Marketing Management Fine Meat Company †MyAssignmenthelp.com

Question: Discuss about the Marketing Management Fine Meat Company. Answer: Description Of The Organization Fine Meat Company belongs to food processing industry and it works as a meat slaughtering, processing and export business based in Australia. The company is aimed to service the hospitality industry in all part of Australia and to the countries in which they export their meat and meat products. The company has over 20 years of experience in the industry and it is known for its expertise in manufacturing fresh, tinned meat products and meat byproducts. The company has received license from Meat standard of Australia which guarantees the meat products it supplies are quality sorted cuts, as a result meeting their criteria for distributing meat that is tender, juicy and seasoned. To serve its Muslim customers in both Australia and other countries with halal meat and meat products, the company has received license from Halal certification Authority. The companys products and services are accessible to their customer throughout the year. The company has demonstrated its performance at the uppermost level. To guarantee their customer continuous supply of excellent meat products, the company upholds continuous supply of livestock which they buy from all part of the country where there are livestock farmers. The company distributes meat products variety which includes: Beef, goats, lamb and mutton. They also deliver lamb carcasses and byproducts, like meat, bone meals, hides and skins. It also supplies liver, kidneys and lungs. The company delivers tinned products, like corned beef, tinned and pet foods. Fine Meat Company offers its meat products to its employees, livestock ranchers and traders, restaurants, institutes, government institutions, retailers, individual clients, wholesalers, tanneries, dealers of hides and skins. The company exports its products to Asia, the United States, Europe and Africa. Mission Statement To obtain, process and market excellent meat products at competitive charges using competent, efficient and systems that is friendly to the environment to fulfil needs of clients and shareholders. Aims of Fine Meat Company The company provides door to door meat delivery services where meat are transported in a refrigerated vehicles to maintain the quality of the meat supplied. The company is devoted to constantly buy quality livestock, process competently into high quality meat and meat products. The aims at developing maintainable markets while guaranteeing prudent monetary management for economical sustainability and cost-effectiveness of the company. The company is committed to fulfil its consumer desires through constantly refining its performance, its meat products and service by sustaining the maximum standards of cleanliness and product quality. The company has excellent customer care and service, it uses technical proficiency to fulfil its customers' desires and bymarketing its product using social media such as Facebook, tweets, WhatsApp and blogs. 5Cs for this organization Company, Customers, Competitors, Collaborators, and Context are the referred to as the 5 Cs and are applied in evaluatingmarketing decisions for business organizations. Fine Meat Companys strength is founded on the unequalled competency of the meat processing plant and the capacity to process great volumes of meat that are of quality depending with customer likings. The company also has many refrigerated vehicles that supplies meat and meat products to our outlets distributors in various parts of the country. The Fine Meat Companys has strong financial achievement. Due to strong investment, the firm can merge, manage and enlarge its business. The company emphasizes on research and improvement thus it has proven a competitive lead in same field (Krejcie and Morgan, p. 607). Weaknesses The Fine Meat Company depends on few clienteles thus this is disadvantageous to them due to limited source of income. The company focusses on few of its major products line. In this case if the company loses one of its topmost production line clients, it can face a serious business problem. The firm has geographical weaknesses because they majorly depend on the domestic market as main source of income. Other weaknesses that affects the company include: unpredictable international commodity markets, climatic changeability and concentration of processing capability. Opportunities Fine Meat Companys products have received increased demand from Asia markets and this has boosted income for the company. The company has gained greater efficiencies in both processing and marketing of their products. The company also has succeeded in managing various production risks that faced them for the last few years Threats: The ever increasing input prices has posed a big threat to the company (Tevfik and Oktay, p.131). The company is also faced with disease risk, especially communicable diseases that kills a large number of livestock leading to decrease in product supply to the consumers. Climate change has posed threats to the company, for example when drought conditions prevails the livestock farmers sell most of their cattle at lower prices to meat companies leading to high supply of meat in market, low demand for the product and lower prices for meat products decreasing amount of profit. The increase in price for both raw materials and fossil fuels has posed threat due to increase in commodity costs. The population of vegetarian is on the increase worldwide therefore, meat consumers are decreasing leading to decrease in amount of profit received