Strategic Plan For Bellamy: Expanding Business In China Market

Current Strategy of Bellamy

To operate the business at the global level, it is important to understand to meaning and concept of strategy in the business activities. Having a focused and clear strategy is really important for the success of the business in the international market. Without a well-define strategy, any organization will not be able compete with the established organization in the target country. With the strategic operations, business can be more productive, more focused and more profitable (Schaltegger, Lüdeke-Freund & Hansen, 2012). This report identifies the current strategies of the organization in its operating market and provides new strategic initiatives to enter in the new country. For the discussion, the famous organic food producer company Bellamy has taken. This is the popular Australian organic food producer company. The company is providing wide range of organic food products for the babies, young children and kids. Main aim of the company is to improve the good eating habits among the children. In the food products of the company, there are no harmful chemicals such as chemical fertilizers, artificial addictive and so on (White, 2017). Bellamy is the popular company for its high-quality products as it follows complete diet methodology that is helpful for the health development of children. Currently, the company has more than 4400 outlets in all over Australia including Coles, Woolworths, Terry White and Costco. Now, the company is seeking to expand the business in to China market. This report provides strategic plan for Bellamy as for entering in the new market, new strategic initiatives are required. Need to implement the strategy and ways of implementing the strategy in the business operations of Bellamy is also discussed in this report.

The issues that Bellamy’s is facing are very much clear from its SWOT analysis. The threats of Bellamy are that in the recent market competition is on high level and other rival brands are also coming up with similar products in the local and global markets. Moreover, other brands are also selling organic products to bring variations in their product line. Apart from these threats the weakness of Bellamy is that they are lacking the strategic capabilities to wipe out the threats of entering and compete with its rivalry brands in the market (Bellamy, Kornprobst & Reh, 2012).  Another major weakness of Bellamy is that the products that they have are very much imitable by other brands in the market. However, Bellamy have certain opportunities as well that they can avail but for that they have to make certain tough choices. The opportunities that they have are that in Australia there is a high demand of utilizing organic and healthy products by the customers. Then followed by this another opportunity is that Australia has FTAs that is Free trade agreements which is an international treaty that decreases the obstacles to trades and investments. Therefore it gives better access to necessary markets and better positioning for the Australian exports. Lastly, Australian customers are very much into online shopping these days therefore that is an opportunity that Bellamy can grab. Now to avail these opportunities Bellamy must expand its business and from being a solely domestic market owner, they must also export to more places like US, UK and India. As Australia is into FTAs thus, they have high opportunity to gain an important and enhanced competitive position in the Australian export (Thangavelu & Narjoko, 2014). Apart from exporting its products this organization can build up new stores in other countries as well. However, to take advantage of these opportunities they might face certain dilemmas like opening more stores or outlets can divert their mind from the main established work that they have in Australia. Then, at a time exporting in so many countries will raise the supply of their product. To supply more products they have to increase their workforce for which more investments will be needed. Thus, taking the advantages of the opportunities can highly make Bellamy fall into difficult situations.

SWOT Analysis of Bellamy

Bellamy is currently planning to enter the markets of China. In china it has been found that 75% of the mothers are using organic infant milk products to feed their babies. However, research shows that this will increase in the upcoming years because of the policies that the government in china is implementing. The consumption of organic food products have largely increased in China in the recent few years (Willett, 2012). Organic products are however, making a great way for Australian companies to enter the markets in china because the mass of Chinese middle class are in the favor of imported products than their own domestic food chain due to the environmental hazards and food contamination risk scandals. The strategies that can influence the fives forces can be that firstly to built barriers to new entries in the market Bellamy should become more vertically integrated, then for the threat of the substitutes they must understand how their substitutes appeal to their customers and then they must tackle these alternatives by following two strategies one for blocking the customers from evacuating for a customer and the other one is to attract the customers from their substitutes. Now to deal with the bargaining power of the buyers the organization can choose generic strategy so that the profits can be protected. However, for the bargaining power of suppliers the organization should focus more on the distribution channel, keeping the intermediaries small so the product can reach the consumer through a smaller chain. Bellamy has fewer competitors in the domestic as well as in international markets and so they must keep their focus on and try to enhance their intensity so that they can maintain their position. Moreover, there will be various implications on different organizations for the forces and thus it can be seen that for those organizations with large markets the pressure will increase, without the barriers there will be new entrants entering the market, the larger the organizations work climate the lower the possibility of profit will be. Bargaining powers of both buyers and suppliers must be controlled by the organization that is effectively done by larger firms (Zhou et al., 2013).

