Strategic Planning in the Australian Coffee market

Strategic Planning in the Australian cocoa tree securities industry industry/Market definitionThe Australian Coffee Industry comprises all the firms that offer crossways for sale that atomic number 18 derived from java beans. There ar handsome coffee products, ie whole and ground coffee beans, and secondment coffee products.Each kind of product has its own sign mart. A market is the set of all actual and effectiveness buyers of a product (Kotler et al 1998, p885). The pure coffee market consists of all the actual and potential buyers of whole or ground coffee beans. The instant coffee market consists of all the actual and potential buyers of instant coffee.For the purposes of this assignment, I will focus on the instant coffee market in Australia.Part1Macro environsThe trade environment inwardly which a ships company operates is dynamic. Its consists of a microenvironment, and a macroenvironment. The microenvironment is the forces close to the company that affect its f aculty to serve its customers. The macroenvironment is the larger societal forces that affect the whole microenvironment, (Kotler et al 1998, pp885-886)The macroenvironment consists of six types of forces demographic, economic, natural, technological, political and cultural forces. A companys trade strategy must take into account changes and trends in these environments that sack up present opportunities or pose threats. A successful firm is one that on a regular basis modifies it merchandise inter ruffleture and strategies to adapt to these changes (Czinkota et al 2000, p17).Below I will outline the six macroenvironmental forces, and how they may affect the instant coffee market in Australia.Demographic environmentDemographics are the study of human populations in terms of coat, density, location, age, sex, race, occupations and other statistics (Kotler et al 1998, p105). The demographic environment consists of all the aforementioned demographic variables, and their ability to affect the Australian instant coffee market. The importance of the demographic environment lies in the fact that all demand for a product derives ultimately from race (Cannon 1998, p41).Kotler et al (1998, p113) noned that demographic developments have transformed the Australian marketplace from a mass market into much fragmented micro-markets differentiated by age, sex, geography, lifestyle, ethical code background, education and other factors. Recent demographic trends in Australia are a better-educated and more white-collar population, increasing ethnic diversity, and changing age structures. The implications of such(prenominal)(prenominal) changes are that organisations must now design products and marketing programs for the specific micro-markets they wish to target.While all demographic variables have the potential to affect the instant coffee market in Australia, the area of particular significance is the emergence of ethnic micro-markets. Ethnic communities now reach o ut up a significant and growing part of the Australian population, who have clear product and punctuate preferences (Bradmore et al 1997, p88). Thus, there is now demand for a wider variety of coffee styles to suit ethnic tastes, which requires the development of wise products and marketing strategies. For example, since ninety-five percent of all coffee drunk by Italians is espresso, (Barton 2000), many companies have developed instant espresso products.Economic environmentThe economic environment consists of the factors that affect consumer buying power and spending patterns (Kotler et al 1998, p113). Factor take income and employment levels, inflation levels, savings and credit conditions, the cherish of the Australian dollar and so on.This aspect of the macroenvironment is important to the Australian instant coffee market, as it is to any market, beca character consumers must have the purchasing power to back up their desire for the products. However, since non-price facto rs, such as branding, are a significant basis for competition for coffee products (IBIS World 2000, p8), changes in retail coffee prices will not have a huge effect on the market share of any one manufacturer.Despite that, economic factors that do affect the Australian coffee market include the value of the Australian dollar. Virtually all coffee beans are imported, and their prices vary with changes in the relative exchange rates (IBIS World 2000, p15). A low value of the Australian dollar, as is the present case, drives up input prices for manufacturers, which may be passed onto consumers.Furthermore, the Association of Coffee Producing Countries, which accounts for three quarters of world coffee-bean production, has announced plans to restrict the output signal of beans, which would mean it could control prices (Crawford 2000, p1). The effect of this possible price control is not yet known, however it could drive smaller manufacturers out of the market if the price ontogenesis s are too high.Also, another issue is the level of disposable income of Australians. With an increase