Arnott’s Biscuits: Marketing Plan, SWOT Analysis for African Market

This essay outlines a marketing plan for Arnott’s Biscuits to expand into the African market, targeting working-class individuals, students, teachers, and households. The plan emphasizes creating a bakery company in Africa and utilizing a marketing mix strategy focused on promotion through television, radio, and social media to build consumer awareness. It addresses the importance of competitive pricing, product quality, and safeguarding intellectual property through patents, trademarks, and copyrights. The SWOT analysis identifies the company's strengths (unique products, loyal customers), weaknesses (limited capital, labor-intensive production), opportunities (partnerships, government grants), and threats (competition). The study concludes that Arnott’s Biscuits can succeed by implementing appropriate market entry strategies and leveraging its strengths and opportunities.

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MARKETING OF ARNOTT’S BISCUITS
By (name)
The name of the class (course)
Professor (tutor)
University
City/state
Date

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Introduction
Arnott’s Biscuits is a bakery company which produces Australian biscuits and snacks
like, Arno shortbread, Cheds, Choco Monte, Chocolate Butternut Snap, Chocolate Ripple,
Bush Biscuits, Delta Dream and much more. Our target market is in the developing countries
especially in Africa. Our idea targets the working class people who need snacks at their
workplace, students and teachers who go to school daily and have a bite during break times,
and at homes where people take biscuits after house chores or entertaining guests. This paper
seeks to explain the commercialization of Arnott’s Biscuits, value proposition and the
application of SWOT analysis to our business idea.
Our main idea regarding the commercialization of Arnots Biscuits is to create a
bakery company in Africa. This will help us to reach out to more customers in the market.
The team needs to comprehensively understand the big picture our products inside and
outside our company to explain to the consumers about the details of the product
(Abrahamson 2017, p.199). Since our products are not well known, we will need to apply the
marketing mix strategy of promotion. The team intends to create awareness to the customers
by advertising widely in television channels and radio, and book advertisement platforms in
industries which advertise on behalf of companies and social media (Block & Stiegler 2016,
p.245). Creating awareness will ensure that our consumers are aware of and have more
information about our products. We would also consider the initial price for which our
products are going to enter the market with, quality and quantity of the products. This
consideration is brought about by the fact that other competitors are producing similar
products.
Secondly, we should ensure that our idea is workable and our intellectual property is
guarded. This can be done by carrying out some tests of our business idea both internally and

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externally as well as acquiring the required registration documents, certification, and
approval to carry out our business (Helm & Gritsch 2014, p.249). It is essential to approach
the right platform in obtaining the appropriate forms which will protect our business idea. For
instance, there are cases where, if the business idea is not protected it is likely to be taken
over by other companies who implement it and make profits from it. In this case, patents,
trademarks designs or copyrights are necessary. Also, our team will keep information
confidential for privacy and security purposes.
Additionally, researching on the target market is necessary to identify the targeted
consumer as well as the competitors that our products will encounter. It will help in getting
feedback from the consumers and know if our product has a commercial opportunity in the
market and continue to finalize development of our idea (Srivastava 2017, p.30). The market
size as well potentiality of the customers is a crucial factor to consider. Consulting from
experts will also be very helpful in identifying our commercializing pathways. We will be
able to make the best and most favorable decisions on how to bring our products in the
market. Our team also needs to design a working prototype. This can be done by outlining
brief objectives about Arnott’s Biscuits products as well as the requirements to achieve those
objectives and testing the products before delivering them to the final consumers.
The theoretical framework applicable to our business idea is the SWOT analysis.
SWOT analysis refers to a framework which intends oversee the competitive position of a
company by reviewing its strengths, weaknesses, opportunities, and threats (Brooks &
Henderson 2014, p.23). By using SWOT analysis, the team will be able to identify what it
can or cannot do as well as the opportunities and threats present in the working environment.
The Arnott’s company has noted some strengths of its business idea. This include;
unique products and flavors which cannot be duplicated easily, large pool of loyal customers

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in Africa and also experience high sales and good profits. The only notable primary challenge
is limited capital needed for expansion as well as time and labor-intensive production
process. Considering the opportunities, the team should partner up with other private
investors and also apply for government grants to raise the capital needed (Busch & Orlitzky
2016, p.310). Competition from other companies producing similar products poses a great
threat to our business idea.
Conclusion
From the above discussion, it is evident that our idea commercializing Arnott’s
Biscuits will succeed if we follow the right measures in getting our product to the market.
The teams’ strengths and opportunities will possibly lead to more profits and overall success
of our business idea. The team is optimistic and hopes to be successful in its future endeavors
in the highly competitive market.

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References
Abrahamson, P., 2017, October. Towards Understanding Startup Product Development as
Effectual Entrepreneurial Behaviors. In Software Business: 8th International
Conference, ICSOB 2017, Essen, Germany, June 12-13, 2017, Proceedings (Vol. 304,
pp. 199). Springer.
Block, J.H., and Stiegler, A., 2016. Commercializing user innovations by vertical
diversification: The user–manufacturer innovator. Research Policy, 45(1), pp.244-
259.
Brooks, G. and Henderson, D., 2014. A SWOT analysis of competitive knowledge from
social media for a small start-up business. The Review of Business Information
Systems (Online), 18(1), pp.23.
Busch, T., and Orlitzky, M., 2016. Sustainable development and financial markets: Old paths
and new avenues. Business & Society, 55(3), pp.303-329.
Helm, R. and Gritsch, S., 2014. Examining the influence of uncertainty on marketing mix
strategy elements in emerging business to business export-markets. International
Business Review, 23(2), pp.418-428.Block, J.H., Henkel, J., Schweinfurt, T.G. and
Stiegler, A., 2016. Commercializing user innovations by vertical diversification: The
user–manufacturer innovator. Research Policy, 45(1), pp.244-259.
Srivastava, R., 2017. Consumer Feedback Analysis through Social Media for B2C Electronic
Companies in India. Business Analytics & Intelligence, pp.30.