Marketing and Management: A Study of Consumer Behavior and Environmental Analysis for Donald's Company in Australia

This report discusses the behavior of consumer in relation to the chocolate products. It also presents the AIDA model of Hierarchy that supports to examine the factors of consumer buying behavior. In last, it presents macro as well as microenvironment factor that could influence Donald’s Company in Australia.

Running head: MARKETING AND MANAGEMENT
M A R K E T I N G & M A N A G E M E N T

MARKETING AND MANAGEMENT 2
TABLE OF CONTENTS
1. Introduction....................................................................................................................................................................... 3
2. Environmental analysis................................................................................................................................................... 3
2.A Micro-environmental Factors................................................................................................................................ 3
Customers:....................................................................................................................................................................... 3
Competitors:.................................................................................................................................................................... 6
Public.................................................................................................................................................................................. 6
Suppliers........................................................................................................................................................................... 7
Marketing intermediaries.......................................................................................................................................... 7
2B. Macro-environmental forces...................................................................................................................................... 8
Factors affecting fast food consumption................................................................................................................... 8
Political trends................................................................................................................................................................ 8
Economic trends............................................................................................................................................................ 9
Cultural trends................................................................................................................................................................ 9
Technological................................................................................................................................................................ 10
Natural............................................................................................................................................................................ 10
Demographic trend.................................................................................................................................................... 10
Summary.................................................................................................................................................................................. 10
References................................................................................................................................................................................ 12

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1. INTRODUCTION
This report discusses the behavior of consumer in relation to the chocolate products. It also
presents the AIDA model of Hierarchy that supports to examine the factors of consumer buying
behavior. In last, it presents macro as well as microenvironment factor that could influence
Donald’s Company in Australia.
2. ENVIRONMENTAL ANALYSIS
2.A MICRO-ENVIRONMENTAL FACTORS
The microenvironment is effective to examine the internal condition of the organization. There
are different factors like relevant publics, marketing intermediaries, and suppliers are considered
to obtain a higher profit in the least time.
CUSTOMERS:
Consumer behaviour concepts
Consumer behaviour is the study of the method by which an individual, organization, consumer
and group select, consume and buy and dispose their belief about the product and services in
order to accomplish their targeted requirements.
AIDA Model Hierarchy
Following are different steps involved in the AIDA model:
Attention: The initial phase in marketing and advertising is to involve how to persuade the
attention of consumers.
Interest: Once the consumer is conscious regarding existing products and services then, business
will work on growing the potential interest level of customers. For example, Donald’s company
can boost the interest of customers regarding confectionary products such as cocoa product,

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confectionery, crystallized or glazed fruit, drinking chocolate, liquorice, marshmallow, candied
nut, and candied popcorn (Bolton, Bhattacharjee, and Reed, 2015).
Desire: After the consumer is interested in the product and services, then the objective of the
company is to create a desire among customers, moving their viewpoint from ‘I like it’ to ‘I want
it’. For instance, if Donald’s company will communicate to target audience regarding how the
product will give benefits then, the audience will make desire and want to go towards the
products and services.
Action:
The key goal of the marketer is to lead the consumers towards the product of Donald’s company
to initiate the action and buy the product and services.
Following AIDA model is discussed in detail:
First Step: Attention
The attention element is overlooked by marketers of Donald’s company. It is evaluated that the
quality products or services may pull the attention of consumers. In any case, Donald’s company
should not assume that everyone is already aware regarding the products. One of significant
approach for Donald’s company is to influence the customer’s attention (Renton, Daellenbach,
Davenport, and Richard, 2015). It is also called creative interruption. Furthermore, the company
should consider the existing pattern of behavior via a vastly creative message. It can be
performed in different manners. In this way, Donald’s company can use the advertisement in
unexpected circumstances in different locations of Australia. It is also known as guerrilla
marketing. The company can also generate the shock in advertisement via offensive imagery.
The company should also intensely target the message. It can also consider the personalization.