in income, consumers are increasingly likely to purchase higher woodland products rather than to hardly purchase more. Thus there is a growing market for higher feeling and priced instant coffee. As noted in the IBIS World Report for C2179 food for thought Manufacturing, higher income facilitated the successful introduction of specialtycoffee products. (IBIS World 2000, p7). The GST is not applicable to coffee products, solely GST on pure coffee products served at commercial premises could increase the market potential for instant coffee.Natural environmentThe natural environment concerns the natural resources that are needed as inputs by marketers or that are moved(p) by marketing activities (Kotler et al 1998, p116). Today, there is a growing awareness of the need to preserve our planet, and that includes the need to protect our natural environment from the potentially pesti ferous affects of industrial activities. Since coffee producers make recitation of the natural environment, there is a potential for this aspect of the macroenvironment to be quite significant to the Australian coffee industry.Consumers, more than ever, are beginning to boycott products that have been manufactured in such a way as to damage the environment. This is putting pressure on manufactures to ascertain all procedures are environmentally friendly, or risk losing market share. Such issues that involve coffee manufacturing are the use of pesticides and chemicals, pollution from manufacturing plants, excessive water use in the production stage, and the effect of farming the land in regard to future erosion and depletion of natural minerals.Also, the supply and price of coffee beans to the Australian Coffee market is at the mercy of the natural elements. The IBIS World (2000, p27) Industry Report stated that coffee bean prices are forecast to increase sharply(as)the result of hapless seasonal conditions in Central America and low stocks.Technological environmentThe technological environment is the forces that affect new technologies, creating new product and market opportunities (Kotler et al 1998, p889). Since coffee was disc overed in around 1000AD (Nescaf 2000), the methods used to grow, harvest, process and manufacture coffee products has certainly evolved. The use of irrigation systems, fertilisers, machinery in the harvest process, and the introduction of automated, computer controlled equipment (in Australian processing plants) has raised efficiency and, in many cases, has also improved product quality (IBIS World 2000, p25).However, the al more or less recent influential forces concern advances in manufacturing processes, and developments of new coffee machines for home use.New technologies had made it possible for Australian instant coffee manufacturers to produce a wider range of products, of higher quality. For example, Nescaf have deep int roduced a new instant Caf Latte range, and also new instant Espresso. Also, using freeze-dried technology, instant coffee has a significantly longer ledge life than any product in the pure coffee market, which is a significant advantage.However, over the past few decades, the development of inexpensive coffee perculators and plungers has increase the attractiveness of pure coffee products, often at the expense of the instant coffee market. For example, Melitta House of Coffee recently introduced a coffee maker that makes 10-15 cups of coffee as quickly as boiling a jug. Lastly, the advent Internet shopping is allowing consumers to make purchases on-line, and from foreign suppliers, thus posing a threat to the size and profitability of the Australian coffee market.Political environmentThe political environment consists of the laws, government agencies and pressure groups that influence and limit various organisations and individuals in the society (Kotler et al 1998, p887).Like in al l markets, organisations that operate in the Australian instant coffee market are subject to laws that regulate virtually all aspects of their business, including such areas as food and health safety, pollution emissions, and advertising and labelling requirements. However, the political environment does not have large intrusion on the Australian coffee market. ethnic environmentThe cultural environment consists of the institutions and forces that affect societys basic values, perceptions and behaviours (Kotler et al 1998, p882). Changes in Australian finishing, and the emergence of varied sub-cultures can have a large impact on the instant coffee market in Australia. As Hugh Mackay, chairman of Mackay Research Pty Ltd stated Anyone who is serious about communicating with contemporary Australiansneeds to understand the most contemporary trends in attitudes and behaviour. (Bradmore et al 1997, p62)Recent trends in Australia that are having a particular affect on the instant coffe e market are the redefinition of health and associated anxieties about diet, fitness and stress, and the recent emergence of a young Australian coffee culture.Australians are, more than ever, concerned about their health. There is a wealth