Positioning and Promoting Events: Event Analysis Report

This report provides a comprehensive analysis of Fine Food Australia, a food trade fair. It begins with an executive summary and introduction, outlining the event's background and objectives. The core of the report lies in its external and internal analyses, employing tools like PESTEL to examine macro-environmental factors and Porter's Five Forces to assess the micro-environment. Competitive factors, including Foodpro Sydney and Food Service Australia, are evaluated. A detailed market analysis explores trends, growth, and key drivers. A SWOT analysis synthesizes the findings, highlighting strengths, weaknesses, opportunities, and threats. Finally, the report offers practical marketing recommendations based on the analysis, providing insights for promotional strategies.

Running head: POSITIONING AND PROMOTING EVENTS
Positioning and Promoting Events
Name of the Student:
Name of the University:
Author Note:

POSITIONING AND PROMOTING EVENTS 1
Executive Summery
This report aims to analyze the internal and external factors affecting Fine Foods Australia,
an organization that holds food trade fairs. The company is one of the most trusted in the
sector and attracts thousands of exhibitors and visitors every year. Due to the presence of
tough competition in the market, the situation of the company needs to be analyzed. The
internal, external analysis and market analysis show that there are many threats and
weaknesses that affect the organization. These risks factors can curb the popularity and
growths of the company in a great deal. However, the market analysis reveals that the
company gains opportunity of an annual growth of 4.6% with a forecasted growth of 3.2%
more in the next 5 years. By analyzing the micro as well as macro factors, the competitive
situation of the company has been reveled so that the employees, suppliers and other
stakeholders can understand the situation more effectively and take active part in the
management of these issues in a positive manner. The internal and external analysis also
uncovers the opportunities and strengths that the organization has. Depending on that,
recommendations state the promotional strategies that Fine Foods Australia can follow.

2POSITIONING AND PROMOTING EVENTS
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
External and internal analysis................................................................................................3
Analysis of Macro environmental Factors.........................................................................3
Competitive factors............................................................................................................6
Market analysis..................................................................................................................8
Micro environment.............................................................................................................8
SWOT....................................................................................................................................9
Recommendations................................................................................................................10
References................................................................................................................................11

3POSITIONING AND PROMOTING EVENTS
Introduction
Trade fairs are important part of every economy. They bring businesses together.
Trade fairs are mostly Business-to-Business events. It ensures that the buyers and the
suppliers are coordinated properly (Musgrave & Henderson 2015). The Fine Food Australia
is one such trade fair organizer. They provide food equipment, machines, ingredients and
discussions. In this report, the internal and external analysis and market analysis of the
company has been done and depending on that, SWOT analysis has been carried out. Finally,
recommendations have been made for promotional purposes.
Discussion
Fine Food Australia is an annual trade fair focused on food and hospitality industry,
situated in Melbourne. It is operating for 33 years featuring all the newest ingredients, food
menus, equipment and ideas for the food industry. Thousands of exhibitors from inside and
outside the country come to join the fair and present their latest products for the industry.
More than 20,000 visitors come to attend the fair and buy the products there (Fine Food
Australia. 2019). The visitors belong to the retail industry, food service industry and
hospitality industry. It provides them with an exclusive opportunity to learn about the latest
development in the food industry and the emerging trends of the market. The fair has 8 stages
that facilitates more than 50 live cooking as well as 40 master class demonstrations. They
also offer cost saving consultation for business in food industry (Dtti.sa.gov.au. 2019).
Several factors have the potential of affecting it. These factors are explored at length through
external and internal analysis of Fine Food Australia.

