Report on Digital Marketing- Fonterra company

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student
Name of the University
Author Note

1DIGITAL MARKETING
Executive Summary
This report deals with one of the major dairy firms in the world that is Fonterra. The company
background has been provided in the report, which will help in identifying the establishment of
the company in the world. Apart from that, the strengths and weaknesses of the company has
been identified in an internal manner along with the opportunities and threats that the company
may face externally. This will help the company in understanding its position in the current
market. the report also throws light on the marketing strategies that the company needs to take up
so that it can establish its new product in the market. the right use of the marketing strategies will
help the company in attracting the customers towards the product and building a large base of
customers.

2DIGITAL MARKETING
Table of Contents
Section 1: Introduction....................................................................................................................3
Section 2: SWOT analysis of the company.....................................................................................4
Strengths......................................................................................................................................4
Weaknesses..................................................................................................................................4
Opportunities...............................................................................................................................5
Threat...........................................................................................................................................6
Section 3: Recommendation............................................................................................................6
a) Target Market..........................................................................................................................6
b) New product/ services description..........................................................................................7
c) Marketing mix relevant strategies...........................................................................................8
Price.........................................................................................................................................8
Product.....................................................................................................................................9
Place.......................................................................................................................................10
Promotion..............................................................................................................................10
4. Conclusion.................................................................................................................................11
Reference List................................................................................................................................13

3DIGITAL MARKETING
Section 1: Introduction
Fonterra is one of the leading exporters of dairy products in the world, as they are
responsible for more international trade than the other dairy companies in the world with respect
to the sales turnover. The chain for the company stretches from New Zealand to more than 140
countries, which shows an increase in the consumption of their products by the consumers. The
company started its operations in the early time of the 1800s and has been on a growing spree
since that time. It launched its first cheese company in 1871 by taking help of pooled resources,
which had an annual turnover of 50 tons of cheese. By the beginning of the 19th century, the
majority of the dairy factories that were present in the country were under the co-operatives and
they began to export their products overseas market as well ("Fonterra - The Global Dairy
Industry" 2018).
The company was started by Samuel Mardsen in the year 1814 and it launched its first
brand known as Anchor in the year 1923, the same year when the Dairy Board was established.
In 1935, the government had taken the control of exporting and marketing the dairy products and
felt the need of establishing a board within the country. Therefore, year 2961 saw the creation of
the board, which was named as Dairy Production and Marketing Board. By 2001, Fonterra Co-
Operative Group was formed, which was based on the merger of three dairy firms ("Fonterra -
Our Heritage" 2018).
The headquarters of the company is located in Auckland for New Zealand and in Victoria
for Australia. The company provides one-fifth of the exports that takes place in the country and
is responsible for a 7 percent growth in the Gross Domestic Product of the company. the
company produces and distributes its milk products in national and international countries such