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Strategic Marketing Student's Name: Mars Australia

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Added on  2021-06-17

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STRATEGIC MARKETING 10 STRATEGIC MARKETING Strategic Marketing Student’s name: Name of the university: Author’s note: Executive Summary Mars Australia is the in the chocolate and confectionery industry and it sells mainly gum, chocolate, confectionery products and mint. Mars Australia mainly targets the customers who are from upper middle class and middle class who can afford the products like chocolates, gums and confectionery. Mars Australia is in Food Processing industry and the parent organisation of Mars Australia is the Mars Incorporated.

Strategic Marketing Student's Name: Mars Australia

   Added on 2021-06-17

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Running head: STRATEGIC MARKETINGStrategic MarketingStudent’s name: Name of the university: Author’s note:
Strategic Marketing Student's Name: Mars Australia_1
1STRATEGIC MARKETINGExecutive Summary Mars Australia is the in the chocolate and confectionery industry and it sells mainly gum,chocolate, confectionery products and mint. Mars Australia does the responsible marketing and ithas brand awareness in the market. Mars Incorporated is the parent organisation of MarsAustralia. The goal of Mars Australia is reaching large numbers of the customers. In this study,situational analysis has been done exploring the mainly external environment and internalenvironment of the organisation. Apart from this, competition in the market and current marketin Australia of Mars Australia has been analysed. Mars Australia mainly targets the customerswho are from upper middle class and middle class who can afford the products like chocolates,gums and confectionery. The political condition of Australia is stable and the governmentprovides static rule of food safety that can impact on the organisation. The economic condition ofAustralia is getting towards enrichment. Per Capita GDP and disposable income of the peoplehave been increased over time. Social factors of changing preferences of the people in Australiacan impact on the organisation. Health and wellbeing preferences are getting changed with time.The competitors of Mars Australia are Nestle, Kraft and Hershey's. The strengths of theorganisation lie in the brand image and employees. The opportunities of the organisation aregrowth in the confectionery industry, combining Mars and Wrigley businesses and onlinepresence. In addition problems of the organisation are competition in the market, healthconsciousness of the people and risk management function of the management. Therefore, theMars Australia can take differentiation strategy, they can make strong PR team and they will takesocial media strategy as well.
Strategic Marketing Student's Name: Mars Australia_2
2STRATEGIC MARKETINGTable of ContentsIntroduction......................................................................................................................................3Situation analysis.............................................................................................................................4External environment:.................................................................................................................4Internal environment:...................................................................................................................6Problems and Opportunities............................................................................................................6Opportunities:..............................................................................................................................6Problems:.....................................................................................................................................7Recommendations............................................................................................................................8Reference List................................................................................................................................10
Strategic Marketing Student's Name: Mars Australia_3
3STRATEGIC MARKETINGIntroduction Mars Australia won the Bronze awards in The Australian Effie Awards in 2017 for their‘Hungerithm’ campaign and the concept of the campaign is that the angrier the internet, thecheaper the snickers. Mars Australia is in Food Processing industry and the parent organisationof Mars Australia is the Mars Incorporated. Mars Australia Pty Ltd. is the distributor andmanufacturer of the consumer products. This organisation was founded in the year 1954 and itwas established in the area Wodonga, Australia with manufacturing sites in New Zealand andAustralia (Mars.com 2018). Mars Australia has 1600 employees and headquarters of thisorganisation lies in Wodonga, Petcare Palace. It offers mainly gum, chocolate, mint,confectionery products. It exports its products to the customers worldwide. Mars Australiareached $1,092 and net income of Mars Australia reached $116.26 (Ibisworld.com.au 2018).Mars Australia’s mission statement is to create a mutually benefits organisation for all ofthe stakeholders through the operation. This organisation strives to do this by putting theprinciples into the action every day to make the difference to people and planet through theperformance (Mars.com 2018). Marketing aim of Mars Australia is to create the brand awareness with making a largereach and influence on the customers. Mars Australia believes that it is the duty of theorganisation to market inappropriate and responsible way. Mars Australia believes in responsiblemarketing and it respects the customers. Mars Australia is also the part of the International Foodand Beverage Alliance (IFBA) that commits the member organisation to uphold the sharedmarketing standards (Mars.com 2018). The goal of the marketing is to reach the large customersegment and they never do marketing for the children.
Strategic Marketing Student's Name: Mars Australia_4

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