K.TBD.2501 - Targeted Business Development - Korea FY25
| Project start date: | 11 July 2024 |
| Project end date: | 30 June 2025 |
| Publication date: | 30 January 2026 |
| Project status: | In progress |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Lamb |
Summary
The retail and foodservice segments in Korea represent a significant opportunity for Australia, with large and well established online and offline businesses. Changes in consumption behaviours, supply and pricing have impacted both segments considerably. Retail continues to perform strongly both online and offline with a rebalancing having occurred as customers return more regularly to offline stores. As the market improves by the day, the opportunity to grow physical availability, consumer awareness and preference for Australian red meat centres on targeted business development activities. Targeted business development activities focus on connecting with the trade, customer and consumer through a range of support, development and promotional activities to protect and grow Australia's favourable red meat position in market.
Objectives
Our objectives will be achieved through strategic partnerships with major retailers and foodservice customers to deliver targeted business development activities. The scope of activities will include key account management, in-store promotions, sampling, POS fulfilment, menu promotions and trade promotions covering both beef and lamb. Each activity will be designed and executed with strategic partners to ensure consistency of brand message, suitability and will be prioritised for partners supporting Aussie Beef branding. The approach will target key offline, online and trade stakeholders.
More information
| Project manager: | Travis Brown |
| Contact email: | reports@mla.com.au |