by the company. This drift can negatively affect the business. Customer The company has wide range of customers with different preferences when it comes to tastes and how the food is packaged (Hunt et al., p. 5). Through various field studies the company conducted earlier, they have learnt every single country has affinity of taste and cultural liking. Asian and Koreans customers for example, dont like salty food thus the company learnt to reduce the amount of salt and packed food in a cans made of aluminum so that the consumers can easily open the cans (Schnettler et al., p. 380). For the Muslim customers, Fine Meat company has halal certification issued to them by Halal certification Authority. The companys customers can obtain information about our product through social media such as our Facebook page, WhatsApp, blogs, tweets and YouTube. For our customers who prefer door to door delivery of our products, we make the available to them. Our customers in rural areas can have access to our products through different outlets that are available in the cou ntry and also across the globe. Collaborators The companys suppliers are livestock farmers based in Northern and Southern part of Australia. Fine Meat Company distributes its meat and meat products through wholesale markets, foodservices, retail markets and also in internet shopping malls. Individual consumers can also buy the products directly from the industry and there is door to door delivery for the consumers who prefer that services. The company has distributors located in their export countries where their international customers can have access to the products. Competitor Other competing companies have more product line that they supply such as veal, seafood (fish), poultry, rabbit, pork, bacon that is not supplied by Fine Meat Company therefore, these competitors have a wider market share. Fine Meat Company faces a lot of competition meat firms within Australia and in countries where it exports its products. These are the Australian beef industry, Australian Meat exporters and Ralphs meat company. Though the company and others vend products which are alike, each firm have its dissimilarities by selecting specific manufacturing and marketing approaches that suits them (Tuanmat and Smith, p. 208) Some of companys rivals produces dairy products in addition to meat products they supply, they also distinguish their products by lowering prices and maintain products high quality. Context Fine Meat Company faces several external ecological factors which include political, economic social and technological factors (Reicks et al., p. 407). Technological innovations have produced new businesses which have shown a threat to Fine Meat Company, some of the companys meat products and services have been removed from the market. Political factors that has affected the company is the governments decision which led to increase in tax for Fine meat company while for some meat companies tax was decreased and this had negative effect on the companys income. Lack of political steadiness in some Asian and African countries where the company exports its meat products has affected the companys business processes in such countries (Kariuki et al., p. 20). Collecting information on market research and intelligence Marketing information and research refer to the information needed to be collected to give a good idea what the target customers are thinking and what they want or are doing in respect to the companys product (Burns and Bush, p. 80). A number of channels can be used to collect such information on the needs of the customers and even about what the competitors are doing in the market. The aim is to gain competitive advantage and have a bigger market share. We use the trade shows to learn about what our competitors are doing. During trade shows, our staffs go to the booths of our competitors and check the products and services they offer in relation to what we are offering. We also use the trade associations such as the Food marketing Institute, Trade promotion management companies which gathers and circulates information on trends, advances, new knowledge and developments, challenges in the meat business which are delivered daily through the companys e-mail (Gary and Kotler, p. 63). Our companys also uses the salespeople to provide a vital source of market intelligence. The company uses the sales peoples to get their view on a problem in the market. They are the ones who are knowledgeable about the products performance in the market, what is being done by the competitors, and what consumers want (Igbaekemen, p 24). Our suppliers provide the Company with a lot of information. They know and have an idea why which firms are moving a lot of portfolio. Fine Meat Company also enlists the services of an expert in the industry, business writers and journalists to gather more information. The company also put high emphasis on customers in market research by seeing the customers behaviors. The customers offer a lot hints, which the Company is confronted to address (Igbaekemen, p. 28). Developing marketing strategy Target market The target markets for Fine Meat Company are both domestic and international markets. For the domestic market all meat and meat products are sold right from the company to the end consumer or through a wholesalers and retailers. Our products are in four segments: Speciality Foodstuff Stores which includes wholesalers, butchers, or grocer positioned in a food market situation, prestigious restaurants and hotels, middle class restaurants, mainly in tourist attraction sites in the country. Finally the other domestic