Marketing Management and Implementation

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Marketing Management and Implementation
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Marketing Management and Implementation
Contents
Section: 1 Introduction...................................................................................................... 3
Company Overview....................................................................................................... 3
Section: 2 Category analysis............................................................................................... 3
Levels of competition.................................................................................................... 3
Category, Size and Growth.............................................................................................. 4
Appendix 1........................................................................................................... 4
Section: 3 Competitive analysis........................................................................................... 4
Product feature analysis.......................................................................................... 4
Appendix 2........................................................................................................... 4
Competitive analysis matrix............................................................................................ 5
Appendix 3........................................................................................................... 5
SWOT analysis............................................................................................................ 5
Conclusion..................................................................................................................... 6
References................................................................................................................. 7

Marketing Management and Implementation
Section: 1 Introduction
Company Overview
Streets Ice-cream is the multinational brand name which is owned by a British Dutch
company, Unilever. The business entity has been termed as the heart brand and also a significant
part of the group Unilever. Dairy farmers are another brand name, which is well-established in
the sector of dairy products and is in long term contract with Streets Ice-cream. The business
corporation has been ranked as one of the leading ice-cream manufacturers in Australia
(Streetsicecream 2017). The entity was founded in Corrimal, New South Wales, in the year 1930
by Edwin “Ted” street and his wife Daisy. A storage-house for the distribution of the products
was set-p by at Bexley and after that, a manufacturing plant was also established in Sydney for
the production of the products. The suburb of Turrela. After 1996, the production process was
moved to Minto. On the basis of the survey, it has been observed that most of the cream-based
products are manufactured in Minto, while water-based products are imported from Asia. Blue
Ribbon, Paddle Pop, Cornetto, Bubble O Bill are considered as some of the key products of the
corporation.
Section: 2 Category analysis
Levels of competition
A contest which can be executed by the individuals, groups etc. for a territory, a market or
location or the resources. The below presented is the level of competition and which can be
adopted by Streets Ice Cream for identifying and analyzing the competitors in the market. The
level of competition can be termed as the Five C’s of competition which is presented as follows:
Competition as Collusion: According to this concept all the competitors are expected to work
together in a coordinated manner so as to control market supply and price (Hollensen, 2015). In
simpler terms collusion is fixing the process and supply for the products and this is also
considered as an illegal offense in a number of regions. For instance, Streets Ice-Creams can
come together with Peter’s which is one of the biggest competitors of the entity, so as to fix the
prices and the supply of the ice-creams in the market of Australia.
Competition as co-opetition: In this concept, the companies will be working together by
forming joint-ventures and alliances but not in the way they alter the prices paid by the
customers (Baker, 2014). For instance, Streets and Bulla Dairy can come in a joint venture for
working together.
Competition as co-existence: Under this concept, the competitors are supposed to have an
unofficial agreement and which makes them liable in understanding the space of the rival and
they also do not look to compete. For instance, Streets can open an ice-cream store in the same