Project Report: Establishing & Adjusting Patties Food's Marketing Mix

This project report provides a comprehensive analysis of Patties Food's marketing mix, examining its product, pricing, place, and promotional strategies. It begins with an introduction to Patties Food, outlining its vision and mission. The report then evaluates each component of the existing marketing mix, considering product characteristics, pricing policies, promotional methods, and distribution channels. Furthermore, it analyzes the level of customer service provision and identifies potential customer bases and key pressure points. The report explores the interdependencies of the marketing mix components and establishes their relative importance to different customer segments. It concludes by determining a suitable marketing mix for specific markets, considering environmental factors, consumer priorities, and marketing objectives. This analysis aims to provide strategic recommendations for optimizing Patties Food's marketing efforts and achieving its business goals.

Project report -Establish and adjust the marketing mix for Patties Food
Introduction
Background
The Patties Food is one of the Australian food manufacturing company which will be producing
baked goods, meat pies along with pre-made desserts. The corporation was found in the year
1966 by Rijs Family. The company is headquartered at Bairnsdale, Australia and the areas served
by the company is New Zealand and Australia. The Patties Food is the largest manufacturers of
meat pie in Australia and in the entire world. In the year 2003, the Patties Food expanded their
business in a substantial manner and they produce several other well-known pies such as Snowy
River pie, Herbert Adam Pies and patties. The revenue which has been generated by Patties Food
is $196M and there are more than 2000 employees working with Patties Food.
Vision of company
The vision of the company is to become the most appropriate and profitable business through
building proper franchise system along with best people which will be helpful for them in
swerving the most delicious patties and mutton pies in the entire world. The vision of the
organization is to give the customers with best patties and pies along with achieving the leading
position in quick service as well. Through the application of the strong system related to franchise,
the best burger patties and pies will be served by them in comparison to the other competitors
present in the market (Pattiesfood.com.au 2019).
Mission of company
The mission is to deal with customers with reasonably priced food with the best quality in the
clean and attractive surroundings. The company tries to offer the different quality food through
development of the different strategies that will be beneficial in moving the organization towards
long term leadership in the competitive business environment. The other mission of the company
is to provide the food at reasonable prices along with quality food to achieve the top position
which has been stated by them in the vision statement of the company (Pattiesfood.com.au 2019).
Evaluate each component of existing marketing mix
Product- It is one of the first element of the marketing mix wherein the products include the
different kinds of food and beverage related products which will be provided by Patties Food to
their customers present in the market. The product mix of the company includes the different
main products line such as patties, meat pies along with other items such as snacks and sides
which is sold by them to the customers in the market (Watrobski, Jankowski and Ziemba 2016).
After the analysis of the 4Ps, the products are the fundamental determinant of the brand along
with corporate image. The company is generally known for the sell of the different kinds of pies
and due to the diversification of the product line, the company has been able to satisfy the market

demand, improves the revenues and due to the diversification in the product line, the
dependence of the company has reduced to one single segment. The other products which are
sold by the company includes the different kinds of pastries and frozen food items which will be
attracting the number of customers in contrast to the other organizations who are competitors
and are present in the market (Wagner and Eggert, 2016).
Price- Pricing strategy of different kinds of pies and the patties are done in the cost-effective
manner. On the basis of standalone aspect, there are different other competitors in the market
such as McDonald’s and Hungry Jack's. The respective idea of pricing strategy helps in taking care
of the different prices of the products in such a manner which will be helpful in minimizing the
prices as well as costs (Usui 2017). Furthermore, Patties Food has adopted the market-based
approach related to pricing wherein the prices are required to be applied in such a manner
wherein the company will be gaining competitive advantage in comparison to the similar products
selling company. The different products such as pies and the patties are intended in a manner
which will be attracting different customers with providing the economic kind of incentive in
buying more products in comparison to the other competitors (Thieu et al. 2017).
Place- It is the other element which helps in enumerating the different venues or the locations
wherein the different products are being offered and to the different locations wherein the
customers can access such products. Furthermore, the respective company has their outlets in
Australia and in New Zealand market wherein the individuals can purchase the different frozen
fruits and desserts as per their choice (Stead and Hastings 2018). Moreover, the well-designed
website of Patties Food contains the various information relating to the different food items which
are being sold by them which will be beneficial in increasing the customer base. The menu of
Patties Food if completely available on the website itself which is suitable for the different
customers in managing the different activities in a positive manner (Shaw 2016).
Promotional Activities- It is the other aspect which should be managed by the different
companies as it will be helpful in managing the different activities appropriately. Patties Food is
the top of the minds of the different customers through the inclusion of different kinds of
initiatives and activities. Patties Food mainly focuses on the brand promotion in the marketing mix
which is being done through the different channel such as television, print media along with
online channels as well. From the different activities, it can be identified that Patties Food has
wide customer range network, however there are times when the company falls back from their
responsibility in handling the grievances of customers and the different benefits which are being
provided by the company in terms of price will be helpful in providing back to the society ( Olson
et al. 2018).
Customer Service- The service provides to customers are excellent as the company follows the
different kinds of products which are in accordance to the needs. The company can be able to
improve the customer experience through the introduction of various discounts that will be
supportive in analysing and changing the dynamics of the company (Noormoradia and Mozafarib
2017).
Identify and analyse level of customer service provision to determine its significance to
marketing outcomes
Customer service levels- customer value
The three levels of the customer service provision include the expected level, desired level along
with unanticipated level. The first aspect is the unanticipated level of the customer service

