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Marketing Report
Marketing Report
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Table of Contents:
Executive Summary 3
1. Background to the Company 3
1.1 Situational Analysis
1.11 Macro-Environmental Analysis 3
1.12 Micro-Environmental Analysis 5
1.2 SWOT Analysis5
1.21 Strengths5
1.22 Weaknesses 6
1.23 Opportunities6
1.24 Threats 6
1.3 Target Market and Positioning6
1.4 Marketing Mix Analysis 8
1.5 Recommendations9
Marketing Report for Arnott’s Biscuit Company
Executive Summary
This report provides the marketing strategies for Arnott’s Biscuit Company, which manufactures fruit tasty biscuits to compete effectively in the sweet biscuit industry as an alternative product for a healthy choice. The report shows that the biscuit company is not performing well in the use of effective promotional techniques, poor positioning of the product and inability to incorporate the needs of the existing target group identified as modern households.
Background to the Company
Arnott’s Biscuit Company is a private and foreign-owned company considered as one of the largest biscuit manufacturers in Australia and also the second-leading supplier of snacks. The company began as a mini-bakery in New South Wales in 1865, where the company engaged in the supply of bread, biscuits, and pies to the local community. It also supplied the snacks to the crews operating the coal ship docking in the neighboring port. Currently, the company is becoming an Australian national icon and exists as more than a food manufacturer. The report covers the company’s Snack Right Fruit Slices fruit pillows, a fruit-made biscuit whose production began from 1882. The snacks are packed with wholesome greatness of real fruits and using locally grown wheat.
Situational Analysis
Macro-Environmental Analysis
The key external elements that influence the operations of Arnott’s Biscuit Company include political, economic, and cultural factors. Political factors comprise of governmental efforts to reduce food wastage resulting from manufacturing processes. The Australian government is directing efforts towards the establishment of cold rooms to aid in food preservation. Therefore, it implies that the cost resulting from wastage will reduce and hence improving production efficiency for Arnott’s company. In terms of economic factors, the Australian government is focusing on raising the value-added tax levied on biscuits. It implies that the prices of biscuits will increase therefore chasing away potential customers. Additionally, the disposable income of the consumers is on the increase which is crucial for an increase in the amount of snack purchase. However, the cost of inputs which is sugar and wheat has been unpredictable due to currency fluctuation and the anticipated increase in the coming years (Rogers, 2016). It, therefore, poses a danger to the snacks as it implies a rise in total production costs. The situation is further worsened by the challenge of climate change and fluctuating weather conditions that threaten the growth of wheat and sugar. With the competitive nature of sweet biscuits sectors, the passing of extra costs to final consumers is not viable. Cultural factors also influence the company’s activities.
The Australian working mothers are characterized by the observance of a healthy lifestyle. It means that if the company does not produce fruit filled biscuits as a healthy alternative, then the likelihood of a reduction in the customer base will be high. Similarly, changing consumer tastes and preferences is an emerging trend with limited alternatives due to the expansion of the food industry. Currently, there is a common trend where consumers are demanding food products that cater to various allergies such as dairy, eggs, and gluten (Crowe, 2014). Based on traditional biscuit recipes that focus essentially on the three ingredients, it has resulted in increased pressure on biscuit products to modify their ingredients or adjust their product lines to better satisfy the needs of the consumer.
Micro-Environmental Analysis
The Micro-environment for Arnott’s Company is significantly based on different features that the internal factors demonstrate. The company owns several marketing intermediaries throughout the country which allows it to conduct effective marketing around the country. It also makes it possible for the company to supply the fruit-filled and fruit pillows in all parts of the country. The marketing intermediaries enable the company to supply its products at a lower price, therefore, making the products more affordable to the target group of customers. Customers are also part of the micro-environment as they are highly valued by the company. Most of the company’s resources have been channeled towards ensuring the highest level of customer satisfaction (IBISWorld, 2016). The objective of achieving customer satisfaction is made possible by the use of well-developed customer services and prompt response to customer suggestions and complaints. Additionally, Arnott’s Company has developed good relationships with the suppliers hence ensuring the efficiency of the production process. The suppliers are also known to comply with the contracts and supply the production materials within the required timeframe, hence reducing the challenges caused by the delay of materials. Because of the suppliers’ efficiency, the company produces on a just in time model where they react quickly to orders placed by customers.
