BlackFella Beef: Sustainable Development Plan

The assignment analyzes a proposed Indigenous Australian business, BlackFella Beef, focusing on their sustainable development plan. Key Performance Indicators (KPIs) are to be evaluated, particularly concerning the company's commitment to returning land, generating positive economic and social impacts for local communities, and ensuring transparency through profit sharing.

MARKET ANALYSIS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Target market description............................................................................................................1
Blue Ocean Strategy ..................................................................................................................1
Customer Journey map ..............................................................................................................2
Value Propositions.......................................................................................................................3
SMART objectives.......................................................................................................................5
7Ps tactical plan...........................................................................................................................6
KPIs and measures for the objectives..........................................................................................8
REFERNCES...................................................................................................................................9

INTRODUCTION
Market analysis is that process which includes qualitative and quantitative assessment of
overall market, looking up to size of marker in terms of volume and value, competition,
economic environment for barriers to regulation and that of entry and of various segments of
customers with their buying habits (Armstron and et.al., 2017). The current report is concerned
with analysis of market of indigenous tourism market of Queensland for introducing beef
products within tourism sector. For this “BlackFella Beef Limited” is taken as social enterprise
which is operated by Western Kangoulu peoples. The whole report will be covering market
analysis with various strategies and 7P’s tactical plan as well.
MAIN BODY
Target market description
Target markets will that that particular group of people or customers who are selected or
aimed by company to sell and make their marketing efforts. Target market could be divided into
specified demographic or geographic area of market. For the BlackFella Beef Limited target
market will be indigeneous population that of Rockhampton, Queensland Australia which is
regarded to as best suited. This target market will be creating positive impact on the people
living within Australia. Other than this main reason will be providing proper supply of food
products and then creating supply chain helping in developing brand name within country. As
there are many cattle property within the land of Australia and cattle are also regarded to as first
people of country (Corey and et.al., 2017). Main purpose or aim of BlackFella Beef will be
giving their people who are residents of Queensland for past 65000 years back their land and
profits made out of beef selling. The target market of BlackFella will be given back their
sustainable living with giving them education, training, purchasing land, income, food and jobs
as well. The specified aim of BlackFella beef will be:
 To provide employment of selling beef for the local residents of Australia
 To provide people with education and training opportunities
 To focus on beef product system in way of providing branded products
 To build wider red meat industry in regional areas
Their main objective will be providing profits back to indigenous people of Australia so
that this could be helping them for the purpose of food, health, education, training and land
purchase as well. For this reason Queensland will be the taken as the target market due to their
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cattle stations. The cattle and cattle man are big and very important part of history of Australia
that too for about 200 years (Faircheallaigh, 2017). Thus within the indigenous tourism market
will be very much interested within learning about the history of Australia, their culture and food
of that is telling story about the BlackFella Beef.
Blue Ocean Strategy
Blue ocean strategy is that which understands the overall market and tend to launch new
set of products and services to a location where there is less or no competition. It is a strategy
which focuses on enrichment of the market and capitalise upon the opportunities available. Blue
ocean will be that market or industry which is not existing in present scenario while they are
about to start new product and grabbing opportunity within market. There will be no sort of rules
or regulation as there is no competition as well so companies are having potential benefit of
exploring market space which is wider and vast. There are many analytical tools and framework
in way of executing and formulating blue ocean strategy for BlackFella Beef Limited.
Figure 1: Value Innovation
[Source: Love, Moore and Warburton, 2017]
For the company it will be included that Value Innovation is the best framework for Blue
Ocean strategy. Under this tool there will be addressing the low cost and differentiation so that
company would be easily creating value for buyers and themselves as well. The value to
customers is calculated from price is deducted from the offering utility as it will be generated
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only from products offering which company is doing it their customers (Love, Moore and
Warburton, 2017). So with the alignment of cost, value to buyer and utility value innovation is
been derived.
Customer Journey map
Customer Journey map will be specifying what all things or feelings a customer will be
going throughout the purchasing or many brands so that they could understand and improve the
customer experience for users. There are various stages which are included with journey of
customer.
Stages- This will be different segment under which the customer’s journey is divided like
browsing or searching, then selecting, consuming and giving feedback as well.
Touch point- It will be the main points which will be essentially touched after watching the
products.
Thoughts- The feelings of customers about beef products
Channels- this will be various channels through which customers could get their product
The brand touch point will be all kind of interaction that is made within brand and its
customers so that experience of customer could be enhanced in proper manner with dealing jobs,
pains and gains.
Key emotions- There is mixed of culture, customs and language within the people of Australia
availability if food is limited so producing beef products will be source of employment.
Jobs- Food industry, red meat industry and tourism market with cattle heading.
Pains- The gap in the first people of Australia existing will be regarding health, education,
training, skills and land as well.
Gains- all sort of profit will be going back to people of Western Kangoulu community in way of
assisting them to be self-reliant and self-funded as well.
