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Robert answered on
Dec 26 2021
Marketing Plan for Aussie Biscuits company
Running Header: Marketing plan for Aussie Biscuits Company
Title: Marketing plan for Aussie Biscuits Company
Presented By:
Presented To:
Date: 16/08/2017
Executive Summary
Aussie Biscuit manufacturing company of Australia is a social enterprise and its operational philosophy is based on social responsibility. The company is providing employment opportunity for the physically disabled persons. The report presents the marketing plan for the company including the strategic issues of concern for marketing success. The marketing plan of the company consists of the elements of the marketing strategy. Macro environmental analysis, Business performance analysis, SWOT, Segmentation and target market analysis are presented. The marketing plan is provided with the marketing objectives along with the situational analysis. Also provided in the report of the marketing mix and discussion. A conclusion presented with a focus on key elements of the plan.
Table of Contents
Executive Summary
2
Table of Contents
3
1.0Introduction
4
1.1About Aussie Biscuit company
4
1.2Marketing plan and significance:
4
2.1Macro Environmental evaluation
5
2.2Micro Environmental evaluation:
5
3.0Business performance Overview:
6
4.0Marketing plan evaluation from SWOT analysis perspective:
6
5.0Segmentation, Targeting and positioning of the products of the company:
6
6.0Marketing objectives
7
7.0Marketing Mix:
7
8.0 Conclusion:
8
9.0 Self-reflection on the social organizations and the possible success of the marketing plan:
10
10.0Appendix
11
11.0 References
12
1.0Introduction
The cu
ent report is the proposal of the marketing plan for Aussies Biscuits Company. The company is well-reputed biscuits manufacturing company in Australia. There are several competitors for the company in the domain and the marketing plan with well-developed marketing strategies makes up an essential strategy of the company for business success. Hence in this connection, a marketing plan is proposed for the company with all the relevance and inclusion of the marketing mix as well as with comprehensive consideration to a range of marketing strategies. The proposed marketing plan for the company is done with all the consideration to the existing market conditions, consideration to the principles (theory) into practice. The report also presented with the assessment of the marketing plan included with effective communication. Apart from this, there is sufficient care taken to include the personal autonomy as well as the accountability in the report. The marketing plan will provide an insight into the marketing mix in the organization which influenced the marketing plan. There is also sufficient consideration presented in the plan towards sustainability, ethics and social justice in the organization. All the information presented here in the report details the strategic approach needed for the business promotion of the Aussies Biscuits company. The company is a social enterprise and the unique characteristics and advantages of the same can be employed in the marketing plan of the company (Baldassa
e, 2016).
1.1About Aussie Biscuit Company
Aussie Biscuit Company is one of the popular biscuit companies in Australia, the marketing plan for the company is prepared in line with the values and the philosophies of the Australia society, which the Aussie biscuit company believed as the core values for the company. The Aussie society believes that caring and delivering mutual respect to each other is one of the most important and essential elements of the company outlook in the Aussie society. Further social responsibility and the social caring and concern are some of the key characteristics which the company believes are part of its social responsibility aspects. Hence in every deeds and strategy, the company employs as part of the marketing initiatives the company considers these issues and works out to provide maximum value to these factors. Aussie biscuits value social responsibility more than anything else and the company utilizes the services of the disabled personnel in the manufacturing of the biscuits from the company. In this connection, the marketing strategy of the company is also contained in promoting the social responsibility commitment and the initiatives taken by the company in the society. These initiatives are expected to enhance the image of the company and in turn, they are expected to contribute to the
and promotion of the Aussie biscuits in the country. In almost all of its manufacturing centres, the company is utilizing the physically handicapped personnel for making the biscuits, it is one of the great social responsibility initiative taken by the company when compared to other companies in the market. Infact rather than understanding the business philosophy of the company, it is more important to know the company grass roots, the company is part of another social service organization, House with no Steps (HWNS). The title of the company itself indicates the commitment of the company towards the social service. The company sounds its moral philosophy in the organizational profile indicating that it is open for anyone to enter the company without obstacles, which indicates that the organization is looking forward to render social service to the destitute (Armstrong, 2015).
1.2Marketing plan and significance:
Increased competition, in general, called for increased towards the marketing of the goods and services. In 21st century companies have become more and more concerned about their business interests and in this connection, there is increased focus on the formulation of the business strategies and cu
ent marketing plan included in its formulation a diverse strategies as applicable to the cu
ent company (Armstrong, 2014).
2.1Macro Environmental evaluation
Aussie Biscuit Company is operating in an arena where there are several similar companies and all of them operating with social responsibility initiatives. Political regulations in the country, legal consequences, Economic considerations, social conditions are favoring the social enterprises and there is scope for Aussie biscuit company also to gain an advantage in this direction.
2.2Micro Environmental evaluation:
Basically, Aussie biscuit company is a fund raising company. There are several other competitors in the market who are working in the same domain of fundraising. However, Aussie company is lagging in its competitive operational models and operational paradigms when compared with several other competitors. For example, the monster cookies are working in the same domain of fundraising, however, it has an edge over Aussie biscuits as it has several
ands. As of now, around 27 types of biscuits are being manufactured by the company and all of them do have equal significance and market value. Hence in this connection, there is a need for the company to think of enhancing its competitive advantages by developing more number of products in its portfolio. This makes Aussie capture much more market than what it is capturing as of now. Healther
ae is another popular company in the market however the specialty of the company is there in making special dietary food for the sake of customers. Customer will be provided with special nutritional diet for their requirements in the form of cookies, but the disadvantage of the company lies in its high-profit percentages. Hence Aussie biscuits need to work on a strategy that consists of products into the nutritional dietary segment as well the product should be cost effective. Such a provision will help the company to market its products. Billy G is another company in the domain that works on to provide the product however at a more affordable price. Hence inorder to tackle these competitors and to retain the edge over them Aussie need to strategically consider issues that may contribute to the company marketability.
· Firstly intrusion...