"Company Name: Aussie Biscuits\r\n\r\n1. Identify and analyze the market for particular service of product \r\n2. Explain and justify how the social enterprise was developed and for what market \r\n3. Analyze the importance of creativity and initiative undertaken to develop a competitive social enterprise \r\n4. Critically assess and evaluate the marketing plan \r\n5. Evaluate impacts such as financial, social and political issue which may impact on marketing plan\r\n6. Demonstrate commercial awareness of product/service provision \r\n7. Identify and compare relevant market trends and analyse the implications of market and environmental trends \r\n8. Apply the 4Ps strategies and explain feasibility ensuring consistency with analysis of the market as well as providing recommendation for strategy \r\nRelevant tools/concepts: \r\n Situation analysis that contains: \r\n1. Macro-environmental analyses: PEST analysis\r\n2. Micro-environmental actor analyses: company, customers, public, supplier, marketing intermediaries and competitors\r\n 3. SWOT analysis\r\n 4. Other relevant analyses: business performance, objectives and strategies\r\nStructure:\r\n1. Introduction \r\n(Outline a brief introduction about the company, product/service and activities. Establish the context of this company/organization from the view of social enterprise. If it is also a commercial enterprise, introduce this organization’s commercial activities). \r\n\r\n2. Macro-environmental analyses \r\n(Purpose: to show changes that affect the industry. Secondary data like ABS, publication and the other industry reports must be used to substantiate arguments) \r\n\r\n3. Micro-environmental actors \r\n(Purpose: to show how all actors affect value creation, communication and delivery) \r\n\r\n4. Analysis of the company’s marketing plan \r\n(Purpose: to critically analyse the company's offerings and strategic elements such as STP and marketing mix variables meeting the objectives; and to critically analyse how marketing mix variables are connected to support their positioning strategy) \r\n5. Conclusion and recommendation \r\n(Conclusion must include key findings of the above analyses. Recommendation is in line with conclusion. Outline the justification) \r\nOTHERS:\r\n1. Relate to the theory\r\n 2. Refer to textbook: • Kotler, P, Armstrong, G, Adam, S, Denize, S & Stewart, A 2015, Principles of Marketing, 6th edn, Pearson Education, Frenchs Forest, NSW, Australia.\r\n 3. Use the tools discussed \r\n4. Please consult the student handbook for plagiarism policy \r\n5. Please target a 10% maximum similarity index \r\n6. Formal writing style\r\n 7. Formal writing structure: title page, table of contents, headings/sub-headings, in-text references and a reference list\r\nAUSSIE BISCUITSContentsExecutive Summary: ............................................................................................................................... 21 Introduction: ........................................................................................................................................ 32 Macro-environment analysis: ............................................................................................................. 43 Micro-environment analysis: .............................................................................................................. 53.1 Porter’s Five Forces: ..................................................................................................................... 53.2 Other forces: ................................................................................................................................. 64 Analysis of the Marketing Plan: .......................................................................................................... 74.1 Segmentation, Targeting and Positioning (STP): ......................................................................... 74.2 Marketing Mix: ............................................................................................................................. 75 Conclusion and Recommendations: ................................................................................................... 8REFERENCES: ........................................................................................................................................... 9 MAKETING PLAN| pg. 1 AUSSIE BISCUITSExecutive Summary:Aussie Biscuits is an Australian owned and Australian made biscuit company that produces sixvarieties of biscuits. They started as a company called House With No Steps (HWNS) producingmanufacturing Jam Drop Biscuits at Forbes factory in the year 1976. The company mainly aims to bea social enterprise to providing employment opportunities for differently abled people. Thecompany offers 6 different varieties of biscuits and for fund-raising, they sell at 2 different types ofpackages.From the Macro-environment analysis, it can be found that the company doesn’t have much to dowith the political impact, but the rising prices of agricultural commodities will definitely have a hugeimpact on the company’s products. People mainly purchase from Aussie Biscuits due to thesensitivity factor shown towards the community and also on the home-made factor.The Micro-environment analysis shows that the Company doesn’t let its stakeholders to have abargaining power over the products. Even there are no substitute products for the company tocompete with. Even if there are any new entrants, they should have a unique “social” factor thatwould definitely hold strong to challenge Aussie Biscuits. The company chooses its market segments based on the population, geography and the varioussocial institutions. They target on the right segment based on the identification of right prospects.The company positions itself as a social enterprise which utilizes the skills of differently abled peopleand hence raising funds. The positioning is done in such a way that they obtain sensitivity throughthe customers