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Figure 2: Customer Journey map
[Source: Macniven and et.al., 2018]
Value Propositions
The value proposition is that promise to values that is delivered, acknowledges and
communicated to end use customers based on the product and service which they are using or
purchasing. This is very important part of business strategy to create value proposition so that
company will be easy to satisfy their customers with the product which is being offered to them .
Like in case of BlackFella Beef they will able to create value proposition by giving back the
profits of the social enterprise to the local people of Australia (Macniven and et.al., 2018). There
are many properties in form of cattle and land as they are the native and indigenous people of
Australia. BlackFella will be creating many more opportunities for health, food, education, jobs,
income and purchasing land as well which is helping and creating value proposition for people
living there.
Each and every company need to have their value proposition and then this will call for
reviewing it during the interval of 6 -12 months. The true value proposition of BlackFella Beef
would mean that they are been able to answer the need and want of marketplace (Ramanathan,
and et.al., 2017). This profile have 3 sections that will clearly define and create value for
customer like including compose of job of customer that they are trying to complete, pains or
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negative side which could be faced by them while completing job and then gain which is end
result that too in positive way.
Figure 3: Value Propositions
[Source: Ramanathan, and et.al., 2017]
The job includes like social, personal, functional and support factors. Pains include
obstacle, risk, negative impact or threats which customers could face. So for customers of
BlackFella they will also be creating or identifying job, pain and gains that is in serious need to
been address. Then gain includes expected outcome, positive results and unexpected profits as
well. Then for gain creator will be certified indigenous supply chain so that they are been able to
trace the meat purchase. For business it is important that they are taking care of importance of
the job level, level of intensity of pains and relevance of gain that is resulted. Customer pain is
sustainably living, providing those back with their land, profits made by company, education,
training, food, income and job as well (Sarfati, and et.al., 2018).
These will be linked with the value proposition map of BlackFella like the customer job
with product that they are selling includes table cuts, trim cuts, and ready to eat meat, beef broth,
steaks, protein balls and many more. Customer pain will match with pain relievers including
giving them back profits to people of indigenous Australians. So the value proposition map
describes specified value within the model that is detailed and structured. This will be having 3
parts like products and service, pain reliever and gain creator which is setting off the profile of
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customer that is included. If BlackFella is having or created the fit this shows that they are
perfectly matching both profile of customer with that of value proposition map. This fit could be
achieved by company into 3 stages which are like that of:
1. At first BlackFella will be describing what are the customer job, pain and gains so that
they could be addressing value proposition
2. Then company will presuppose the feedback of customer which is positive
3. Last stage is that about finding what the profitable model of business is.
SMART objectives
In way of addressing the Blue Ocean strategy and Value proposition for the Queensland
and produce beef products for the indigenous tourism sector in the target market of Queensland
for the BlackFella Beef Limited they need to create certain objectives. These objective will be
majorly based SMART goals so that it could be clearly defining what company need to do and
how they could be achieving targets in more efficient manner and on time as well.
In this case of BlackFella the main objective is to successfully produce the beef products
for the tourism sector which includes steaks, trim cuts, and convenience ready to eat beef meals,
protein balls, beef broth and beef jerky (Taylor, Tátrai and Erőss, 2018). Thus it will be
increasing profits of firm within coming 3 year to 30%. As this includes joining hands with all
local people and educating them to provide help to company in form of land and cattle so that
company could be able to given them back their land title purchased, education, food, health,
jobs and training. So the SMART objective which so created for this purpose that will be helping
company to timely achieve their targets and goals.
Specific- This will be including what actually need to be done while achieving the targets.
BlackFella Beef will be starting to sell their beef products to tourism sector creating brand name
with the indigenous people of Australia within coming 3 year and their target market will be that
of Queensland. Thus increasing profits to 30% in coming 3 years will be a specified motive of
company.
Measurable- This target will be measurable in terms of successful giving profits and land back
to the indigenous people and it will be evaluated over 3 years’ bases in every 9 months for
increase in profits up to 30%.
Achievable- This target is very much achievable only with the collaboration and help of
indigenous people of Queensland. As BlackFella beef will be connecting their targets by giving
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training, education and job to the local people living there so that they could be able to give back
profits which company will earn back to the people from whom they will be taking it (Waterton
and Saul, 2018).
Relevant- This objective is very much relevant as people of Australia are living there for more
than 65000 and then they are handling cattle for more than 200 years which means that for them
beef is very much important. So it becomes very much essential that BlackFella is giving back to
the local people what they are taking so that it could be helping them all in variety of manner
which could be done by increasing profits of 30% in coming 3 years.
Time oriented- As such this particular project of BlackFella will not be time oriented but then
also for setting the objective for company it is required to set the time limit according to which
the plan and goal will successfully completed. The time which will be taken to completely run
and organise this project will be around 3 years in increasing profits to 30%. As company will be
connecting with each people of Western Kangoulu so that they could convince indigenous
people about joining hands with BlackFella and assuring that company will be giving back
profits to all people.
