Marketing Plan for Emma and Tom Energy Bars

Running head: MARKETING PLAN
Marketing Plan
Name of the Student
Name of the University
Author Note

1MARKETING PLAN
Introduction
The average Australian is becoming increasingly health conscious with every passing
day. Health and wellness is a prime concern for all Australians, both young and old, and this
in turn is something that has affected the food and beverage industry in the country by quite a
considerable extent. Australian restaurants, cafes, bars and bistros are coming up new and
interesting varieties of food and drink that are highly nutritious in nature and which are
affordably priced as well, thereby catering to the health food preferences of the bulk of the
Australian population. This report prepares a marketing plan based on detailed situational
analysis that can be used by Emma and Tom, a renowned juice bar located in Prahran, which
is an inner suburb in the Australian state of Victoria for marketing a brand new product,
energy or health bars. The report concludes with a number of effective recommendations that
can be taken into consideration by Emma and Tom for the successful promotion and sale of
its energy bars in the Australian market.
1. About Emma and Tom
Emma and Tom is a juice company in Prahran in Victoria that was established by two
childhood friends, Tom and Emma, in the year of 2004. The company specializes in the
provision of high quality life bars, fresh fruit and canned juices and as well as refreshing iced
teas, all of which are entirely natural in concentration and do not contain any added
preservatives. The company has recently decided to come up with the marketing of energy
bars, to cater to a wider section of the Australian population that may not be too fond of juice
or iced tea, but would not mind digging into an energy bar or two to keep themselves healthy
and fit all through the year.

2MARKETING PLAN
Australian Juice Industry – An Overview
Australian Juice Industry is a part of the food and beverage industry of the country.
The juice sector has been growing at a considerable pace of late, especially because of the
preference for nutritious drinks among Australian adults and children. Trends reveal that
consumers prefer fruit juices now to the traditional flavored juices that were in existence
before in the market such as orange juice and apple juice. Many of these juice businesses are
also coming up with additional health food products like energy bars, that are made of
peanuts and oats, and which provide individuals with high degrees of nutrition when
consumed.
2. Macro Environment Analysis of Emma and Tom
2.1. PESTEL Analysis
Political – Australia is a country that can be termed as a constitutional monarchy with the
Queen, Elizabeth II being the head of the state. Australia is a member of the Commonwealth
of Nations and it is also a member of the World Trade Organization. The political climate in
Australia is a relatively stable one, though it has been drawing plenty of criticism in recent
times because of its mistreatment of migrant communities such as asylum seekers and
refugees. The stability that the political environment of Australia is characterized by is one
that will allow a business like Emma and Tom to launch its new energy bars in the Australian
market in a smooth and hassle free manner.
Economic – Australia is a developed nation and is considered to be one of the most powerful
economies of the world, being a highly self sufficient nation with vast natural resources to
fall back on. The economy was found to be growing at a steady pace of 2.4% since in the
year of 2017 which in turn has led to a rise in the valuation of business in Australia, a rise in
household income and of course a rise in the purchasing power of the people.