Timboon Fine Ice Cream Industry Analysis in Australia

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Marketing 1
Executive Summary
The below mentioned report comprises of information about the Ice Cream industry of Australia.
To be more specific, it evaluates the information about the Timboon Fine Ice Creams. Internal as
well as external environment is being evaluated along with consumer, company and competitor’s
analysis. Further business growth and future objective of the company is also overlooked. More
details about the report are discussed below:

Marketing 2
Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Microenvironment Analysis............................................................................................................3
Industry Analysis.........................................................................................................................3
Major Trends...............................................................................................................................4
Summary Table............................................................................................................................4
Microenvironment Analysis............................................................................................................5
Buyer Behaviour Analysis...........................................................................................................5
Company Analysis.......................................................................................................................5
Key Competitor Analysis............................................................................................................7
Summary Analysis...........................................................................................................................7
SWOT Table................................................................................................................................7
Business Growth and Target Market...........................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
Appendices....................................................................................................................................12

Marketing 3
Introduction
The purpose of this report is to enlighten the readers about the information of ice-cream industry
of Australia in the worldwide market. The report evaluates the information about the Timboon
ice-cream industry present in Australia. The company is a small medium enterprise located near
the Green Ocean Road that serves varieties of ice creams to the customers in the market
(Timeboon, 2018). Tim Marwood and Caroline Simmons established the company in the year
1999 with an objective to serve fresh ice cream to the customer. Further, the below mentioned
report evaluates macro as well as micro environmental analysis for the company Timboon Ice
cream along with the SWOT analysis of the company. The latter part of the report evaluates
business opportunities for the company in international market and between the customer
segments as well. Competitors of Timboon are also analysed in the below mentioned report.
Microenvironment Analysis
Industry Analysis
The ice cream manufacturing industry has become strong since the past five years due to which
the companies present in the industry have also started earning well in the target market. The
industry in the previous year earned a total profit of $ 116.0 million that showed a growth of 3.6
% in the period of 2013-2018. The industry has also earned revenue to $ 1.0 billion to people
worldwide. New South Wales and Victoria are the two states where the demand is maximum for
ice creams as high rainfall occurs in that area. Further, it should be noted that Peter’s and Bulla
are two major dominant brands present in the country. There is no specific ice cream preferred
by people as the choice depends upon their mood and environment. However, ice cream made of
fresh milk, cream and yogurt is highly preferred by people in the industry (Johnson, 2017).
It should be noted by the company Timboon Ice Cream that scoop-and-serve segment is highly
increasing in the target market, so the company should focus on initiating such strategies in the
market so as to effectively grow and increase sales as well. It is forecasted that the industry
revenue will increase annually with the rate of 2.9% over next five years that will make ice
cream companies more profitable in the market (Johnson, 2017).