Case Study - Korean Food Importers of Canada

You are to read the Case Study - Korean Food Importers of Canada (also enclosed on Blackboard under Assessment Details) and answer the questions relating to the case. Those questions and allocated marks are as follows:

1. What aspects of the Korean honey market are favourable for Korean Food? What aspects of the Korean honey market are unfavourable for Korean Food?

2. What are the key uncertainties in the strategy suggested in the marketing plan? How can these uncertainties be reduced? Is it worth doing so?

3. How could the marketing plan be improved?

4. Kevin Lee opposes Korean Food's expansion into export, on the grounds that they don't really know what they are getting into. Take Kevin Lee's point of view and address the issues he raises.