Reference no: EM131384122 , Length: 3000 Words

Executive Summary

Before starting or expanding a business venture, it is important to determine all the aspects of the business. What are factors that are going to affect the business? The pros and cons of doing the business or expanding it, the rate of profitability, marketing strategy, etc. A dairy running a successful business venture of selling cow's milk and product steps into dealing with the camel's milk. Camel Milk Dairy wants to expand the dairy in all over the Australia. For this, a five-year plan is discussed here in the report getting an idea about the future of the camel's milk.

With the help of situation analysis and its various a discussion has been engaged in detail. The situation analysis discusses many aspects of the market plan. It includes demographics, demand analysis, SWOT Analysis, current competition, the competitor's promotional budget, sales analysis of the competitive and similar products, target market, market positioning analysis, marketing objectives, marketing strategies, media budget and budget allocated to the business are all discussed here in the report to give a clear picture of the business venture that Camel Milk Victoria want to expand.

With help, all the factors included in the report the owners of Camel Milk Victoria will come to know about the strengths, weakness, opportunities, and threats that they may face in future. The five-year media allocation table and budget will help in assuming the expenses that will occur in the future. The competition that the company may find is also discussed in the report. In the end, a conclusion is given that summarizes the whole analysis and their outcome for the owners to understand.

Marking Criteria

Title pages

Page 1 - completed marking criteria sheet as the top sheet.

Page 2 - your name, student ID, names of the lecturer and tutor, unit code and title, date of submission and word count.

Page 3- table of contents (01 mark)

Executive summary

Four paragraphs or one page-summarizing the whole report (02 marks).

Background

Briefly write about the company, products, visions and mission, and current marketing objectives (02 marks)

Situation analysis

Market summary including market demography and demand analysis, marketing environment/SWOT analysis, current competition, competitors' marketing,  promotional budget and sales analysis for similar and competing products, target market and market positioning analysis (15 marks).

Marketing promotion objectives and strategies (10 marks)

Media and budget allocation (05 marks).

Conclusion, correct writing style & format, expression & language, citations & references etc. (05 marks)

Report Table of Index:

• 1. Introduction 6
• 1.1 Background of the company 6
• 1.2 Products 6
• 1.3 Vision and Mission 6
• 1.4 Company’s Current Objectives 7
• 2. Situation Analysis 7
• 2.1 Demographics 7
• 2.2 Demand Analysis 8
• 2.3 SWOT Analysis 8
• 2.4 Current Competition 10
• 2.5 Competitor’s Marketing and Promotional Budget 10
• 2.6 Sales Analysis of the Competitive and Similar Product 10
• 2.7 Target Market 11
• 2.8 Market Positioning Analysis 11
• 3. Market Promotion Objectives and Strategies 12
• 3.1 Marketing Objectives 12
• 3.2 Marketing Strategies 13
• 4. Media and Budget Allocation 14
• 4.1 Media 14
• 4.2 Budget 15
• 5. Conclusion 15
• References 16

Background of the company

This report is about a company called Camel Milk Victoria which deals in camel’s milk, and other products. There are many dairies in Australia which supplies the cattle milk but there are very few dairies that sell camel’s milk. Camel Milk Victoria is the first licensed camel dairy that sells camel milk to its customers. As per Chris and Megan Williams the dairy owners, camel’s milk is white gold. Available at just $25 per litre it’s an attractive business venture .