Fianl PowerPoint project for Lindsey Fair, International Marketing class. Submitted by Ashlie Morton and Jennifer Spinozzi

1. International Market Entry
Submitted By:Jen Spinozzi and Ashlie Morton

2. Agenda
•Overview of New Zealand
•Overview of Basecamp
•PESTLE Analysis
•Target Market Analysis
•Globalization
•Market Entry
•Competitive Analysis
•Service Plan
•Distribution
•Advertising & Promotion Strategy
•SWOT Analysis
•Conclusion

3. New Zealand
• Island country situated in the southwestern
pacific ocean.
• Only 4 million in population.
• Largest city is Auckland with a population of
370,000
• Government type: parliamentary democracy.
• Renown for its beautiful landscape such as
mountains, volcanoes and rainforests.
• North is subtropical and south is low humidity
with clean air.

4. BASECAMP
•Make a positive difference
•Volunteer program
•Internships
•Learn about developing countries
•Network
•Learn culture and languages
Work with:
Local governments
Non-governmental organizations
International Development
Local Grassroots

5. PESTLE ANALYSE

6. DEMOGRAPHICS
Population: 4,290,347
Age Structure: 0-14 years(20.4%), 15-64years(66.4%),
65years+(13.3%)
Population Growth Rate: 0.882%
Birth Rate: 13.68 births/1,000 population (2011)
Death Rate: 7.15 deaths/1,000 population (2011)
Net Migration Rate: 2.28 mirgants/1000 population
Urban Population: 86%
Rate of Urbanization: 0.9% annual rate
Index mundi.(2011).New zealand demographics. Retrieved
from:http://www.indexmundi.com/new_zealand/demographics_profile.html

7. PSYCHOGRAPHIC
Freedom From Corruption: 93.0
Investment Freedom:75.5
Trade Freedom: 86.8
Education: Early childhood, primary &
secondary,
tertiary education
Social Mobility:Most small cultures live off land. Most
people are poor.
Employment Patterns:Season due to patterns in horticulture.
Cultural Taboo: Official languages are English and
Maori.
Index mundi.(2011).New zealand demographics. Retrieved
from:http://www.indexmundi.com/new_zealand/demographics_profile.html

8. GLOBALIZATION
• FDI: $560.7 Million
• CPI: 2.3%
• Employment: 63.9%
• Unemployment: 6.5%
• Exchange Rate: 1.6%
Products from new zealand.(2011). Economy of new zealand.
Retrieved from:http://productsfromnz.com/browse_1821

9. GLOBALIZATION
• Well-Educated
• Advancing technology
• High population of educated citizens who speak English
• Trade agreements to export services and products
• New Zealand is well known for attracting people all over the
world for tourism and film production.
• Economic growth has increased 3 percent annually,
• Receiving pressure from inflation
• The opportunity for Basecamp would be helping in the
shortages in the architecture, engineering, health care, higher
education and law enforcements.
New york times.(2006).Managing globalization. Retrieved
from:http://www.nytimes.com/2006/02/14/business/worldbusiness/14iht

10. GLOBALIZATION
Products
• Agriculture Sector
• Leading country in exporting dairy products
• 50 % of total exports are from dairy, meat and wool
• New Zealand supplies over 90 countries with meat
 Sheep (2nd largest producer)
 Timber (2nd important industry)
 Crops (grown dramatically)
 Manufacturing (textiles, leather goods, tobacco, rubber)
 Tourism (top earner of foreign exchange)
Products from new zealand.(2011). Economy of new zealand.
Retrieved from:http://productsfromnz.com/browse_1821

11. GLOBALIZATION
• According to the Business R&D graph above, the R&D has not been very successful in New
Zealand. This opens and opportunity for Basecamp to have a goal by increasing the
percentage by helping local businesses improve on strategies get gain a greater return on
investments.
Products from new zealand.(2011). Economy of new zealand. Retrieved
from:http://productsfromnz.com/browse_1821

12. GLOBALIZATION
New Zealand is ranked the number one country where foreign
student come to New Zealand to study and learn more about the
economy and opportunities available.
New Zealand has a high rate of travelers that come visit, due to the
safety and security, warm climate, environmentally friendly and its
inexpensive to visit and study.
New Zealand experiences high flow of migrants, and the immigration
rate has increased which helped the economic growth as for the
immigrants have a higher education.
The treasury.(2011).international connections and productivity. Retrieved From:
http://www.treasury.govt.nz/publications/research-policy/tprp/09-01

13. GLOBALIZATION
The treasury.(2011).international connections and productivity. Retrieved From:
http://www.treasury.govt.nz/publications/research-policy/tprp/09-01

14. Market Entry
How Basecamp Can Use This
International Trade Theory Theory
• We decided to go with • New Zealand’s main exports
Heckscher-Ohlin Model for are forest products such as
our international trade lumber, dairy products, and
theory steel and mining. For
– New Zealand has a lot of
natural resources that they Basecamp to build
can export to other countries. properties, they would be
It is a capital-abundant able to use those natural
country, which can export a
capital-intensive good such as resources.
their natural water, lumber,
and vegetables.

15. Market Entry
Market Entry Strategy
• Strategy: Alliance – New Zealand has only 38% of
their land that isn’t farmed.
– New Zealand has a high
– livestock such as sheep
population but low dominates most of this land.
technological advancement, This doesn’t give us a very big
our best way to build our margin to work with when
business in New Zealand developing new buildings and
would be to build an alliance camps. By building an alliance
with the current businesses with already existing cultures
and tribes in New Zealand. such as the Polynesian and
the Maori, we would be able
to establish a camp and work
with their resources.

