Segmenting Targeting and Positioning in Global Markets

Marketing
Management

MARKETING MANAGEMENT 1
Executive Summary
The main objective of this paper is to learn to develop the marketing plan. Nestle has been taken
into consideration for analyzing its current position in Australian market. According to current
analysis, it has been seen that Nestle is the best company in terms of supplying breakfast cereals.
There is also other company that offers the similar food to consumers due to which those gives
the high competition to it. The perceptual map has been used to examine its position in market
and it is observed that the company provides the high quality of food with the high cost.
According to market segmentation, the company target the particular type of consumers that is
why; it is suggested that it has to set some new targets so that it provides more services and gain
the competitive advantage in the market.

MARKETING MANAGEMENT 2
Introduction
Marketing management is the organizational discipline those attentions on the practical
applications of marketing orientations, techniques and methods. The company marketing
resources and activities are considered in marketing management. Marketing activities are
essential for the concern in order to promote the goods and services in the market. There are
different channels that can be used by the companies to promote the goods such as
advertisement, campaigns and the others (Dietrich, Rundle-Thiele, & Kubacki, 2017). In this
report, the discussion is made on the topic of marketing management. Nestle has been taken into
consideration to target the market to increase the volume of sales. Corn Flakes provided by the
company as a cereal product of breakfast for customer has been selected to target the market. In
the beginning of this report, the current situation of the company will be discussed. After that,
factor has been evaluated that affects the consumer’s behavior to buying the products. At the
end, target market of the company has been evaluated.
Overview
Nestle is a swiss multinational company of food and drink. It operates the business in
Switzerland and all over the world. It is the largest food organization in the world in terms of
revenue and other metrics. In Australia, it is also considered as one of the largest food and
beverage companies in terms of revenue and sales. It faced the challenges while expanding the
business at the international market such as social challenge, economic challenges and the others.
It offers the different products related to breakfast such as baby food, coffee and tea, breakfast,
dairy products, ice creams, pet foods and the others. There are 29 Nestle brands those have
annual sales over 1 billion. It has 447 numbers of factories that operates the business in 189

MARKETING MANAGEMENT 3
nations. The workers help the firm to operate the business in the food and beverage market
successful such as it has 352000 numbers of employees in the market. Corn Flakes of the
company are also a major product which is selling by it as a breakfast cereal (Nestle, 2018). The
company produces this product according to requirements of potential consumers and existing
consumers. Health conscious consumers are increasing in Australian market due to which the
demands of Corn Flakes are also increases. There are also some other companies that provides
the Corn Flakes to consumers with the different strategies in the market.
Current market position
The Food and Beverage market of Australia has been increases to US$1855m in the year
2020. It is expected that annual growth rate is 7.9% and the market volume is US$2516m by the
year 2024. The average revenue per users is US$330.42 (Statista, 2018). The statistics depicts
that Australian food market has been growing and it is also observed that health conscious
consumers are also increasing in the market due to which the sales of healthy product has been
increases.
Nestle is one of the largest food and beverage firm in the industry. There are
approximately 4410 number of people that operates the business in Australia and Fiji. It is a
wholly owned subsidiary of the Switzerland which is based on food and beverage manufacturer
(Bloomberg, 2019). Carman’s Fine Foods and Lion are the other companies of Australia that
provides the Corn flakes to customers as their breakfast cereals. The consumers are also
preferred the corn flakes of Carman’s Fine Foods and Lion. Carman’s financial statement
represents that the financial position of the company is strong and its income is $75 million. The
sales revenue of Lion is 4016100 which state that the financial position of the company is high as