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Management Theoretical Business Report

In: Business and Management

Submitted By red95
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I. SITUATION ANALYSIS
Research shows that majority of Australians are consuming ‘junk’ food on a day to day basis, with studies showing that people consumed the equivalent of 32kgs of chocolate per year (BBC News, 2015). With snack foods being well received, Biscoff European Cookie Spread could easily be marketable within Australia. A SWOT analysis (appendix 1) has revealed potential and weaknesses of introducing the new treat into Australia. There are environmental factors that can also affect the introduction of this product.
Macro Environmental Factors:
Social and Cultural Factors: The changes within consumer’ values as well as social trends has the potential to impact on demand of a product. There are many government initiatives currently raising awareness about eating more healthily (Department of Health, 2015), which could impact the demand for the cookie spread.

Demographic: Relates to the forces that make up the market segments, ranging from age, gender, ethnicity, location as well as many other statistics. Changes in the general population need to be considered when marketing the new product, as different segments have different demands (Tischler, 2015).

Micro Environmental Factors:
Competitors: Similar products already in Australia such as Nutella (that has also been made into a snack) and Peanut Butter will provide competition for the Biscoff Cookie Butter coming into Australia. The company will need to analyse competitor’s prices and strategies so that they can provide better benefits and alternatives.

Media: Media attention can ‘make or break’ a business. Positive media for the cookie paste can aid in creating a well-respected brand name for Biscoff Cookie Butter coming into Australia.

II. MARKETING GOAL
A 15% increase in sales by 2018 in QLD and South Australia.

III. MARKETING STRATEGY
Target…...

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