The life cycle of the industry that has been denoted in the five forces model is that the threat of substitute has been found to be low as organic products cannot be easily substituted (Garnett, 2014). Then at the medium level is bargaining powers of buyers. Rivalry between competitors and the threat of new entry into the market and lastly, there is high bargaining power of the suppliers. 

Internalization Strategy for Chinese Market

Australian people these days are very much health conscious and thus, there need are mainly local, organic as well as natural food products. Thus, customers in Australia mainly want those food products that are healthy as well as nutritious. For them they not putting emphasis on the taste of the foods rather they want healthy food (O’Kane, 2012). Due to the emerging scandals related to food Australian customers are very much concern about the safety of foods that they are consuming. The company should target those customers who are very much health conscious, into proper diets and thus, will be more inclined towards organic food products. Along with them they must also target the mothers of newly born (Ng & Kee, 2012).

Yes, the company has sufficient resources that can deal with their customers need. Bellamy has developed hugely in 2016 and made a powerful balance sheet and cash flow. However, they own 50% of the market share in the pharmacy for infant foods. Along with that they are capable of offering a product line of almost 40 items for babies to young children. Thus, they are very much capable of delivering their customers with genuine, nutritious and simple products as well as investing overseas. Further, the company should take up the strategy of acquisition and vertical integration technique, which can motivate their employees and helps in maintaining the effectiveness in the organization. They must also make communication flow from top to down.

Critical success factors (CSFs) are an important factor in relation to any organization. As far as the current company is concern the organic products that they sell which are nutritious and safe do meet the customers need and thus, they value their products because organic products are in high demand among the Australian customers. However, when customers are getting products that are safe and meeting their health conditions they will buy these products but on the other hand, economy’s prosperity can highly affect the market of organic food products. Thus, due to the enhancing spending power of the customers in Australia thus, they can afford to purchase the products (Parmenter, 2015).

Bellamy is changing its market and thus, they are making a move towards the Chinese market. However, the most important factors are Human resource and their market analysis. Therefore, with the changing environment from Australian market to Chinese market they must be capable in integrating, forming and reconfiguring both internal and external capabilities so that they can mark the changing environment. Market analysis is very important as it will help the organization to communicate with the customers in china (Thøgersen & Zhou, 2012). A clear communication can definitely bring out the choices of the customers which can benefit the organization, opportunities and calculate the reputation of the organization. Apart from that another important need is of Human resource which will help enhancing organizational culture, engagement and development, relationship with the customers and also look after the performance management. However, Bellamy must focus what the customers in china value more. Due to diverse cultural difference there will be differences in choices among the customers and thus, Bellamy must pay attention to take and strategies accordingly. However, as far as ordinary capabilities are concerned for a short time basis Bellamy can keep its price slightly low to attract customers for the first few months so that awareness are spread among their customers. They can also give discounts, free samples, and food coupons as additional benefits to attract more customers. Though they mainly get their profit from people who are highly health conscious and mothers of newly born children, but for the initial few months they can target as much customers possible to promote their products going beyond their target market of customers. They need to keep their track with the changing marking and demands of their customers so that they can sustain in the developing market and become as popular in China as well as they are in Australia (Beske, Land & Seuring, 2014).

Strategic Initiatives for Success in Chinese Market

The current strategy of Bellamy is analyzed

Where is the Company Positioned-The past and current strategy of Bellamy focuses on positioning itself as a premium brand and targeting a niche market of children by manufacturing organic milk and food products for children in Australia. Bellamy has also started gaining revenue from exporting its organic food products in the South East Asian countries like Hong Kong, Malaysia, Singapore and countries like the United Kingdom and New Zealand.

Strategic choices of the Company-The Company has options like manufacturing organic food products for mothers of babies because after delivery women lose calcium from their body. Bellamy can offer the food products of babies and mother as a bundle product offering (Hill, Jones & Schilling, 2014). 

Is the Option Right for the Company- This strategic choice of diversifying its product range, extending the product line for mother and adding more products in existing product line for babies will be beneficial for Bellamy as future strategies.

Business Level Strategy- The organization concentrates on a buyer segment which is narrow and meets specific needs, demands and requirements of the niche members of the target market.

The business level strategy of Porter’s Generic Strategy followed by Bellamy is focused differentiation (Eden & Ackermann, 2013).

