Marketing Mix Strategies in Chinese E-commerce
Added on 2020-07-22
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Report on snack foodsAustralian ManufacturingCompany
TABLE OF CONTENTS1. Executive Summary.....................................................................................................................32. INTRODUCTION.......................................................................................................................33. Company Analysis.......................................................................................................................44. Brand Analysis:............................................................................................................................45. Key Competitors..........................................................................................................................66. Marketing Strategy.......................................................................................................................76.1 Target market:..................................................................................................................76.2 Positioning strategy..........................................................................................................86.3 Product strategy................................................................................................................86.4 Price strategy....................................................................................................................86.5 Promotional strategy.........................................................................................................96.6 Place strategy....................................................................................................................97 CONCLUSIONS.........................................................................................................................10REFERENCES..............................................................................................................................11
1. Executive SummaryMarketing strategy combines all the objectives and goals of the company into single planand aims to achieve competitive advantage. In the present report, brand, competitor analysis ofGeorge Weston organisation has been done. The analysis of the organisation is also done whichhave explained various operations and business strategies is done. Furthermore, brand analysis ofthe popular products of the company has been done. It has involved the production of differentfood products and bakery items from world war are described. Further, its success and failurefactors in the business are also highlighted. Competitive analysis of the George Weston Foods isdone. Various business operations, brands and success rate of Tesco, Woolworth and Colessupermarket are analysed.In this report, marketing strategy plan has been developed for the implementation of TipTop brand. Further, it includes segmentation variable for the products and analysed the status andliving standard of the people. The organisation has evaluated target market and evaluated thechoice and taste of the customers. The firm has targeted adults and youngsters to increase theirsale. Further, differentiation positioning strategy has been adopted by the organisation to makeunique products. The main features of Tip Top brands and their packaging options areintroduced in this strategy. Additionally, cost based price strategy has been developed to increasethe sale. George Weston Foods have introduced club card system to provide additional benefitsto their customers. Furthermore, various promotion strategies like advertising, integrated marketcommunication are discussed which focuses mainly on product's awareness, sale and effectivepublic relationships. Social media websites are also used by the company to introduce the newfeatures and offers of their products and services. Moreover, online and offline distribution ofproducts strategy is also introduced to avail the customers with new products. This strategy hashelped the consumers to easily access the goods and services of the organisation.2. INTRODUCTIONGeorge Weston Foods is the largest food product organisation in Sydney, Australia. Theorganisation is specialised in selling bread, flour, meat etc. It was owned by Associated Britishfoods plc. The organisation was established by George Weston in 1882. In this report, company'sanalysis, its competitors and brand analysis has been done. Further, marketing strategy for thenew product is made in which positioning, product, price, promotion strategies are mainly
focused (Akgun and et.al., 2017). These strategies have analysed the company's new strategiesand development areas. 3. Company AnalysisGeorge Weston Foods is very famous organisation in Australia which has focused mainlyon manufacturing biscuits brands. There are 140,800 employees are working with this companywhich are looking to make effective and tasty products. Overall revenue of the company is$32.742 billion and has made profit of nearly $486 million every year (Armstrong and et.al.,2014). The subsidiary of George Weston foods are Loblaw Companies and Weston Bakeries inwhich it controls interest. The organisation is serving its services in Canada and United States. Furthermore, the organisation retail brands are bakery brands, Jioe fresh, Moulin rouge,Gadoua etc. Parent company of this organisation was Associated British Foods plc. which is foodretail company and operated in retail sector. The organisation is mainly maintained by Westonfamily. The company was owned by W. Garfield Weston and rooted its business in Americanmarket but it was not made profit due to disaster in America. In opposite phase, the company hasperformed well and maintained their position in the market. The depression phase proved to bebeneficial for the company as it has expanded its services to 100 miles with the help of trusteeand receivers (Baker, 2014). The growth and progress of their business has increased with doublerate after signing with Canada US free trade agreement. 4. Brand Analysis:The organisation has high brand image and operates mainly with bread, flour, processedmeat, Tip top, Jasol, KrCastlemaine, Weston milling etc. The company has benefited from thesebrands and has increased its profits by 10% in the competitive market. In 1962, the firm hasfocused more on diversifying their business beyond baking. It has moved to fish processingbusiness and chooses eastern and western coast of oceans. During second world war, GeorgeWeston Foods have struggled opposite conditions and maintained maintain their production(Campelo, 2017). It has provided its services to the suffering people by increasing the foodproducts production and started collecting basic ingredients like sugar, flour etc. It has producedbiscuits and other bakery products to meet the basic food requirements of the people. In 1930, the organisation has focused more on serving Canadian wheat. It has alsoacquired various bakeries so that they can easily avail their products to the customers. It hasacquired Scottish biscuits' maker company like Mitchell and Muil limited (Chari and et.al.,
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