16. COMPETITIVE ANALYSIS
Australia
• Fast growing economy in the world
• Mineral exports also grew by 55 percent
• Agriculture-3.8 percent
• Industry 24.9 percent
• Services 71.3 percent
• unemployment rate was 5.192 percent
Economy watch.(2012).Australia Economy. Retrieved from:
http://www.economywatch.com/world_economy/australia/?page=full

17. COMPETITIVE ANALYSIS
Australia
Australia is a major competitor as for the agriculture industry
is also a growing. It’s a fast growing industry and tourism country
where people love to visit and work.
Economy watch.(2012).Australia Economy. Retrieved from:
http://www.economywatch.com/world_economy/australia/?page=full

18. COMPETITIVE ANALYSIS
UNITED STATES
• GDP 15 trillion dollars
• Growth rate 1.5% (2011 est.)
• Agriculture: 1.2%
• Industry: 22.1%
• Services: 76.7% (2011 est.)
Central intellegence agency.(2011). The world factbook. Retrieved from:
https://www.cia.gov/library/publications/the-world-factbook/geos/us.html

19. COMPETITION ANALYSIS
UNITED STATES
• Farming, forestry, and fishing 0.7% manufacturing, extraction,
transportation, and crafts: 20.3%
• Managerial, professional, and technical: 37.3%
• Sales and office: 24.2%
• Other services: 17.6%
Central intellegence agency.(2011). The world factbook. Retrieved from:
https://www.cia.gov/library/publications/the-world-factbook/geos/us.html

20. COMPETITION ANALYSIS
UNITED STATES
With all the similarities in the laws and government regulations,
The United States is a major competitor. The United States has a
strong agriculture industry and very advanced technology that
has been increasing the country’s GDP.

21. COMPETITION ANALYSIS
RED CROSS
• The Red Cross is a major competitor, for they also do
volunteer work abroad
• Red Cross helps countries that had major disasters and need
help to recover
• Raise money and awareness
• Mission to improve lives
• Independent

22. Service Plan
Service mode: ability to help • Country of Origin Effects
international students or – Main products New Zealand
others make a difference in could offer people coming to
New Zealand by Basecamp would be: breath
volunteering. taking scenery, technology
free culture, new
Process: apply within architecture, untouched
Basecamp offices in Canada landscape.
and set up contract to work
in New Zealand
Pricing: has yet to be
established due to
unattainable research.
Basecamp average price is
$2595.00

23. Service Plan
• Challenges of Marketing a Service Abroad:
– Current tribes and cultures may not be willing to
share land
– Cultures may not like having another countries
business “disrupting the peace” of their current
environment
– Laws and regulations
– Government corruption

24. DISTRIBUTION
• Distribution channels help the New Zealand market grow by 5
billion in technology exports.
• Tourism has helped build a distribution relationship with New
Zealand.
• New Zealand currently does not have a grey market, as so all
products and services provide a positive and beneficial
outlook on the country.
• A website is already set up for North American and European
students who would like to register for this.
• We are going to make this website registrations accessible to
anyone within our target market.
Distribution channels. (2009). New Zealand. Retrieved from:
http://www.keanewzealand.com/new-zealand/news/using-distribution-channels-
grow-market-share

25. Advertising Strategy
• Basecamp should keep all advertising simple
in this country.
• General language is English but many tribes
have a broken/ adapted English
• Positioning Difference: one of the first
businesses to do this in New Zealand. We
promise the best cultural and educational
experience possible.

26. Advertising Strategy
• Where:
– Any big countries such as Canada, United States, and Europe, who have a
disposable income and willing to spend the $3000 on this trip and experience.
– Post-secondary schools and high schools are the perfect place to reach our
target market: students
• When
– During the school year and as soon as the school year is about to end. So
September – June.
• Why
– Students are at the perfect age where they want to experience new
adventures and have no major responsibilities such as mortgage or children
that are holding them back from these kinds of trips.
• Who
– Students with a disposable income and the ability and will to volunteer and
experience something new in a new culture.

27. Challenges in Advertising Strategy
Challenge Solution
• Not enough people register • Set a goal and make sure to
reach your target
• With the right research, this
• Advertising to the wrong problem can be avoided
target market
• Set up advertisements
• Not being able to reach closet to the biggest area
proper target market and reach of target market
at lowest cost

28. S.W.O.T

29. S.W.O.T
Based on the opportunities that are available for New
Zealand to explore and expand, there is a high chance of
Basecamp to be successful in New Zealand. With village
development and expansion allows for more citizens to
have more jobs and provide shelter to those who are
poor. Basecamp could not only help with the village
expansion but also improve the education of the citizens.
Basecamp can help further the development of the
agricultural development and integrate technology
advancements to produce innovated idea and structure
to improve the economy.

30. CONCLUSION
In conclusion, we have decided that New Zealand is a great
opportunity for business. The high level of business
freedom and labor freedom provides great opportunities
for new business. Citizens also have a high monetary
freedom rate, which means they are able to spend their
money on what they need and want. The education system
is highly developed so educated workers are available.
Most employees work with agriculture due to the seasons
and very fertile land. So any business with any kind of
agricultural requirements will succeed efficiently. New
Zealand also has similar laws regarding customers,
businesses and their employees as Canada, so an
adjustment would not be necessary for our employees to
work there.