International Marketing Analysis: PFD Food Service Private Limited

This report provides a comprehensive analysis of PFD Food Service Private Limited's marketing strategies, focusing on its operations in the international market. The executive summary highlights the importance of marketing strategies for business expansion and the company's use of situation analysis to compete globally. The report delves into PFD's company history, product details, mission, and brand, followed by an in-depth situation analysis, including environmental factors (political, economic, social, and technological), market analysis, competitor analysis, and customer analysis. It explores market segmentation, customer relationships, and buyer behavior, including the impact of various factors on customer buying decisions. The report also discusses the application of Pest and STP strategies. The conclusion summarizes the key findings and implications of the analysis, offering insights into PFD Food Service's approach to the international market.

Running head: Business to business marketing
Business to business marketing
2018

Business to business marketing
Executive summary
Marketing strategies are needed to expand and explore the business in the international
market. Without marketing and innovative strategies, the organization is unable to achieve
desired objectives and goals. PFD food service private limited conducts situation analysis to
compete with customers and to overcome the rivals internationally. To sale the drink and
beverage product, Pest, marketing strategies and promotional strategies are used by the firm to
fulfill the needs and demands of the customers. The situational analysis helps the company to
sale the drink and beverage product in the international market. At the end, buying behavior
towards the company’s products also has been discussed in the task. STP strategies that support
the organization to be a leader in the organization also had been explained in the task.
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Business to business marketing
Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Background.................................................................................................................................................4
Company history and product detail........................................................................................................4
Mission, mission and brand.....................................................................................................................4
Situation analysis.........................................................................................................................................5
Environment............................................................................................................................................5
Market.....................................................................................................................................................6
Competition.............................................................................................................................................6
Customers................................................................................................................................................7
Market segmentation...................................................................................................................................7
Relationships...............................................................................................................................................8
Buyer behavior............................................................................................................................................9
Conclusion...................................................................................................................................................9
References.................................................................................................................................................11
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Business to business marketing
Introduction
The main motive of this study is to highlight and explain the operations and activities of
PFD food service private limited company that deliver food and beverage products to the
customers around the country. An emphasize is given on the situation analysis that helps in
directing and assisting the customers for selling food products to them in the international
market. Furthermore, here is a discussion about the competitors, revenue, and pest and STP
strategies that are being faced and handled by the company while functioning internationally.
The drink and beverage product has been taken in the task to outline and explain the business
activities internationally. Along with that, the report also discusses the buying behavior that may
impact on the performance and productivity of the employees and customers as well.
Background
Company history and product detail
PFD food services Pty Limited is a biggest owned food service network that provides
food products and services to the customers across the world. The company is 100% Australian
owned and has approx 70 strategically and effectively situated sites across Australia, employing
more than 3000 employees. It has been analyzed that PFD is considered a source of innovation
because it provides innovative solutions for the problems and concerns. Since 1943, the company
operates and manages its business activities and operations in Australia. PFD delivers the highest
and dynamic range of fresh, meat and seafood together with frozen products, paper products, dry
products and cleaning solutions. Along with this, it provides frozen vegetables, paper and
packaging, cakes, small goods, dairy, drinks and beverages, finger food, condiments, grains and
frozen fish. Drink and beverage product are essential for human body to live happily. The drink
and beverage product help in reducing ample of diseases and provides ample of benefits to
people. It also minimizes the risk of diabetes.
Mission, mission and brand
The main mission of the company is to fulfill its long term vision by rendering food
products to the customers across the world. Aside this, the organization wants to provide
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Business to business marketing
delicious and tasty food products to the key target audience aiming to maximize and increase
profitability and outcomes. It is stated that the company is providing innovative products to the
customers for fulfilling their needs and requirements in the international market. PFD food
service is an effective and online platform that permits users to order and get snacks and food in
the global market (Pfdfoods, 2018).
Situation analysis
It is stated that situation analysis helps the company to identify and analyze the
challenges and issues of the market. Apart from this, it also helps in gaining competitive
advantages in the international market (Van Velsen, 2017). In today’s era, the company is
maximizing and increasing its profitability and accountability in the marketplace.
Environment
It is portrayed from the various studies that environment plays a vital role in every
company to overcome the rivals and to grab the entire market internationally. Environment
consists various factors such as political, social, technological and economic factors that help to
boost profitability and prevent the threats and challenges. The pest analysis has been detailed
below.
Political factors: It is noted that Australia is one of the biggest and significant markets for
multinational companies in the Asia pacific region (Pollard & Kronenberg, 2008). The company
has a stable political environment thus; the company can take ample of benefits while selling
food and beverage product in the country (David, 2018).