Innovation Strategy – Bellamy focuses on strong Research and Development to manufacture specialized formula for children of each age group like including Organic Infant Formula Step 1for who are less than 6 months old, Organic Follow-on Formula Step 2 for babies in between 6 months to 1 year age and Organic Toddler Milk Drink Step 3 for children in the age group of 1 to 3 years. The Bellamy focuses on differentiating its food products and charging premium price. Bellamy focuses on product innovation (Rothaermel, 2015).

Corporate Level Strategy- Existing markets and existing products of Bellamy are organic food products like milk products, cereals, pasta and other snacks for children in Australia.

Existing markets, New Products- The existing markets and new products of Bellamy could be organic food products for mothers.

New markets, Existing products- Bellamy should export existing organic food products to China and other South East Asian Countries.

New Markets, New Products- Bellamy can manufacture organic food products for mothers in new markets like China.

Therefore, Bellamy should focus on market development and product development

Internalization Strategy – Bellamy focuses on CAGE framework and follows export strategy for mode of entry in the Chinese market. The economic and administrative forces in China are the ease of doing business there and the boom of the e-commerce industry which will enable Bellamy to sell its products in China. The culture and geography of China will favor Bellamy’s entry as for socioeconomic reason, Chinese mothers prefer baby formula and they rely on extended families to take care of babies. So, formula milk is preferred than breast milk in China.

 The strategic action recommended for Bellamy is to diversify its products range and develop products for mother and offer bundle products for mother and babies. Bellamy can apply this strategy for existing markets in Australia and this strategy of product diversification and new product development can also be applied to Chinese market.

a) From the TOWS matrix Bellamy can adopt the two strategies of SO and ST

(SO) STRATEGY FOR BELLAMY- Bellamy can focus on the opportunities of the Australian and Chinese market and use the Company’s strength like core competency of product knowledge and technical know-how of the products and apply the product innovation and research in new product development which are strengths of the organization to tap the opportunities of Chinese market where mothers prefer to buy ready-made milk formula for their infants. Bellamy can use the Strengths of product know-how, strong Research and Development and Supply Chain and distribution facilities in Australia to diversify its products for mothers (Stead & Stead, 2013). 

(ST) The strengths of Bellamy can be used to mitigate threats from competitors, threats from substitutes, threats from bargaining power of buyers and suppliers and threats from new entrants. Bellamy has to face competition from retail giants like NESTLE and from local organic food manufacturer Only Organic. In Australia, competitors of Bellamy are Devondale, Aussie baby and Blackmores. Bellamy can take leverage of its strength of first mover advantage in Australian market and already established Brand Value to combat threats from the 5 key Porter’s forces.

b) SAFe Framework- The suitability of the strategy is high and risks are low. The opportunities and threats are addressed. There are resources and competencies to implement the strategy effectively. Also Bellamy has required manpower and skills of product know-how for product diversification and developing organic products high in calcium content for mothers of new born babies. The Company can leverage its already established brand name to sell its new range of products to mothers. The resources like wide range of suppliers and distribution network like collaboration with 3000 stores in Australia and the technologically developed e-commerce market in China will enable Bellamy to implement new strategy (Gamble & Thompson, 2014). 

c) From the two strategies of the TOWS matrix, (SO) strategy and (ST) strategy of Strength- Opportunity strategy is better for Bellamy because this strategy will enable Bellamy to diversify its products range and enter new market China where there is opportunity of mother’s preference of formula milk. This strategy will increase the market share and ROI of Bellamy.

The new strategic initiative of Bellamy is exporting organic products for children and diversifying products for mothers in China and selling these products through e-commerce platforms as well as retail stores.

a) Market Analysis- From the market analysis of China and macro environmental analysis, it is evident that the socio-economic factors in China favor the mothers of babies to rely on extended family members for care of children and thus there is preference for formula milk. China’s huge e-commerce market and tie-up with Alibaba or manufacture of organic products for mothers is the new strategic initiative proposed for China (Peppard & Ward, 2016).

b) Building brand Recognition- Bellamy is already a well-established brand in Australia and South-East Asia. Building brand recognition will be easy for Bellamy in China and Bellamy can use emotional elements in advertising to strike emotional chord with mothers of children in China (Goetsch & Davis, 2014).

