Marketing Objectives of Bega Cheese
Discuss about the Marketing Plan of Bega Cheese ?
The Australian Dairy market consists of various food items and substitute products[1]. Bega Cheese Ltd. is one of the marker leaders in the Dairy industry in Australia having variety of cheeses and health supplements. Bega Cheese mainly concentrates to the variation of taste and texture of cheese focusing on the preferences of all age group[2].
This report assesses a marketing planning for achieving the objectives of Bega Cheese. The report discusses the present capabilities and resources support of the firm. The present marketing strategies are also a part of discussion in this report.
In the first part, the report discusses the marketing objectives of Bega Cheese and analysis the strength and opportunities of Bega with SWOT framework. Along with that, the report discusses the marketing opportunities in Australia for a dairy firm. In the last part, the report also assesses new marketing strategies along with a marketing planning.
The marketing objectives of any company define its vision and corporate goals with respect to realistic timeframes along with the required process structure[3].
The corporate objectives of Bega Cheese Ltd. are as follows-
- The business operations of Bega focus on strong business outcomes;
- Bega always values the suppliers and corporate partners;
- It always focuses on the customers’ benefits rather that own profits[4];
- Bega thrives for betterment of each operations in business;
- Perfection of every activity in first attempt is the main moto;
- Increasing market share along with maintaining good brand image[5];
The marketing objectives of Bega Cheese aligned with the corporate objectives are as follows-
- Increase in market share & profit:
Increasing market share is always the major marketing objective for every organization. Though Bega Cheese thinks about the benefits of the customers along with the suppliers and distributors, but the effect of any marketing activity use to be measured in the monetary value.
The business operations of Bega Cheese completely depend on the distribution network of Bega Cheese. The cooperation and effective communication among the suppliers distributors and the company need to be done in proper way to maintain the sustainability in the corporate relationships among them.
- Bring a good brand image:
Another important marketing objective of a company is to bring and maintain a good image of their product and their company in front of their target customers. The brand image influences the loyalty of the customers towards the brand. Along with that, the brand image helps in expanding the business over new markets too.
- Better customer relationship maintenance:
Customer relationship management is very important now days. There are various substitute products provided by many companies in a particular field. In Australia, there are many small and big companies producing variety of Cheese in similar ways as Bega Cheese. The customers can easily shift to other companies’ products to give it new try. This behavior of the consumers can ruin the market share of the company. Though Bega Cheese has a very good presence over the Australia dairy market and it is serving since 1899 [6]. Thus, the customers have faith on the company. Still, the company values its customers and the marketing communication always focuses on the benefit of the customers.
- Loyalty statement in every communication:
SWOT Analysis of Bega Cheese
Bega Cheese uses their marketing communication to express the loyalty of the company towards its customers. This objective plays a major role in new customer acquisition and better market penetration.
- Increase in good will:
Another marketing objective of Bega Cheese is to increase good will and position the company in the top rated Dairy firm in Australia.
- Better wealth management:
The purpose of marketing and other business operations indulged in wealth management in better ways. The wealth management lies in managing the Working Capital in right way along with specified goals.
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