Guidelines for Marketing assignment
BUS5SMM Guidelines for Marketing assignment (Assessment 2)
The aim of this assignment is to conduct a marketing analysis – that is a study of the marketing
environment and strategy – of Tassal – http://www.tassal.com.au
The report should contain the following elements (please see marking rubrics for more details):
Describe the marketing background of the company that includes key information about the
industry indicating where the company fits and/or positions itself paying special attention to
sustainable practices- environment, society, resources use, etc
Describe and analyse the following marketing strategies used by the company
o Analyse the main Products, services, suppliers and customers of the company
o Pricing
o Promotion
o Place (distribution)
o (Note: for each of these Ps, please reflect on relevant theory(ies), discuss the
strategies applied, and sustainability practices implemented by the company)
Compare the marketing mix (4Ps) to its closest competitors
Make recommendations for improvement of marketing mix for product(s) to become more competitive- Include relevant sustainability aspects
Appendix: Include a SWOT analysis and a Positioning chart Submitting the Assignment
This is an individual report. You should submit using the Moodle/Turnitin submission link for this
assignment. Remember that, the report should
be approximately 2,500 words
use Times New Roman 12 point font, 1.5 line spacing
use Harvard referencing. 15-20 references are expected
Marking rubrics
See the Subject Learning Guide for marking rubrics, and more detailed guidelines in LMS
Expert Partial Solution
2.0. The Marketing Background of Bundaberg Sugar Company
Bundaberg Sugar is one of the largest cane growers in Australia that owns and runs sugar mills in Queensland. The company’s principal activities include growing, milling, refining, and marketing of sugar together with related products in the country. It engages in all levels of the raw sugar industry in the regions in which it operates. For instance, full sugar processing cycle that entails packaging and distribution of sugar products to industrial, retail and export customers.
2.1. Market Segmentation
Currently, market Segmentation, Targeting, and Positioning (STP) are regarded as a common strategic approach in the field of modern marketing. Segmentation has several benefits such as the gain of focus, efficient use of resources, the creation of value for targeted market and positioning among others (Ronald, 2007, p. 18). Through market segmentation, firms divide large, heterogeneous markets into small segments which can be reached more effectively and efficiently with goods and services that meet their distinctive needs (Blattberg, 2008, p. 60). The company uses segment marketing since it produces a broad range of sugar products which are distributed to various target segments such as industrial, retail, food service and export customers. It has managed to attain an effective segmentation that is measurable, accessible, substantial and actionable. For instance, the company can effectively reach and serve its customers, measure the size and purchasing power of its segments and capture large sections profitable enough to serve among other aspects. The Australian food manufacturers constitute the largest industrial customer base with other companies like Coca-Cola, Golden Circle, and Parmalat the following suit. Their retail customers are usually the shoppers in supermarkets across the country. Bundaberg also export some of its sugar products to neighboring nations who make up the external customer base. Its immediate trading areas include Philippines, Singapore, New Zealand, Pacific Region and New Guinea.
2.2. Sustainability Practices
Environment: the company has developed action plans and annual reports since 2001 for the National Packaging Covenant (NPC) which is a government initiative. It was formulated to create a framework based on the principle of shared responsibility for the viable lifecycle management of materials for packaging. It would include their recovery and recycling to ensure the company produces sustainable environmental benefits in a manner perceived to be cost-effective without compromising safety and quality of their products (Margaret, 2013, p. 120). In 2005, Bundaberg Sugar adopted the National Packaging Covenant’s set measurable objectives which are based on the Environmental Code of Practice that entails practices of recovery, and recycling, minimizing impacts on packaging, ability to incorporate recycled content, propensity to become litter and consumer information. The firm later adopted the Australian Packaging Covenant in 2010 that focuses on consumer packaging about three goals.
- Goal 1: Packaging Design- seeks to optimize packaging to utilize the available resources well regarding alleviating environmental impact compromising safety and quality of products.
- Goal 2: Recycling- it ensures efficient collection and recycling of packaging (Morgan, 2009, p. 8).
- Goal 3: Product Stewardship- it promotes the reduction in packaging items in the litter stream.
2.3. Community/Social Benefits
Bundaberg Sugar hires up to people over its variety of activities which makes it a significant employer in Bundaberg region. The firm recognizes its responsibility to the society in different ways (Cheers, 2007, p. 62). For instance, it actively participates in supporting youth activities, education, welfare, health, emergency services, sport, the environment, culture, and arts. As a major contributor to Bundaberg region, the company has always supported the local community through financial or in-kind sponsorship of different initiatives which aim at benefiting and improving the well-being and lifestyle of residents. The firm evaluates every support request by how it will serve the larger community either through school or sports group and charitable or community events. It has provided an application form which is available for completion and return at least two months before an event and the necessary details accessible from their website. Therefore, the social benefits accruing from the company’s operations and services are evident amongst the local community members in the region.
2.4. Economic Benefits
The firm has continued to produce quality sugar products thus enabling it to capture a substantial market share in the area of Bundaberg and beyond. It made it possible for the firm to expand its economic activities with a view of satisfying customer needs. Some of the being generated is plowed back into the company’s operations hence facilitating its rapid growth and sustainability in the sugar industry.
2.5. Positioning for Competitive Advantage
Product area refers to the way customers define particular items about critical attributes. It is the place a product occupies in customer’s mind about competing issues in a given industry and/ market (Michael, 2008, p. 160). In this case, Bundaberg Company has devised positions to guarantee its products the greatest advantage in the identified target markets. It uses various positioning strategies such as positioning by benefits and specific product attributes in the manufacture of its sugar items (Dahlen, 2008, p. 25). For instance, the firm perceives that quality extends beyond the specification of the sugar itself by offering the desired item amount and when the customer wants is in need of it. The motivating factor here is liaising and delivering the favored position through the use of documented methods and checks that enable them to know what their customers desire and when they require it. The firm also employs user category by producing a wide of sugar products such as brown sugar, white sugar, and caster sugar among other types for the purpose of addressing the varying needs of the different categories of consumers in the market.\
3.0. Product vs. Sustainability
3.1. Range of the goods offered by the company
Users enjoy a variety of Bundaberg’s Sugar products such as raw sugar, white sugar tub pack, white sugar, caster sugar, delicious brown sugar, sugar serves, Icing sugar and golden syrup.
3.2. Product quality/ features
3.3Key decisions for product policy
The company is always keen in ensuring that the correct description for the sugar variety is accomplished in the course of the production process by conducting several checks during refining operations (Hull, 2011, p. 5). The procedure integrates HACCP (Hazard Analysis Critical Control Points) tests to comply with food safety standards. Their quality system incorporates a recall process for products released into the market (Deniz, 2007, p. 12). It produces high quality products..Read more
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