What you perceive the current market structure

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Reference no: EM133298663

Case: New Zealand is known for its dairy industry. Large cooperatives, such as Fonterra and Westland Milk Products (Yili Group) have been very prominent producers, but also other providers have been present, such as Goodman Fielder, Synlait Milk, Tatua Co-operative Dairy Company and others. Some of their brands and products have been dominating the NZ market, amongst them are Fonterra's brands, such as Anchor, DeWinkel, Kapiti, Mainland, Piako but also others, such as Westland's Westgold or Goodman Fielder's Meadow Fresh, Puhoi Valley, and Tararua brands. However, in recent years also smaller players have entered the market, such as Lewis Road Creamery (now owned by Southern Pastures), a boutique dairy company which, together with its other dairy products, has been offering their fresh milk alongside the more established brands, such as Meadow Fresh, Anchor, Puhoi Valley, and others, like Pams.

You have been employed as a consultant by Fonterra's Anchor brand, known for its dairy products, such as fresh milk, cheeses, yoghurts, butter and other products, to advise them on their fresh milk products which can be found

Your tasks are:

Question 1. Explain what you perceive the current market structure for fresh milk products to be like and how you would analyse the market in detail for Anchor's fresh milk products.

Question 2. Conduct a PESTEL analysis for the fresh milkmarket.

Question 3. Anchor is aiming at making people drink more of their milk. Explain to Anchor's Chief Marketing Officer which promotional goals they should be setting themselves for such a campaign and why. Further, outline to them which type of appeal they should be focusing on as the most effective one and explain why.

Reference no: EM133298663

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