and are driven to purchase.The marketing mix of the company mainly focuses on the pricing similar to the major players in thebiscuit market, the placing of products based on the partnerships made, offering the differentpackages for fundraisers and promoting everywhere partnered.Aussie biscuits have always had the “Social” enterprise factor in order to boost their sales. They canfocus on positioning themselves as a “home-made” product to enhance their brand image (mentalmap). The company can also think about globalizing at different locations in the world with stillconcerning about the nationalism aspect. MAKETING PLAN| pg. 2 AUSSIE BISCUITS1 Introduction:Aussie Biscuits is an Australian owned and Australian made biscuit company that produces sixvarieties of biscuits. They started as a company called House With No Steps (HWNS) producingmanufacturing Jam Drop Biscuits at Forbes factory in the year 1976. Today, the company producesaround 39000 biscuits per day retaining the same quality for the retail, hospitality markets andfundraising groups.Aussie Biscuits was mainly started as a social enterprise to provide employment opportunities fordifferently abled people. The Jam drop biscuits are homemade biscuits it was 600 biscuits per daywhen they started. Even today, the company continues to create employment opportunities for thedifferently abled people. The company manufactures six delicious flavours that include:? Macadamia? Ginger Crunch? Jam Drop ? ANZAC? Choc Chip? ShortbreadThese biscuits come in 2 packs and in family sized trays that are ready to consume for the customers,businesses, retail outlets and the fundraisers. The company’s vision is more employee- centric which focusses on respecting, valuing andempowering the differently abled people. How it is achieved, is by totally utilizing the skills of thesepeople in whatever they do. A positive focus on their abilities will create an equality of thecommunities among the people. HWNS is not only focussed on preparing and packaging biscuits, but also considers other activitiesthat empowers these communities. The activities may include facility services, medical packagingservices, house farm, printing and mailing, recycling, engineering/ manufacturing, commerciallaundry etc. This company mainly acts as a fundraiser in supporting the differently abled communities for theirbetter livelihood. The fundraising options mainly include the “Point of Sale Box” which is placed invarious pantries, canteens etc. Each box consists of 36 biscuits of the 2 packs (that’s 6 of each ofthe 6 flavours). The other fundraising option is the “Carry Box” consisting 12 individually wrappedbiscuit 2 packs in all 6 flavours.On the whole, the brand image of Aussie biscuits is the homemade biscuits which supportsdifferently abled people by providing them an employment. It gives a feel that the customers aredoing something socially productive by being a stakeholder of these products.MAKETING PLAN| pg. 3 AUSSIE BISCUITS2 Macro-environment analysis:Any company will have its own stakeholders. Each stakeholder will have its own impact on thecompany. The environment surrounding the company plays an important role in the company’sperformance. The company is impacted with the changes in the environment and vice-versa. Themacro-environment analysis considers the economy/ industry as a whole rather than the companyalone. In the case of Aussie biscuits, we need to consider the entire environment analysis of the Biscuitmanufacturers and our analysis should clearly indicate on the various factors that may impact thecompany and the various stakeholders of the company. Since the company’s key focus is thecommunity of differently-abled people, we need to focus mainly on impacts on these communities. PEST (Political, Economical, Social, Technological)Analysis is a framework that is apt and can beused to scan the organization’s external environment and how the changes in any of theseparameters will have an impact on the company.Political: Economical:? The Aussie Government has established ? It may be observed that the growth inGrocery and Foods council to control the biscuit industry has been quiteand aid the companies in the industry shaky from the past few years. This hasto enhance and improve their products. led the retailers to discount the pricesThis is to cater to the rapid growth of heavily and that leads to a slump in thethe biscuit industry. This has been a profit margins. positive approach for Aussie biscuits as ? The cost of market growth of Australianthe company thrives to help the biscuit industry has a steady increasecommunity and hence, this initiative from the past years.will definitely help the differently abled ? The home-made biscuits may havepeople.slightly lesser costs when compared to? Australian government supports the the normal biscuit manufacturers as itideology of free-market as expressed less automation and machinery.by the Prime Minister. Hence, there is ? There are a lot of fund-raisers forminimal government intervention that Aussie biscuits and hence that can bewill affect the company.utilized efficiently for the costs ofmanufacturing. ? Rise of prices in agriculturalcommodities will have a huge impacton the manufacturing costs.? If there is a new investment made forany enhancement of their product, thecompany might not face a problem interms of obtaining funds/ capital, butmay face problems in terms of risingprices of agricultural commodities. Social: Technological:? Biscuit has become more a part of Any company has to scale up their business. Ineveryday meal for many people these order to attain the economies of scale, thedays. There hasn’t been any clear companies thrive for automation. Also, thesubstitute product for biscuits from its companies thrive for the standardization ofinception in 1950s.their products through machine equipment.? People perceive “home-made” factor This may cut down the employment of theto be healthier and nutritious than an workforce. MAKETING PLAN| pg. 4 "