New Zealand Naturals: Detailed SWOT, Customer, and Digital Analysis

This report provides a comprehensive analysis of New Zealand Naturals, focusing on its strengths, weaknesses, opportunities, and threats (SWOT). The analysis highlights the brand's strong value, premium product positioning, and positive customer reviews, while also identifying weaknesses such as a limited digital presence and high pricing. The report includes a customer analysis based on Tripadvisor reviews and a survey of 20 customers, which reveals insights into customer preferences regarding taste, pricing, online ordering habits, and discount perceptions. The findings suggest that while the brand enjoys a niche market and positive customer feedback, it needs to strengthen its digital presence and address competitive pressures to ensure long-term success. The report also examines the firm's potential for international expansion and offers recommendations for strategic marketing improvements. The references include various marketing publications and online resources used to support the analysis.

Running head: NEW ZEALAND NATURALS
NEW ZEALAND NATURALS
Name of the Student
Name of the University
Author Note

1NEW ZEALAND NATURALS
New Zealand Naturals
SWOT analysis
Strengths Weakness
The brand has an advantage concerning an
excellent brand value, which helps the firm in
pleasing the customers.
The firm has won a considerable number of
rewards throughout the past few years for the
excellent service which the firm has been able
to provide to the different customers.
The products meet the needs of premium
and health-conscious customers, which is
the new trend (Moutinho and Vargas-
Sanchez 2018).
The packaging of the product is also
excellent.
Social consciousness concerning the health
aspect of the ice-cream.
The brand seems to have absolutely no digital
presence in Australia, and hence, concerning
this, it becomes considerably difficult for the
firm to perform well.
The firm does not engage in any digital work,
which will then allow the firm to undertake
considerable success in the long run.
Moreover, the organisation is also not being
able to engage in digital advertising, which
shall assist the firm to ensure that it will
perform considerably well.
The price of the product can be considered to
be relatively high.
Moreover, the firm also faces considerable
competition from various other firms.
Opportunity Threats
The firm can launch products in different
countries and ensure that they can offer goods
to a more massive crowd.
The firm needs to spread its brand name
digitally and ensure that it can be available to
the customers on all social platforms and food
delivery applications which shall then allow
the firm to ensure considerable success in the
long run.
In addition to this, the firm can charge any
price for the product as this will help them to
maintain their image as a premium brand.
Market competition can be stated to be very
comprehensive.
The other firms which are present in the
market tend to have often a better digital
presence, which will then go a long way in
assisting the firm in ensuring long term
success. In addition to this, these firms are
available on social media platforms as well,
which will allow the firm to ensure future
success as well.
There are better alternatives and substitutes
available in the market.
Many consumers are very often inclined
towards the cheap ice-creams instead of the
premium brands (Newzealandnatural.com

2NEW ZEALAND NATURALS
2019).
Hence, from the given analysis, it can be primarily understood that the firm has been
successful in forming a particular niche market for itself. However, in line of this, it has to be
understood that the firm has little or no digital presence which then restricts the overall
operations of the firm and in front of this, also tends to limit the popularity of the brand in the
eyes of the customer. The premium pricing, which is offered by the firm enables the firm to
perform well accordingly (Baker and Saren 2016). However, there is much competition as
available in the market, and very often, the customers are lured towards the cheaper options. The
firm can utilise the opportunity and expand in the international market.
Customer analysis
The customers of the firm are young individuals and families who like to enjoy the ice-
cream. Moreover, as young individuals often tend to purchase the goods online and hence,
provide reviews accordingly, it is believed that a digital presence is the need of the hour.
Secondary analysis: Customer reviews
After analysing the trip advisor, it was observed that the firm has been successful in
gaining mostly positive reviews. In the line of this, it can be mentioned that on a scale of 1 to 5,
the firm has very often received four to five stars by several customers who have visited the
different outlets as present (Chernev 2018). A total of four reviews taken from the trip advisor is
being analysed, and the findings can be presented as follows:
 The customers are under the belief that the products are priced reasonably, and the taste is
considerably delicious. They also praised the staff and thought that they were
substantially friendly.

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 Another customer mentioned that, they loved the ice-cream and smoothies and that they
are regular customers of the place. They have provided the outlet with considerable
compliments and stated that the product quality could be reported to be much good.
 Through the analysis, only one negative compliment could be identified given by a single
customer who mentioned that the products were a little too sweet as compared to the
other brands as present. Moreover, the customer believed that various other Italian places
in Australia are much better. The store seemed like a food chain rather than an ice cream
parlour which made it lose out its authenticity (Homburg, Jozić and Kuehnl 2017).
 Lastly, another customer mentioned the place to be a happy one with reasonable prices,
friendly staff and excellent products. The customer seemed to enjoy the overall vibe of
the place.

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Figures 1, 2 and 3: The review on Trip Advisor
(Source: Tripadvisor.in 2019).
Primary analysis
A survey of 20 customers was conducted, and they were asked four questions regarding
the particular products at New Zealand Naturals and how they tend to purchase online. The
respondents were gathered on a random sampling basis from various restaurants and malls.
Q. Rate the taste of the product on the given scale:
Excellent - Above Average – Average - Below Average - Very Poor
Rate Percentage of
respondents
No. of respondents Total respondents

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Excellent 40% 8 20
Above average 20% 4 20
Average 20% 4 20
Below Average 15% 3 20
Very Poor 5% 1 20
Excellent Above average Average Below Average Very Poor
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Percentage of respondents
Figure 4: View on the taste of the product
(Source: As created by the author).
Q. Do you believe that the pricing of the ice-cream is reasonable?
Strongly Agree – Agree – Undecided / Neutral - Disagree - Strongly Disagree.
Rate Percentage of
respondents
No. of respondents Total respondents
Strongly agree 25% 5 20
Agree 20% 4 20
Neutral 40% 8 20
Disagree 10% 2 20
Strongly disagree 5% 1 20

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Percentage of respondents
Strongly agree Agree Neutral
Disagree Strongly disagree
Figure 5: View on the pricing of the product
(Source: As created by the author).
Q. How often do you order an ice-cream online?
Always – Often – Sometimes – Seldom – Never.
Rate Percentage of
respondents
No. of respondents Total respondents
Always 35% 7 20
Often 25% 5 20
Sometimes 15% 3 20
Seldom 15% 3 20
Never 10% 2 20

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Always
Often
Sometimes
Seldom
Never
0% 10% 20% 30% 40% 50% 60%
50%
25%
10%
10%
5%
Percentage of respondents
Figure 6: Frequency of online orders
(Source: As created by the author).
Q. How would you rate the overall discounts as offered by the ice cream firms online?
Excellent - Above Average – Average - Below Average - Very Poor.
Rate Percentage of
respondents
No. of respondents Total respondents
Excellent 50% 9 20
Above average 10% 3 20
Average 15% 3 20
Below Average 20% 4 20
Very Poor 5% 1 20

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Excellent Above average Average Below Average Very Poor
50%
10%
15%
20%
5%
Percentage of respondents
Figure 7: View on discounts offered online
(Source: As created by the author).

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References
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), pp.377-401.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Newzealandnatural.com 2019. Our story [online]. Available at:
https://www.newzealandnatural.com/our-story (Retrieved on: 20 May 2019).
Tripadvisor.in 2019. User reviews [online]. Available
at:https://www.tripadvisor.in/ShowUserReviews-g255069-d8419111-r465170026-
New_Zealand_Natural_Ice_Cream-Cairns_Cairns_Region_Queensland.html (Retrieved on: 20
May 2019).