Economic factors: The currency rate and cost of living are favorable in Australia in today’s
modern world. The company has a strong and effective economic growth rates along with this, it
has a strong and effective GDP, interest rate and exchange rate. GDP in Australia was worth
approx 1323.42 billion US dollars in 2017 (Tradingeconomics, 2018). With strong and effective
economic factors, Food service pty limited can take various advantages in the country.
Economic factors: Changes in social needs and trends can put direct impact on the needs and
demands for company’s food products and willingness and availability of individuals to work.
There are various social factors such as custom, values, culture, income level and attributes of
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Business to business marketing
the customers that affect the progress and success of the company to a large extent. High
education is considered to render the best employment opportunities in the country (David,
2018).
Technological factors: It has been studied that advanced and innovative technology and
resources are used by the country thus, Food service Pty Limited can grow and survive business
in such country (David, 2018).
Market
It is investigated that PFD food services is a private company which generates approx
$92.6k revenue in the market. It is further examined that the company’s estimated annual
revenue is $70 M in the market. Apart from this, the estimated workers of the company are 756
that working towards the achievement of long term objectives and goals (Owler, 2018). The
scope of food products is wider and effective in Australian market that helps to maximize
revenue and returns in the competitive market. The current size of market is effective and strong
that helps the company to beat the competitors in the international market (Hall & Sharples,
2008).
Competition
The major competitors of PFD food services private limited include Coles, Costco,
Woolworths, Wesfarmers and Woolworth’s group. All these competitors offer food products to
the customers across the globe. Woolworths has 32.2% of the total grocery market including
fresh food. On the other hand, Coles got 28.8% share up by only 0.1% point (Roymorgan, 2018).
It has been studied from the various studies that competitors like Coles, Woolworths and
Wesfarmers uses innovative marketing strategies to stay in the competitive market. Along with
this, they are using effective and unique promotional and advertisement strategies to promote
drink and beverage product in the global market. Online dealing is also done by the competitive
companies to attract wide range of key target audience internationally (Lea & Worsley, 2008).
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Business to business marketing
(Source: Roymorgan, 2018)
Customers
PFD food services private limited provides ample of products and services to the
customers around the globe. PFD’s customers include hospitals, schools, cafes, restaurants,
airlines, clubs and pubs. PFD food services private limited offers various food products such as
condiments, grains, dairy, cakes, and small goods. A marketing research and survey is conducted
to identify and measured the needs, wants and demands of the customers. Without identifying
and analyzing needs and wants of the customers, the company cannot grow and uplift
profitability and returns in the market. PFD Food Service Company uses innovative and
attractive marketing strategies such as business level, corporate level and promotional strategies
to augment profitability and to analyze the requirements and wants of the customers (Lawrence,
Richards & Lyons, 2013).
Market segmentation
Segmentation is a process of categorizing the products and services into different market
segments to distribute the food products effectively and efficiently. For the segmenting the
products, the company focuses on the income level, choices and preferences of the key target
audience in the competitive market. Segmentation is done after considering the four areas such
as behavioral, demographic, geographic and psychographic areas. Gender plays a major role in
identifying the oversight and perception of the customers internationally. By using segmentation
strategy, PFD Food Service Company caters drink and beverage product to the customers across
the globe. In geographic segmentation, the company divides its market on the basis of place and
areas. It also divides the market after considering the digital media and company size. It will
further help PFD food service private limited company to build and develop a dynamic and
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Business to business marketing
strong image in the international market (Tapsell, Probst, Lawrence, Friel, Flood, McMahon &
Butler, 2011).
Targeting entails the identification and measurement of a market segment by the
company and thereby providing to that specific segment in order to attain its goals, targets and
objectives of revenue generation. The main target market of the company includes young
customers who are between the age group of 15-25 years and the household women who prefer
drink and beverage products to a large extent. Kids is a biggest target market for PDF food
service company because this target market help in overcoming the competitors globally. The
market share in the food industry in Australia has been highly dominated by the company; this
can be attributed from the evidence that PFD food service private limited commands over the
large market in the country.
