Environmental Analysis Page PDF

Table of Contents
1.0 Executive summary Page 3
1.1 Major product/services and the industry within which the organisation is operating Page 3
1.2 The vision, mission, goals, and objectives of the organisation Page 4
2.0 Environmental Analysis Page 5
3.0 Competitive Analysis Page 7
3.1 An analysis of the target market Page 7
3.2 An analysis of the competitive environment Page 11
4.0 SWOT (Strengths, Weaknesses, Opportunities & Threats) Page 11
4.1 Internal SW (Strengths and weaknesses of the organisation) Page 11
4.2 External OT (Opportunities and threats of the organisation) Page 12
References Page 13
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GOOD GRAZD MARKETING PLAN
2021
EXECUTIVE SUMMARY
Grazing tables have hit Canberra’s social and food scene with a boom and show no signs of
slowing down. A grazing table is just like a cheese and charcuterie board, except much bigger.
The greater the occasion, the more decadent the grazing platter. It’s hard to imagine a time
before our social media feeds were filled with enviable, sprawling grazing spreads fit for any
occasion. Grazing tables are no longer just for weddings or baby showers but have quickly
become the popular staple at any event, regardless of formality. Grazing tables have a wow
factor that offer a visible feast and create memories for guests rather than just a routine catered
experience.
Aesthetic is what sets apart a grazing table from a typical platter. They can be uniquely crafted to
reflect the theme and décor of the event. The main objective to creating a successful grazing
table is the combination of the ingredient’s flavours and textures, the ingredients should look
almost better than it tastes. Whilst also being carefully placed in the perfect symmetry of the
table or box that is presented on. Aside from the perfect aesthetics of the grazing table, they are
perfect centrepiece for any event and provide a common area where guests are able to interact.
1.0 INTRODUCTION
1.1 Good Grazd is a small business specialising in creating unique platters and grazing boxes for
gifts or picnics that launched in 2020, with their motto being ‘a little bit of all the good stuff’.
The platters are beautifully displayed on custom made wooden trays, they are a standout
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centrepiece for any occasion or event including weddings, birthdays, corporate functions, bridal
showers and social gatherings. The curated service is tailored to each client and their dietary
needs. Good Grazd has a range of different size and coloured wooden trays to ensure the platter
aligns with the customers style preference. Good Grazd services the Canberra region, with a
home office located in Ainslie, open 9am-5pm Monday to Saturday, however able to be
contacted via email, social media and phone after work hours. With delivery day and set up of
the grazing platters to be confirmed when the booking is made.
1.2 Grazing platters have become a huge trend throughout the decade with breathtaking images
shared through social media that take an event to the next level. Good Grazd believes no event
should be the same, working closely with your cravings, ideas and personal concepts to create a
unique dining experience. The marketing goal for the business is to achieve high recognition
through an event portfolio.
Vision, mission, goals and objective statement:
“Good Grazd’s vision is to be the leading sustainable grazing delivery company in the Canberra
Region. Sustainability is more than just environmentally friendly. It also includes a focus on
quality and supporting others.”
Sustainability is an essential focus for Good Grazd and this will be achieved through eco-friendly
and compostable catering supplies. The platters are created using only the freshest and highest
quality produce combined with a collection of custom-made signature wooden boards. Good
Grazd is passionate about supporting other small Canberra businesses and source as much local
produce as possible. Based on the fresh produce used, they are very competitive in terms of
pricing. Never compromising quality and strive to ensure clients are provided with premium
grazes.
“Our mission is to deliver the freshest and highest quality premium grazing platters. There is no
job too big or too small for us, we will work with you to customise your dream graze, jam-
packed with a whole lot of goodness!”
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Our goals are to:
1. Deliver only the freshest and highest quality produce.
2. Be the Canberra Region’s number one choice for grazing platters.
3. Maximise sustainability throughout production at all times; including local produce,
energy, packaging and delivery.
4. Create aesthetically looking grazing platters that will attract social media attention and
recognition throughout Canberra.
5. Be a known grazing business Australia wide.
Good Grazd objectives are:
1. During the first year of business, Good Grazd will promote their highly sustainable way
of doing business advertising through social media.
2. During the first year of business, Good Grazd will put back 60% of profits into their
marketing budget. Marketing through social media adverts, influencers on social media
and radio campaigns. This can be measured at the end of each billing cycle. The
effectiveness of the advertisements can be measured by asking each client, ‘how they
heard of Good Grazd?’
3. Good Grazd will donate all food that doesn’t make it onto the platters, to local food
shelters and people in need.
4. Good Grazd will aim to work closely with the Ngunnawal People to establish an
indigenous platter concept.
