitamin B6, niacin, riboflavin and thiamin.
o
TICK OF APPROVAL: The National Heart Foundation Tick has been granted to a large
range of Macro Meats Gourmet Game kangaroo products.
Lets take a look in a little more detail at what this versatile, tasty and nutritious game meat has to offer:
o
Page 25 of 34
OPEN RANGE MEAT

Kangaroos are open range animals and the meat we eat is not farmed. In fact, kangaroos exist
over extensive pastoral areas of Australia and they are harvested in their own environment. Therefore
kangaroo meat is never exposed to human intervention, antibiotics, added growth hormones or added
chemicals. Its the ultimate clean meat the way we were meant to eat it.
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ENERGY CONTENT
As they say, the Aussie kangaroo is a lean, mean, fighting machine. These animals are super
active and graze on natural foliage, which produces a lean, high quality game meat.
The energy content of kangaroo meat stacks up well against other lean and fully-trimmed red
meats. Take a look:
Energy (kilojoules) per 100g of raw meat
Lamb
Beef fillet, steak,
Kangaroo Kangaroo fully
fully
1
2
2
fillet
steak
trimmed trimmed2
Kilojoules (kj) 414kj
419kj
608kj
582kj
C
h
ic
k
e
n
b
r
e
a
st
,
s
ki
n
le
ss
&
le
a
n
2
4
3
8
kj
Now a 150g serving of kangaroo fillet (pre-cooked) typically provides around 620 kilojoules
(thats 148 calories). Lets put this into perspective. If youre an average adult needing 8700 kilojoules
a day, a 150g serving of kangaroo fillet will provide around 7% of your daily energy needs. That leaves
93% of kilojoules to come from other nutritious foods.
Page 27 of 34
PROTEIN
When it comes to high-quality protein, kangaroo meat goes to the top of the list. A 150g serving
of kangaroo fillet (pre-cooked) provides an average adult with 66% of his/her daily protein needs.
Yes, thats right you get two thirds of the protein you need each day in one tasty kangaroo meal.
That must be music to the ears of fitness fanatics trying to gain strength, as protein contributes
to the growth of muscle mass. Whats more, protein helps to tame the appetite beast, so kangaroo
meat is a superb choice for those trying to pull in the belt. Protein curbs the appetite by triggering the
release of certain hormones, which in turn let your brain know the stomach is satisfied. So kangaroo
meat is a certainly a worthy protein hero to include as part of your main meals.
Page 28 of 34
FAT
Its a fact with less than 2% fat, kangaroo meat is a champion lean meat. Even when stacked
up against lean beef, trim lamb and lean chicken breast, kangaroo meat comes up trumps. See for
yourself:
Fat content per 100g of raw meat
Lamb
Beef fillet, steak,
Kangaroo Kangaroo fully
fully
1
1
2
fillet
steak
trimmed trimmed2
Chic
ken
brea
st,
skin
less
&
lean
2
Total fat (g) 1.0
1.4
6.3
5.8
1.6
Saturated
fat (g)
0.6
2.4
2.0
0.5
Trans fat (g) <0.1
0.1
n/a
n/a
n/a
Polyunsat.
fat (g)
0.4
0.2
0.6
0.6
0.3
Monounsat.
fat (g)
0.2
0.5
2.6
2.4
0.7
0.4
< = less than
n/a = not available
To visualise the total amount of fat in a 100g portion of kangaroo meat, picture a metric
teaspoon. Now fill one quarter of that teaspoon with margarine. Thats how little fat there typically is
in a portion of kangaroo meat next to nix!
The good news doesnt stop with the low total fat content of kangaroo meat, but it extends to
the types of fat found within this red meat. You see kangaroo meat is low in undesirable saturated
fats and trans fats the fats we should shy away from. On the flipside, this lean red meat contains
beneficial unsaturated fats, namely monounsaturated and polyunsaturated fats. These good guys
deserve a rightful place in our diet.
The low total fat and saturated fat content of kangaroo meat should be good news to the ears of
all Australians, including health-conscious consumers and those striving to maintain good heart
health.
Page 29 of 34
OMEGA-3S
Omega-3s
Most people associate omega-3 fats with fish. So it may come as a surprise that kangaroo meat is also
a source of omega-3.
Lab tests3 carried out on samples of Macro Meats Gourmet Game kangaroo fillet and kangaroo
steak has confirmed kangaroo meat contains omega-3. More specifically, roo meat contains the longchain omega-3 fatty acids DHA and EPA. These important omega-3s work together to support heart
health.
Its just another good reason to enjoy kangaroo meat regularly as part of your family meals.
Page 30 of 34
CONJUGATED LINOLEIC ACID (CLA)

