Detailed Opportunity Analysis for Carman's Kitchen Breakfast Cereal

This report presents an opportunity analysis for Carman's Kitchen, focusing on its breakfast cereal product line. The analysis begins with an introduction and company background, highlighting Carman's Kitchen's history and current market position. A situation analysis, including market, macro-environment (political, economic, social, technological, legal, and environmental), and micro-environment (company and competitor) analyses, is then conducted. The market analysis examines industry revenue, growth, and key sales channels. The macro-environment analysis evaluates factors such as political stability, economic growth, social trends, technological advancements, legal compliance, and environmental sustainability. The micro-environment analysis assesses the company's strengths and weaknesses, along with a competitor analysis that compares Carman's Kitchen to key rivals like Weet-Bix and All Bran. A SWOT analysis is provided to identify strengths, weaknesses, opportunities, and threats. Finally, the report outlines specific marketing objectives aimed at improving customer loyalty, generating sales growth, and reducing marketing costs. The report concludes with a reference list.

Opportunity Analysis for (breakfast cereal)
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Table of Contents
Table of Contents............................................................................................................... 3
Introduction and Company Background.............................................................................4
Introduction.................................................................................................................... 4
Company Background..................................................................................................... 4
Situation Analysis............................................................................................................... 5
Market Analysis............................................................................................................... 5
Macro Environment Analysis........................................................................................... 5
Political Analysis.......................................................................................................... 5
Economic Analysis....................................................................................................... 5
Social Analysis............................................................................................................. 6
Technological Analysis................................................................................................. 6
Legal Analysis.............................................................................................................. 6
Environmental Analysis................................................................................................ 6
Micro Environment Analysis............................................................................................ 7
Company Analysis........................................................................................................ 7
Competitor Analysis..................................................................................................... 8
Competitive Market Summary.....................................................................................8
Consumer Analysis....................................................................................................... 8
SWOT Analysis............................................................................................................. 9
Objectives.......................................................................................................................... 9
Marketing Objectives...................................................................................................... 9
Reference List.................................................................................................................. 11
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Introduction
The main reason behind the marketing plan is that the Carman's Kitchen wants to re-
positioned in the market place and that is why by introducing new breakfast product the
company will easily attract new customers. Currently the company loss its market share
because of not having any unique products and that is why the report will try to solve this.
Company Background
Carman’s Kitchen is Australian Food company that provides delicious and tasty
cereal food to their customers which are filled with whole grain. The company also introduce
new Carman's gourmet range in its all supermarket and also exported to many countries as
well. The company is led by the lady who won many awards such as Telstra Australian
Business women in 2012, winner of Ernst and Young's Young Entrepreneurship of the year
in 2007 (History of Carman's Kitchen, 2019). The owner also has a strong commitment with
the customers of providing the healthy diet that is why the report chooses Carman's Cereal as
to meet out the demand of their customers.
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Situation Analysis
Market Analysis
Revenue Annual Growth 14-19 Employment Business
$3bn 0.7%% 5720 264
It has been analyses that the cereal industry has frown in modestly from last five years
such that industry revenue is expected to grow 07% over the last five years through 2019-19
to $2.6 billion. Even the supermarket chain are the primary sales channel for this and due to
ongoing intense competition also affect the firm in negative way.
As per the above graph it has been analysed that after many years the food and
services industry will be grown such that as pr the Australian food service market is
forecasting to reach 80.7 billion in 2024, therefore, it shows that there are several
opportunities in the food service market and this all due to increase in number of people
eating away from home and rise in interest in speciality niche market (Jefferson and
Adolphus, 2019). Even there are many fast food restaurants are also available that are mostly
preferred by the customers and it also shifts the customer preference as well as consumption
pattern from healthy food to fast food.
Macro Environment Analysis
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Political Analysis
 Political stability of the country affect the overall performance of the company such
that Carman’s Kitchen offer different products of cereal, therefore, it is required to
have stable political system.
 .Minimum wages and overtime should be provided by the firm to maintain trust
among employees.
 The tax rate of the country should also be followed by the firm to sustain the brand
image of Carman’s Kitchen (Hajihashemi and Haghighatdoost, 2019).
 All the products should be labelled and it is essential for the firm to follow Intellectual
Property.
Economic Analysis
 Inflation affects the rates of products such that customer does not spend amount for
purchasing the cereal in high prices and this decreases the sales.
 Exchange rates and instability of the country also affect the business overall
performance in negative way.
 As the industry is increasing and die to increasing economic growth rate, company
financial performance can be increases (Han and et.al., 2018).
 Increase in interest rate and unemployment rate do affect the business in negative wa.
Social Analysis
 Sudden change in preference of People also affect the business in negative way.
 Class structure and hierarchy structure of the society also affect the business financial
performance.
 Different attitude of the customers also affect the production level of the company in
negative way. Such that it affect the overall performance of the company.
 Every customer has their own leisure interests and this will also effect the overall
performance of the company.
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Technological Analysis
 Company has to adopt advance technology so that it will help to increase the sales and
time.
 Carman’s Kitchen, should start delivering online services to their customer by
offering different discount (Vemulapalli, Karwowski and Coleman, 2019).
 Using new technique may also leads to breaches the security that will creates negative
impact upon the business. Therefore, Carman’s Kitchen should make strategy to
overcome this.