5. When finding new local food suppliers, Good Grazd will encourage their business to
follow down a similar sustainable path to ensure Good Grazd are following and
upholding their mission.
2.0 ENVIRONMENTAL ANALYSIS
Below is a PESTLE analysis that identifies the external environment that will affect Good
Grazd’s marketing activities over the next year.
POLITICAL/  In the ACT, food safety requirements are set by the 2001 Food
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LEGAL
Act. This Food Act requires that food sold in the ACT is safe and
suitable for human consumption and meets all standards set out in
the Food Standards Code. This means GOOD Grazd needs to
ensure all food is prepared correctly and safe to consume. This
could affect Good Grazd’s reputation if there are any food
poisoning incidents.
 Following the food health regulations, not leaving food out for a
long time to ensure no food poisioning happens.
 Cross-contamination; If you have people with allergies, have a
separate plate or table for them.
 To keep with Good Grazds mission to be a sustainable business,
investing in an E vehicle in the future for delivery to reduce the
carbon footprint.
ECONOMIC
 Good Grazd provides the highest quality fresh produce they can
find. During seasonal changes, they will need to adapt to the
pricing of particular foods, e.g., strawberries, only freshly
available from October to June. Outside of seasonal fruits, Good
Grazd will have to pay more for these products, therefor, being
transparent to clients and adjusting the pricing of the platters or
accepting the reduced profits.
 Good Grazd prides themselves on sustaining local produce. If there
is not a certain local produce available, they need to be certain of
always having a backup supplier.
SOCIAL
 Issues surrounding Covid-19 spreding, ensuring Good Grazd
follows protocols to keep staff and clients safe.
 The popularity of grazing platters might increase/decrease due to
covid-19 – keeping educated on the growing trends to ensure a
good base of clients.
 Keeping a high reputation as this kind of small business needs
word of mouth to stay alive in the community.
TECHNOLOGICAL
 Technology issues; clients not receiving messages from the Good
Grazd team and vice versa.
 Technology upgrades that allow customers to order for same day
delivery could see an influx of more orders. Good Grazd needs the
ability to adapt quickly to ensure the customers are not let down.
 Adapting to new food delivery technology such as, Deliveroo or
Uber Eats to keep up with demands.
 Upgrading to an electric car to keep carbon footprint low.
ENVIRONMENTAL  Unreliable weather patterns in Canberra could affect whether the
event is going to be held inside or outside and whether the food is
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going to get damaged. Good Grazd needs to be prepared with
sustainable takeaway boxes that have a cover, so the food is safe in
case of rain, hail, or shine.
 Summer is often the time in Canberra for platters as it is warmer
and there are more events held. Good Grazd needs to be prepared
with an influx of orders and hire accordingly so they are not
underprepared.
 Delivery of the grazing platters are driven out by the Good Grazd
team. In case of a road accident or traffic incident slowing them
down, they need to allow enough time to get to the event and set
up. Be early for the event to not put stress on the client.
3.0 COMPETITIVE ANALYSIS
3.1 An analysis of the target market: Below is a chart evaluating Good Grazd’s target market,
segmented by using Roy Morgan’s (2019) Helix Personas. The personas are further categorised
by demographics, psychographic, geographic and behavioural characteristics.
Target Market Demographic Geographic Psychographic Behavioural
103 – Social
Progressive
 Highly
educated
 High Income
earners
 Young singles
 Young couples
 Mid-life
households
 Australian
 Inner Sydney
 Inner
Melbourne
 Canberra
 Highly
progressive
civic minded
 Highly
intelligent and
focused on
success
 Regular
event
attendees
 Enthusiastic
and positive
109 -
Humanitarian
 Highly
educated
 High Income
 Young
professionals
 Sydney and
Canberra
 Highly cultured
 Socially
conscience
 Left leaning
 Often
attend
events
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 Australian
106 – Self-made
lifestyles
 Very highly
educated
 Affluent
 Mostly all
Australian born
 Young parents
 Mid-size
families
 Affluent parts
of Sydney,
Melbourne
and Canberra
 Focused on
high achieving
 Enjoy being
social
 Regularly
attend
events
201 - Young and
Platinum
 Highly
educated
 High income
 Young singles
 Young couples
 Australian
 Sydney and
Canberra
 Career focused
 Culturally
aware
 Enjoy being out
 Very social
 Technology
driven
 Very often
attend
events
107 – Domestic
Bliss
 Just under 50%
were born
overseas mainly
in Asia
 Mid-low
income
 Mid-size
families
 Predominantl
y live in the
suburbs
 Culturally
diverse
 Regularly
social
 Sometimes
attend
events
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The below table identifies the needs of the target audience, how Good Grazd meets these needs.