4POSITIONING AND PROMOTING EVENTS
External and internal analysis
Analysis of Macro environmental Factors
The macro environmental factors are the external factors that have potential risk for
the event. These factors are uncontrollable and must be considered beforehand to avoid any
disaster. The macro environment analysis has been done through PESTEL analysis tool.
PESTEL stands for Political, Economic, Social, Technological, Environmental and Legal.
Political
 The most important among them is the change in trade rules and
tariff.
 Any change in political scenario or political unrest will affect the
event.
 The government of Australia focuses on reducing emissions and
environmental impact (Jaensch 2017).
 Corruption is also another factor that has impact on the event.
 The open door policy of Australia for global trade organizations
are another threat. It allows new competitions to enter the market
easily.
Economic  The economic factors that are likely to affect Fine Foods
Australia are rate of employment, literacy, interest rates and
price hike (Rees, Smith and Hall 2016).
 High rate of employment means that more people are able to buy
the products offered in the fair (Datta, Iskandar-Datta & Singh
2013).
 Increased rate of interest means that the visitors will be reluctant
to invest on larger or industry level equipment due to their

5POSITIONING AND PROMOTING EVENTS
higher cost.
 Price hike in the economy means that the economic condition of
the country is unstable and people are spending more than
normal (Rees, Smith and Hall 2016).
Social
 Australia has a socially diverse culture as it has many cultures
living side by side. Everyone has the right to express his or her
opinion.
 Food is related to every culture. Different culture has different
food habit and preparation culture (Grage 2018).
 This is why the visitors are more likely to be people involved in
the industry.
 The average income and health conscious habits also will affect
the event socially.
 Considering all these aspects Australia is welcoming and full of
opportunity. The social situation is most of the time stable and
peaceful, making it one of the most livable places (Hiscock and
Maloney 2017).
Technological  Australia is technologically developed.
 The country has the ability to adopt and adapt to new
technology.
 The technological purchase has increased exponentially.
 Due to the recent growth, the smaller and medium hotel,
restaurant industry is investing in new technology to appeal to
their customers (Hiscock and Maloney 2017).
 New technology means that their preparation time and effort will

6POSITIONING AND PROMOTING EVENTS
reduce.
Environmental
 Environmental factors are completely uncontrollable.
 The recent concern regarding climate change and global
warming are concerns for Australia as it is one of the driest
countries.
 There is water security risk and threat of water borne diseases.
 Due to environmental factors, food security issues might arise
and the agriculture sector might be affected (Grage 2018).
 As the event is closely related to food and agricultural sector, it
might also get affected (Dobbs 2014).
Legal
 Australia has open door business policy and the market is also
open.
 Due to immense growth, the government has created many laws
to protect unethical practices in trade (Grage 2018).
 They have imposed trade tariffs and taxes.
 They have fair trading laws, competition laws and consumer
laws to protect the interest of each party.
 They also have privacy laws that gives the businesses the right to
choose how they want to protect their business information.
Competitive factors
The two main competitors of Fine Foods Australia are Foodpro Sydney and Food
Service Australia. These two trade events are positioned at the second and third most popular
trade show and exhibition after Fine Foods Australia. There are many reasons for which these
two have been chosen as the main competitors.

7POSITIONING AND PROMOTING EVENTS
Foodpro: This is the oldest trade fair organizer. It has been in the market for over 50 years.
They provide free sessions on selected exhibitions to increase sales. They provide all kinds of
equipment. Though they lack in providing cooking classes or master classes for the visitors.
Their visitor number is lower than Fine Food Australia (foodpro. 2019).
Food Service Australia: They are a closed event where only the people linked with the
restaurants, food plants, café’s, bars and hospitality are invited to join. They mainly focus on
organic food growing and processing. They have many loyal followers though they fall
behind in visitor and exhibitor presence compared to Fine Food Australia (Foodservice
Australia. 2019).
The competitive analysis is given below:
Fine food Australia FoodPro Sydney Food Services Australia
Branding
Tagline: Ignite your
Passion & Feed your
Business
Logo: clean and to the
point, color symbolizes
green initiative.
The website is visually
attractive and appeals to
the visitors.
No tagline.
Logo symbolizes Green
production.
The website id
reasonable good though
it lacks the x factor and
user friendliness
No tagline
Logo symbolizes green
production.
The website is
reasonable good and
some use of high
quality photos and
videos make it
attractive.
Value
proposition
Provides food industry
equipment, utensils,
technology and recipes.
Ingredients and cooking
Provides food industry
equipment, utensils,
ingredients and
technologies.
Provides food industry
equipment, utensils,
recipes, machines and
technologies. Has some