market is the farmers markets where products like as sausages, burgers are traded when they are either fresh or sometimes cooked (Bitner and Boons, p. 49). The consumers who are targeted by the high end food services; speciality food stores and farmers markets are those consumers looking for a different eating or dining experience. The tourist food service market segment targets the tourist looking for the real experience they see in advertisement materials or television. Speciality and farmers market segment are being used to target specific cultural, religious or ethnic class of the consumers who include communities, families or even individuals, whose culture includes regular eating of the specific meat and meat products. For the International market segment, the Fine Meat Company targets the High end Food store, and Speciality food store market segments and targets the High end diner and cultural or religious or ethnic specific consumer groups. Positioning Appreciating and applying the principles of positioning is vital for developing a competent position against our competitors (Koetler and Armstrong, p. 56). Fine Meat Company has made sure it has a good image in the eyes of our current clients. Our customers are having a lasting attachment with our company and see our product brand as the best in the market. Fine meat Company has also put in place offers to attract potential customers and this has gone well with the new customers since our market share keeps on expanding. We have taken our advertisement from the bill boards and television to internet market and social marketing where the competitors have not ventured in giving us a competitive advantage in positioning our brand (Radoviciu and Strem?an, p. 1074). Developing marketing tactics Marketing tactics are a set of renowned marketing tactics, which used in any mixture to satisfy the customers in the target market. The 4-7 Ps include the place, product, promotion, price, place, process, people and the physical evidence. They help companies to analysis and describe significant issues affecting the marketing their products and services (The chartered institute of Marketing, p. 7, 8). Product The Meat Company strives at making the meat and other meat related products that are needed by the consumers. The customers use meat and meat products in their homes or in hotels and restaurants. The meat is always fresh and refrigerated to prevent it from spoilage such that the customers get it in the best quality (Grau, p. 131). The packagings of the products are done in well-designed packaging materials and have a catchy name to appeal to the customers and it has been enriched with different flavours. Price Price is a very vital factor of a marketing plan since the companys profit is determined by the price at which it sells its products. In determining the price of my meat and meat products, the company put in mind factors such as; how much it costs to produce the product, how the consumers perceive the value of the product, put in mind how a slight decrease in the price could considerably increase my share in the market and if the current price keep up with the price of competitors selling the same meat products (Chai, p. 8). Place Placement is a very important part of the market mix. The meat company is positioned and distributes the meat products in a place that is easily reached by all prospective customers. Most of the clients look for the meat products in supermarkets and large retails shops and so the Company makes sure that the supermarkets across the country are fully stocked with our meat products. The company distribution strategy is different from my other competitors since most of them rely on the customers to go to their company sales shop (Bodger and Goulding, p.17). During trade fairs, the company attends them to further increase its visibility to potential clients. Promotion These are the promotional activities the company uses to make the consumers aware of our products and boost brand recognition and sales. The company employs sales promotion, public relations and advertising to achieve this. The marketing messages are delivered to potential buyer throughout through television ads, social media in promoting the product which are new avenues that are not being employed by the other market competitors. People This involves the target market and people directly related to the business. The Company has ensured that it has employed the right people since they are as much a part of the business. The companys employees are vital in marketing since they are the ones who deliver the products and services. The company has ensured that they have been trained and also by retaining the good staff to deliver superior service to the customers (Yasanallah and Vahid, p. 196). Process These are the processes involved in providing our meat and meat products to our customers. In the company all the processes from packaging, distribution, sales, marketing, the pay systems and other systematic procedures and steps are all done in a very efficient way (Bobbitt et al., p. 29). Physical evidence This refers to all the consumers perceive when they interact with the business. The brand, the physical environment the product and the service are being provided, the packaging and the way the staff act and dress have all been stressed to ensure that we remain on top of our competitors in the market (Rafiq et al., p. 8, 9). References Bitner, M. J. and Booms, H. (1981). Marketing Strategies and Organization: Structure for Service Firms. In Donnelly, J. H. and George, W. R. (Eds). 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