Strategic Marketing - The Fronterra Company

RUNING HEAD: MARKETING STRATEGIES
Strategic Marketing
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1STRATEGIC MARKETING
Introduction:
The Fronterra Company is known throughout the world because of its dairy products.
Based in Auckland, New Zeeland, the company is reputed for the production of pure dairy
products from their own farms. The company has a vast global supply chain and at present it is
catering to the dairy needs of over 140 countries.
The farmer-owned New Zealand supportive is the largest processor of milk in the planet,
producing more than two million tonnes of dairy ingredients, worth added dairy ingredients,
specialty ingredients and consumer goods every year. Representation on generations of dairy
qualifications, Fonterra is one of the largest investors in dairy based investigate and advance in
the world.
Background:
The Front Erra Company is one of the richest dietary sources in New Zealand. The company has
over 100 years of expertise in developing nutritious dairy products. One of their most demanded
product is their powdered milk product. This product from the brand has a great demand in the
market and with a large range of varieties; it has been one of the most popular product with a
physically powerful product range. This company is at present aiming at a growth in their market
and developing a strategic marketing process in order to position their dairy products in the
market of New Zealand. Their range of dairy products has been successful in serving to the
customers who seek to manage household budget and at the same time do not want to
compromise with the nutrition value. New Zealand is a strong market that has quite a rich

2STRATEGIC MARKETING
economy. The milk powder market of New Zealand is relatively independent that influence the
performance and the growth of companies. In order to succeed Front Erra Company can thus
focus on their powdered milk product in order to grow independently in the market. (Barney, J.
B. 2014).
Marketing Mix:
The company needs to articulate their marketing strategy for achieving their desired
result within the market. The principle of marketing mix generally includes various areas of main
focus that helps in developing a comprehensive marketing plan. Effective marketing touches on a
broad range of area as opposed to the fixation on one message. This helps the company in
reaching to a wider range of audience. Making a strategy for the product, price, placement and
promotion of the offerings of the company, the company can have the advantage of focussing on
things that actually matter. This classification of the 4 Ps was introduced by E. Jerrom Mc Carthy
in 1960. After considering the main target of the marketing plans and examining the industry the
marketing managers since then applied various approaches to each of the 4 Ps.
An analysis of the four elements of this marketing mix as used by Front Erra and giving
recommendation on the same may help the company to understand the ways by which they can
improve their growth strategies. (Fan, Lau. & Zhao 2015)
1. Product-The Front Erra Resource Corporation generally sells their product by broadly
categorising them where each of them has distinct and separate product lines. The Kari care milk
powder has been divided in three parts namely the Infant gold milk powder, Infant ordinary milk
powder and the Infant sheep milk powder. All the products are sold under the name of Front
Erra. The milk powder by the company is projected as the packaged powdered milk that has all