Relationships
It shall be studied that customer relationship approach is followed by the company while
selling the products and services in the international market. CRM is an approach or strategy to
handle and manage an organization’s interaction and communication with potential and current
customers. Data analysis is one of significant methods that is used by the firm to improve and
enhance the business relationship with customers in the global market. Consumer relationship is
empirical to maintain a favorable working environment in the organization as it further helps in
achieving moral and satisfaction level of the customers. It is a responsibility of managers and
employees that they maintain good relationship with customers before and after sale the products
internationally. It is elucidated that PFD food service private limited company uses the B2B
customer life cycle approach to sale the products in the international market. B2B marketers
should shift their marketing focus from a product and various channels centric approach to a
customer centric method, utilizing the customer life cycle as a design tool or method for
betterment and engagement of the company. The customer life cycle approach includes discover,
engage, explore, ask, buy and use. By using or initiating this approach, the firm can attract and
retain the majority of the customers in the global market. Moreover, various activities such as
build or develop a community, rendering entertainment value, inspire customers and keep the
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Business to business marketing
conversation with them help in struggling with competitors internationally (Lea & Worsley,
2008).
(Source: Wizdo, 2016)
Buyer behavior
Buying process may be defined as series of actions or steps that a customer would take to
make buying decisions. There are several stages such as problem identification, information
research, purchase of decisions and evaluation of alternatives and post purchase decisions of
team framework and programs help in maximizing outputs and result in the international market.
There are tremendous factors that may put direct impact on the buying behavior of the
customers. Choices and perceptions of the customers are significant part of every business that
helps in attaining various rivalries benefits globally. In addition, personal preferences, marketing
campaigns, group influence and economic situation also affect the income level and buying
behavior of the customers internationally. Advertising and promotion further play an excellent
and greater role in affecting the buying decisions that have been made by customers in all over
the world. Motivation, beliefs, values, and attributes of the customers also need to be considered
by the firm while selling the products globally (Lea & Worsley, 2008).
Conclusion
From the above study or report, it is concluded that PFD food service private limited is
growing and leading company in Australia. The above analysis reveals the pestle analysis,
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Business to business marketing
competitors and market size that may put adversely impact on the progress and targets of the
firm. By analyzing the market, the organization further could able to sale its drink and beverage
product in the global market. Moreover, the paper also discusses the buying behavior and
customer relationship that help in attaining various rivalries benefits and to meet the long term
needs and requirements of the customers internationally.
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Business to business marketing
References
Pfdfoods.,(2018). About us[Online], Retrieved from
http://www.pfdfoods.com.au/about-us/company-story/
Tradingeconomics.,(2018). Australia GDP [Online], Retrieved from
https://tradingeconomics.com/australia/gdp
David.J.,(2018). Pestle analysis of Australia [Online], Retrieved from
https://www.howandwhat.net/pestel-analysis-australia/
Owler.,(2018). PFD food services’s competitors, revenue, number of employees, funding and
acquisitions [Online], Retrieved from https://www.owler.com/company/pfdfoods
Roymorgan.,(2018). Woolworths increases lead in $100b+grocery war[Online], Retrieved from
http://www.roymorgan.com/findings/7537-woolworths-increases-lead-in-$100b-plus-grocery-
war-201803230113
Roymorgan.,(2018). Coles and Woolworths continue to gain share in fresh fruit and vegetable
market [Online], Retrieved from http://www.roymorgan.com/findings/7597-coles-and-
woolworths-continue-to-gain-share-in-fresh-fruit-and-vegetable-market-201805220618
Wizdo.L.,(2016). How do buyer relate to the customer life cycle [Online], Retrieved from
https://go.forrester.com/blogs/16-09-30-
how_do_buyer_journeys_relate_to_the_customer_life_cycle/
Van Velsen, J. (2017). The extended-case method and situational analysis. In The craft of social
anthropology (pp. 129-150). Routledge.
Pollard, N., & Kronenberg, F. (2008). A Political Practice of Occupational Therapy E-Book.
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Hall, C. M., & Sharples, L. (2008). Food and wine festivals and events around the world:
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Lea, E., & Worsley, A. (2008). Australian consumers’ food-related environmental beliefs and
behaviours. Appetite, 50(2-3), 207-214.
Lawrence, G., Richards, C., & Lyons, K. (2013). Food security in Australia in an era of
neoliberalism, productivism and climate change. Journal of Rural Studies, 29, 30-39.
Tapsell, L. C., Probst, Y., Lawrence, M., Friel, S., Flood, V., McMahon, A., & Butler, R. (2011).
Food and nutrition security in the Australia-New Zealand region: impact of climate change.
In Healthy Agriculture, Healthy Nutrition, Healthy People (Vol. 102, pp. 192-200). Karger
Publishers.
Lea, E., & Worsley, A. (2008). Australian consumers’ food-related environmental beliefs and
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