of investigate linking caffeine to many ailments, and thus, this is increasing demand for the healthy alternative decaffeinated products. There is also the threat the consumers could boycott coffee products all together, and switch to another beverage, such as tea, which is well known for its positive health benefits.In addition, the market for all types of coffee is benefiting from an era of coffee in AustraliaA real coffee culture is growing. (Miller 2000, p3) People are not only drinking more coffee, but becoming coffee connoisseurs. Coffee is no longer just a product, but a means of self-expression. As a society we are placing the emphasis on quality, not quantity, and as such consumers are buying more exotic instant coffees (Bannister 2000 , p17).There has also been an emergence of many different subcultures. A subculture is a group of slew with shared value systems based on commons life experiences or situations (Kotler et al 1998, p123). Today, there is wide range of subcultures, particularly those based on nationalities, which is leading to demand for a wider variety of products.Part2The marketing mixHow it is used by two companies to target the australian instant coffee market.There are many organisations that operate within the instant coffee market in Australia. Each company positions themselves with a unique marketing mix that is aimed at specific segments of the market.Kotler et al (1998, p57) defines the marketing mix as the set of governable marketing variables that the company blends to produce the response it wants in the target market. The variables of the marketing mix are the four PsProduct the goods-and-service combination the company offers to the target market (Kotler et al 1998, p57).Price the am ount of money customers have to pay to obtain the product (Kotler et al 1998, p58).Place (Distribution) involves company logistics and marketing activities concerned with the devising and distributing the final product (Kotler et al 1998, p58).Promotion the activities that communicate the merits of the product and persuade the target customers to buy it (Kotler et al 1998, p58). This includes advertising, publicity, sales promotions, personal selling, direct marketing and sponsorship.I will focus on the marketing mix of Nescaf and of Robert Timms.NescafNescafe products are produced by Nestle. Necafe holds a vary large share of the instant coffee market in Australia. trade mix outlineProductThere is a range of Nescaf products getable (see Table 1 below).PriceThe prices of the Nescaf products have been listed in Table1 Nescaf products and price.Place (Distribution)The Nescaf product range is available in all large supermarket chains (Safeway, Coles etc). Smaller, independent grocers or stockists generally have a smaller range that would include Nescaf give-up the ghost 43.Promotiona variety of promotional techniques. This includesLarge scale advertisingThey advertise their products in a wide variety of print, broadcast and display media. Their most recent nation wide advertising campaigns were the Open up with Nescaf series, and the Nescaf in the morning series.Sales promotionsNescaf regularly runs contests that coincide with new product launches or advertising campaigns. Recent promotions were* win $1000 every morning for a month* Win the Nescaf Latte Lounge to promote the new latte rangeNescaf also use point of sale promotions, have cash-back offers, and have give-aways. Eg. a free Nescaf mug was given away with every purchase of 500g of Blend 43. The mug was the analogous type as that used in the Nescaf in the morning advertisement series.SponsorshipNescaf sponsors the* Nescaf Big Break competition which will give away $180,000 to young people (aged 16-2 1) with original and achievable ideas.* Nescaf Short Film Awards which offers a total of A$50,000 in cash awards to short film makers. There is a student sept in this competition.Nescaf also has an Australian website (www.cafe43.com.au) where information on all products, competitions and events can be accessed.Marketing mix analysisNescafs marketing mix is aimed at a large and varied segment of the instant coffee market. They could be considered the Myer of the instant coffee industry. The most obvious segments of the market they target are* puppylike adult caf culture segment They target this segment with their new latte range, along with the advertising, sales promotion and the competition to win the lounge seen in the advertisements.* Upscale, quality driven, higher income consumers Their Nescaf Gold range, and exotic tastes such as Alta Rice are aimed towards such consumers, where the price and qaulity are higher than that of the general blends.