Demand Forecast for Park Avenue Beer Shampoo in Australia

Running Head: Marketing management 0
Marketing management
student name
4/15/2019

Marketing management 1
Contents
1. Introduction..................................................................................................................................2
2. Product brief................................................................................................................................3
3. Product demand environmental audit:.........................................................................................3
3.1 Meso audit (3 competitors)....................................................................................................3
3.2 Micro audit.............................................................................................................................4
Target Market..........................................................................................................................4
SWOT analysis........................................................................................................................4
3.3 Macro audit (pestle analysis).................................................................................................5
Political....................................................................................................................................5
Economical..............................................................................................................................6
Social.......................................................................................................................................7
Technological..........................................................................................................................7
Legal........................................................................................................................................7
Environmental..........................................................................................................................7
4. Forecast demand for the next two years......................................................................................8
5. Conclusion.................................................................................................................................11
6. References..................................................................................................................................12

Marketing management 2
1. Introduction
Going international is a decision that is to be considered after research of various aspects like
major competitors in the host nation, product demand of the product in the host nation.
Understanding demand is an essential aspect of business expansion plan for a company. The
demand forecast is estimating demand for upcoming years in a particular area for business. The
product demand can be estimated after analysing the micro and macro environment of the
company in the host nation. The demand forecast would be included in the report further for Park
Avenue beer shampoo. Park Avenue is an Indian company offering personal care products and
would be expanding business in Australia, for which the demand would be estimated for next
two years in report further (Aas & Rubin, 2015).

Marketing management 3
2. Product brief
The product offered Park Avenue is beer shampoo targeting men in general. The company has
two ranges of the shampoo that is damage free hair and anti-dandruff shampoo. The personal
care products are a very competitive industry. The product specialty would be its ingredients
like barley and hops and natural form of proteins. The company claims to reduce hair fall by
eighty-five percent (parkavenuegrooming, 2019).
3. Product demand environmental audit:
3.1 Meso audit (3 competitors)
The competition in this industry would be very high some of the most popular global brands are
offering some of the best range of shampoos across the globe like
1. L’Oreal – L’Oreal is the top company in the beauty and health sector. The company is
providing various products across the globe. In addition, considering the haircare market
in Australia is found to be among the top five players who are providing professional hair
care. The demand for the hair care products is increasing with time especially the demand
for the professional shampoos has been increased by time (loreal-finance, 2017).
2. Nak hair – It is an Australian based company, which is growing very fast (nakhair, 2019).
This is another major competitor of Park Avenue, which could be a threat for the
company. As per the research, the professional hair care market of Australia expected to
reach by 2013 up to 285.48 million dollars (einnews, 2019).
3. Procter and Gamble (Pantene) – the company is offering another popular brand that is
Pantene shampoo. The Pantene is not as competitive as L’Oreal, but the products would
be a large competitor to Park Avenue in Australia. According to a news article,
Australian aging population has driven the demand for hair care (pantene, 2019).
As per the statistics, the hair care market of Australia had revenue of US$947.8million in
2019 and is expected to increase annually by 0.7 percent from 2019 to 2023. This reflected
the increase in demand for the hair care products in the upcoming years in Australia
(einnews, 2019).