SWOT Analysis
Strengths
One of the strengths of the Arnott’s Biscuit Company is the reputable brand name, which has been recognized in the entire Australian snack market and trusted by most customers. The second large scale supplier base which enhances the efficiency in the production process and reducing the production lead time (Armstrong et al., 2015). The third strength is the company’s high bargaining power with both the buyers and the suppliers as compared with the competitors because of its large scale operations. Finally, the real fruit ingredient of the product satisfies the consumers’ needs and meets the required health standards.
Weaknesses
A major weakness faced by the company is the lack of an effective promotional strategy which reduces the rate of expansion in the market. The second is poor evaluation of the consumer needs which results in the production of inferior snacks in comparison to those provided by the competitors. Lastly, Arnott’s products are limited in their availability as they are only sold in Woolworths supermarkets.
Opportunities
The change in consumer tastes and preferences as well as the rise in the demand for healthy snacks and biscuits has paved the way for more opportunities for developing new products to meet the changing needs. Additionally, the functional health benefits associated with sweet biscuits are comparatively niche and a new line of product establishment and less competition.
Threats
The major threat faced by the company is the decline in the biscuit industry, which makes it highly saturated and limits further penetration into the market. There is also a common perception among consumers that biscuits have negative effects on human health. Finally, the limited barriers of entry into the biscuit market contribute to increased competition.
Target Market and Positioning
Target marketing is an essential factor in ensuring that a product succeeds upon entering the market. The key target market comprises of women due to the general perception that women are the leading consumers of confectionery food products. Similarly, it is largely considered that women play a crucial role in making decisions related to buying food products in almost all households (Armstrong et al., 2015). In Australia, there is an increasing trend where the proportion of women being employed is on the rise and hence their purchasing power is on the increase (Richardson, 2016). It implies that there is a high possibility of the women shifting their purchase preference by increasing their consumption of confectionery products, which forms a good market opportunity for Arnotts.
The snack positioning applied by Arnotts is built on the preferred food features of the target market. The product features are chosen to better demonstrate how the company’s current snack offering differs from those of the competitors. The positioning of the Snack Right biscuits is based on the following product features
Use of natural ingredients: The modern household target is characterized by the consumption of sweet biscuits made only from natural ingredients. It means the ingredients are easily recognized on the product label and any artificial ingredients are avoided.
Production of allergy-sensitive biscuits: Modern generations express higher levels of allergies and intolerances. Therefore, it is concluded that parents of children from the modern household segment will prefer food products that are allergy-friendly.
Production of biscuits with low sugar content: As stated previously, consumers are becoming more health-conscious and hence many are avoiding the consumption of products with high sugar content or even those with sugar as an ingredient.
Non-use of preservatives: Arnott’s biscuits do not have preservatives which are meant for colorings and additives. It is because of modern household’s demand for products without preservatives as this is part of their healthy lifestyle.
Market Mix Analysis
Product: Snack Right provides two kinds of fruit biscuit, which is the Sultana fruit slice and fruit pillows. Based on this comparative analysis, the Snack Right has the highest amount of sugar levels in their biscuit per 100g relative to the sugar level applied by its competitors. Whereas the high sugar content is associated with large amounts of natural fruit component contained in the biscuit, there are extra amounts of added sugars in form of condensed milk and processed sugar as part of their ingredients. It is detrimental to Arnott’s marketing strategy as the consumers are shifting to the consumption of healthy and sugarless products (Butschli, 2016). Additionally, the company offers Snack Right packaging in high volumes of 250g for Fruit Slice and 200g for fruit pillows. It, therefore, limits the company’s desire to meet the needs of the target segment especially in terms of providing a convenient snack package.