8POSITIONING AND PROMOTING EVENTS
shows are also there.
They also provide
consultation to increase
business for the visitors.
No such mention of
workshops or classes.
workshop and master
class offers.
Keywords
The keywords in the
name suggests quality
and sophistication. The
tagline has keywords
that relate to food
concepts and inspire the
food professionals. Uses
words like ‘ignite’
‘unearth’ ‘secrets’ that
appeals to the viewers.
Website provides
description of the events
thus creating a succinct
and trustworthy image.
No use of inspiring
keywords or food
keywords to promote.
Uses industry keywords,
like exhibitors,
hospitality, industry,
fresh, organic to attract
consumers.
Website uses keywords
sparsely. The event
descriptions are
provided and specific
keywords like
hospitality, food
industry, food
processing and
exhibitors are used to
attract the interested
consumers.
Events Once a year. A large
range of events from
exhibitions,
descriptions, demos and
classes. Consultation for
improvement, master
classes, workshops,
recipes, seminars,
conferences and many
Once every three years.
Includes equipment
exhibition, ingredient
exhibition, free seminars,
competitions and
contests.
Once every year.
Common exhibition
events, competitions
conference and
workshops. Special
programs like Aged
care summit, Seafood
summit were included.

9POSITIONING AND PROMOTING EVENTS
more events.
Market analysis
The market analysis of Fine Food Australia is as follows:
Market trend: there are more than 8000 businesses involved in this industry
(Ibisworld.com.au. 2019). Restaurants and food joints are increasing. Professionals want
more green options thus making these events successful. The nature of these events are based
on B2B business and the main trend is high profit turnover. More equipment are being used,
robotics, machineries and new packaging are becoming more popular.
Market growth and share: the market growth shows an annual growth of 4.6% with a
forecasted growth of 3.2% more in the next 5 years (Pagotto and Halog 2016). More than
30,000 people are employed in this sector thus making this a highly sought after job
(Ibisworld.com.au. 2019). There is a periodical shortage of labor in this industry. No single
company holds major market share in this industry.
Key drivers: the drivers in this industry are-
 The most powerful driver in the industry is tourism and the hospitality industry
(Kallmuenzer, 2018). Due to the growth in travel and tourism, the hotels and
restaurants need equipment to produce food in larger quantities. They serve multiple
cuisines that needs time saving equipment. Change in trend in these industries affect
the exhibitors.
 Another driver is the financial stability and brand exposure. Through the exhibitions,
the businesses will be able to achieve that (Cadle, Paul & Turner 2014).

10POSITIONING AND PROMOTING EVENTS
 Government laws regarding consumer rights, fair trade and competition are key
drivers (Sezgin 2016).
Micro environment
In order to analyze the internal factors, the Porter’s five forces model has been used.
 Bargaining power of buyers: the buyers are powerful in the trade fair industry.
There are many competitors on the market and thus buyers are able to bargain
their way.
 Bargaining power of the suppliers: the suppliers have medium bargaining
power. Many companies provide the same service as Fine Food.
 Competitive rivalry: there are many competitors in the market. This makes the
competition high in these trade events (Dälken 2014).
 Threat of substitute products: due to high competition and many companies
providing the same service. Companies like FoodPro and Food Service
Australia are also quite popular.
 Threat of new entrants: the open trade policy of Australia attracts more
competition every year. Event management is an emerging business and
growth rate is high. Thus, more companies that provide the same service are
emerging.
SWOT
The SWOT analysis is as follows:
Strengths Weaknesses
 Clear brand image
 Attracts most businesses
(Phadermrod, Crowder & Wills
 Lacks capital investment
 Many competitors

11POSITIONING AND PROMOTING EVENTS
2019)
 Economic growth
 Legal protection
 Market growth
 Social scenario
 Environmental conformity
 Labor
 Powerful key drivers
Opportunities Threat
 Growth in market
 Increase in travel and tourism
 Increase in people’s interest in food
 Leader in the market
 Change in political scenario
 Change in legal scenario
 Easy entry for new entrants (Gürel &
Tat 2017)
Recommendations
Depending on the discussion the following recommendations can be made:
 Perfect evaluation of the trends of the market and the customers’ preferences.
 Bringing product variation in the regular basis.
 Utilizing more local ingredients in the food items served.
 Increasing promotion through social media channels in order to increase brand
awareness.
 Bringing small changes in the organizational structure and making the
information to the employees more available.
 Taking immediate measure if any issues relating to the quality of the offerings
are mentioned or pointed out.
 Arranging employee training to provide the best customer support.
 Direct and word to mouth marketing with exhibitors.

