"Topic: Gelato Shop (Name: GoldenSpoon)\r\nJoe has been working in the food industry for 10 years and seen the rise of gelato shops. He thinks there is an opportunity for healthy low fat deserts and would like to use his savings to open a gelato shop in Canberra. He approached a marketing consult to assist him with developing a marketing plan for the new business.\r\nHe would like to have an analysis of the uncontrollable environment, a detailed overview of the ice cream stores industry, competition situation (including competition types and competition levels), and consumer trends in Canberra. He needs geo-demographic information that will enable him to choose a location for the business in Canberra and target a specific target.\r\nHe then needs a detailed marketing strategy that provides advice in regards to product, pricing, location and promotion.\r\nSuggested Resources\r\nYellow pages http://www.yellowpages.com.au/. This source is helpful for you to identify local competitors.\r\nRegional data on ABS http://stat.abs.gov.au/itt/r.jsp?databyregion This is a source for demographic data about suburbs in Canberra.\r\nFinding government statistics, Australian Government Business, https://www.business.gov.au/Info/Plan-and-Start/Develop-your-business-plans/Marketing-research/Finding-government-statistics. This is a government website guiding you to look for statistics from government sources.\r\nMarket research & statistics in your state or territory, https://www.business.gov.au/Info/Plan-and-Start/Develop-your-business-plans/Marketing-research/Market-research-and-statistics-in-your-state-or-territory. This is a government website providing state specific data.\r\nRetail Trade, Australia April 2016, Australian Bureau of Statistics, http://www.abs.gov.au/AUSSTATS/[email protected]/Latestproducts/8501.0Main%20Features3Apr%202016?opendocument&tabname=Summary&prodno=8501.0&issue=Apr%202016&num=&view=. This page shows recent data about retail statistics by industry. Useful for industry overview. \r\nAverage weekly earnings and other economic indicators data from ACT Government http://apps.treasury.act.gov.au/snapshot (Useful for addressing economic forces.)\r\nHousehold expenditure data from ABS http://www.abs.gov.au/ausstats/[email protected]/Latestproducts/6530.0Main%20Features22009-10?opendocument&tabname=Summary&prodno=6530.0&issue=2009-10&num=&view= (Relevant source to economic forces discussion)\r\nACT economic overview available at Invest Canberra website http://www.investcanberra.com/resources.aspx. This is a useful source of Canberra economy discussion.\r\nBenchmarks by industry https://www.ato.gov.au/Business/Small-business-benchmarks/In-detail/Benchmarks-by-industry/ (This is a useful source for cost analysis.)\r\nAustralian food statistics 2012-2013 http://www.agriculture.gov.au/SiteCollectionDocuments/ag-food/publications/food-stats/australian-food-statistics-2012-13.pdf. This is a relevant report for food related topics.\r\nEconomic Outlook, ACT Budget 2016 – 2017, http://apps.treasury.act.gov.au/budget/budget-2016-2017/budget-in-brief/economic-outlook. This website contains useful information about economic factors of Canberra. Information could be considered to be used for PESTEL analysis. \r\nhttp://apps.treasury.act.gov.au/__data/assets/pdf_file/0004/870880/Chapter-2-Fiscal-Strategy.pdf. Page31-40 contain information could be considered in discussing political forces section. Page 51 & 52 of this report contain useful information about demographics of Canberra.\r\nIBISWorld, https://www.ibisworld.com.au/. You can search synopsis of industry report on this website. Useful for Industry Overview section.\r\nAustralian Bureau of Statistics, Retail Trade, Australia, Aug 2016, http://www.abs.gov.au/AUSSTATS/[email protected]/Latestproducts/8501.0Main%20Features3Aug%202016?opendocument&tabname=Summary&prodno=8501.0&issue=Aug%202016&num=&view=. Useful for Industry Overview section.\r\nHelix Personas, http://www.helixpersonas.com.au/browse/leading-lifestyles/overview. (This source is useful for support target market discussion in relation to lifestyle segments in Australia.)\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\nRequired Template/assignment sections (Requirements)\r\n Table of ContentsSituation Analysis .................................................................................................................................................... 3Introduction ............................................................................................................................................................ 3Ice Cream Stores Industry ....................................................................................................................................... 3Industry Analysis & Industry Trends ....................................................................................................................... 4Industry Report - Industry Products ....................................................................................................................... 4Competition Situation ............................................................................................................................................ 4Consumer Trends .................................................................................................................................................... 5Location for the business in Canberra and Target a specific target. ...................................................................... 5Marketing plan ....................................................................................................................................................... 6Product ................................................................................................................................................................... 6Pricing ..................................................................................................................................................................... 6Location .................................................................................................................................................................. 6Promotion. .............................................................................................................................................................. 6PESTLE analysis ....................................................................................................................................................... 6Political ................................................................................................................................................................... 7Economic ................................................................................................................................................................ 7Social ....................................................................................................................................................................... 7Technology ............................................................................................................................................................. 7Environmental ........................................................................................................................................................ 7Legal ........................................................................................................................................................................ 