* Middle-class consumer (no age target) Nescaf targets such a large segment with their Blend 43, Mild Roast and Espresso products. The consumer gets an economical benefit, as well as a quality product.Furthermore, Nescaf attempts to tap into the ethnic segment using their Espresso and exotic blends. In their advertisements for espresso, they use local Italian actor, Nick Giannopoulos.In general, since Nescaf has the largest range of instant coffee products in Australia, and has such a herculean brand name, they have a consumer franchise they gain brand recognition and demand consumer loyalty. In particular, their most popular product, Nescaf Blend 43, is seen as the peoples coffee. In their advertisements, they use actors of varied age, gender, occupations and ethnicity.Robert TimmsRobert Timms is Australias oldest coffee company. It is the leader in the coffee bean market (Bannister 2000, p17), and has only entered the instant coffee market over the last couple of years.Marketing mix outlineProductRobert Timms offers coffee bags (which work in the same manner as a tea bag) in four stylesCaf Style EspressoItalian Style EspressoMocha Kenya StyleRoyal SpecialThe coffee bags are a mix of ground and instant coffee.They also have* Presmoto Gourmet lug Dried Coffee.* Molto Gourmet Granulated CoffeePriceRobert Timms coffee bags are sold in* packs of 8 for $2.35, or* packs of 18 for $4.83I was not able to find the price of Presmoto and Molto soluble coffee as I could not find an outlet that stocks it.PlaceRobert Timms coffee bags are available in all large supermarket chains, but sporadically in independent stores. I am not aware of where the gourmet soluble coffee can be purchased. It was not available in any large supermarket I have visited.PromotionRobert Timms has only begun extensive promotion since early 2000, after be relatively low in profile. They do not promote the coffee bags or gourmet instant coffee specifically, but rather they promote the brand name. Promotional tools used by Robe rt Timms areLarge scale advertisingRobert Timms most recent nation wide advertising campaign was the Think it over with Robert Timms series, which is seen on broadcast, print and display media.SponsorshipRobert Timms is the official coffee supplier to the 2000 Olympic Games.Robert Timms also has a web site (www.reoberttimms.com). It mainly has information on the annals of the company and it products.Marketing mix analysisRobert Timms positions itself in the instant coffee market as a provider of the very highest quality coffee products. The company prides itself on its heritage. As it states on its web-siteWe are a dedicated group of Australians producing coffee, coffee related products and services that are comparable to the very best in the world.http//www.roberttimms.com/about/index.html Opens in a new windowThe company has targeted its instant coffee products to the high income, quality driven segment of the instant coffee market. The quality of their products is reflected in t he prices, which are expensive, and the packaging, which uses the stylish combination of black and gold.Furthermore, through their role as official coffee supplier to the Olympics, they are also associating themselves with the pursuit of worthiness and the Australian spirit.Their promotional campaign Think it Overwith Robert Timms creates a relaxed, yet sophisticated feel about the company and their products. The premise behind the campaign is best summed up on their web-siteTake some time out of your busy day to enjoy our coffee and you too can Think it Overwith Robert Timms Reflect on the day, make the right decision at work or just decide to relax. Its up to you.http//www.roberttimms.com/think_it_over/index.html Opens in a new windowThus, while their marketing mix is targeted at high-income consumers who want high quality, they made sure they did not exclude a large share of the market by appearing overly elitist.Nescaf vs. Robert TimmsThe marketing mix of Nescaf and the marketi ng mix of Robert Timms are quite different. These differences reflect the different positioning of the two companies, and the segments of the market they were aiming to capture.Whereas Nescafe has targeted a larger percentage of the market, with quality but affordable products, Robert Timms has targeted a narrower segment with gourmet, expensive products.Generally, Robert Timms and Nescaf are no real direct threat to each other. While they do both compete in the high quality, gourmet end of the instant coffee market, Robert Timms is clearly the highest quality product, and consumers must pay for this. What Nescaf is offering is a more affordable alternative.ConclusionThe instant coffee market in Australia is subject to the demographic, economic, political, cultural, natural and technological forces of the wider macroenvironment that it operates within. Each of these forces has the potential to change the marketing environment, and create opportunities and pose threats to the market and those who operate within it. What companies must do is monitor these environments to adapt its marketing mix accordingly.In the Australian instant coffee market, different companies have quite different marketing mixes, as can be seen when comparing Nescaf and Robert Timms. These differences do not mean that one is more effective than the other, but rather they reflect the different marketing strategies adopted by each company to capture the market segments they feel the company can best serve.