Brand Management

In this report, the aim of the discussion will be to position product named BEGA cheese and segment the market for the product. A SOT analysis will be provided to assess the internal and external factors of the environment as well as the process should be monitored and evaluated.

Running head: BRAND MAMAGEMENT
BRAND MAMAGEMENT
Name of the Student
Name of the University
Author Note

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Executive Summary
In this report, the aim of the discussion will be to position product named BEGA cheese the
and segment the market for the product. A SOT analysis will be provided to assess the
internal and external factors of the environment as well as the process should be monitored
and evaluated.

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Table of Contents
Introduction................................................................................................................................3
SWOT Analysis.........................................................................................................................3
Strengths.................................................................................................................................3
Weaknesses............................................................................................................................4
Opportunities..........................................................................................................................4
Threats....................................................................................................................................5
Segmentation..............................................................................................................................5
Positioning..................................................................................................................................6
Conclusion..................................................................................................................................6

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Introduction
In this report, the aim of the discussion will be to position product named BEGA
cheese the and segment the market for the product. A SOT analysis will be provided to assess
the internal and external factors of the environment as well as the process should be
monitored and evaluated.
SWOT Analysis
Bega Cheese is a dairy organization from Australia, from the town of Bega, New
South Wales. The internal and external strategic factors of the business factors of the
organization are (MATIUTI, BOGDAN & MATIUTI, 2014):
Strengths
Product innovation – The company possess a successful track record of developing
new products according to the needs and wants of the customers.
1. Good Returns on Capital Expenditure – The organization is equally successful at
accomplishment of new projects and generation of good returns on capital expenditure by
establishing new revenue streams.
2. Strong distribution network – Bega Cheese has successfully built a reliable
supply chain network over the years which helps to reach the majority of the potential market
of the company.
3. Strong Brand Portfolio – The company has invested a good amount of money to
build a strong brand portfolio. This tends to be very useful when a company wants to expand
into fresh categories of product.

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4. Go to Market strategies – Bega Cheese is also successful in having a successful
go to market strategies.
5. Skilled labor workforce – The company also invested hugely in providing training
of the employees of the organization, and hence it has resulted in having skilled and
motivated employees for the organization.
Weaknesses
1. Research and Development – The spending of the company in the research and
development as compared to its competitors, which is a weakness in the way of product
innovation of the company.
2. High Day Sales Inventory – The organization also add unnecessary costs on
addition of the inventory due to its superior supply chain system, which may hamper the
quality of the products if it is stocked for a good amount of time.
3. Rented Property – A huge amount of money is paid on a significant amount of the
property of the organization which is rented rather than purchasing the property.
4. Low current ratio – Bega cheese has a low current ratio, as they are not able to
meet the short term financial obligations, which may result to have liquidity problems in
future.
5. Integration – The present work culture and structure have resulted in the
deterioration of many mergers which are focused at vertical integration.
Opportunities
1. Internet – Bega cheese has the opportunity to increase its presence in the
ecommerce business as the number of the tech savvy people are increasing day by day.

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2.Social media – The users of social media have increased a lot globally and so the
company can promote their products in the social media platform and interact with the
customers directly and receive feedbacks.
3. Technological developments – Improvements in the technology has helped the
company to reduce the costs and improve the marketing efforts.
4. Population – As the population is increasing day by day, Bega Cheese will have an
opportunity to increase the sales as number of automatic customers will increase.
5. Green government drive – This will help the company to sell its products to
federal as well as state government contractors.
Threats
1. Suppliers – The bargaining power of the suppliers has increased in due course of
time, which resulted in the decrease of the number of suppliers, which will result in the rise in
the costs of input.
2. New entrants – There are many new entrants in the marketplace who are gaining
market share and the potential customers can move from Bega Cheese o these new entrants.
3. Political uncertainties – These can hamper the daily business operations of the
company.
4. Exchange rate – The fluctuations in the exchange rates can affect Bega Cheese
which operates globally, whereas the suppliers are regional.
5. Changes in the consumer tastes – The continuous changes in the needs and
requirements of the customers are a threat to the company as they have to manufacture their
products according to the requirements.

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Segmentation
The brand mainly targets the people of all ages, mainly the working professionals who
look for a healthier diet in their stressful life of them. The younger group of people is also
targeted, who also want to stay healthy in the multidimensional life.
Positioning
The brand positioning of Bega Cheese is given as follows:
The price of the products from Bega Cheese is around $11, whereas the price of its
competitors ranges from $8 to $15. Thus, it helps the company of Bega cheese to attract the
customers as they ate providing the customers with the healthy product and within a moderate
budget which can is achievable for almost all the levels of people in the society.
Monitoring and Evaluation
Bega Cheese need to monitor and evaluate the process of corporate social
responsibilities as well as the approach to sustainability, the sustainability strategies and the

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material issues. They need to monitor the threats and weaknesses of them and on the other
hand they have to evaluate the situations and strategize the plans accordingly in an effective
and efficient way so it will help them to gain the competitive edge over others (Harman et al,
2015).
Conclusion
From the above report, it can be concluded that Bega Cheese has many strengths and
opportunities which they should capitalize on so that it will help them to run the business
operations effectively and efficiently and will help to have a competitive edge over others.

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References
Harman, B., Cunningham, R., Jacobs, B., Measham, T., & Cvitanovic, C. (2015). Engaging
local communities in climate adaptation: a social network perspective from Bega
Valley, New South Wales, Australia.
MATIUTI, M., BOGDAN, A. T., & MATIUTI, C. (2014). Ethnozootechny a Component of
Geoeconomy. Bulletin of the University of Agricultural Sciences & Veterinary
Medicine Cluj-Napoca. Animal Science & Biotechnologies, 71(2).
Smith, C., Wang, E., Zhao, Z., Goodman, N., De Silva, K., Toze, S., ... & Hodgers, L. (2014).
Managing the Long Term Impact of Water Recycling on Irrigated Dairy Farms: The
Bega Cheese Case Study.
Waitt, G., & Gibson, C. (2013). The Spiral Gallery: non-market creativity and belonging in
an Australian country town. Journal of Rural Studies, 30, 75-85.