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Competitor Analysis of the Company by PESTEL Analysis: Assessment Item 3 Answer

Introduction

As was noted in the document Assessment Item 3 Information, your overall task is to develop a marketing plan for an Bellamy's Organic https://www.bellamysorganic.com.au/. This task will be divided across the three presentations as set out below.

Presentation 1 — Marketing Plan, Part 1: Situation Analysis

Task 1. Describe the Internal Environment

  1. Review of marketing goals and objectives
    • Identify your organisation’s current marketing goals and objectives.
  2. Review of current marketing strategy and performance
    • Describe your organisation’s current marketing strategy with respect to products, pricing, distribution, and promotion. Which elements of the strategy are working well? Which elements are not?
  3. Review of current and anticipated organisational resources needed for the task under review
    • Describe the current state of your organisation’s organizational resources (e.g., financial, capital, human, experience, relationships with key suppliers or customers). How are the levels of these resources likely to change in the future?

 

Task 2. Describe the Customer Environment

  1. Who are the organisation’s current and potential customers?
    • Describe the identifying characteristics of your organisation’s current and potential customers: demographic, geographic, psychographic, product usage
  2. Why (and how) do customers select the organisation’s products?
    • Describe the basic benefits provided by your organisation’s products relative to competing products, and how, if at all, customers' needs are expected to change in the future.
  3. Why do potential customers not purchase the organisation’s products?
    • Identify the features, benefits, and advantages of competing products that cause non- customers to choose them over your organisation’s products, and note the potential for converting non- customers into customers.

 

Task 3. Describe the External Environment

  1. Competition
    • Identify your organisation’s major competitors (brand, product, generic, and total budget). Identify the characteristics of the organisation’s major competitors with respect to: size; growth; profitability; target markets; products, etc.
  2. Economic Growth and Stability
    • Identify the specific economic conditions of the country, region, state, and local area in which your organisation operates and are relevant to the marketing plan’s purpose.
  3. Political Trends
    • Identify any relevant political activities affecting your organisation or the industry with respect to: changes in elected officials (domestic or foreign); industry regulations favored by elected officials; Industry (lobbying) groups or political action committees; consumer advocacy groups.
  4. Legal and Regulatory Issues
    • Identify any relevant changes in international, federal, state, or local laws and regulations affecting the marketing activities of your organisation or the industry, and any changes in global trade agreements or trade law
  5. Technological Advancements
    • Identify ways that changing technology specifically affects your organisation’s customers with respect to: Searching for product information; Place and timing of purchase (order) decisions, and technologies that will specifically open up opportunities for the organisation.
  6. Socio-cultural Trends
    • Identify changes in society's demographics, values, and lifestyles that specifically affect your organisation or the industry (if this is too broad, focus on the organisation’s target customers), and identify any environmental issues (pollution, recycling, energy conservation) that the organisation or industry faces. Identify the ethical and social responsibility issues that the organisation or industry faces.

Presentation 2 — Marketing Plan, Part 2: Swot, Marketing Goal And Objective

Task 1. Conduct a SWOT on your organisation or business

You do not necessarily need two of each category – some organisations may only have one. Similarly, some organisations may not have any of a particular category, e.g., no relative competitive strength.

  1. Strengths

Strength 1:                                                                                                         

Strength 2:                                                                                                         

How does these strengths enable the organisation to meet customers' needs and differentiate the organisation from competitors?

  1. Weaknesses

Weakness 1:                                                                                                       

Weakness 2:                                                                                                       

How does these weaknesses affect future growth?

  1. Opportunities

Opportunity 1:                                                                                                     

Opportunity 2:                                                                                                     

How can the organisation capitalize on these opportunities in the short- and long-term?

  1. Threats

Threat 1:                                                                                                           

Threat 2:                                                                                                           

How can the organisation prevent these threats from limiting its capabilities in the short- and long-term?

Task 2. Analysis of the SWOT

You are now required to ‘make sense’ of the data your SWOT has provided. Based on the questions noted in Task 1 you need to provide a brief analysis of what the SWOT means for your organisation.

Note: Strengths and weaknesses are internal factors unique to the organisation or business. Opportunities and threats are external - they represent things that could happen in the future. However, it is possible for an organisation to convert its relative weaknesses into strengths or its threats into opportunities. As well, organisation can seek to minimise or avoid its weaknesses and threats.

Task 3. Marketing Goal and Objective

Based on Task 2, provide one Marketing Goal and its associated Objective that you will then ‘action’ in Presentation 3.

Marketing Goal:

Goals are statements of broad, desired accomplishments and do not contain specific information about where the organization presently stands or where it hopes to be in the future. Note that the goal must conform to the SMART framework.

Marketing Objectives:

  • Objectives provide specific and quantitative benchmarks that can be used to gauge progress toward the achievement of the marketing goals.
  • A particular goal may require several objectives for its progress to be adequately monitored, usually across multiple business functions.
  • Goals without objectives are essentially meaningless because progress is impossible to measure.

Presentation 3 — Marketing Plan, Part 3: Marketing Strategies

Task 1. Primary Target Market

You have now identified a goal and a set of objectives (in Presentation 2) for your Marketing Plan. In preparation for outlining your marketing strategies you need to describe your primary target: their basic needs; identifying characteristics (demographics, geography, values, psychographics); purchasing/shopping habits and preferences; and their consumption/disposition characteristics.

Task 2.     The Marketing Mix

Here you need to discuss which of the 4Ps you need to utilise—promotion, product, price or place— and how they will be implemented in order to achieve the marketing goal and objectives identified in

Presentation 2. (It is not required for you to necessarily use all four—this will depend on your goal.)

You are required to be specific about your marketing mix discussion—remember that your marketing mix choice provides the framework for the Action Plan. It is better to be specific about a select few of marketing mix elements than to cover too many elements briefly. You also need to outline how the strategy links to your target market.

Task 3. Action Plan/Implementation

You now need to provide detail about the specific activities that you will undertake to achieve your marketing objectives. For each activity you should note the: 

  • Marketing activity title/description
  • Person responsible
  • Timeframe
  • Expected cost

Answer

OVERVIEW

Overview of presentation 1: 

Task 3

The competitor analysis of the company has been developed in the study by implementing the PESTEL analysis. The external factors that should be taken into consideration for analysing the market environment have been evaluated here. The factors are included of the political, economical, social, technological, environmental and legal factors. These factors have been taken into consideration in respect to the geographical location of Australia (Perera, 2017). Moreover, their analysis would help the company to understand the factors that can affect their business in the external way. On the other hand, from the analysis of the external factors, it can be generated that the organisation is planning to develop their business from the regional to the international level, and thus, they are developing their economical and the legal aspects. 

Overview of Presentation 2:

Task 1

The SWOT analysis is a strategic tool that is often used by organisations to identify the internal strengths and weaknesses and the external threats and opportunities. This is very useful as it helps in analysing the current position of the organisation and thus helps in taking several strategic decisions of the company like marketing plans and others. In this particular presentation a SWOT analysis of the Bellamy’s Organic Company has been done so that it helps in devising the marketing plan of the company. This has been done so that Bellamy’s can work on it strengths to reap the maximum benefit, and work on its weaknesses so that slowly it can be converted to strengths (Lal & Davis-Ngatai, 2018). Furthermore the opportunities available will help the organisation to plan on how to market its products so that revenue can be maximised as well as market share can be enhanced. Finally the threats will help the company to use its strengths and opportunities to an extent where the threats can be nullified. For example the Australian market is ruled essentially by foreign baby food brands which have a strong brand image hence the marketing plan should aim to win the trust of the target consumers so that the brand image can be enhanced. 


Overview of presentation 3: 

Task 3

From the generation of the action plan, it can be stated that the marketing plan of the mentioned company has been developed in order to generate interest of the people to the products and the services of the company. The action plan for marketing is focusing on the generation of the marketing campaigns of the company in order to take the products to the consumers’ and to achieve the competitive advantage. It is evident being one of the regional companies of organic baby food; it is difficult for the company to achieve the competitive advantage. The marketing plan has been developed in order to achieve the competitive advantage as well as the promotional campaigns for the company (Herrero, et al. 2017). On the other hand, the action plan for the marketing development of the organisation has also focused on the pricing strategy of the products. For the development of new products and services for the company pricing strategy is important. Therefore, the pricing strategy of the marketing plan has reflected on the factors associated with it.

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