Price: The retail prices of Snack Right is considered reasonable as each snack sells at $4.19. Since the brand is targeting households with children, and particularly parents and the product is a little engagement product, this pricing range is convenient. Additionally, this pricing is similar to that of the product’s competitors such as Naturally Good Muesli pies that retail for $ 4.96 and Leda’s biscuits whose retail price range from $3.95 to $4.95(Arnott’s, 2017). Similarly, it is essential to mention that Snack Right provides consumers a higher quantity of biscuits for every dollar spent as compared to the existing competitors. It is also evident that disposable income is expected to rise and consumers, particularly young adults, and parents are willing to spend a certain amount of income on foods that are considered healthy. It gives the Snack Right a chance to potentially charge a higher price if it is in a position to provide biscuits that satisfy the needs of their customers and even supersede their expectations.
Place: In terms of distribution, Snack right is supplied directly to the retailers. Produced by Arnott’s the biscuits are then distributed to supermarkets for easy access by the customers. Arnott is one of the food-production companies that does sell directly to consumers. Snack Rights are only available in Woolworths supermarkets. It is not available in general and other health stores available in Australia. In Coles supermarket, Arnotts has selected to place a different fruit biscuit type named the Full O’ Fruit (Arnott’s, 2017). The product is sold in both Coles and Woolworths supermarket because of the possibility of sales to reduce and the popularity of the Snack Right which prompts the company to strategically curtail distribution. In terms of product placement, the Snack Right is given little shelf space as compared to other products offered by Arnott. Snack Right is given a small space on the topmost part of the shelf with just one shelf spacing provided to the unit brand. Therefore, it makes the product difficult to be noticed and accessed by customers. Additionally, the product is placed on the aisle with sweet biscuits, unlike the Snack Right competitors’ products which are placed on the health food aisle. It reduces the Snack rights likelihood to fall in the category of products desired by the health-sensitive group of customers.
Promotion: It entails the evaluation of the strategy used by the company to develop and maintain awareness of the Snack Right product and to relate with customers. The analysis entails monitor5ing of the social posts and the level of engagement that the company conducts on social media platforms such as Facebook and Instagram within the last three years (Arnott’s, 2017). However, the analysis shows that Snack Right does not even own a single website or social media page, unlike other product lines such as Tim Tam, another famous product from Arnott. Besides, it appears that most of the promotional activities carried out by Arnott have been channeled to promoting profitable products such as Tim Tam and the new product line “Twisted Favourite.” Snack right has been ignored in terms of promotion (Alex’s, 2010). The analysis also entailed the evaluation of the Snack Right’s availability in the general promotional media and interestingly, no availability of the product is established since 2009 when the product was first brought to the concern of the public negatively. The claim was that Arnott’s provided misleading information to consumers concerning the type and amount of fruit ingredients within the Snack Right. The claim resulted in a negative perception of the product among the existing and potential consumers which led to a significant reduction in the total amount of sales.
Physical Evidence: Arnott’s Company is centrally managed from George Street 24, in North Strathfield, Sydney, in New South Wales, Australia. The environment is free from adverse weather conditions with a highly decorated physical layout and store design that sets it apart from other companies within the proximity. The physical location of the company is also considered strategic as it is located next to a port in the South Wales region.
Process: Most of the delivery process of Snack Right is done through a retail outlet, which is the Woolworths supermarket which is the only retail outlet for Snack Right products. However, some of the deliveries are conducted through online sales where customers place their orders and deliveries made to the door-step, timely, and efficiently.
Staff: The company consists of more than 4,300 employees. The company is focused on employee motivation which is a crucial factor in enhancing performance and improving profitability. The company values employee contribution to the development of the company and motivates them through the provision of performance-related rewards (Arnott’s, 2017). It gives the employees a sense of worth hence impacting positively on performance. Arnott’s employees possess a high level of accountability in executing different organizational activities and upholds the organization values which are essential for building organizational culture.