Target
Audience
Current Needs How will Good Grazd
meet their needs?
Do the competitors
meet their needs?
103 – Social
Progressive
 Needs to be a part
of something new
that adds to their
social life
 Something to
spend their extra
income on
 Will create
aesthetically
looking platters
that will make
their event the
most
memorable to
their social
clique
 Sustainable
company that
helps with their
future earth
 Meets some
needs apart
from the
sustainable
aspect
109 -
Humanitarian
 Extracurricular
activities with
diverse cultures
 Offers grazing
for any cultural
event type
 No. Good
Grazd can
deliver
sustainable,
cultural
themes
platters
106 – Self-made
lifestyles
 Needs to have
new social events
that will make
them stand out to
the rest in front of
affluent friends
 Will set a part
their event
from their
friends.
Enviable
 Some needs.
The Lazy
Grazer offers
grazing
platters for
any event,
however not
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sustainable
201 - Young and
Platinum
 Needing to
socialise with
friends
 Offers a new
dining
experience with
friends
 Yes. The
Lazy Grazer
offers grazing
platters for
any event
107 – Domestic
Bliss
 Needing to
socialise with
family
 Offers a unique
experience for
mid-size
families with
mid-range
income
 Yes. The
Lazy Grazer
offers grazing
platters for
any event
Good Grazd will target Canberra region clients who are either:
1. Newly engaged couples
2. Baby showers
3. Hosting an event
Newly engaged couples, female, male & same-sex couples, will usually be 25-35 years old but is
not limited to outside this age bracket. In the whole Canberra region, the median age is 37,
47.5% of the population of Canberra is already married, and 11.2% of the population is in a De
facto relationship which reflects our target market positively. The employment rate in Canberra
currently sits at 63.8%. Employed full time and 26.1% part time with 30.4% working in
professional occupations, 17.1% working in clerical and administrative roles, which
complements our corporate target market. The average weekly income figure for a household is
$2087, which reflects the target market’s ability to purchase a unique dining experience. The
rising trend of grazing platters, mostly evident through social media, is an important part of a
special event.
3.2 Main Competitors
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Below is the position Good Grazd holds on social media compared with other grazing platter
businesses in the Canberra Region:
Canberra Grazing Platter
Business Social Media
Positions
Followers on Social
Media (Instagram)
Good Grazd 3140
The Lazy Grazer 4949
Nibble and Nourish 5707
Graze Up 1475
4.0 SWOT (Strengths, Weaknesses, Opportunities & Threats) ANALYSIS
4.1 Internal SW
Strengths Weaknesses
 Unique business concept; sustainable
 Aesthetically pleasing design factor
 Conveniently delivered to your door,
or set up by the Good Grazd team for
any event
 High reputation for quality fresh food
 Latest sustainable technology used,
e.g., electric car
 Attracts young clientele that want to
show off to their friends, therefor,
business name gets spread by word of
mouth
 Owned locally and sourced local food
 Competition with other similar
business in the area
 Sourcing local food can cost more
than cheap imported food
 Carbon footprint driving around
Canberra delivering (before upgrading
technology and using an electric car)
4.2 External SW
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Opportunities Threats
 Being the only sustainable grazing
platter business in Canberra
 Standing out by our marketing
strategy – Canberra influencers
promoting our brand and spreading
Good Grazd to our target audience on
social media.
 Collaborating with local food
suppliers
 Creating a relationship with the local
Ngunnawal people and learning about
what foods they would like to see
represent them
 Collaborating with other grazing
platter business to help lift each other
up in the small business realm
 Big competition with other grazing
businesses
 Missing out or having lower profit
margins on some food supplies due to
being locally sourced
 Having higher priced packages
compared to the other grazing
businesses due to being sustainable
and local
References
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Quickstats.censusdata.abs.gov.au. 2021. 2016 Census QuickStats: Canberra. [online] Available
at: https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/
CED801 [Accessed 08 September 2021].
Graze Up Instagram 2021. [online] Available at: https://www.instagram.com/grazeupcanberra/?
hl=en [Accessed 08 September 2021].
Lazy Grazer Instagram 2021. [online] Available at: https://www.instagram.com/lazygrazer/?
hl=en [Accessed 08 September 2021].
Nibble and Nourish Instagram 2021. [online] Available at:
https://www.instagram.com/nibbleandnourish_/?hl=en [Accessed 08 September 2021].
Roy Morgan (2019) Helix Personas [Online] Available at: https://www.helixpersonas.com.au/
[Accessed 08 SEPT 2021]
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