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Essay Airpork Case Study Analysis Report

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Case Study Analysis Report:

“Airpork”
From Zero to Hero: What Next?

August 12th, 12013

Table of Contents:

Executive summary ……………………………. 2

Introduction ……………………………………. 2

Body……………………………………………. 2

Conclusion …………….………………………. 4

References ………..……………………………. 5

Appendices …………………………………….. 6

Executive summary:
“Airpork” is one of the products of APL, Australian Pork Limited, which succeeded to grow its sales drastically within very short period of time. Their success was “a story born out of disaster”, happened even before their advertising campaign started. However, their story did not happen because of opportunity, but based on research of their customers’ needs and wants.

Introduction:
“Airpork” is one of
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Around 1999, “Aussie-Pork” sticker was only identity of Australian pork in Singapore market.
Due to the closure of imports of Malaysian pork into Singapore market, Australian pork industry had their first big window to enter the market.
“Airpork” is one of APL products, which was specially produced and promoted only for Singaporean customers. “Airpork” are air-freighted to Singapore daily. The name “Airpork” is translated as “Fresh Treasure” in local language and promoted as “healthy and nutritious”. Its sales are done only through specific few retailers. Its sales increased radically within a year from A$ 200,000 to A$113 millions. Even though, the success is remarkable, there are different changes in the market that shall be considered for “Airporks” future.
Internal Strength of “Airpork” * High standard of quality, hygiene in the origin of the production * Pig production in disease free geographical area * “Air-freighted” products that are fresh as newly slaughtered meat * Strong R&D support, deep study of Singaporean market * Limited retailing stores, which enables close control of quality and standards * Hygienically and ready to use packed goods * Australian Pork Industry Quality Program, where pig meat going for export had to meet: biological, chemical, physical, welfare, quality and management standards

Internal Weakness of “Airpork” * Special cooling technology requirement, especially for shipment
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