Marketing Report

Running head: MARKETING REPORT
Marketing Report
Name of the Student:
Name of the University:
Author Note:

1MARKETING REPORT
Introduction:
The report was commissioned by the marketing principles teacher as a part of the unit.
The aim of the report is to provide an insight into the marketing report that gives an overview of
existing marketing strategy for the present product and the brand available in the consumer
market. The company chosen here is Bega Cheese Ltd and the brands under discussion are
Vegemite and Kraft brands (begacheese.com 2018). The company is completely Australia
owned and distributed and produced higher quality cheese products to the consumers across
Australia and across fifty countries across the world.
The report commenced with a company, brand and competitor analysis. It also undertakes
an environmental analysis for the chosen brand by conducting a macro, micro and SWOT
analysis. The report also discusses about the marketing strategy of the existing product and
product variation. For conducting the marketing strategy of the existing product as well as
product variation the report provided an overview of the product strategy, positioning strategy,
pricing, promotional and place strategy.
Part A: Company, Brand and Competitor Analysis
Company Analysis
Bega Cheese Ltd has its location in the Bega Valley of New South Wales and was
established in the year 1899 (begacheese.com 2018). Initially it was known as the Bega Co-
operative Creamery Company. The company involved in distributing and producing higher
quality cheese products. In fact the company engaged itself in the process of receiving,
processing, manufacturing and distribution of the associated and the diary products. Tatura milk
and Bega Cheese represented the segments of the company.

2MARKETING REPORT
The segment representing the Bega Cheese manufactures processed cheese, natural
cheese, powders, packaged and butter cheese products (begacheese.com 2018). The segment
representing the Tantura Milk packages and manufactures butter, power and cream cheese. The
company also have a bionutrients division involved in the supply and the development of the bio
nutrient ingredients for the nutrition and the health market. This division is a specialized contract
packer of the processed and the natural cheddar products of cheese. The portfolio of the products
in the natural category includes the tasty sticks, strong and bitey sticks, bega mild, bega tasty and
extra tasty cheese. In addition, it also includes, bar-b- cubes and the grated cheese. Besides, the
processed category has super slim and super slices while the snacking category of the kids
includes real cheese for the kids, cheese stringers and original stringers. Further, the Bega
Cheese Limited brought two brands Vegemite and Kraft Brands for a deal of $ 460 million.
Market Capital (Mil.): $1,272.39
Shares Outstanding (Mil.): 213.13
Dividend: 0.05
Yield (%): 1.84
Figure 1: Overall Earnings of Bega Cheese Ltd.
Source: (reuters.com 2018)
Brand Analysis:
Brand represents overall experience of the customers that distinguish the organization or
the product from the rivals in front of the customers (Anselmsson, Vestman and Johansson
2014). The concept of brands is used marketing, business and advertising. The benefits of brands
helps in enhancing customer recognition, having a competitive edge in the market, easier