Strategy Marketing for Manuka Honey: Situational Analysis, Segmentation, and Positioning

RUNNING HEAD: Strategy marketing
Strategy marketing

Strategy marketing
Table of Contents
Introduction.................................................................................................................................................3
Situational analysis......................................................................................................................................3
Market analysis relevant to the business..................................................................................................3
Market size..........................................................................................................................................3
Market structure...................................................................................................................................4
Porter five forces analysis....................................................................................................................4
Market trends.......................................................................................................................................5
Key success factors..............................................................................................................................5
Analysis of macro environment...............................................................................................................5
Pest analysis........................................................................................................................................5
Competitive analysis...............................................................................................................................6
SWOT analysis and Tows analysis..........................................................................................................6
Summary.................................................................................................................................................8
Customer and positioning............................................................................................................................8
Identify and describe two customer segments..........................................................................................8
Difference between the segmentation......................................................................................................9
Positioning strategy...............................................................................................................................10
Conclusion.................................................................................................................................................10
References.................................................................................................................................................11
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Strategy marketing
Introduction
The primary purpose of this task is to portray the ample of information about business
activities and operations of Manuka honey. Manuka honey renders various honey products, skin
care and wound care products. It products are sold through its distribution network in New
Zealand and globally. The paper outlines that how situational analysis is done by Manuka health
to grab the rivalries in the market. Various tools such as pest, SWOT, TOWS, and porter five
forces analysis are done by Manuka honey to measure and identify the external challenges and
risks of the market. The paper also represents that how competitors may affect progress and
targets of Manuka honey. In second phase, the paper outlines that how segmentation is done after
considering future and current trends. Marketing mix and positioning strategy that play a vital
role in maximizing profitability also have been explained in the task.
Monuka honey is one of the biggest brands in the market. Monuka honey is not only a jar
but also it has proven to be dynamic and effective when added to lozenges, face creams and
soaps. Monuka honey products are effective and excellent way to help enhance and improve well
being and health (Manukahoney,2018). Monuka health was incorporated in 2006 and it is a
leader in Monuka honey. The brands of the company include monuka honey, Royal Jelly and
Propolis that helps to capture the living energy of New Zealand nature. The firm works towards
the improvement of personalized services in the competitive market (Manukahealth, 2018).
Situational analysis
Situational analysis is done by the company to identify and analyze the opportunities and
threats of the market. It also helps in eliminating and reducing the risks and challenges of the
market.
Market analysis relevant to the business
Market size
It is noted that market size of New Zealand large and wider. Therefore, the company can
take ample of benefits by selling the honey products in the country. In 2015, New Zealand honey
exports soared 41% therefore, the country benefited from demand for high and effective value
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Strategy marketing
Manuka honey (Morrison, 2016). New Zealand data indicates that the value of honey exports
jumped to $285 million from $202 million (Morrison, 2016). The taste of honey products are
increasing in the country day by day.
Market structure
Aside this, it is noted that market structure of New Zealand is also very unique and
effective for production of honey. Manuka honey production in the country has explored and
expanded speedy in the last few years (Marketresearchfuture, 2018). It is stated that majority of
Manuka honey is now being sold in New Zealand. Apart from this, the price of honey products is
also rising due to increasing the demand of the honey products. Along with this, the popularity of
honey products has spread widely in the country. Honey is a Canterbury based business therefore
it helps in attracting gift market and tourist. Thus, the market structure for honey products is
dynamic (Parliament.nz, 2015).
Porter five forces analysis
Porter five forces analysis is done to cope up with the rivalries in the international
market. Porter five forces analysis for Manuka honey has been discussed below.
Threats of new entrants: There is no threat for new entrants in the country because the
company is maintaining brand loyalty in the market.
Threat of substitute: The threat of substitute would be high if other alternatives available too.
Manuka honey does not compromise the quality of the products and have fixed the competitive
rates. The company can won the trust of the customers if it provides good quality of honey
products to the customers.
Competitive rivalry: There are various competitors of Manuka honey in the marketplace. The
competitors may affect the growth and success of the company. The price of Manuka honey is
low as compared to its rivalries.
Bargaining power of buyers: The bargaining power is high in the hands of buyers. The
company is using innovative and dynamic strategies to stand out against the competitors in the
market.
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