Requirement: This assignment requires you to undertake the process of analysing one organisation and its operating environments from a marketing perspective. And then apply the learning from lecture 1-10 in the development of marketing strategy. You will provide an overview of this organisation, as well as detail the type of orientation towards marketing it takes. You are also required to examine and analyse the context and environments in which this organisation operates (its industry and the macro-environmental forces impacting on the industry).
The report must address the following issues: **Please note: It is recommended that you follow the outline presented below and answer each question as it is presented.
Provide a brief description of this organisation and the industry to which it belongs. You may also want to include in this description any mission statements, value statements or ‘slogans’ that this organisation utilizes to communicate its purpose. In describing this organisation, please also identify its orientation towards marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have identified this specific orientation. Finally, include a brief description of the product(s) this organisation offers the market. And comment on what role the brand has in this organisation’s marketing strategy.
Analyse each of the 5Cs for this organisation:
- Company – what are the strengths and key resources, what are some of the weaknesses? What are the opportunities and threats?
- Customers – who is the company serving and what type of behaviour is ‘typical’ from them?
- Collaborators – describe their suppliers, distributors or other partners that help the company to deliver their products to the market? If company doesn’t have any – explain why it is not necessary.
- Competitors – who are the current main competitors, are there any potential new threats or new entrants to the marketplace?
- Context – what other factors affect this organisation (e.g., legal, political, technological, etc.)?
How does the firm go about collecting information (e.g., market research, market intelligence, etc.) about the 5Cs? For example, how does it learn about?
- What customers want?
- Which competitors pose a threat?
- How the context of business is changing, if at all?
- What role collaborators play in the process?
Issue 4: Developing marketing strategy
Based on the market analyses, outline potential market segments that are available to the chosen organisation. Recommend and justify:
- a choice of target market(/s)
- a value proposition for the target market(/s).
- a positioning statement for the target market(/s).
Issue 5: Developing marketing tactics
Recommend and justify a detailed marketing mix (4-7Ps) to support the marketing strategy described in Issue 4.
In all cases, please remember to justify your argument(s) in this assignment by explaining and providing reasoned arguments for why you have formed your views. Please ensure that you support your arguments by explicitly applying and drawing insights and conclusions from relevant marketing models, concepts and theory covered in the course to date. Do not simply rely on offering personal conjecture or opinions.
Baiada Poultry Pty ltd. is the company that operates in the Australia in the poultry industry. This company focuses on providing the quality products to the customers in Australia. The operation on which the businesses is based on are Breeder frames, hatcheries, feed milling, protein recovery, broiler etc. there are range of the products that the company serves to the customers. Some of the products are fertile eggs, poultry stock, breeding stock, chicken, processed chicken, etc. the headquarters of the company is in Sydney (Baiada.com.au., 2017). The company runs its operation with a very simple aim of providing the customers with the quality products as well as with the great services. As far as the company’s values and beliefs are concerned, the company believes in ethical and moral conduct by every Indi dual that is associated with the firm. This company employs around 2200 people and is one of the leading firms in the poultry industry of Australia accounts for around 20% of the total market share. As far as the poultry industry of Australia is concerned, it has been analyzed that the industry is very young in nature as the first farm in Australia has been established just 40 years back (Lancaster and Massingham, 2001). The major producers in this industry of Australia are Baiada poultry and the second one is Ingham’s enterprise. Both of these companies serve the market of Australia and New Zealand with their products.
Strength: Baiada poultry is one of the leading firms in the Australia in the industry of poultry and farms. The company’s strength lies in its value bad beliefs to provide the best quality products to the customers. It is the company that caters the customers of Australia with the premium quality poultry products. The ethical and moral beliefs of the company also help in making its brand image positive. Strength of the company is its range of products (Ramachandra, Chandrashekara and Shivakumar, 2010). The company serves the market with the poultry products along with some non-poultry products as well.
Weakness: The major weakness that the company has is because of the industry it operates in, the animal rights committees frequently raise some of the claims on the industry and thus as the company is one of the leading firms so it has to face all the allegations which may rupture the image and the business of the company (Sheehan, 2011). Another major weakness the company is facing is its brand image that is ruined by the case which talks about the unfair employee practices in the company. It has been identified that the company is paying half of the wages to the foreign workers from Taiwan.
