International Business of Sanitarium : Case Study
Added on 2020-02-24
13 Pages2744 Words182 Views
INTERNATIONAL BUSINESS – A CASESTUDY ON SANITARIUM1
Table of ContentsIntroduction:....................................................................................................................................3Section 1: Environmental analysis...............................................................................................3Internal environment:...............................................................................................................3External environment:.............................................................................................................4Competitive analysis:...............................................................................................................5Section 2: Marketing plan............................................................................................................6Step 1: Market Research..........................................................................................................6Step 2: Segmentation...............................................................................................................6Step 3: Targeting......................................................................................................................7Step 4: Marketing mix.............................................................................................................8Step 5: Positioning strategy.....................................................................................................8Step 6: Implementation plan....................................................................................................9Step 7: Identification of barriers............................................................................................10Step 8: Monitoring and control..............................................................................................10Step 9: Contingency planning................................................................................................10Section 3: Stakeholder engagement...........................................................................................11Step 1: Stakeholders..............................................................................................................11Step 2: Importance of employee engagement........................................................................11Step 3: Approaches of engagement.......................................................................................11References......................................................................................................................................122
Introduction:A report is to be compiled on the New Zealand based leading breakfast cereal of Sanitarium toconduct an environmental analysis of the organization on the line of its internal, external andcompetitive analysis. Again a marketing plan would be conducted to increase its presence in theAuckland market to meet the demand of Weet Bix. Lastly, the report would also run astakeholder engagement program to demonstrate the effective communication skills for thecompany. Section 1: Environmental analysisThe environmental analysis of Sanitarium would be drawn on the basis of the internalenvironment, external environment, and competitive analysis. Internal environment:The McKinsey 7S framework has been defined to analyze the internal environment ofSanitarium. This particular model would be very much helpful in improving the performance ofthe organization, study the likely effects of the futuristic changes and implementation of theproposed strategy [ CITATION Fox14 \l 1033 ]. It contains the hard or soft elements categorizedas hard or soft elements. Figure 1: McKinsey 7S FrameworkSource: [ CITATION Fox14 \l 1033 ]3
Hard elements are that of the strategy, structure, and systems: Strategy – Sanitarium strategies to establish a competitive advantage over the market byoffering the fellow New Zealanders the natural and wholesome foods with naturalflavors and goodness. Structure – Sanitarium has a firm structure that is open to changes and quite flexible toadopt the new things and implement the same in its business scope [ CITATION Ede13 \l 1033 ].Systems – The employees of the organization are actively engaged in the daily businessoperations and processes to complete the task. Soft elements in the model are shared values, skills, style, and staffs: Shared values – Sanitarium stands apart in the crowd by offering the market healthy andinnovative breakfast and soy foods keeping away from the genetically modifiedingredients [ CITATION Las12 \l 1033 ]. Style – The organization follows a democratic style of leadership.Staff – Sanitarium has a pool of skilled and efficient employees to contemplate theorganizational goals. Skills – The use of biotechnology in the business scope of Sanitarium would enable thecompetencies of the company to bring out healthy and nutritious foods [ CITATIONNoo12 \l 1033 ]. External environment:The external environment of Sanitarium would be expressed by the Pestle Analysis –Political – The pressure groups and New Zealand state policies influence the populationand the authorities along with a range of decisions to disrupt the progress and brandimage of Sanitarium.Economic – New Zealand is a developed country with a developed consumer priceindices wherein the food prices tend to rise to meet the current demand of the market.Sanitarium has a higher level of operating cost and need to find out ways to reduce it[ CITATION Dav16 \l 1033 ].4
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