7Ps tactical plan
Processes-
The whole process of producing and selling beef products must be very correct and
authentic so that all care takers of cattle in Australia are getting their complete share of profits
from firm. BlackFella beef need to set up their business in Rockhampton Queensland so that they
are been able to introduce beef producing products slowly cook their beef which they will be
selling into markets of country. This must be linked with objective of company which is set for
around 3 years.
Place-
As they will be producing their product in Queensland only which means that the place of
sales will be related to having formed supply chain which must be correct. BlackFella beef
should be certified so that they are been able to give back and trace to the people of Australia.
The company should be making all beef products available to people or their target customers
and market on timely bases with use of best supply chain which will be helping in the profits of
company. The distribution will be done with help of local people as they are having more
knowledge about market and will also get employment.
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Price-
This is the value which customer need to pay for their purchase of product or the value of
company’s product in general (Market analysis, 2018). This should surely be selected with
keeping in mind that product which BlackFella is producing and selling is of very important for
people as the tourist who are coming to Australia will be coming there for food experience. This
will be forming an integral part of tourism market and experience including that of restaurants,
cultural centres, events, chefs, hotels, gift giving and airport retail outlets as well. So price must
be set according to the targets and objectives set by company and with keeping in mind the value
propositions as well. The BlackFella beef will be using Economy pricing strategy that will
decided lower price at initial stages so that they could gain increase in profits.
Promotion-
This is the most important part for company as with giving information to people of
indigenous Australia it will be impossible for them to get higher number of profits. BlackFella
will be promoting their products like that of beef broth, beef jerky, services like that of
indigenous tours, cooking demonstrations and apps. Thus giving them opportunity to grow in
market and grab higher amount of customers as well so that profits is increased and then they are
able to give back their profit to local people. The marketing could be done through local
newspapers and magazines so that they are indulging more number of people into their products
of beef.
Physical environment-
This will be introduction or content of the article or newspaper promotion which will be
done by company so that they are been able to attract more number of customers. BlackFella
Beef Limited will be selling out products of beef within the market of Queensland so it is
important the retail outlet or stores where the product is sold is having goof and positive
environment as well.
People-
All the people or staff members who are to be included or they will be interacting with
customers should be good and having training of how to handle customers as well.
Product-
The product will be including like that of steaks, fresh beef cuts, table cuts, trim cuts,
convenience ready-to-eat beef meals, beef broth, beef jerky, protein balls, beef that may or may
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not be mixed with bush tucker. While the services will be apps, cooking demonstrations,
indigenous tours to beef properties, and other related services. so it is required that they are
producing healthy and quality of products which must be having good packaging as well so that
customers are purchasing it.
KPIs and measures for the objectives
The KPI measures value that is demonstrating effectiveness of company and will be
evaluating success at reaching out targets of company as well. KPI in terms of BlackFella Beef
should be having formulated set targets so that they could be achieving the targets in set time
frame. KPI of BlackFella beef will be its ability to pay back their land which company will be
taking and with this also food, health, education and training will be giving, company will also
be giving back their amount of profits to local people which are included within the KPI of
BlackFella Beef. It is essential that they are tracking the profits and revenue of company in way
of identifying that their goals are been achieved.
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REFERNCES
Books and Journals:
Armstrong, G. and et.al., 2017. Suicidal behaviour in Indigenous compared to non-Indigenous
males in urban and regional Australia: prevalence data suggest disparities increase across
age groups. Australian & New Zealand Journal of Psychiatry. 51(12). pp.1240-1248.
Corey, B. and et.al., 2017. Commercial harvests of saltwater crocodile Crocodylus porosus eggs
by Indigenous people in northern Australia: lessons for long-term viability and
management. Oryx, pp.1-12.
Faircheallaigh, C., 2017. Overcoming severe obstacles to public participation: indigenous people
and impact assessment procedures in Australia. In Public participation and innovations in
community governance (pp. 13-33). Routledge.
Love, P., Moore, M. and Warburton, J., 2017. Nurturing spiritual well‐being among older people
in A ustralia: Drawing on Indigenous and non‐Indigenous way of knowing. Australasian
journal on ageing. 36(3). pp.179-185.
Macniven, R. and et.al., 2018. Bright spots, physical activity investments that work: Indigenous
Marathon Foundation. Br J Sports Med, pp.bjsports-2017.
Ramanathan, G. and et.al., 2017. Analysis of clinical presentation, pathological spectra,
treatment and outcomes of biopsy‐proven acute postinfectious glomerulonephritis in adult
indigenous people of the Northern Territory of Australia. Nephrology. 22(5). pp.403-411.
Sarfati, D. and et.al., 2018. Improving the health of Indigenous people globally. The Lancet
Oncology. 19(6). p.e276.
Taylor, A., Tátrai, P. and Erőss, Á., 2018. Visible minorities in remote areas: a comparative
study of Roma in Hungary and Indigenous people in Australia. Hungarian Geographical
Bulletin. 67(1). pp.43-60.
Waterton, E. and Saul, H., 2018. Unstable relations: Indigenous people and environmentalism in
contemporary Australia.
Online
Market analysis. 2018. [Online] Available through: <https://smallbusiness.chron.com/market-
segment-analysis-58771.html>.
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