 A firm should not only do technological analysis of the industry but it also speeds the
technology disrupt that helps to raise the speed of the industry.
Legal Analysis
 Company should follow data protection act so that it will help to make the data
confidential.
 Further, Carman’s Kitchen should also follow employment law and also provide
minimum wages to the employees.
 It should follow discrimination and Anti- trust law.
 Carman’s Kitchen should use copyright, patents and intellectual property law so that
it will help to enhance the competitive edge (Kindelspire, Anderson and Kirschman-
Rollag, 2018).
Environmental Analysis
 It must have waste management system so that it will not affect the environment of
the country.
 Carman’s Kitchen must have recycle system so that there should be low wastage of
products.
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 It must follow sustainability act.
 It must develop the strategy that helps to support for renewable energy.
Micro Environment Analysis
Company Analysis
Positives points
 Strong reputation and image.
 It has good marketing abilities.
 It has ability to adapt the wants and needs of its target market.
negatives points
 Provide product at high cost.
 It did not use strict action to stay competitive in competitive market.
 Due to high price of products, it has limited market share of expansion.
summary
The company has strong reputation and brand image in Australia and also uses
effective marketing strategy that also help to attract wide range of customers, further, it has
been analysed that the products of the company are high in rates and that is why it did not
expand the market share. Apart from this, the company instantly did not uses effective
strategy that helps to stay competitive in the market and this is considered company's
weakness.
Competitor Analysis
The competitors are :
 Weet- Bix
 All Bran
 Rice Bubbles
 Be Natural Cereal
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Point of similarity: all the company provides different cereal food products to their
customers and their main aim Is to provide healthy food to their customers.
Point of differences: The ingredient which are used by the brand are different from each
other and the taste make their product popular in market (Fiszman and Tarrega, 2018).
Competitive Market Summary
Competitor Target
Market
Product Pric
e
Promotion
al
Distributio
n
Strength/
Weakness
Carman’s
Kitchen.
Australia
local
market
Cereals,
Carman's
gourmet
Comp
etitive
pricin
g
strate
gy
T.V.
Advertise
ment
Exclusive
distribution
strategy Pricing is
considered
a strength
but
promotion
al activity
is
weakness
Weet- Bix Rural market
of australia
Filled with fibre
and whole grain
of cereals
Skim
ming
pricin
g
starte
gy
E- brochures Intensive
distribution
strategy
Target
market is
considered
a strength
but
promotion
al activity
is
weakness
All Bran Regional
market of
Australia
Primary
Product
Attribute
Penet
ration
pricin
g
Billboards
and social
media
Selective
distribution
strategy
Products is
considered
a strength
but distribution
strategy is
weakness
Rice
Bubbles Australia
local
market
Fruit and nuts
cereals
Seaso
nal
pricin
g
strate
gy
Modern
promotional
strategy
Exclusive
distributio
n strategy
Target market
is
considered
a strength
but
promotional
activity is
weakness
Be Natural
Cereal
Australia
local
market
Granuala
cereals
Comp
etitive
pricin
g
Social media
and online
website
Intensive
distribution
strategy
Distributio
n channel
is
considered
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a strength
but
promotional
activity is
weakness
Consumer Analysis
The target customer for "Carman’s Kitchen" are young and children whose age is in
between 2-5 years and they mainly purchase cereals from the quoted firm because of having
brand image in market. Because of having competitive pricing strategy and providing high
quality of products, force people to purchase the products from the brand.
ummary of the customer
"Carman’s Kitchen" target customer are children whose age in between 2-5 years
and having different taste from other cereals force customers to purchase from the particular
brand. Further, it has been analysed that the firm having competitive pricing strategy also
attract wide range of customers towards it.
SWOT Analysis
Strength Weaknesses
 The company has brand image
because it offers the services form so
many years and that is why it gains
high reputation in market (SWOT
analysis of Carman's Kitchen, 2018).
 Uses effective marketing strategy
because of having effective research
and development department.
 Have good customer base because of
offering high quality of products.
 Many companies also uses similar
style of products which affect the
brand image and it is considered the
weakness.
 It offers High price products that
force its lower level of customers to
shift towards another brands
(Kamper, S. L. and et.al., 2019).
Opportunities Threats
 The customers want to try new  The company faces threat from its
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products and having a loyal customer,
the company may introduce new
products.
 As the firm is awarded for its best
products and services, therefore, the
company has an opportunity to
increases the publicity and media
coverage.
rivals because of providing the same
products.
 The company is growing but it has
limited market for expansion
(Mathew and Palaniappan, 2018).
 The firm also uses private labels and
this is consider as a future threat to
the company.
Objectives
Marketing Objectives
objectives
 Improve customer loyalty and generate sales by 5% 1 year.
 Reduce marketing costs by 10% over the next 6 months.
Justifcation
 Improve customer loyalty and generate sales by 5% 1 year.
This is chosen because it helps to improve the overall financial performance of the
company and also leads to increases the customers' loyalty towards a firm.
 Reduce marketing costs by 10% over the next 6 months.
This is chosen to decrease the extra cost of the company as the company has strength of
using effective marketing strategy and if the cost is decreases then it will helps to
increases the financial performance of the firm in next 6 months.
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