Recommendations
Based on this marketing report, it is evident that Arnott’s company needs to consider certain issues to harness the success of the Snack Right brand in the biscuit industry. One essential recommendation is that Snack Right should adopt an effective repositioning strategy to change the prevailing perception of the consumers on the Snack Right product and all the fruit-filled biscuits in general. There is a need to move the customers’ beyond the perception that sweet biscuits are part of unhealthy food which one should avoid leading a healthy lifestyle. Thus, the Snack Right must be positioned as a healthy snack that offers the consumers biscuits that are nutritionally balanced with functional advantages on the consumers’ health. The second recommendation is that the company should actively invest in effectively promotional strategies that are being employed by the competitors. The company should invest in conducting promotions through the use of modern platforms such as social media and websites. Conducting promotion provides a means through which the existence of the product in the market is recognized. It also increases the customer case as more potential customers become aware of the availability of the Snack Right product in the sweet biscuit market.
References
About Arnott’s. (2017). http://www.arnotts.com.au/about-arnotts/Alex’s, H. (2010). Australian biscuit industry report. Retrieved from https://alexdsn.wordpress.com/2010/09/09/australian-biscuit-industry-report/
Armstrong, G, Adam, S, Denize, S & Kotler, P (2015). Principles of marketing. Vol. 6th, Pearson, French’s Forest, N.S.W.
Arnott’s Fruit Biscuits. (2017). http://www.arnotts.com.au/products/fruitbiscuits/
Butschli, J. (2016). Package Sustainability Now an Expectation. Healthcare Packaging, Retrieved from https://www.healthcarepackaging.com/sustainability/strategy/package-sustainabilitynow-expectation
Crowe, T. (2014). What Australians are really eating? Retrieved from https://www.medibank.com.au/bemagazine/post/food/what-australians-are-really-eating/
IBISWorld. (2016). Arnotts Biscuits Holdings Pty Limited (Premium Report). Retrieved from http://clients1.ibisworld.com.au.ezp.lib.unimelb.edu.au/reports/au/enterprisepremium/ default.aspx?entid=9959
Richardson, A. (2016). Biscuit Manufacturing in Australia [Industry Report]. Retrieved from IBISWorld Database.
Rogers, E. (2016). Sugar values set to rise as global production goes into deficit for the first time in five years. ABC News, Retrieved from http://www.abc.net.au/news/rural/2016-02-01/global-sugar-deficit/7130168
Lifelong Learning Process
Lifelong Learning Process
Section 1: Introduction
The magnitude of current social and economic change, the demographic pressures stemming from an ageing population, and the rapid transition of a knowledge-based society are all challenges that demand a new perspective to training and education under the realm of lifelong learning. The advent of high-functional systems, rapid technological changes, and information overload has created new challenges and problems for training and education. More advanced knowledge is acquired after the age of formal schooling has passed (10: 43). In a number of institutions, it is attained via educational processes, which do not focus on the traditional schooling.
Learning must be examined throughout the life because prior notions of a divided lifetime education accompanied by work are no longer tenable. Professional activities have become fluid in content and knowledge intensive to the extent that learning has become an integral part of adult work activities. Learning has become a new version of labor, and working tends to be a collaborative effort among peers and colleagues (7:56).
In the modern knowledge society, an educated individual is someone who is willing to embrace learning as a lifelong process. Learning has become part of living and a natural outcome of being alive and in contact with the world. Therefore, learners need not only instructions but also access to the world to have an opportunity to play a reasonable part in it. Therefore, workplace learning and school learning ought to be integrated.
Section two: Concepts of Lifelong Learning
Lifelong learning is an all-purpose learning activity, which is undertaken on a progressive basis with the goal of improving skills, knowledge, and competence. Higher education helps prepare students to be learners by developing specific skills and dispositions described by lifelong learning. Literature on lifelong learning conveys common themes that articulate characteristics that transform training and education into the concept of lifelong learning (1:24).
Section 3: Self-motivated learning
There is a strong emphasis on the need for people to take responsibility for their own learning. Therefore, lifelong learners are defined not by the form of training or education in which they are involved but their personal characteristics leading to that involvement. Experts have emphasized the value of locus of successful academic performance and control (8:82). Personal characteristics of people who are expected to engage in learning either formally or informally in their entire lives tend to acquire:
The necessary attitudes and skills for learning, particularly numeracy and literacy skills,
The confidence to learn and a feeling of engagement with the training and education system.
