Marketing Management Report 1: Yorkshire Creamery Marketing Analysis

This report analyzes the marketing management strategies of Yorkshire Creamery, focusing on its product launch in Australia. The report is divided into three parts, the first of which introduces the product, its marketing environment, positioning, and strategy. It delves into the background of the Yorkshire Creamery, highlighting its commitment to quality and sustainable farming practices. The report also examines the market environment, including consumer demand and market segmentation strategies. The target market is identified as young adults, with a demographic approach to product offerings. The report also includes a discussion of the market environment, demand forecasting, market segmentation, target market, and positioning strategy, including a SWOT analysis. The analysis aims to provide insights into the competitive positioning of the product and the factors that influence the demand for the Yorkshire products in the dairy industry.

Running Head : MARKETING MANAGEMENT REPORT 1
Marketing Management (Report 1)
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Abstract:
The report will study the marketing management procedures of the new product, Yorkshire
creamery that was launched in Australia. The report is divided into three parts where the first
part will introduce us to the product, its marketing environment with it positioning and marketing
strategy.

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Table of Contents
Report 1...........................................................................................................................................3
Background of the product:.........................................................................................................3
Market Environment....................................................................................................................4
Demand for the Yorkshire products:...........................................................................................4
Market segmentation, Target market and positioning strategy...................................................5
References........................................................................................................................................6

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Report 1
Background of the product:
The Yorkshire creamery was launched by the company of Wensleydale Dairy Products firm
which is the parent group of Wensleydale Creamery. The Yorkshire creamery has promised to
exchange its market values of it its business in milk from the local source and the company
targets to invest in the sustainable features of the British technique of farming resulting in the
creation of world-class dairy products which are coated with love and care. It has targeted
marketing its products in the major supermarkets from early October this year. In this scenario,
the Yorkshire creamery will be launching a collection of cheese products that will be even more
delicious than the previous products along with the Yorkshire Butter in the early 2020. The milk
that will be used in this latest product is selected through a special and a detailed process from
the local farms of Yorkshire that uses its full expertise, knowledge and care to detail each
product that consists of the old strength of Yorkshire and has all its characteristics. The brand is
however aiming to deviate its product line from the general category of cheese as it has become
more inclusive of the quantity produced than giving attention to the quality of the product. The
new range of Yorkshire Creamery will include a set of three cheeses which will be available in
each 200 kg and 320 kg packet sizes. The different varieties of this new product will be the extra
mature Yorkshire cheddar, the Yorkshire Red, the double Yorkshire which will be more
distinctively smooth than the other products. The launch of this product will be one of the most
crucial elements of the Wensleydale Dairy products and in the context of it ambitious plans for
growth it will also help the company to sustain the rural faming technique practiced in the local
community. The business a triggered a good deal of investment into the Yorkshire Creamery

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including its detailed market and consumer research, the development of the new product and its
marketing strategies (Albano 2016).
Market Environment
The managing director of the Yorkshire Creamery, David Hartley, stated that The range of
products under the Yorkshire Creamery will offer a range of tasty yet authentic products made
with integrity and care. According to David, the company is extremely proud of the surroundings
as well as of the people working in the organization. In fact according to the director, the
differences of this company in comparison with the other companies lie in the grass that is used
for grazing and the rich tradition in the manufacturing process. The Yorkshire creamery uses the
techniques of production by analyzing their customers’ needs and what are the necessities
required for enhancing the tastes of their products. The Yorkshire creamery also keeps in mind
about the good treatment of their farmers and the animals required for the production process.
The Yorkshire Creamery follows a sustainable production technique in order to cater to the needs
of the future generations. The higher authorities of this organization have already focused on the
more sustainable and reliable modes of the production process (Albano 2016).
Demand for the Yorkshire products:
For developing the market of the Yorkshire products, predictions are very important for the
future demands for this market. For conducting the business operations in the dairy product
industry, the company should maintain a high degree of accuracy for the purpose of demand
forecasting for a series of time which is formed by a set of perishable products. The accuracy of
the demand forecasting technique is very important keeping in mind the volatile pattern of

