The export earnings from the nut sales are expected to double over the next 10 years. In light of this fact the Suncoast Gold Macadamias (Aust) limited which is one of the largest producers of Macademia nuts and the seller of the nut and products that are derived from the nuts. The company wants to expand its business in the Asian market. The target countries that the company has chosen for the entry into the Asian market the two countries of India and Africa. Both of these countries offer huge potential to any of the companies in terms of expanding into. The major advantages of these countries are their demographic factors and huge customer base. In the course of the report these two countries are compared based on the macroeconomic and micro economic factors to finally arrive at the decision to choose one of the countries out of the two.For the purpose of the expansion strategy of the company the goal of the company is to expand into the Asian market. The two countries that can be the starting point for the companies wanting to expand into the Asian market are India and China. These two countries are chosen as they are the ones with the largest demographics. There is a huge population of educated middle class people who can be the ideal customers as they would be eager to buy and taste the new variety of food.The market can be segmented on the basis of geographic segmentation as the people of different geographic area have different tastes and preferences. The geographic segments that have been identified are North, East west and south china (Baquero, Bessler, and Xu, 2013).If one analyzes the FMCG market of the country then it is found that the population of the country is 1 billion. This makes the country one of the largest in terms of consumer spending and purchase power. The FMCG sector is the fourth largest sector in the country. The growth witnessed is about 11% per year (AFS action, 2012.It was found that even during the times of recession the Food and beverage sector in China posted strong growth. However over the last two years the grown in the Chinese FMCG market has fallen. The fall has been from 15.8% to 5. However healthy food and their market continued to grow (Yu, J.As the disposable income of the Chinese has increased they have become more and more sophisticated. Now the people or rather the consumers of the country demand greater
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