Opportunities: It is very much required for the company to enhance the customer’s loyalty. This can be done by providing more and more better services to the customers (Curll, 2015). Another opportunity that is available for the company is increasing the B2B sales of the company. This increases the production of the company and leads to reduction in cites, it also helps the customers to get the products in lower process. It acts as the win situation for both, the company and the individual customers.
Threats: the biggest threat is the company called Ingham’s that is the closest competitor of the company. Both the company share almost equal market share and thus are always in race with each there. Anther threat for the company is the eating habits of the people. Most of the people these days are turning vegans in terms of getting healthier food and this affect the business of poultry products such as chicken, meat and eggs.
As far as the customers of Baiada poultry are concerned, it has been analyzed that the switching cost in this industry is very low (Winer and Dhar, 2014). This is because the products that are sold are very similar and homogenous in nature. There are many factors that affect the customer’s behavior or purchase decision. The heath concern is the major factors. Customers try to buy these poultry products from the places which are more clean and hygienic. The customers of Baiada prefers to buy the chicken and meat products from the supermarket only but in case of eggs, the customers are not so much conscious and they buy the eggs from random shops. The customer behavior and the purchase decision also depend on the season. If there is a season of illness and allergies, then the customers does not prefer to buy the poultry products because they may have the fear of getting ill and allergic.
Collaborators involves the study of suppliers, distributor send the partners. As far as Baida is concerned, the company is highly dependent on its packaging suppliers and distributors. The packaging suppliers of the company are required in order to package the food properly so that it cannot get rot early (Aaker, Kumar and Day, 2008). The packaging of the products is the main factor that affects the freshness of the products. Thus, maintaining the good relation with the suppliers is very essential for the company. As far as distributor are concerned, Baiada has many distributes who helps the company in distributing their products to the customers. The major distributors of Baida are Bidvest, Combined Food Service of Australia, Countrywide, findfastfood.com. Foodlink, NAFDA, PFD food service.
The above figure suggests that, the biggest competitor for Baiada is Ingham’s. Ingham’s has larger market share in the industry than Baiada. This creates a big tension for the company as it needs to compete with Ingham’s at every point (Armstrong, Kotler, Harker and Brennan, 2012).
Political factors: The poultry industry of Australia is very much interfered by the government of the country. There are many regulatory that regulate the action of the industry and the countries operating in this industry such as Baiada. In every action such as storage of the poultry products, use of pesticides, transposing poultry, everything is regulated by the government with their partial involvement.
Economic factors: Economy of the county is very much stable (Byrne, 2014). This is the factor that last affects the poultry business as most of the people in Australia are fond of easting the poultry profits such as meat, chicken and eggs. As the disposable income of the people is Australia is very fine so they send much of their income on buying such products.
Social factors: Social factors have a great impact on the purchasing behavior of the people and thus on the sales of poultry products. In Australia most of the people are non-vegetarians and thus spend their income of buying poultry products but these days, some of them are turning vegans die to some of the health issues (Cateora, 2008). This is a negative point for Baiada as people stop buying the poultry product but spending money on vegetables and fruits for gaining nutrients rich diet.
Technological factors: Technological factors that affect the industry or the company are in the form of online marketing. The company is selling its products online and thus proved to be updated with the technology.
Environmental factors: environmental factors are closely related with the sales of poultry products of the company. This is because in the seasons which are not so much favorable for the growth of chicken may restrict their sales. Any epidemic spread of the diseases also obstructs the sales of such products in the country.
Legal factors: The legislation that is related to this industry has range of issues that starts from safety, disease control food quality, and environmental effects (Khusro, Andrew and Nicholas, 2012). The production of eggs and chicken is very much under control of the laws and legal framework that needs to be followed by the countries like Baade. The major debarment that is involved in the legal framework is Department of Agriculture and Food in Western Australia.
The market research for the company can be conducted for analyzing the sales of the company as well as the industry. This helps in analyzing the position of the firm in the market. As far as the Baiada is considered, it is the 2nd leading firm of poultry industry in Australia.