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demand and the highly dynamic response. In this report the forecasting of demand for he
Yorkshire products are by comparing a set of factors like that of moving average method,
methods of regression and the model of Holt-Winters which are based on the accuracy measures,
applicable to the forecasting of demand in a particular time series which are formed by a set of
perishable products in the dairy processing industry. Another technique of the metric analysis of
the various measures of error calculation is also used to select the model of the least error
producing data in the context of measurement of performance. The results of this study will help
the dairy processing industry to achieve the higher orders of the fill rate, good monitoring of the
inventory techniques as well as for achieving high returns of profit. However the selection of
these particular parameters depends on certain factors like the availability of proper data, the
degree of knowledge and the context of the demand forecasting (Vagropoulos Kyriazidis and
Bakirtzis 2015).
Market segmentation, Target market and positioning strategy
The Yorkshire creamery has also focused on the market segmentation as one of the key
marketing strategies. The market segmentation will make it easy for the customers to personalize
their marketing preferences and campaigns. The Yorkshire creamery has well defined marketing
goals which can be in the form of different tasks, quotas or the other market improvements. The
marketing attribution model of this model depends on the credit leads across the various
campaigns that are diverse and touch the buyer points. This model will help the company to
formulate multiple forms of touches along the journey of a buyer for a particular consumer (Shen
& Liu 2016).
The target market of the Yorkshire creamery will target the young adults because they are
considered to be that section of the customers who possess incredible power in terms of purchase

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of products. The target market strategy for the Yorkshire products will be demographic in nature.
Apart from targeting the adults, the Yorkshire will also launch an array of products that will
provide good tastes to the kids and the teens which will range from the smoothie drinks to
yoghurts with the milk flavor and he daily variety of snacks that according to the company
authorities will touch the heart of every young consumer (Dibbs and Simpkin 2017).
The competitive positioning of the market will be analyzed by segregating the milk fats,
the caseins, the whey and the different blends. The SWOT analysis is made to determine the
different perspectives of the positioning strategy. The bulk products like the milk and the butter
powder suffer from a weak position in the market. The tailor made products for example caseins
will require the application of the latest technologies and disposing of a better positioning
strategy in the market.. To remain highly competitive, the dairy products companies always
search for better techniques in innovation induced by a good degree of supply push factors (Alt
& Ayersen 2017).
References
Albano, R.P., 2016. What We Can Learn from Wensleydale Creamery: Why This Quaint Yorkshire
Creamery Is So Successful Even after 100 Years. Available at SSRN 2920942.
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2920942
Vagropoulos, S.I., Kyriazidis, D.K. and Bakirtzis, A.G., 2015. Real-time charging management framework
for electric vehicle aggregators in a market environment. IEEE Transactions on Smart Grid, 7(2), pp.948-
957.
https://ieeexplore.ieee.org/abstract/document/7098444
Shen, J., Jiang, C., Liu, Y. and Wang, X., 2016. A microgrid energy management system and risk man

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https://www.tandfonline.com/doi/abs/10.1080/15325008.2016.1138344
Dibb, S. and Simkin, L., 2016. Market segmentation and segment strategy. Marketing theory: A student
text, pp.251-279.agement under an electricity market environment. IEEE Access, 4, pp.2349-2356.
https://books.google.co.in/books?hl=en&lr=&id=qhkFDAAAQBAJ&oi=fnd&pg=PP1&dq=Dibb,+S.
+and+Simkin,+L.,+2016.+Market+segmentation+and+segment+strategy.+Marketing+theory:
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Alt, J. and Iversen, T., 2017. Inequality, labor market segmentation, and preferences for
redistribution. American Journal of Political Science, 61(1), pp.21-36.
https://www.google.co.in/search?tbm=bks&hl=en&q=Alt%2C+J.+and+Iversen%2C+T.
%2C+2017.+Inequality%2C+labor+market+segmentation
%2C+and+preferences+for+redistribution.+American+Journal+of+Political+Science
%2C+61%281%29%2C+pp.21-36.