Marketing Management Analysis Australia Report 2022

Running Head: MARKETING MANAGEMENT 0
Marketing Management
(Student Name)

MARKETING MANAGEMENT 1
1.0. Executive Summary
Marketing is used as one of the tactical tools to target the consumers. It is mostly used by the
companies to attract the consumers in an efficient manner. Black Velvet is the small bakery that
is planning to expand its business through inducing new and innovative product in Australia.
Candy Crush Pie will be the main product of the Black Velvet that will introduce in the
Australian market. Australia is one of the developed countries that include huge opportunity and
threats. The political and economic environment of the country is stable. The government
imposes less tax on small based companies that will enhance the chance for the Candy Crush pie
to target is consumer more efficiently. However, the Australian market includes huge level of
competition that will create threat for the Candy Crush Pie. The main competitors are local as
well as international café. Therefore, it is required for Black Velvet to target its consumers more
efficiently to target its consumers. The report will cover the analysis of Australian market as
well as the segment that will cover by Black Velvet to introduce Candy Crush Pie in the market.

MARKETING MANAGEMENT 2
Table of Contents
1.0. Executive Summary..............................................................................................................1
2. Introduction..................................................................................................................................3
3. Situational Analysis.....................................................................................................................3
3.1. Market Analysis....................................................................................................................3
3.2. Competitor Analysis.............................................................................................................4
3.3. Macro Environmental Analysis............................................................................................4
3.3.1. PESTE Analysis.............................................................................................................4
3.3.2. Porter Five Model...........................................................................................................5
3.4. SWOT Analysis....................................................................................................................6
3.5. Target Market........................................................................................................................7
3.6. Recommendations.................................................................................................................8
4.0. Conclusion................................................................................................................................8
5.0. References...............................................................................................................................10
6.0. Appendices.............................................................................................................................13
6.1. Market Analysis of Australia..............................................................................................13
6.2. Economic Growth of Australia...........................................................................................14

MARKETING MANAGEMENT 3
2. Introduction
Marketing play a vital role for introducing new product in the market. It is required for the
company to adopt effective marketing strategy to target its consumers more efficiently in the
competitive market (Baker, 2016). One of the small bakeries Black Velvet is planning to
introduce new pie in the market with the name of candy crush. The theme of the product will be
based on candy crush which will include different color of jelly’s that will be made from
different fruits and coffee beans. Such product will be healthy as well as tasty that will attract the
consumers towards the product in the efficient manner (Black Velvet, 2019).
In the following part there will be detailed analysis of the Australia market in which the candy
crush can be introduced in the market. The efficiently of the market will be analyzed accordingly
the product will be introduce in the market.
3. Situational Analysis
3.1. Market Analysis
The Australian confectionery industry has represented a high growth and development in the past
scenario. The Australian people are keen for coffee as well as innovative deserts. Australia
included in one of the few countries where in prompt the consumption of sweets is high. The
consumers in Australia are also keen to know about the foundation of the coffee beans and such
curiosity among the consumers provides an opportunity for the company to use such product as
the core one. The people are also switching towards healthy diet that forces the companies to
innovate new products in healthy manner. The people of Australia are keen about the taste of the
product with such effective prices (Watson et al., 2016).
The spending power of the consumers is high. The consumers are mostly attracted towards low
price product with high quality. The eating as well as traveling out are the aim leisure spending
activities among the customers of the Australia. The young generation of the country majorly
prefer low rice product. The consciousness towards the healthy food is increasing among the
people of Australia. The revenue of the industry is expected to enhance by annualized 2.7% over
the five years through 2019-20 that will reach up to $5 billion. Therefore, the size of the