Motivation and willingness to learn.
Although training and education might have economic benefits for people, it is acknowledged that economic motivators are not primarily adequate to incentivize individuals to participate in training and education. Some motivational obstacles must be identified and addressed so that some individuals could participate in training and education. Although some of these factors are economic and can be tackled with financial aid, most people are deterred from participating in training and education by social and personal factors. While recognizing the factors acting as barriers and motivators to participate in training and education, lifelong learning tends to promote the engagement in learning for its sake and not for the purpose of employment. Therefore, the goal of engaging in learning seems to be more significant than the reason itself. This is viewed as recognition of the range of factors motivating people to engage in formal and informal learning and instrumental goals (4:20).
Section 4: A mechanical engineering concept
Drafting is a technical concept by which mechanical engineers design products and create instructions for manufacturing parts. Traditionally, the technical drawing was a hand-drawn schema illustrating all the necessary dimensions to produce a part, assemble the notes, a set of required materials and pertinent information. However, with the advent of technology, this concept has been modified and a computer model has replaced the hand-drawn schematic. Mechanical engineers creating technical drawings are often referred to as drafters. Historically, drafting has had two-dimensional process, but currently, computer aided programs enable the designers to create in three dimensions.
Section 5: Importance of lifelong learning
The past several years have witnessed an increase in interest to lifelong learning mostly because societal changes are triggered by information technology. Technologies are becoming increasingly complex, while knowledge is being produced and transformed at a rapid rate. Fixing a human heart or a car is considerably less complicated currently than it was generations ago. In some instances, employees tend to offer the training required and want employees to participate in the training.
Nevertheless, the American Society for Mechanical Engineers (ASME) staff cannot count on abandoning an organization that gave them their first job and training. Career enhancement and job mobility are contingent on progressing upgrade of skills for ASME staff. Therefore, individuals in work-involving skills such as ASME employees recognize that their future relies on their continuing expansion of skills even when their organizations are not offering the training for them (6:39).
In capitalist countries, former communist countries, and present communist ones, economics is the driving force of education in all levels and lifelong education. This applies to global competitiveness in business whereby the names of competing firms are shifting. However, besides economics, other factors that form the rationale for lifelong learning include enriching of human life. Humanity requires the ability to enrich and adopt the human culture broadly and deeply. Others may have passed with good grades but have minimal interest in widening their knowledge. A vast majority has taken music appreciation classes but has never attended a symbolic concert even when it is readily accessible. Often, schooling has been seen as a key factor in curtailing instead of stimulating people continuing interest in the sciences and the arts of the culture. This issue has attracted diverse views of politicians and philosophers who argue that the community must desire for each child what the better parent would desire for their children (3:28).
The other rationale for lifelong learning focuses on sustainability in the most profound sense: the ability to sustain life in the world. Until recently, the world was immersed in bloodshed because of wars. Currently, people are peacefully assembled in the same world. The current century cannot lull anyone that the world is ending. Instead, the human race has had to choose between catastrophe and education. The problems of the world are complex. This is because substantial historical lessons can be easily misunderstood, while the cultural and national contexts that encapsulate people can sow the bad seeds of discontent and mistrust among people (9: 36). This justifies the need for continuous learning in a world where ubiquitous information technology has replaced obstacles to global competition. However, it is even more vital for continuous learning to take place so that people could increase their collective level of intelligence and understanding about the issues they face as a human race. This is their best opportunity to get out of the current century alive and successful.
Section 6: Challenges in lifelong learning
There is an assurance that people developing applications and hardware will continue to make progress. The extension of these resources will promote lifelong learning as determined by the ability to overcome various challenges like:
Access – A big number of populations lacks access to Internet resources. This has fallen sharply among people in rural areas, especially impoverished rural zones.
