Marketing Management And Implementation †Myassignmenthelp.Com

Question: Discuss About The Marketing Management And Implementation? Answer: Introduction Streets Ice-cream is the multinational brand name which is owned by a British Dutch company, Unilever. The business entity has been termed as the heart brand and also a significant part of the group Unilever. Dairy farmers are another brand name, which is well-established in the sector of dairy products and is in long term contract with Streets Ice-cream. The business corporation has been ranked as one of the leading ice-cream manufacturers in Australia (Streetsicecream 2017). The entity was founded in Corrimal, New South Wales, in the year 1930 by Edwin Ted street and his wife Daisy. A storage-house for the distribution of the products was set-p by at Bexley and after that, a manufacturing plant was also established in Sydney for the production of the products. The suburb of Turrela. After 1996, the production process was moved to Minto. On the basis of the survey, it has been observed that most of the cream-based products are manufactured in Minto, while water-based products are im ported from Asia. Blue Ribbon, Paddle Pop, Cornetto, Bubble O Bill are considered as some of the key products of the corporation. Levels of competition A contest which can be executed by the individuals, groups etc. for a territory, a market or location or the resources. The below presented is the level of competition and which can be adopted by Streets Ice Cream for identifying and analyzing the competitors in the market. The level of competition can be termed as the Five Cs of competition which is presented as follows: Competition as Collusion: According to this concept all the competitors are expected to work together in a coordinated manner so as to control market supply and price (Hollensen, 2015). In simpler terms collusion is fixing the process and supply for the products and this is also considered as an illegal offense in a number of regions. For instance, Streets Ice-Creams can come together with Peters which is one of the biggest competitors of the entity, so as to fix the prices and the supply of the ice-creams in the market of Australia. Competition as co-opetition: In this concept, the companies will be working together by forming joint-ventures and alliances but not in the way they alter the prices paid by the customers (Baker, 2014). For instance, Streets and Bulla Dairy can come in a joint venture for working together. Competition as co-existence: Under this concept, the competitors are supposed to have an unofficial agreement and which makes them liable in understanding the space of the rival and they also do not look to compete. For instance, Streets can open an ice-cream store in the same area with Peters, where a population is 20000 but is not supposed to open the store unless the population is over 10000. Competition as Competition: In this scenario, the business entities are supposed to compete for each other in a normal way .i.e. head to head (Chernev, 2014). For instance, Streets can compete directly with Peters or Bulla Dairy. Competition as conflict: According to this concept the competitors are expected to compete for toe to toe and slug it out for attaining the customers (Coronel and Morris, 2016). The main objective of a business entity under this term is to hurt the competitors, this may include permanent weakening them or driving out of the industry or business can be done. The above presented is the data of the business entity for the last five years which has been dictating the category, size, and growth of the business corporation. Total category level of the business corporation is the assets available with the firm and which has shown a growth of 12,147 in 2012 to 13,884 (EUR Million) in 2016 (financials.morningstar 2017). Further, the segments of the products which are being offered by Street Ice-creams are mentioned below: Blue Ribbon Bubble O Bill Cornetto Golden Gaytime Magnum Paddle Pop Icy Pole As mentioned, Paddle pop has been considered as one of the best-selling product of the Streets Ice-cream. Paddle pop is one of the best brands of the business entity and offers a varied range of ice-cream flavors with good quality which ensures customer satisfaction (Lusch and Vargo, 2014). Moreover, the brand level .i.e. is the brand equity which has also been showing a rise which was 15,159 in 2012 and 16,354 in 2016 (EUR Million). Product feature analysis As mentioned in the above matrix the features of the products of the business entity have been presented (Inera 2017). The green color is dictating the competitive advantage, red color denotes danger and orange color is describing the watch.As being one of the best brands of the entity Paddle Pop has been enjoying the competitive advantage in the segments such as the flavors, consistency, and form. The business entity is required to watch the prices of the product as the competitors are offering the products at reasonable prices (Laudon and Laudon, 2016). Competitive