Conjugated linoleic acid (CLA) refers to a group of chemicals found in linoleic acid an omega6 fatty acid. Technical jargon aside, it deserves a special mention as recent lab test results3 show
kangaroo meat contains CLA. In fact, a 150g serving of kangaroo fillet contains on average 11mg CLA.
The same serving size of kangaroo steak contains on average 9mg CLA.
CLA has been shown to benefit our wellbeing and have specific positive effects. Its a growing
area of research which we will no doubt hear more about in the near future. Regularly eating
kangaroo meat, as part of a healthy and balanced diet, is a natural way to give your diet a little CLA
boost.
Page 31 of 34
IRON
The creators of Popeye the Sailor should have made Popeye tuck into a meal of kangaroo meat
to boost iron and energy reserves, before helping to save the day. Iron helps our body produce energy
and it plays an important role in transporting oxygen around the body. This must-have mineral also
works to keep our immune system strong and it wards off fatigue and tiredness.
Kangaroo meat is a particularly good source of iron. In fact, if youre an adult, youll meet one
third of your daily iron needs every time you tuck into a delicious 150g kangaroo steak.
So household food preparers listen up adding kangaroo meat to your weekly shopping list is
an easy way to inject a good dose of iron into your family meals. Win the family over with sensational
recipes from our website and soon the whole family will be begging you for more.
Page 32 of 34
ZINC
When you think zinc, you probably think of the iconic Australian white stuff thats applied to
your nose to keep those powerful sunrays at bay. The type of zinc being referred to here is dietary
zinc a mineral thats essential for growth and development, for wound healing and for a strong
immune system. Zinc works to keep us looking good too by maintaining our hair and nails and
protecting our cells from free radical damage.
The good news is kangaroo meat is a good source of this important mineral. Indeed, if youre an
adult, a 150g serving of kangaroo fillet (pre-cooked) will provide you with over a quarter of your daily
zinc needs. The other good news is that the zinc found in animal foods, like red meat and seafood, is
better absorbed than the zinc from plant foods. So when it comes to adding some zing to your
immune system and healing ability, a meal of kangaroo meat should be top of mind.
Page 33 of 34
B-GROUP VITAMINS
Kangaroo meat is an important source of B-group vitamins, especially Vitamin B12, Vitamin B6,
niacin, riboflavin and thiamin. In fact, youll be amazed as to what a 150g serving of kangaroo loin
fillet (pre-cooked) provides:
Well over 100% of the Recommended Dietary Intake (RDI) forVITAMIN B12. It helps our cells
divide in a typical fashion and it plays a role in producing normal red blood cells. This B-group
vitamin also works to maintain good operations of our nervous system and immune system.
o
An impressive 80% of the RDI for VITAMIN B6. This vitamin helps to release energy from the
protein we eat. It also lends a hand to manufacture normal red blood cells and it works to keep our
nervous system and immune system working as it should.
o
Two thirds (63%) of the RDI for NIACIN. Niacin helps to release energy from food and its
necessary for normal nervous system functions and skin structure. It helps us feel alert and alive by
reducing fatigue and tiredness.
o
Over one third (36%) of the RDI for RIBOFLAVIN. Riboflavin plays a role in transporting iron
around the body. It also helps to release energy from food and it lends a hand to maintain normal skin
and eyesight.
o
Almost one third (30%) of the RDI for THIAMIN. This B-group vitamin is necessary for normal
energy production, meaning it helps to release energy from the food we eat. Its also needed for our
heart and nervous system to function normally.
o
Page 34 of 34

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Assessment Materials

BSBRES401 Analyse and

Task 1. Marketing Strategy Analysis

Task 2. Research Report

Task 3. Marketing Strategy Report

NOTE: If this is a group assignment, each member of your group must

ILSC Business College

BSBMKG415 & BSBRES401 Assessment V1:0615

The other members of my group are:

TASK 1 MARKING SHEET

TASK 2 MARKING SHEET

TASK 3 MARKING SHEET

ILSC Business College

BSBMKG415 & BSBRES401 Assessment V1:0615

Did the candidate:

ILSC Business College

BSBMKG415 & BSBRES401 Assessment V1:0615

(see individual tasks & marking guides for more detail)

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NOT YET COMPETENT

BSBMKG415 & BSBRES401 Assessment V1:0615

Marketing Strategy Analysis

Assessment description and Requirements

ILSC Business College

BSBMKG415 & BSBRES401 Assessment V1:0615

Assessment description and requirements

Choose one of the seven Australian meat products for export

Consider possible market segments

Research the market in that country for:

ILSC Business College

BSBMKG415 & BSBRES401 Assessment V1:0615

Marketing Strategy Report

Procedure and steps

List and describe the market segments in your market

Conclude by making recommendations giving reasons for your recommendation

Record your sources of information.

BSBMKG415 & BSBRES401 Assessment V1:0615

Present your report

ILSC Business College

BSBMKG415 & BSBRES401 Assessment V1:0615

Marketing Strategy Analysis

Use this template to write your answers:

their target market?

What market advantage did they report on this chosen meat?

BSBMKG415 & BSBRES401 Assessment V1:0615

Which promotional method did they choose?

j. Where exactly did they choose to promote the chosen product?

k. When was the promotion?

l. How many people did they invite to the promotion?

BSBMKG415 & BSBRES401 Assessment V1:0615

ILSC Business College

BSBMKG415 & BSBRES401 Assessment V1:0615

Use this template to write your answers:

Export meat chosen for further research:

Country chosen for further research into market potential:

Market segments identified:

ILSC Business College