Disposition – The fact that there is greater opportunity for lifelong learning through the Internet should not lead people to presume that the opportunities will be embraced. This demands a major radical change in the instructional programs of schools to affect the student’s continuous learning (2:26).
Capability: For years, people who have thought carefully about education have realized that everyone needs to become his/her own teacher. The disposition of desire to learn must match the capability. Formal learning programs must incorporate explicit focus on the involvement of self-directed learning. The best success indicator is the recognition that students no longer need teachers. The issue of capability is broadened by the use of the Internet. The Internet is a huge resource filled with the best and the worst information that human beings can acquired. It contains errors, truths, the worthless, and the valuable (5:37).
Section 7: Conclusion
Lifelong learning and training are essential problems for the current and future information worlds. Unfortunately, these issues require complex answers and facts to enumerate successes and failures. To recognize the complexity of the problems associated with lifelong learning requires that individuals reinvent, rethink, and pool resources in the future. The viewpoint of lifelong learning is more than continuing education and training because it forces people to reinvent their schools and universities. People ought to understand the co-evolutionary processes between basic human activities and their interdependencies and relationships with the new media (10: 44).
They need progress and an in-depth understanding of innovative systems, new theories, assessment, and practices. People must also create new physical aspects, intellectual spaces, new reward structures, and new organizational forms to make lifelong learning a vital component of human life. This requires organizations, groups, and individuals to partake and experience these new forms. For the risk takers, using their imagination and creativity to explore alternative ways of learning is an inevitable practice.
Section 8: References
Andain, Ian, and Murphy Gerard. Creating lifelong learners: Challenges for education in the 21st century. Cardiff: International Baccalaureate. 2008
Chapman, Judith. School, Community and Lifelong Learning. London: Continuum International Pub. Group. 2008
Evans, Karen. Learning, work, and social responsibility: Challenges for lifelong learning in a global age. Dordrecht: Springer. 2009
Field, John. Lifelong learning and the new educational order. Stoke-on-Trent [u.a.: Trentham. 2006
Field, John. Social capital and lifelong learning. Bristol: Policy Press. 2010
Naimpally, Ashok, and Ramachandran Hema. Lifelong learning for engineers and scientists in the information age. London: Elsevier. 2012
Scales, Peter. Teaching in the lifelong learning sector. Maidenhead: Open University Press. 2013
Sharma, Tara C. Meaning of lifelong learning. New Delhi, India: Sarup & Sons. 2011
Wankel, Charles. University and corporate innovations in lifelong learning. Charlotte, N.C: IAP – Information Age Pub. 2008
Williams, Michael. Citizenship education and lifelong learning: Power and place. Hauppauge, N.Y: Nova Science Publishers. 2013
A Good Man is Hard to Find is a story that explores people’s reactions to imminent death
Journal
A Good Man is Hard to Find is a story that explores people’s reactions to imminent death. As Misfit arrives in town, the story explores how death and violence can change an individual’s character. One of the major characters in this story is the grandmother, and the author is quick to reveal her hypocritical and self-righteous behavior. For instance, while the grandmother is frustrated that her family does not listen to her, instead of finding the correct manner to approach her family, the grandmother opts to use manipulation and guilt to get her way. The grandmother’s hypocrisy is also evident in the way she dresses. Instead of focusing on her comfort, she opts to dress in a way that identifies her as a lady. This obsession with following social expectations reveals the grandmother’s narrow-mindedness and inability to understand that death is permanent. As such, should she die, her efforts to conform to the image of a respectable lady are pointless. Apart from the grandmother, the grandchildren are also hypocritical. For instance, while they are quick to point out that their grandmother is hypocritical, John Wesley and June Star’s behavior of disrespecting their elders and mocking their home regardless of knowing that they should act in a better manner is a form of hypocrisy. In the end, the family is forced to rethink their priorities when faced with violence and death. For instance, the grandmother’s moment of grace in reaching out to Misfit shows her love for her family and her ability to extend forgiveness to the individual threatening her family. Misfit is equally impacted by the grandmother’s moment of grace as he realizes that there is no pleasure in murder.