MKT1MDP Report: Marketing Aspects of Australian Biscuits Industry

This report provides a marketing analysis of the Australian biscuit manufacturing industry, considering various macro-environmental factors, including political, economic, sociocultural, technological, and legal aspects. The report explores market segmentation, focusing on health-conscious consumers and young individuals aged 6-15, and offers strategic recommendations such as investing in sustainable packaging and influencing consumer buying behaviors. The analysis highlights the importance of adapting marketing techniques to local culture and leveraging technological advancements for effective marketing. The report concludes that macro-environmental factors are critical to business success within the industry and that effective market segmentation is essential for distribution, production, and packaging. The report is based on secondary data from sources such as MarketLine Advantage and IBISWorld.

Marketing stand and
deliver

Introduction
 The report illustrates about the marketing aspects considering
the Australian biscuits manufacturing industry
 The topic present an idea abut the various macro environmental
factors associated with the business functioning within the
concerned industry
 The marketing segmentation and targeting will also be focused
on to target specific market segments

Executive summary
 The macro environmental factors including political stability,
employment scopes and other legal and environmental factors
were considered that impact the business functioning
 The market segmentation enabled focus on two market segments
such as the market comprising of health conscious customers
and another market consisting of individuals aged between 6 to
15 years
 Recommendations included investments by shareholders on the
sustainable packaging of biscuits and influence the consumer
buying behaviours too

Macro environmental analysis
Political and Economic factors
 The Government laws, legislations and policies impact the political stability
and the way business operates within the industry
 With the advent of e-commerce activities, there can be issues related to
information disclosure, which can give rise to anti trust issues
 Political conditions often influence the foreign trade relations and
investments too
 The rate of employment scopes created within the industry can influence
the growth in economy of Australia
 The skilled workforce also contributes to the economic health and wellbeing
 The rate of inflation and growth rate also creates an impact on the financial
performance of the Australian biscuits manufacturing industry

Macro environmental analysis
(continued)
Sociocultural factors
 The shared values and beliefs among people are responsible for
impacting the organisational culture
 The Australian biscuits manufacturing industry needs to shape
the marketing techniques in order to deliver the right messages
to the clients
 The companies should adopt the local culture to cater the needs
of people within the community and influence buying behaviours
 The consciousness about health has raised the demands for
healthy biscuits and availability in different flavours within the
Australian biscuits manufacturing industry

Macro environmental analysis
(continued)
Technological factors
 The introduction of new technologies has supported e-commerce
activities for the businesses and also while managing a website
to deliver products and services online
 The technologies have created user friendly interface and also
influenced the supply chain activities to make customers access
the products and services easily
 The technological integration has allowed the company to reach
larger market segments through effective marketing achieved
through social media marketing also

Macro environmental analysis
(continued)
Legal and environmental factors
 The Anti discriminatory laws, Food and safety laws are aligned
with the business goals to prevent discrimination within the
workplace and focus on delivering healthy food options for the
clients
 The waste management procedures and producing organic items
further contributes to the management of ecological balance in
nature
 The focus on green products has also encouraged the customers
to make purchases and remain healthy

Segmentation and targeting
 The segmentation of market us done with the consideration of
socio economic factors, demographic features associated with
the consumers’ inclination towards the brand products
 The targeting of right market segments has facilitated better
accessibility to products as well as delivery to the clients
 The targeted market segments considered here are the market
segments comprising of health conscious customers and the
other young individuals who prefer different flavoured biscuits

Market segments
Market segment consisting of health conscious consumers
 The products offered to the targeted market segments are the gluten free
biscuits consisting of lesser fat and sugar
 The companies in Australia have sustainably sourced the ingredients to
ensure that the quality of biscuits remain consistent and can cater to the
needs of people bearing in mind their consciousness about their health
Market segment consisting of the young individuals aged between 6 to
15 years
 The offering of biscuits available in different flavours such as fruit and nut
biscuits, strawberry flavoured biscuits, chocolate biscuits
 The availability of biscuits in different flavours and tastes has met needs of
nearly every segments of market

Recommendations
 It is recommended to invest in the area of packaging to make sure that
environmental friendly or sustainable packaging is done for keeping the
biscuits safe and healthy
 The Australian biscuits manufacturing industry is recommended to attract
more shareholders or investors to make investments on this various
market segments to ensure that they acquire good rate of return on
investments too
 It is also recommended for Australian biscuits manufacturing industry to
set the right prices for the biscuits, and implement the cost leadership
strategy to target the market segments properly, furthermore, ensure
influencing the consumers’ buying behaviours
 The right prices should be set though without making any compromise to
the quality of the biscuits produced within the concerned industry in
Australia

Conclusions
 From the analysis, it could be understood that the macro environmental
factors were critical to the success of business within the Australian biscuits
manufacturing industry
 The market segmentation was done for the distribution channels, source of
production, packaging, etc.
 The health conscious customers and individuals aged between 6 to 15 years
that constitute the market segments within the Australian biscuits
manufacturing industry

Bibliography
 Becherer, R.C. and Helms, M.M., 2016. The role of entrepreneurial marketing in
improving market share for small businesses facing external environmental or
resource challenges. Journal of Business and Entrepreneurship, 27(2), pp.119-
147.
 Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel
Marketing, tourism economics and the airline product (pp. 69-83). Springer,
Cham.
 Dibb, S. and Simkin, L., 2013. Market segmentation success: Making it happen!.
Routledge.
 Hall, R., 2016. Brilliant Marketing: How to plan and deliver winning marketing
strategies-regardless of the size of your budget. Pearson UK.
 Huang, M.H., 2015. The influence of relationship marketing investments on
customer gratitude in retailing. Journal of Business Research, 68(6), pp.1318-
1323.
 Jenkins, W. and Williamson, D., 2015. Strategic management and business
analysis. Routledge.