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
2

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
3

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!”
4