7References .............................................................................................................................................................. 8 Situation AnalysisThe purpose of this assignment is to find out an in-depth market study of the ice creamindustry in the Canberra region. This came to my studies & findings while traveling inCanberra due to the erratic climate conditions & seeing ice cream being extremely popularamong the people after cola & water etc. This came as a striking opportunity to target &expand in this Canberra region due to the existence of fewer competitors prevalent &growing market trend of 2.6% which is equal to country’s GDP. Other sectors were alsoconsidered to target, but ice creams industry looked extremely lucrative option after studyingother markets & doing competitor, market analysis. Corresponding to the growing economy,observed since last 10 years ice cream industry looked quite stable without getting affectedby any internal or external factors & splurging at a steady rate.IntroductionAs a background, Gelato is a quite a famous ice cream & when its blended with the regionlike Canberra it will be able to derive success within a short span of time. It was during atravel experience in the Canberra region, opening up of the ice cream shop looked lucrative.We did an in-depth analysis of the Gelato ice creams launch ICanberra region related totarget region, ice cream industry in the region, the investment being made, sizing, competitoranalysis & favorable PESTLE conditions supporting the expansion of ice cream brand in theregion.Ice Cream Stores IndustryIce cream industry is growing sharply within the span of five years & it has resulted in theincrease in employment opportunities along with growth splurge in the industry. It isprojected that ice cream market will grow over the span of 10 years at the rate of 2.6%, whichis greater than country’s GDP 2.5%. Hence ice cream industry has a rate of growth as of the country GDP. There has been a downward trend in the prices of water, cream & sugar &hence generating a high profits margins. In order to expand one needs to analyze a suitablelocation, stores designing & can be open within a small square feet zone as well (El -Nagar,2005).Industry Analysis & Industry TrendsThe Ice Cream is growing sharply & recorded a growth of 10.3% in the last 5 years. Industryrevenue is growing by 6.0% in 2016-17 & touched $997.4 million. The demand has splurged& have gained demand for industry products, especially in premium, exotic, per scoop servedsegments etc. Last five years have been successful for the ice cream manufactures whichprovide premium, gourmet gelato ice cream products. Even with the health awareness &change in lifestyle changes consumer still prefers home tub then per scoop served & otherranges of ice creams (Erickson, 2006).Industry Report - Industry Products Ice cream Industry operator’s manufacture which bifurcates the division into designing,serving size and quality. Industry products are divided into five categories: take-home tubs,take-home multi-packs, premium take-home tubs, unpackaged scoop-and-serve products, andindividually packaged products. Take-home tubs hold largest share in the industry which areavailable at low prices & mainly purchased from large stores. Peters, Streets Blue Ribbon,and Bulla are a top seller. Last 5 years there has been no change in growth.Competition SituationCurrently as per the competitor profiling analysis the Take home Tubs hold highest marketshare of 33% after which Take Home Multi Packs follows at the market captured 23%, Thirdcomes Take home premium tubs market & captures 20.5% of the market, Fourth is unpackaged scoop & serve which captures 16.5% share & then last is the individuallypackaged products which hold 7% of the total market. Together with the 5 segments, themarket is valued at $637.8 million worth.In terms of market competitors, PETERS holds a 37% of market share, after which UnileverAustralia comes & holds a 27.8% of market share after this Regal holds the market share at11.6% & finally Dairy Bell at 7.7% of market share. Other also contributes to 15% of marketshare which is mainly branded & unbranded ice cream stores.Consumer TrendsEven with the change of lifestyle preferences or health conscious people ice creams are stilldemanded with any changes. From kids to old age people, all favor ice creams & one canconclude from the trend of 2.6% which is growly steadily. The normal large family prefers ahome tub, home tub multi-packs while youngsters or kids or teenagers will choose per scoopservices. It is also noted high-class people or with a higher income prefers a premium rangeof ice creams.Location for the business in Canberra and Target a specific target.The ideal location will be Belconnen which was first developed in Canberra & has 25suburban planned in that area. Climate looks ideal & favorable to sell ice creams as it reachesthe hottest peak at 42 C.People will demand more ice creams in such temperatures. The nexttarget as per the geography & demographic statics the region preferred is Canberra Centralwhich also has equal to 25 suburban & is the posh place to set , targeting a large customerdatabase. Densely populated near the areas such as R G Casey Building, John GortonBuilding & also preferred location will near the office goers, shopping malls or nearby theschool/colleges institutional areas. Marketing planProductOne should include all the products from home based tubs to premium range ice creams.Take home tubs & Multi-tabs are best sellers & should be included along with ice creamscoops of different flavors.PricingShould be consumer affordable & should include all the variety of ice cream from the hightub to premium & exotic range of ice creams. Pricing for normal tubs & home based tubs willbe priced as per the market. But, per ice cream scoops or including their ranges of ice creamsuch as fudges & shakes can also help in generating revenues.Location It can target stalls, open parlors, tie-ups with the groceries & supermarkets. One shouldchoose the location which is densely populated & open in such locations. After this can targetother suburban regions. Promotion.Through tie-ups, aggressive market campaigning, social media network & through directmarketing such as newspaper advertisements, magazines, TV or radio etc. can help in gainingmore visibility & better coverage of the brand (Kirzner, 2010).PESTLE analysisIce creams are preferred & favorable among any generation or age groups. While scoping themarket for ice cream one should always conduct the market analysis of the brand. PoliticalPolitically Canberra region is stable. All the influential government bodies or regulatorybodies favors investments & there will be as such no barriers or challenges.EconomicAll the economic factors are quite favorable for the growth of the Gelato in this region. Globally or regionally its will not affect brand since even in the extreme market volatilityCanberra region will not get affected due to the strong domestic economic factors prevalent.SocialAll the social, demographic factors, lifestyles implementation or health is favorable to investinto Ice cream shop in Gelato.TechnologyThe technology to freeze, make ice creams, generate in large volume or use market efficienttechnology is quite favorable to produce & market large quantities. Technology wise it'ssupportive to invest in Gelato Shop in Canberra.EnvironmentalWeather conditions & climate is supportive of ice cream industry. LegalA legal region like Canberra is quite stable since it’s governed by the Australian law.Ethically & doing business-wise, it’s a very opportunistic economy to invest into & expand. "