A2 Milks Marketing Strategy

Running head: A2 MILKS MARKETING STRATEGY
A2 MILKS MARKETING STRATEGY
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1A2 MILKS MARKETING STRATEGY
Executive Summary
The significant objective of the report is to provide an analysis of the marketing strategies
adopted by A2 Milk Company in Australia. The study provides a strategic analysis focusing
on the internal and external factors affecting the operations of the company. Additionally, the
marketing of the company has been evaluated using the model of 4 P’s of Marketing mix.
Furthermore, recommendations have also been provided to establish how the current
marketing of the company can be improved. In conclusion, it has been mentioned how A2
Milk Company can retain its position in the market and gain a competitive advantage.

2A2 MILKS MARKETING STRATEGY
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Strategic Analysis...................................................................................................................3
Market Segmentation.........................................................................................................4
Consumer Change..............................................................................................................5
Competitive Responses......................................................................................................5
Prioritization of Limited Resources...................................................................................6
Analysis of External Environment.........................................................................................7
Marketing Analysis using 4 P’s.............................................................................................8
Recommendations......................................................................................................................9
1. Partnerships..............................................................................................................9
2. Improvements in technology...................................................................................9
Conclusion................................................................................................................................10

3A2 MILKS MARKETING STRATEGY
Introduction
The milk and dairy industry in Australia has underwent rapid growth and
development in the recent years owing to the availability high quality resources and a
favorable climate for the production of several farm-based products. A2 Milk Company
(a2MC) is one of the leading milk producing companies in Australia. In the recent years, the
company has underwent a rapid growth owing to its distinguished dairy processing methods
to manufacture the a2 category of milk, suitable for the consumption by infants. This a2
category of milk is processed in a manner to contain only beta-casein protein and not the a1
proteins that were proven to be harmful for human health in the long run. Strategizing means
to develop and enhanced product features and quality has induced increased sales for the
company, therefore positively impacting its productivity and profitability. The following
sections of the report will provide a strategic analysis of the company along with the analysis
of the external environment of the A2 Milk Company.
Discussion
Strategic Analysis
The strategic analysis of A2 Milk Company can be performed using the frameworks
that help in the identification of the internal and external factors that determine the successful
operation of the company in the Australian milk and dairy industry.
Market Segmentation
The process of market segmentation involves the division of the market of the
organization into segments or groups of potential customers. Such segmentation can be
demographic, behavioral, geographic and psychographic. The market segmentation of A2
Milk Company can be evaluated as follows: