presentation - assessment 2b_bsbmkg517a draft1

7/24/2019 Presentation - Assessment 2b_BSBMKG517A Draft1

1/19

Assessment Task 2: Presentation

FRESSEN CATERINGconsumer behaviour characteristics in thetaret internationa! market

Stu"ent Name:Stu"ent I#:$S$%&G'()A * Ana!+se consumer behavior ,or s-eci.c internationa!

markets(


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Tab!e o, Contents

(/ Intro"uction

2/ $ackroun"

0/ %arket sementation

1/ %arket overvie

'/ $usiness structures

3/ Consumer behaviour characteristics)/ 4ranisationa! behaviour

5/ #omestic market tren"s

6/ Consumer attributes

(7/ Strateies ,or marketin activities((/ Conc!usions

2


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Intro"uction

Fressen Caterin intro"uctionFressen caterin is a &osher "e!icatessen

caterin com-an+ !ocate" in Phi!a"e!-hia8SA/ &osher cuisine is an e9-an"in area

caterin to a s-eci.c c!iente!e but accessib!eto a i"er market/

Fressen -erceives that there is a a- in themarket ,or hih c!ass e!!*-resente" an"innovative kosher ,oo"/ Tra"itiona!!+ kosher,oo" has been "u!! an" sto"+/

4b;ective an" Sco-e o, -resentation < To"emonstrate "eman" ,or -ro"uct in A8S=N>

0


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$ackroun"

Fressen Caterin com-an+ in,ormation an" "etai!s

Fressen Caterin is a com-an+ shocasin the innovativeco!our,u! an" mo"ern cu!inar+ st+!ins o, Che, Susan Che?!+/

Geora-hic ana!+sis

Fressen Caterin has ron servicin a !are market inPhi!a"e!-hia an" seeks to e9-an" its c!iente!e usin its varie"menu an" innovation as se!!in -oints/ It has i"enti.e" marketsin A8S=N> as es-ecia!!+ suitab!e/

#emora-hic ana!+sis

The kosher caterin in"ustr+ as @(3 mi!!ion in sa!es as ear!+ as(666/ %arket roth is increasin as not on!+ -eo-!e ho eatkosher ,oo" as a re!iious choice but a!so -eo-!e seekin a"ierent cuisine choose kosher -ro"ucts/

1


5/19

$ackroun"

#emora-hic ana!+sis

'

A!! aes N=AA$C"emora-hic

$oth

tra"itiona!&osher an"urban-ro,essiona!s


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%arket Sementation

Current ca-abi!it+Fressen is a me"ium siBe com-an+ hich has

ca-acit+ to e9-an" into the internationa!market ith !oca! -artnershi-s

$u+in -oer

@1 mi!!ion 8S# has been a!!ocate" ,or this

e9ercise

Cost bene.t ana!+sis < break even @0mi!!ion8S#

3


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%arket Sementation

Pro"uct=Service histor+Fressens has been in business since (666

Internationa! reu!ations ta9es an" "uties

A!! internationa! reu!ations an" ta9es etc i!! beobserve"

Tra"e routes an" mo"es o, trans-ort

A!! trans-ort to be via chi!!vac bu!k air trans-ort

Cu!tura! "ierences

Aus=N> are more cu!tura!!+ "iverse an" a"venturousin cuisine than East Coast America

)


8/19

%arket 4vervie

Com-etition an" bu+in -atterns

Com-etition in A8S is restricte" to moretra"itiona! kosher im-orters an" other "i-

manu,acturers as the ma;or -otentia!com-etitor umis is oin into -artnershi-ith Fressens ,or this venture

Customer interest tren"s an" -er,ormance


9/19

%arket 4vervie

%arket in,ormationA8S market -otentia!!+ @10 mi!!ion A8S/

N> market -otentia!!+ @0 mi!!ion N>

In"ustr+ in,ormationThe ,oo" in"ustr+ in both countries is

hih!+ contro!!e" an" reu!ate" an" hasto kee- ver+ hih stan"ar"s

Pro"uct=Service in,ormation < Part!+im-orte" an" -art!+ manu,acture" in%e!bourne/

