Gelato Shop Marketing Plan Project

This project requires the development of a comprehensive marketing plan for a new gelato shop, named GoldenSpoon, in Canberra. The plan should include an analysis of the uncontrollable environment, a detailed overview of the ice cream industry, a competitive analysis, and an examination of consumer trends in Canberra. The project also requires geo-demographic information to aid in location selection and target market identification. Furthermore, a detailed marketing strategy covering product, pricing, location, and promotion is needed. The provided resources include links to various government and industry websites for data collection and analysis.

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 an
opportunity for healthy low fat deserts and would like to use his savings to open a gelato shop in Canberra. He
approached 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 cream
stores industry, competition situation (including competition types and competition levels), and consumer
trends in Canberra. He needs geo-demographic information that will enable him to choose a location for the
business in Canberra and target a specific target.
He then needs a detailed marketing strategy that provides advice in regards to product, pricing, location and
promotion.
Suggested Resources
Yellow 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 about
suburbs 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 government
website 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 shows
recent data about retail statistics by industry. Useful for industry overview.
Average weekly earnings and other economic indicators data from ACT Government
http://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 2012-2013
http://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 used
for 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 report
contain useful information about demographics of Canberra.
IBISWorld, https://www.ibisworld.com.au/. You can search synopsis of industry report on this website. Useful
for 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 Industry
Overview section.
Helix Personas, http://www.helixpersonas.com.au/browse/leading-lifestyles/overview. (This source is useful
for support target market discussion in relation to lifestyle segments in Australia.)
Required Template/assignment sections (Requirements)