proposition is being managed and analyzed which makes the customers very happy. For instance-
There is no inclusion of refund as the product has been opened, or the refund id provided as the
customers are regular in the company. Furthermore, the expected level is defined as the aspect
wherein the level of minimum quality expected of the different products and services which will
be provided by the company. Lastly, the desired level is the aspect wherein the desires of the
different customers regarding the services which are being provided to the customers in the
market (Moutinho and Vargas-Sanchez 2018).
Identify potential customer base and key pressure points
Customer Base Profile Key Pressure Points
College Goers The different students who
are between 19-22 years of
age group and it is inclusive of
both male and female
students
Location
Expertise
Customization
Office Goers These are the different
individuals who are hard core
loyal customers who loves
enjoying the quality of coffee
in relaxing kind of
atmosphere
Expertise
Location
Effectiveness and
Customization
Tourists The ones who prefer to visit
the different new places and
needs to relax in a positive
and vibrant environment
Professionalism
Effectiveness and efficiency in
services
Customization Available
Analyse and test effect of components of marketing mix on each other, and establish their
relative importance to customer base
Customer Base
Office Goers
Marketing Mix Elements
Product
Price
Place
Promotion
Customer Service
Importance
The product helps in providing the individuals with the best pies and the patties that is not
available in the market
Not too costly which is affordable by them
Through website and other central locations
Official Website and the other advertisements through offline and online advertising

Expected Level
Rationale
The main rationale of the company is to provide them with the different kinds of patties and
frozen desserts and fruits as it will be helpful in expecting quality for the duration of the entire
course as well.
Customer Base
College Goers
Marketing Mix Elements
Product
Price
Place
Promotion
Customer Service
Importance
The product helps in providing the different patties and the other kinds of mutton pies to
customers
The price is not too costly which can be affordable by the different kinds of college goers
The place is the official website and the other locations which is central and it is affordable by the
customers
The promotional activities include the different online and offline advertising techniques
The customer service is desired level which will be helpful in managing their profitability
Rationale
The main rationale of the aspect is to analyse the different kinds of requirements of the different
college goers and provide them with the different products as per the needs appropriately.
Customer Base
Tourists
Marketing Mix Elements
Product
Price
Place
Promotion
Customer Service
Importance
Product includes the different frozen fruits and the desserts along with pies and patties which will
be available to customers
The price is flexible payment as per the demands of the tourists
The place is the official website along with the other places which are located centrally
The promotional techniques include the online and offline techniques of advertising which will be
beneficial for the success of the company
The customer service is unanticipated level as there will be no such refund of the pies and patties
purchased by them as they are tourists
Rationale
The main rationale is to provide the different customized pies and the coffees which will be
helpful and appropriate in understanding the different needs of the tourists
Determine marketing mix for specific markets
Identify and assess environmental factors, and their impact on marketing mix

