Markeitng Analysis of Breakfast Cereal

Opportunity Analysis for (breakfast cereal)
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Table of Contents
Table of Contents............................................................................................................... 3
Introduction and Company Background.............................................................................4
Introduction.................................................................................................................... 4
Company Background..................................................................................................... 4
Situation Analysis............................................................................................................... 5
Market Analysis............................................................................................................... 5
Macro Environment Analysis........................................................................................... 5
Political Analysis.......................................................................................................... 5
Economic Analysis....................................................................................................... 5
Social Analysis............................................................................................................. 6
Technological Analysis................................................................................................. 6
Legal Analysis.............................................................................................................. 6
Environmental Analysis................................................................................................ 6
Micro Environment Analysis............................................................................................ 7
Company Analysis........................................................................................................ 7
Competitor Analysis..................................................................................................... 8
Competitive Market Summary.....................................................................................8
Consumer Analysis....................................................................................................... 8
SWOT Analysis............................................................................................................. 9
Objectives.......................................................................................................................... 9
Marketing Objectives...................................................................................................... 9
Reference List.................................................................................................................. 11
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Introduction
The main reason behind the marketing plan is that the Carman's Kitchen wants to re-
positioned in the market place and that is why by introducing new breakfast product the
company will easily attract new customers. Currently the company loss its market share
because of not having any unique products and that is why the report will try to solve this.
Company Background
Carman’s Kitchen is Australian Food company that provides delicious and tasty
cereal food to their customers which are filled with whole grain. The company also introduce
new Carman's gourmet range in its all supermarket and also exported to many countries as
well. The company is led by the lady who won many awards such as Telstra Australian
Business women in 2012, winner of Ernst and Young's Young Entrepreneurship of the year
in 2007 (History of Carman's Kitchen, 2019). The owner also has a strong commitment with
the customers of providing the healthy diet that is why the report chooses Carman's Cereal as
to meet out the demand of their customers.
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Situation Analysis
Market Analysis
Revenue Annual Growth 14-19 Employment Business
$3bn 0.7%% 5720 264
It has been analyses that the cereal industry has frown in modestly from last five years
such that industry revenue is expected to grow 07% over the last five years through 2019-19
to $2.6 billion. Even the supermarket chain are the primary sales channel for this and due to
ongoing intense competition also affect the firm in negative way.
As per the above graph it has been analysed that after many years the food and
services industry will be grown such that as pr the Australian food service market is
forecasting to reach 80.7 billion in 2024, therefore, it shows that there are several
opportunities in the food service market and this all due to increase in number of people
eating away from home and rise in interest in speciality niche market (Jefferson and
Adolphus, 2019). Even there are many fast food restaurants are also available that are mostly
preferred by the customers and it also shifts the customer preference as well as consumption
pattern from healthy food to fast food.
Macro Environment Analysis
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