Macro-Environmental Analysis for Marketing Essay

1885 Words Oct 14th, 2008 8 Pages
The “Vital Foods” Yoghurt Company was established in 1995 by two farmers who wanted to create wholesome, natural, organic and nutritiously delicious yoghurt for the active and time poor. Founded on the dairy plains of Victoria, “Vital Foods” is fast becoming one the premier yoghurt manufacturers and have asked that their new product be marketed correctly.

As each type of product has its own target market, we must ensure that this market is properly researched, analysed and have an appropriate strategy to implement. A market by definition and be surmised at being “the set of all actual and potential buyers of a product” (Kotler, 1998). The yoghurt market consists of all the actual and potential buyers of yoghurt products.

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As with the previous changes in demographics above, changes in Australian culture and emergence of various sub-cultures are affecting how yoghurt is portrayed in the market place.

Recent trends in Australia show that the idea that Australians are being increasing concerned about their health. Since being named the world’s fattest country (Australian, 2008), Australians are becoming more aware of the impact their diets place on their health. It is quite likely that products marketed as “fat-free”, “low calorie” or even “low sugar” would entice consumers to choose a particular product over another.

As well as this, by aiming the product at those who are health conscious, as a recent study showed that “obese adults who ate three servings of fat-free yogurt a day as part of a reduced-calorie diet lost 22% more weight and 61% more body fat than those who simply cut calories and didn't bone up on calcium” (WebMD 2005). By using this information in their marketing, “Vital Foods” will be able to carve out niche for themselves in the dieter’s market. .

There has also been an abundance of subcultures emerging in the Australian marketplace. As defined by Kotler et al (1998), a subculture is a "group of people with shared value systems based on common life experiences or situations”. Today, there is wide range of subcultures, particularly those

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