Strategic marketing plan

STRUCTURE OF INDEPENDENT AND CONVENIENCE RETAIL CHANNELS

Independent grocery and convenience store channels have a minority share of retail sales in most food and beverages categories and offer a limited range of products based on servicing the convenience needs of passing consumers. This channel includes specialist discount food stores, which offer a limited range of food and drinks at often deeply discounted prices to attract shoppers.

This channel encompasses a range of specialist retailers that focus on single or limited fresh food or otherwise niche food category. These outlets are typically independently owned and, accordingly, unable to avail themselves of group buying or distribution arrangements.

This channel encompasses large integrated chains of quick service restaurants (QSR) or takeaway food outlets. It represents a significant share in the takeaway retail food market, across burgers, chicken, pizza and salad meals. These outlets are typically franchised, and their meal and product ingredients are centrally purchased and supplied, according to tight specifications, through sophisticated logistics management practices.

This channel encompasses many independent takeaway food outlets covering different food groups or offerings, or both. These outlets are typically independently owned and accordingly unable to avail themselves of group buying or distribution arrangements.

This channel encompasses many independent dining and function venues. The outlets are typically independently owned and accordingly serviced by specialist fresh product and food service wholesalers and distributors offering services to meet the frequency, cold-chain and specification requirements of these retailers.

This channel encompasses many sporting and major event venues, and involves a large range

Of meal formats and price/value. Travel catering includes the food and drinks supply to airline

Companies and to a large percentage of food outlets located in airport terminals.

This channel encompasses the supply of meals to many government and independent healthcare institutions, which provide beds.

This channel generally encompasses contract catering services to kitchen and dining venues.

Description:

Jerome: please complete (refer to project guideline).

Implications:

Jerome: please complete (refer to project guideline).

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OPPORTUNITIES	RATING*	THREATS	RATING*

The rating is based on a double-digit 5-point scale for the degree of significance and for probability of occurrence. The first number/5 represents the degree of significance rating out of 5, 5= extremely significant and 1 = not very significant. The second number/5 represents the probability of occurrence, 5= extremely likely and 1 = low probability.

END-USER CUSTOMERS

Jerome: please complete summary for this section (refer project guideline)

Health conscious

Retailers (buyers) users (customers)  customers influence retailers

Supply and buyer relatively low compared to that of consumers

Initiators’ are well known Australian sports people who can comment and influence

Gyms, health foods stores, health supplement stores (GNC, ASN)

There are unmet needs in the product category total natural, low carb and low sugar ingredients free of artificial sweeteners.

Description:

Jerome: please complete (refer to project guideline).

Implications:

Jerome: please complete (refer to project guideline).

^*

OPPORTUNITIES	RATING*	THREATS	RATING*

The rating is based on a double-digit 5-point scale for the degree of significance and for probability of occurrence. The first number/5 represents the degree of significance rating out of 5, 5= extremely significant and 1 = not very significant. The second number/5 represents the probability of occurrence, 5= extremely likely and 1 = low probability.

SUPPLY

Some bottlers are independent, while others are owned by the big-name manufacturers described usually as 'partners' and 'customers'. The bottlers are licensed to convert purchased raw materials into packaged soft drinks with the manufacturers' branding, and distribute the ready for sale commodities to buyers within a particular sales territory. Although the majority of bottlers are free to make their own business decisions, the close ties between manufacturers and bottlers’ means that food & beverage retailers are arguably the more significant buyers from the point of view of market players¹³².

Industry level supply is important to strategic marketing planning. Shortage or excess can have industry wide effect in supplies of raw materials, for example crop failures, diseases labour disputes. In order for manufactures and distributes to maintain competitive advantage they need to ensure supply of their raw materials and also maintain excess.

Soft drink Industry has a very intense competitive rivalry, a slight increase of in capacity of supplies can trigger price wars, hence reduction in profitability.

Porters competitive forces identifies areas that could potential affect supply at the industry level and marketing planners need to be aware of the following:

Description:

Jerome: please complete (refer to project guideline).

Implications:

Jerome: please complete (refer to project guideline).

^*

OPPORTUNITIES	RATING*	THREATS	RATING*
Utilisation of existing supply channels for different product categories		Competitor dominance in the supply chain

The rating is based on a double-digit 5-point scale for the degree of significance and for probability of occurrence. The first number/5 represents the degree of significance rating out of 5, 5= extremely significant and 1 = not very significant. The second number/5 represents the probability of occurrence, 5= extremely likely and 1 = low probability.

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