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The key goal of the company is to create awareness among consumer regarding existing products
and services (Gabrielli and Baghi, 2016).
Second Step: Interest
Creating interest is the complex element for a company. For instance, if the products and
services are not inherently interesting then, it can be very complex to attain. Donald’s company
should ensure that advertising information is easy to read with interesting design and
subheadings. Donald’s company should emphasize on what is most significant for their target
market in relation to product and services. It should also convey the message that a consumer
wants to communicate. A good example of Donald’s company is to consider selling through
Coles and Woolworths, Aldi options and creating high-end specialty stores. The company should
focus on the health products with affordable price as compared to its competitors (Brown, 2016).
Third Step: Desire
The third step of the AIDA model is desire. The company should build the interest among
customers regarding products and services. It should also realize the customers why they need
this products and services. The company should also focus on that how the content is
commercial. The key aim is to offer data regarding products and benefits of buying it. It is also
analyzed that the benefit will create the desire among customers to buy more and more.
Commercial advertising demonstrates that the product is being used in several creative
circumstances (Hajli, 2015). The company should also convey to the customers regarding the
value of products and services along with this, why they need it in their real life practices.
Fourth Step: Action
The last step of AIDA model is to influence the customers to initiate the action. The
advertisement should complete with a call to action. A statement should be designed by Donald’s

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company in order to obtain the immediate responses from the consumers. For instance, Donald’s
company will use persuasive text in order to assure the consumer to try their free trial. It will also
communicate how their product provides benefit to consumers and highlights its value and then,
urges the consumers to sign up for a free trial (Kumar, Dash, Trivedi, and Panda, 2016).
Donald’s company should use good advertising as it will generate a sense of urgency and also
motivates the consumers to take action immediately. One significant technique that Donald’s
company can use for attaining their goal is to make limited time offers like free shipping.
COMPETITORS:
There are many competitors of the Donald’s Chocó Company like Nestlé, Mars, and Duncan's of
Edinburgh". These competitors provide the dairy goods and services to their consumers.
Chocolate and candy bar is the products that are offered by their competitors. These competitors
They target kids within the age group of 5 to 10 years. Because customers of this age group are
desired to have chocolates as compared to the other confectionary. In addition, it is also analyzed
that over the years Cadbury brand’s Dairy Milk products have moved from kids to the adults that
consider all the members of the family and those individuals who believed to celebrate their
festivals with the chocolate products and services. These brand also targeted on the young
generation who enjoy celebrating occasions by buying chocolates (Wu, Wen, Dou, and Chen,
2015).
PUBLIC
Customers are an imperative part of any trade as they tend to influence and retain a large number
of consumers to create profit. Therefore, Donald’s might adopt a marketing approach by which

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they can attract new as well as potential consumers by offering them after sales services and
value added service (Gillespie, Midmore, Hoeflich, Ness, Ballard, and Stewart, 2015).
SUPPLIERS
The activities of suppliers could influence the strategy of the business, as they offer materials for
the production. For example, if the supplier did not have to offer effective services then it will
affect production time and sales. Another example, if the supplier enhances the cost of raw
materials then it could directly impact on the finish goods of the organization. Hence,
maintaining a reliable relationship with a supplier could support the organization in getting the
power over the competitors.
MARKETING INTERMEDIARIES
The marketing intermediates could also directly impact on the growth of the company. In
addition, it is analyzed that way of media activities could enhance or decline the outcome of the
company. Donald’s should keep an effective relationship with the media to attract a huge amount
of the consumers and enhance the business. If the will demonstrate the positive aspect then it will
enhance the growth of the business and vice-versa (Chawla and Sondhi, 2016).
With respect to keep an effective relationship with the media, Donald’s make public relation
department who deal with the media on the basis of company norms. The company might
understand the methods by which they could reach their consumers and make a positive brand
image in their mind. In accomplishing this objective, Donald’s uses the newspapers to let
individuals go about their business as it could support to enhance the sale of the products and
services of the company. Donald’s could imply the television programs as a marketing strategy
that leads to a large number of the consumer in the least time and cost. There are many sources

