Topic: Gelato Shop (Name: GoldenSpoon).

Added on - 20 Sep 2019

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Topic: Gelato Shop (Name: GoldenSpoon)Joe has been working in the food industry for 10 years and seen the rise of gelato shops. He thinks there is anopportunity for healthy low fat deserts and would like to use his savings to open a gelato shop in Canberra. Heapproached a marketing consult to assist him with developing a marketing plan for the new business.He would like to have an analysis of the uncontrollable environment, a detailed overview of the ice creamstores industry, competition situation (including competition types and competition levels), and consumertrends in Canberra. He needs geo-demographic information that will enable him to choose a location for thebusiness in Canberra and target a specific target.He then needs a detailed marketing strategy that provides advice in regards to product, pricing, location andpromotion.Suggested ResourcesYellow pages http://www.yellowpages.com.au/. This source is helpful for you to identify local competitors.Regional data on ABS http://stat.abs.gov.au/itt/r.jsp?databyregion This is a source for demographic data aboutsuburbs in Canberra.Finding government statistics, Australian Government Business, https://www.business.gov.au/Info/Plan-and-Start/Develop-your-business-plans/Marketing-research/Finding-government-statistics. This is a governmentwebsite guiding you to look for statistics from government sources.Market research & statistics in your state or territory,https://www.business.gov.au/Info/Plan-and-Start/Develop-your-business-plans/Marketing-research/Market-research-and-statistics-in-your-state-or-territory. This is a government website providing state specific data.Retail Trade, Australia April 2016, Australian Bureau of Statistics, http://www.abs.gov.au/AUSSTATS/abs@.nsf/Latestproducts/8501.0Main%20Features3Apr%202016?opendocument&tabname=Summary&prodno=8501.0&issue=Apr%202016&num=&view=. This page showsrecent data about retail statistics by industry. Useful for industry overview.Average weekly earnings and other economic indicators data from ACT Governmenthttp://apps.treasury.act.gov.au/snapshot (Useful for addressing economic forces.)Household expenditure data from ABS http://www.abs.gov.au/ausstats/abs@.nsf/Latestproducts/6530.0Main%20Features22009-10?opendocument&tabname=Summary&prodno=6530.0&issue=2009-10&num=&view=(Relevant source to economic forces discussion)ACT economic overview available at Invest Canberra website http://www.investcanberra.com/resources.aspx.This is a useful source of Canberra economy discussion.Benchmarks by industry https://www.ato.gov.au/Business/Small-business-benchmarks/In-detail/Benchmarks-by-industry/ (This is a useful source for cost analysis.)Australian food statistics 2012-2013http://www.agriculture.gov.au/SiteCollectionDocuments/ag-food/publications/food-stats/australian-food-statistics-2012-13.pdf. This is a relevant report for food related topics.Economic Outlook, ACT Budget 2016 – 2017,http://apps.treasury.act.gov.au/budget/budget-2016-2017/budget-in-brief/economic-outlook. This website
contains useful information about economic factors of Canberra. Information could be considered to be usedfor PESTEL analysis.http://apps.treasury.act.gov.au/__data/assets/pdf_file/0004/870880/Chapter-2-Fiscal-Strategy.pdf. Page31-40 contain information could be considered in discussing political forces section. Page 51 & 52 of this reportcontain useful information about demographics of Canberra.IBISWorld, https://www.ibisworld.com.au/. You can search synopsis of industry report on this website. Usefulfor Industry Overview section.Australian Bureau of Statistics, Retail Trade, Australia, Aug 2016, http://www.abs.gov.au/AUSSTATS/abs@.nsf/Latestproducts/8501.0Main%20Features3Aug%202016?opendocument&tabname=Summary&prodno=8501.0&issue=Aug%202016&num=&view=. Useful for IndustryOverview section.Helix Personas, http://www.helixpersonas.com.au/browse/leading-lifestyles/overview. (This source is usefulfor support target market discussion in relation to lifestyle segments in Australia.)Required Template/assignment sections (Requirements)
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