MCD2050 : Marketing 1 Assignment
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Monash College
Marketing 1 Assignment (MCD2050)
Added on 2020-04-15
MCD2050 : Marketing 1 Assignment
Monash College
Marketing 1 Assignment (MCD2050)
Added on 2020-04-15
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Cover Page (Please fill the title of the essay)(Delete the letters in ‘red’ once the essay is completed)Instructions for saving your file.Save as: Student Number-First Name– Surnamee.g. 123456-John-CitizenStudent Name:Student Number:Assignment: Major Assignment Teacher:Word count:
Introduction:The A2 milk company Limited is an ASX listed company that commercializes in Intellectual property that relates to A2 milk and other milk products for infant formula.A2 platinum premium Infant Formula is based on a unique whey and casein protein blended from the milk of a cow. The Beta Casein protein is guaranteed to be only the naturally occurring A2 type and not A1 (Mencarini, 2013). The product is tailor made for babies and it is rich in key nutrients essential for growth and development (Messenger, 2014). This paper discusses the competitive environment in which the products operate while analyzing the internal and external environment of the product. Target market for the product and the market segmentation for A2 infant formula is also determined and a justification for the same is provided. Market position ofthe product is accompanied with a positioning map to explain how the product is positioned in the market.Environment Analysis:Microenvironment CompetitorsFor many years, A2 Infant milk Limited has operated with little or no competition at all. This is mainly because the company specializes in A2 which involves carrying a lot of research and doing genetic tests to improve on the quality of milk suitable for children. However, in the recentpast,the competition has gone a notch higher with many companies venturing into similar businesses. Some of the companies include Origin Milk in the US, Dean Milk, Lion, and Parmalat Company. Lion and Parmalat is the major competitor of A2 in Australia. A2 Milk
Company still retains a significant first mover advantage and it enjoys good brand image which means that the company is miles ahead of others in the market.CustomersA2 Milk Limited serves a wide range of domestic and International customers. The customers of the product are mainly in Australia and New Zealand with the customers basically being parents of infant children. The company also has licensed products in USA and UK. Products are also exported to the Chinese market which is very lucrative since demand is very high.Macro environmentPolitical factorsSome of the political factors that affect A2 operations and activities include;Political instability in some countries where its products are distributed, bureaucracy and interference by the government in the food and beverage industry, trade regulations and tariffs that are politically motivated, antitrust laws related to Food and beverages. Wage legislation mayalso affect the operations of the company as well as product labeling restrictions that are meant to block out some products.Economic factors
There are a variety of economic factors impacting on A2 milk limited. The company depends on cow milk which comes from various contracted farmers. The productivity of cows depends on seasonality and hence there are seasons where the company fails to produce enough milk to meetthe ever increasing demand in the market. The taxation laws in different countries may affect the planning of the company. Intellectual property rights are not well protected and enacted in some countries and therefore some other companies end up benefiting illegally from the companies` operations. Fluctuating interest rates and varying economic conditions affects A2 limited operations.Social The culture and beliefs of the society in which A2 Milk Company limited operates and sells its products affects the operations of the company. The culture of a society relating to consumption of milk influences greatly the performance of the company in these areas. The attitudes of peopletowards health and environment as well as leasure interests affect A2 infant formula. The education level of a society determines their level of understanding of the importance of A2 formula infant milk. The child care advice and culture of a society determines the probability of a mother offering their child the infant milk.Technological factorsTechnological factors are the factors related to use of technology in production, use, and distribution of a product. Technology is disrupting many industries and this has necessitated innovation for companies to remain relevant and afloat. A2 Milk Company limited depends significantly on gene technology to introduce the A2 protein gene into milk products. There has
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