12POSITIONING AND PROMOTING EVENTS
 Opening the event for common people so that they can experience it (Mialon
et al. 2016).
 Imposing charges for tourist and common visitors to increase capital.
From the above discussion, it becomes clear that Fine Foods Australia has much
opportunity in the Australian market. They have better market presence and their brand image
is better. More exhibitors prefer their services, which makes them the leader in the market.

13POSITIONING AND PROMOTING EVENTS
References
Cadle, J., Paul, D. & Turner, P., 2014. Business analysis techniques. Chartered Institute for
IT.
Dälken, F., 2014. Are Porter’s five competitive forces still applicable? A critical examination
concerning the relevance for today’s business (Bachelor's thesis, University of Twente).
Datta, S., Iskandar-Datta, M. & Singh, V., 2013. Product market power, industry structure,
and corporate earnings management. Journal of Banking & Finance, 37(8), pp.3273-3285.
Dtti.sa.gov.au. 2019. Fine Food Australia. [online] Available at:
https://dtti.sa.gov.au/trade/businessmissions/fine-food-australia [Accessed 22 Sep. 2019].
E. Dobbs, M., 2014. Guidelines for applying Porter's five forces framework: a set of industry
analysis templates. Competitiveness Review, 24(1), pp.32-45.
Fine Food Australia. 2019. Home - Fine Food Australia. [online] Available at:
https://finefoodaustralia.com.au/ [Accessed 22 Sep. 2019].
foodpro. 2019. foodpro. [online] Available at: https://foodproexh.com/ [Accessed 22 Sep.
2019].
Foodservice Australia. 2019. Foodservice Australia 2020 | Sydney. [online] Available at:
https://www.foodserviceaustralia.com.au/ [Accessed 22 Sep. 2019].
Grage, A., 2018. Marine Environmental Impact Assessment: Considering cumulative and
synergistic impacts within the Australian legal framework.
Gürel, E. & Tat, M., 2017. SWOT analysis: A theoretical review. Journal of International
Social Research, 10(51).

14POSITIONING AND PROMOTING EVENTS
Hiscock, P. and Maloney, T., 2017. Australian lithic technology. Routledge handbook of
archaeology and globalization, pp.301-318.
Ibisworld.com.au. 2019. Event Promotion and Management Services – Australia Industry
Report | IBISWorld. [online] Available at:
https://www.ibisworld.com.au/industry-trends/market-research-reports/administrative-
support-services/event-promotion-management-services.html [Accessed 22 Sep. 2019].
Jaensch, D., 2017. Macmillan Dict Australian Politics. Macmillan International Higher
Education.
Kallmuenzer, A., 2018. Exploring drivers of innovation in hospitality family firms.
International Journal of Contemporary Hospitality Management, 30(3), pp.1978-1995.
Mialon, M., Swinburn, B., Allender, S. & Sacks, G., 2016. Systematic examination of
publicly-available information reveals the diverse and extensive corporate political activity of
the food industry in Australia. BMC Public Health, 16(1), p.283.
Musgrave, J. & Henderson, S., 2015. A pathway to sustainable event management. The
Routledge handbook of tourism and sustainability, pp.384-396.
Pagotto, M. and Halog, A., 2016. Towards a circular economy in australian agri‐food
industry: an application of input‐output oriented approaches for analyzing resource efficiency
and competitiveness potential. Journal of Industrial Ecology, 20(5), pp.1176-1186.
Phadermrod, B., Crowder, R.M. & Wills, G.B., 2019. Importance-performance analysis
based SWOT analysis. International Journal of Information Management, 44, pp.194-203.
Rees, D.M., Smith, P. and Hall, J., 2016. A Multi‐sector Model of the Australian Economy.
Economic Record, 92(298), pp.374-408.

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Sezgin, E. ed., 2016. e-Consumers in the Era of New Tourism. Springer.