analysis matrix As presented in the above matrix the business entity has been facing competition from the three mentioned entities (Coronel and Morris, 2016). Paddle Pop is one of the brands of Streets Ice-cream which offers good quality and is also made available easily for the customers that too at reasonable prices and the promotional techniques used should be upgraded to contemporary one. And as the quality of the products and other factors are suitable for the consumers their satisfaction level is high. SWOT analysis The objective of below-executed SWOT analysis is to determine the strength and weakness of Streets Ice-cream which will aid in planning strategies and future plans and also the opportunities and threats will help in knowing the methods of dealing and tackling these issues: Strengths: Streets Ice-cream is a well-known brand name in Australia and this has been considered as one of the biggest strength of the business entity (Bukhari and Kazi, 2016). The main objective of the business corporation is providing the best quality of the products and this dictates a high-quality product range of the corporation. Moreover, the firm is very much generic towards their products category. The business entity offers a wide range of flavors with a consistent quality and this can also be considered as one of the strongest points in the strength of the company. Weakness: The weakness considered for the products of the company are very much common for each and every company in the sector (Pasquier and Villeneuve, 2017). First is the durability of the products which is not really good and also the ice creams get melted quickly. Moreover, the company is facing issue due to a complex chain management system and the main problem of this system is traceability. Domestic business and some of the international brands are thriving and this has developed as a weakness for the entity. Opportunities: Introduction of new flavors can be considered as one of the biggest opportunity for the business corporation and which is required to be grabbed by the same. Moreover, the business entity should divert their focus more towards advertising and promotion by utilizing contemporary means and mediums. Offers and attractive schemes can be proven beneficial for the business corporation and can be considered as an opportunity. Threats: As analyzed from the above report, intensification in the competitive environment has become one of the biggest threat for the business corporation. There is a number of the rival who is offering good quality of products and that too at affordable range (Chang, 2016). Moreover, the foreign players entering the markets have also been considered as one of the threats for the markets and the business corporation. Conclusion In the limelight of the above-executed analysis, it has been inferred that management and implementation of the marketing concept have been considered as a crucial task for any of the business corporation. The analysis has been made focused on the management and implementation of the marketing concepts within the organizational structure of Streets Ice-cream, which is one of the top leading brand names in the sector. The analysis comprises of the levels of competition, which involves the close and distant competitors of the business entity. The next is the description of the category, size, and growth of the company and this has been described by the presenting the financial data of the company for five years. In the next part, the analysis comprises of the product feature matrix and competitive analysis matrix. And at last SWOT analysis has been conducted for the business corporation. References Baker, M.J., 2014.Marketing strategy and management. Palgrave Macmillan. Bukhari, A.N. and Kazi, R., 2016. CRM triggers effectiveness through Customer Selection Orientation, Business Cycle Orientation, Cross-Functional Integration and Dual Value Creation: Myth or Reality.Journal of Marketing Management,4(1), pp.163-171. Chang, J.F., 2016.Business process management systems: strategy and implementation. CRC Press. Chernev, A., 2014.Strategic marketing management. Cerebellum Press. Coronel, C. and Morris, S., 2016.Database systems: design, implementation, management. Cengage Learning. financials.morningstar, 2017, Unilever PLC ADR, Assessed on 26th August 2017, https://financials.morningstar.com/income-statement/is.html?t=ULregion=usaculture=en-US. Hollensen, S., 2015.Marketing management: A relationship approach. Pearson Education. Inera, 2017, Product feature matrix, Assessed on 26th August 2017, https://www.inera.com/extyles-products/feature-matrix. Laudon, K.C. and Laudon, J.P., 2016.Management information system. Pearson Education India. Lusch, R.F. and Vargo, S.L., 2014.The service-dominant logic of marketing: Dialog, debate, and directions. Routledge. Pasquier, M. and Villeneuve, J.P., 2017.Marketing management and communications in the public sector. Routledge. Streetsicecream, 2017, Streets Ice cream, Assessed on 26th August 2017, https://www.streetsicecream.com.au/.