The marketing strategy of the company needs to focus on the meeting the different needs along
with providing the benefits. The main four Ps must focus on the customers along with the
emphasis the different variables which can be controlled by the manager over time effectively.
The four categories under the environmental factor are inclusive of the following:
Economic Environment- It affects the overall purchasing power of the customers along with the
customer spending
 Various stages of the economic in the different countries wherein Patties Food is set up
 The different levels of income help in suggesting the overall desirability of variations in
pricing, in such scenario Patties Food need to analyse that in the different countries with
economic development of low stage and it is essential for them to set the low prices
 The limited possibilities related to promotion wherein Patties Food can utilise the cost-
effective technique of promotion (Morschett, Schramm-Klein and Zentes 2015)
Technological Environment- It is the aspect on analysing how the products are sold to customers
 Attitudes along with lifestyle of customers can change and it cause changes in the demand
of product and how the products can be sold to the customers
 The Patties Food can keep proper step with technological advancement (Möller and
Parvinen 2015)
Socio-Cultural Factors- It affects the spending power, the perceptions and basic values of the
customers
 The customer base of Patties Food are young and adult families along with tourists
wherein the company needs to consider regarding the structure of family and the cultural
trends of youths
Environmental Factors-
 The environment friendly approach is essential as it can be created with the help of
analysis of the sales which can be positive or negative and Patties Food have agreed in
performing the different tasks as per the environment to reduce the unnecessary and
harmful waste (Mariani, Di Felice and Mura 2016)
 The physical and climate terrain of the country can create significant impact on demand
and in case of Patties Food the environmental aspects can create huge pressure on the
company Patties Food
Identify consumer priorities, needs and preferences affecting marketing mix
The perceptions and preferences of the customers is the key element which affects the success of
the product. The potentially changed products and services have not succeeded as there is no
ability of company to build healthy perception regarding themselves in the minds of customers.
There are certain expectations which can be brought by Patties Food for the customers (Lovelock.
and Patterson 2015).
Target Customers Visits to Patties Food
Young Generation Hangout with the different
friends and keep the products
affordable

Office Goers The company can visit Patties
Food during day as the service
is quick. The food tastes great
and it can be eaten anywhere
without affecting the daily
schedule of the work
Tourists The customers can visit
Patties Food and they can
take and carry the food
anywhere they wish and it
will improve the sales of the
company
Consider product, pricing, promotional, distribution and service variations, and evaluate these
against marketing objectives, target market characteristics and desired positioning
The first aspect which is required to be adopted in the development of the product which helps in
the generation of the new business idea that is unique along with different from the other
companies which are competitors in the market. Furthermore, the various products and services
that are sold are required to be analyse the requirements of customers as it will provide them
with the opportunities in order to increase the overall share in the market and gain
competitiveness in the entire industry which is competitive (Lindgreen and Di Benedetto 2018).
The taste and the price are the main approaches which should be adopted by Patties Food for the
development of the company in the competitive business environment wherein there are other
competitors such as Starbucks or Hungry Jack. The new introduction of coffee or the frozen
desserts can be helpful in increasing the promotion of the product and meets the different needs
of the customers in the market as well (Järvinen and Taiminen 2016).
Select marketing mix that best satisfies target market and meets marketing objectives:
The most appropriate marketing mix element which best satisfies the different needs of the target
market along with meets the different marketing objectives of the company includes the
promotional and the pricing strategies which should be managed by the company and it will be
able to advance the overall success of the company in a positive manner. The company Patties
Food needs to create and put main focus on the respective two aspects of marketing mix which
will be helpful for the company to understand their position in the market and it can be helpful for
them in improving their market share as well (Homburg, Jozić and Kuehnl 2017).

Ensure marketing mix decision meets organisational, strategic and operational marketing
objectives
Prior to the deciding of the final goals of the company Patties Food, it can be identified that the
company Patties Food needs to specify the performance related goals of the business which will
be helpful for them in becoming more strategic in their approach as to improve the different kinds
of products which are sold by them to the customers. The most appropriate marketing mix is
based on distributing and educating the needs to the new upcoming customers in the market
which will be beneficial in improving the different performance of the company in a positive
manner (Haugum and Grande 2017).
Objectives of Patties Food
 Quality of the Service- It is the main aspect wherein it helps in offering the customers with
most effective products at the price which is reasonable
 Satisfaction Provided to Customers- It is the other aspect wherein loyalty of the customers
is the essential objective of the company (Hackley, Hackley and Bassiouni 2018)
 The Image is reputable in nature that will enhance the different needs of customers
 The Outreach to the community- It is the other aspect wherein Patties Food tries to
increase overall financial as well as volunteer support to the company and other initiatives
through channels of communication (Foroudi et al. 2017)
Marketing Mix
Product- There can be inclusion of various menu in the different countries in regarding towards
the culture along with innovative products are being provided which will be based on the changed
preferences of the customers (Chernev 2018)
Price- There can be introduction of discounts in comparison to the other competitors present in
the market which will improve the overall aspect of Patties Food
Place- There can be introduction of the hygiene atmosphere along with service quality along with
other facilities which will be beneficial in meeting demands of customers
Promotion – There can be introduction of advertisement and public relation that will assist in
understanding needs and requirements of customers and gain competitiveness
People- It will be mainly focusing on the satisfaction of customers which will make them happy
along with communication related groups (Bowie et al. 2016)
Discuss key features of current situation
Identify features of current market mix- are effective
Product- In case of product, the idea should be brilliant in nature which will be helpful for the
company to attract more customers in the market. In the respective essence, the products need
to meet the different needs of the customers which will be evolving in changing the demands of
the customers. In case of Patties Food, the company needs to introduce the different kinds of
frozen desserts which are brand new and it can be approachable for the middle-aged customers
(Balderjahn 2016).
Price- In case of Price, there are different kinds of pricing techniques such as the cost-effective
pricing along with competitive pricing which can be adopted by the company as it will be
beneficial in meeting the demands of the customers in the market appropriately (Baker 2016).