As far as the customer’s wants is considered, it has been analyzed that most of the people in Australia considered chicken as the important part of their diet (Blacker, Kirkpatrick, Rubite, O'rourke and Noormohammadi, 2011). This requires the companies like Baiada to sell the products with high supply in the season of demand. The primary reason for purchasing chicken in the Australian market is its popularity amongst the children.
In terms of competition, the company conducted the market research by analyzing the sales of the competitors and the biggest competitor for the firm is Ingham’s. Ingham’s has 40% of the total market share while Baiada is still in 30’s range. Competitor also poses some of the other threats to the company by attracting more and more people with its marketing strategies.
Contextual factor that affect the business is the environment and the social factors. This is because the preference of the people matters a lot. In case of social factors, the people who are vegan never prefer to eat chicken or poultry products and replace them with some vegetarian diet products that can provide them with the same health (Chan, Van Zwieten, Meszaros, Downie and Joseph, 2008). Environment is another contextual factor as the condition and the favorability of the environment affect the storage and the quality of the product.
As far as the collaborators are concerned, the suppliers and the distributors play a major role. If the company is delivering the quality products to the distributors but they are not selling the products in the right way it clear vicinity then it affects the sales of the products. Packaging suppliers also play a major role in the sales and the market research suggests that Baiada is the company that has great relation with their suppliers mad the food packaged by the suppliers are off high quality that increase the shelf life of the products (Barbut, 2016).
The opportunity that is available for the company is to enhance its sales in the B2B market. This helps the company to increase the profit margin and educe the cost by economies of scale. The economies of scale helps in reduce the per unit production cist of the company.
The company has segmented its market in two segments, one is the business segment and other is the individual customers segment. The target market that needs to be targeted with respect to the above discussed objective for the many would be the business segment. This is because enhancing the business market of term helps in enhancing its profit, income and thus the revenue. The main market or the industry that is the important customer for the company is the restaurant and the hotel businesses. This is because they require the poultry products on the daily basis and in large number (McKay, 2008). Targeting such market helps the company to make a collaborating with some of the hotels that helps the firm to get the regular earnings.
Value proposition: Value proposition is the element that helps in determining the reason behind the sale of the products. It is the value that has been associated with the products that is transferred to the customers who buy the products. The value that has been associated with the poultry of products for the customers is health and taste. The poultry products provide health to the customers is the basic ingredient of any of the dishes. In restaurant and hotel business, the poultry products are require to make their dishes that are their specialty. This is the basic event that provides earning to the restaurant business (Cox and Pavic, 2010). The quality of the poultry products is the main factor that enhances the quality and the taste of the dishes at the restaurants.
Positioning: The positioning statement that can be used to position the product would be “tastier and healthier”. This positioning statement helps in determining the quality of the products.
Recommended marketing mix:
Product: As far as the products in this case are considered, it is chicken and meat that has been offered to the businesses in order to make tasty dishes from them. The products that should be offered to the business needs to be fresh and large in number as well as should have the packaging that can increase its shelf life.
Price: The price strategies that should be used by the country are premium. This is because the company provides premium range products to the customers in terms of quality and anther reason for this strategy is that the business customers who are being targeted in this case have the capability to buy the products at premium prices (Robins and Phillips, 2011). Various offers such as discounts can be feed to the customers in order to take large number of products but the price should be premium.
Place: In this case the place actually does but matters as the large amount of bulk products needs to be transported to the customer (Sivaraman and Turner, 2016). Thus, the company needs to make deals in the exclusive factory outlet and the transportation is done by the company and not by the distributors.
Promotion: The promotion of the products can be done by direct selling. This is because conducting meetings with the purchase department of famous restaurant and hotels needs to be done in order to convince them to provide the quality products to them. Generating the lead by meetings is the only way to promote.
People: People associated with the products are customers, employees and the suppliers. It is required for the company to send the high qualified and trained employee by their side to conduct the meetings is that the lead can be generated (Stanley, Geier, Hughes, Denman and Moore,2013).
Process: In case of processes. The regular process of the company should be conducted but the range is that the distributors or mediators should not be involved. Direct contact with the business customers helps the company to deduct that mediator profit income and results in higher earnings (Loughnan, 2012).
Physical evidence: the physical evidence associated with the products is the packaging of the products and the products itself.
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