6


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%arket 4vervie

PEST Ana!+sis

(7

Political: Stablesocial and politicalenvironment

Economical: Somedownturn but hasnot afected this

segment

Social: culturallydiverse andinnovative

Technological:Local partners have

all needed oodtechnology


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%arket 4vervie

SD4T Ana!+sis

((

Strengths: Provenproducts, goodlocal distribution

Weanesses:Strong competitionin some areas

!pportunities:"ppeal to healthy

liestyle, pureproduct

Threats:#isruptions to

supply, economicdownturn


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$usiness Structures

$usiness structure < Fressens is noincor-orate" ith umis as a se-arateentit+ in Austra!ia hich i!! assist

ith !oca! !icensin etc/ The neentit+ is '7 one" b+ both -arent

com-anies an" is ca!!e" Fresh Pure

Pt+ t"/

(2


13/19

Consumer behaviourcharacteristics

(0

A tria! marketin cam-ain revea!e" stronconsumer interest/%arketin b+ the !oca! -artner shoe" an u-ar"stren" in areas the+ "i" not manu,acture in/

Past marketin !e" to o-enins in ma;or"istributors/Consumers have taken u- the ne -ro"ucts ithreat enthusiasm$oth com-anies are orkin toether in the neentit+ harmonious!+/


14/19

4ranisationa! behaviour

TimeA time sca!e o, 0 +ears ,rom 27(0 to

estab!ish an" then to 27() to become,u!!+ -ro.tab!e

Re!ationshi-s

Dith InterInte! air ,reiht

Dith ma;or su-ermarket an" "e!i chainsHarmon+ < ith ma;or !oca! -artner !oca!tastes an" "onLt tr+ to ,oist 8S mo"es on them un!ess itLs as acu!tura! nove!t+ e MGe.!te .sh < tr+ it itLs authenticL

('


16/19

#omestic markets

Ana!+se tren"s an" -ast -er,ormance o,-ro"ucts an" services ithin re!evantinternationa! settins:

statistica! ana!+sis Statistica! ana!+sis b+ PDC

Priceaterhousecoo-ersJ shos that thereis a stron roth tren" in sa!es/

ana!+sis too!s an" mo"e!s < Ana!+sis too!san" mo"e!s ere norma! au"itin too!s use"in Austra!ia an" usin the A8S .nancia! +earreturns as a +ar"stick u!+=uneJ/

(3


17/19

Consumer attributes

Consumers in A8S=N> ,a!! into to

"istinct cateories < tra"itiona! userso, kosher cuisine ho ant ethica!!+correct ,oo" ,or ce!ebrations an"ever+"a+ use an" cu!tura!!+ aareconsumers o, other tra"itions ho areo-en to tr+in ne internationa!,oo"s/

()


18/19

Strateies ,or marketinactivities

Strateies ,or the ne9t sement o,marketin activities are to s-onsora cookin sa,ari sho an" to

e9-an" the ebsite on hich Che,Susan -resents reci-es toetherith s-eakers on cu!ture an"

tra"ition/

(5


19/19

Conc!usions

The success,u! marketin o, FressenLs -ro"ucts in A8S=N> has-rove" that there is o--ortunit+ ,or e9-ansion o, the mo"e!/The -ro"uct rane i!! be ra"ua!!+ e9-an"e" an" umisuniKue Austra!ian -ro"uct i!! be intro"uce" in the -artnershi-to 8S resi"ents a!so/

Pro;ecte" sa!es in A8S=N> are conservative!+ estimate" as c/

@' mi!!ion A8S -er annum hen the market is ,u!!+ estab!ishe"but since the current in-ut is @0 mi!!ion A8S an" this -asse"breakeven (2 months ao the in"ications are that it cou!" bemuch hiher/

%aBe! TovO

(6

presentation - assessment 2b_bsbmkg517a draft1

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