Place- In case of place, the strategic planning for selecting the place is essential as it will be helpful
for the customers in easily accessing it. The place is therefore linked with distribution approach
that will be assisting in meeting requirements in the organization. The company needs to
understand the technological advancements which can be sold by the company in different parts
of the world (Baker and Saren 2016).
Promotion- It is the last aspect in which the promotional activities need to be considered to be
effective such as introduction of the different media relations that will be effective in maintaining
proper relationship with the customers and gain competitiveness in the competitive business
environment.
People- It is the other aspect in which the company Patties Food need to understand the different
kinds of needs of the individuals present in the market that will be beneficial for them in refining
business operations (Awan, Salam and INAM 2015).
Identify features of current market mix- are not effective
Product- The products which are offered are limited and there are no such variety except the
patties and pies
Price- It is only available for the ones who are able to spend more on the food which is being
served (Atwal and Williams 2017)
Place- The place is limited as they have their presence in New Zealand and Australia
Promotion- The promotional aspects includes traditional and online techniques which cannot be
accessed by all individuals
People- The different demands of the people are not being met as there are different kinds of
demands of the middle-income group individuals which are not being met (Andrews and Taylor
2017)
Recommendations for improvements by adjusting marketing mix
Identify consumer priorities, needs and preferences affecting marketing mix
The marketing mix consists of the different elements such as product, price, place, promotion and
the people and the respective parameters are to be optimized in order to reach the optimized

goals which will be beneficial in meeting the different goals which are desired in nature. In case of
the priorities of the customers, it can be identified that there are different kinds of aspects which
can be changed in case of the demands, and in such scenario, there should be flexibility in the
marketing mix elements in order to cope up with the demands of the customers. The customer
preferences can change from time to time that can affect the growth of the products and can
create negative impact on the business as well. However, the pricing policy is required to be
flexible in nature in order to adjust towards the meets and demands of the customers which will
be appropriate in understanding the needs and improve their aspects of gaining competitive
advantage in the market appropriately and improve the business-related decisions as well.
Recommendations for -product, pricing, promotional, distribution and
service variations, and evaluate these against marketing objectives, target
market characteristics and desired positioning- (should be based on
identified facts e.g. annual report or sales reports of previous years)
In case of the Patties Food Company, there are different recommendations which are required to
be provided to the company in order to analyse the marketing mix of the company in an
appropriate manner. The SMART objectives and goals are required to be identified which will be
beneficial in meeting the goals and it can satisfy the different requirements of the customers
appropriately in contrast of other companies.
The main aim of the Patties Food is required to be focused on providing and offering the
customers with efficient products at the reasonable pricing strategy that will be helpful in
improving their services in the market in a competent manner. The increased awareness is the
other aspect which should be managed by the company that helps in understanding the overall
brand image of the company and offering cheap and sustainable products will be helpful for them
in achieving competitiveness in the market.
The loyalty of the customers is essential in nature which will be effective in managing the various
operations of the business in a successful manner. The customer satisfaction can be inclusive
marketing of the products through inclusion of low pricing technique which can be adopted by the
company to attract large number of customers in the market in a positive manner.
Lastly, Patties Food needs to strive to increase the financial along with volunteer support that will
be effective in incorporate the communication outreach which will be beneficial for the all over
the world.
Conclusion
Conclude your findings and recommendations by explaining how they can benefit company.
From the different findings and recommendations, it can be identified and analyzed that the
marketing mix can play a major role in improving the different business operations in a successful
manner. The right message is required to be communicated to the different customers that will be
effective in understanding requirements and changing the operations of the company accordingly
to gain competitiveness. Moreover, there can be different marketing mix related adjustments that
will be creating positive impact on meeting various demands of customers and improve the

business operations.

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