Austrade, Frosty Boy, DFAT, 2021 sources.

Frosty Boy is an Australian company which started in 1976 and is based on the Gold Coast, Queensland. The company creates a range of soft serve ice-cream powder products which are sold in Australia and to 61 countries around the world. It is a B2B model socustomers are businesses including global customers such as Burger King and Yum. Other potential business customers may be caf chains, cinema or ice cream chains. Asia is a major market but the company also sells into India, the Philippines and parts of Latin America. Around 75 per cent of the business is in exports. Frosty Boy is overcoming the threat of COVID 19 by launching a new product and forging ahead with plans to export to Africa. The company is looking at expanding its reach into Ghana, Nigeria, Kenya and Egypt. The company is working with Austrade to develop market share for its traditional soft serve range. Expansion into Africa is happening at an 'amazing' pace. "Something that would have probably taken us 12 to 18 months has been pushed into three months," said marketing manager Suzy Wing. The Australian government is funding $A73 million to support Australian farmers and food and agribusiness exporters as part of the Agribusiness Expansion Initiative. Frosty Boy Managing director Dirk Pretorius describes the company as focusing on a niche market. Frosty Boymostly sources its ingredients in Australia and customizes its products around the world, in some instances inventing new products for markets.For instance there are more than 75 vanilla recipes used for different global customers. The company has partnered with food equipment manufacturers such as Taylor, Carpigiani and Smach. Frosty Boy is constantly working on new ideas, products and new ways of delivery. The company has discovereda way to extend the meltdown life of its iconic soft-serve ice creams so they hold their shape for 20 minutes. This product helped preserve sales during the COVID-19 pandemic in Australia when home deliveries were required rather than in-store purchases. Frosty Boy undertook extensive testing on the formulation, shelf life, cooling methods, packaging and delivery to achieve the 'extended meltdown' result. Ensuring the process is robust and transferrable across the global network is crucial. "We have thousands of customers using the product every day around the world. They have different makes of soft serve machines, different ages," said Mr Pretorius. "So every formulation we develop we test thoroughly to make sure it is robust enough to work in any machine." He says the whole game has changed since COVID 19 struck. "It is not only flavour profiles, it is how you can get the product to the consumer."

Question

Analyse information in the case in terms of the Wheel of International Marketing model. Consider any opportunities or challenges in NIGERIA. Should Frosty Boy pursue this market?

Note: focus on only forsty boy products, not the company's other brands

Consider the uncontrollable forces such as, social, cultural, political/legal, geography/infrastrcutre forces