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that could be effective to leading the business and attracting a huge amount of the consumers for
purchasing the products and services of a firm like Youtube, Instagram, Facebook, and Twitter
(Copley, 2014).
2B. MACRO-ENVIRONMENTAL FORCES
Consumers are an essential element of Donald’s company. It is assessed that in Australia,
customers do not require producing their own food as they can rely on the food industry to get
chocolate products. The eating and lifestyle trend of Australian consumers have changed
intensely over the last periods due to the changing the mix of society. Donald’s company can
increase the choice of food and can incorporate the multicultural foods into Australian cuisine. It
is also assessed that Australian cuisine is salted by European and Asian influences but the fresh
development of trademark in Australia remains to lead (Percy and Elliott, 2016). Thus, it can be
stated that the demographic factor can be favorable for Donald’s company to deal in the
Australian society due to the high demand for multicultural foods into Australian cuisine.
FACTORS AFFECTING FAST FOOD CONSUMPTION
POLITICAL TRENDS
The government of Australia creates the awareness regarding the competitive landscape that is
characterizing the fast food industry. It is an essential sub-sector of the consumer industry. Thus,
it could have a favorable impact on the business of Donald’s company. The stability of the
political climate in Australia also contributes to the growth in the fast food consumption industry
over last years. Thus, it can be stated that political trends can positively impact on the fast food
consumption (Alon, Jaffe, Prange, and Vianelli, 2016).

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ECONOMIC TRENDS
The Annual GDP rate in Australia is 3.1% in 2018 that could be effective for new business.
.
(Source: Trading economies, 2018).
The industry of the food could be imperative for Australia to enhance their expenditure and
recovery of the country from the economic recession. The food service market is expected to
enhance with fast service workers. Thus, it is analyzed that the Australian economic condition in
favor of the Food market so Donald’s will be successful in the Australian market.
CULTURAL TRENDS
Australian believed in the organized social effort as it associated with the ethics and nation
inclusiveness. Australian also believed in having the healthier food. Consumers are already
aware of the healthier food and fast food hence it is analyzed that Donald’s will ethically present
their products with the healthier quality to obtain higher competitive benefits. The Australian

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cultural background is the favorite for Donald’s products caused of multicultural people are
located (Burkhalter, 2015).
TECHNOLOGICAL
The advanced technology could enable the organization to have many benefits related to the
enhancement in the quality, wider connectivity, and lower cost to the national and international
market. The information technology enables the organizations to make innovation in their
products and services and enhancement in the economic growth. From this, it is analyzed that
Donald’s will get higher profit by investing in the fast food consumption in Australia caused by
the favorable situation (Ozuem, 2016).
NATURAL
The natural factor could also influence new business. The government of Australia protect to
nature and focus on safeguarding the atmosphere. It is also analyzed that the entire population of
Australia is following the rules and regulation of environment security hence Donald’s will
remember this thing at the time of launching their products and services.
DEMOGRAPHIC TREND
In the current period, the Australian government focus on securing their food sector to enhance
their competition level in the situation of the climate change. It is also analyzed that the food
products demands will be increased in the urban population. Hence, it can be said that Donald’s
could invest in the food and confectionery department in the urban sector of Australia (Lemmetti
and Tuominen, 2017).
SUMMARY

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From the above analysis, it can be concluded that Donald’s is capable to effectively lunch their
products and services in the Australia market caused of a favorable situation. It can also be
summarized that the organization could use the AIDA model to evaluate the consumer buying
behavior. Through this model, the organization could be able to understand the attention, desire,
interest, and action of the form for attracting the behavior of the consumers. It can also be
illustrated that the organization could evaluate the macro as well as the microenvironment of
Australia for effectively launch their products and get higher success.
.

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