After setting the strategic initiative, it is important for the company to analyze the market in which the company is going to operate. Bellamy is now going to expand the business in the China market so, it is crucial to understand the market environment and opportunities in China for the suitability of the strategic initiatives. The analysis of the market can be done by the environmental analysis of the country. The environmental analysis of the China market can be done into two parts i.e. Macro analysis and micro analysis. Environmental analysis of China market in the context of organic food products is described below:

There are various different fields of political, economic, ecological, and social environment that are necessary for the growth of the organic food industry. The market of China is considered as the most attractive country in the world along with the strongest powers. The legal system of the country is improving and there are many organizations expanding the business in China due to its market size, low-cost of labor and its growth potential. Along with this, there are some major challenges in the China market in terms of attaining cost reduction objectives,  improving the competitive advantage and differentiation at local level.

The government of China is focused on the development of e-commerce and in the legal system of the country; e-commerce is still in the implementing stage. In the China market, there is the need of awareness of organic food products and by the e-commerce; the company would be able to do this. Along with this, there is the new food safety law made by the Chinese government. This law would be implemented soon. There are many middle-class customers in China market who are willing to pay extra for the healthy and organic food products. So, this has created new investment opportunities for the foreign investors in the organic food business in China.

The China market is experiencing continuous growth in the economy but with the improved industry, there is high inflation rate and the rates of food products are also increasing. The GDP growth rate of China and other indicators are expected to grow in 2017 (Naughton, 2017). China is known as second largest economy in the world. The average economic growth has sustained over 9.5% in last 26 years (Lin, 2015). According to a study, the organic food industry of China exported $200 million in 2004 but after that, the exports of the country had declined due to the economic recession of the partner countries. So, the company Bellamy has to put extra efforts to establish the business of organic food products in the China market.

It is mentioned above that the government of China is focused on improving e-commerce in the country. The customers in China are increasingly turning to the online retail and online to offline platforms for the consumption of the organic food products. There is a number of online retailers in the Chinese market for the distribution of organic products such as FieldsChina.com and KateandKimi.com, which are focused to meet the growing demands of the customers for the natural and organic products. Field China has delivered the organic food products to more than 200 cities in China that are showing the demand of the consumers for the healthy and organic food (Naughton, 2017). The online distribution platform in the country is very active for the organic and speciality food which is the biggest advantage for Bellamy.

The new studies on the social and lifestyle of the consumer in China reveal that the Chinese customers are now seeking for the healthier life. It is observed that 80% of the consumers are upset with the food security in the country and they are ready to pay higher prices to get organic and safe food products (Cool & Schendel, 2015). There are a number of food shops that are selling organic food products among the Chinese middle-class and other community who have disposable income. Such types of customers need good-quality, premium and safe food product. In China, development of organic food market has various challenges such as food scandal, counterfeit products, pollution, and illegal sale of non-organic products with the organic label.

Bellamy Australia focuses mainly customers of China in order to expand it into the Chinese market and the organisation’s marketing plan is to aim and attract the customers in China. However, Bellamy wants to give excellent customers services to the customers through the products. In addition, Bellamy has employees who are experienced and essential to the organisation and employees provide services to the organisation. Bellamy has motivated and qualified employees who can work hard in the Chinese market. Moreover, Bellamy is operating in the organic food sector, in this scenario; the organisation can give technical training to the organisation. In China, competition is high in organic food as China is in first four organic food market. It is well known that the demand for the organic product is low and in such case, the needs of the customers are fulfilled by the non-organic products (Vikhu et al., 2015). Therefore, it would be difficult for Bellamy to create awareness for the organic products among those people who are using non-organic products on daily basis.

Most of the organic foods are sold in a supermarket, at least 80% in China (Bingham & Eisenhardt, 2015). Bellamy Australia needs to attract the investors of the organization as without better funding, an organization cannot move further. For the investors, there are some requirements, regulations and certification which have to follow while investing in the organic and health food products. Bellamy Australia needs funding in expanding the business as China is the large market; the organization can operate with expertise and support.

In the competitive environment of the food industry, the forecast-based planning methods would not be suitable for Bellamy to survive in the China market. The company must be engaged in the strategic management concepts to understand the business environment of target country to adopt effective strategy for the business operations. The strategic management plan would be helpful in identifying the required change in the business and implement them effectively. In the strategic management plan for Bellamy, strategy identification and implementation is the most crucial part.

In the first year in China, Bellamy Australia will introduce new products in the Chinese market using market development technique. Bellamy Australia needs to collect data from the customers of China and they need to research the market. Customer feedbacks are important in launching new products in the market to understand the preferences of the customers. In the first year, the organisation can develop new market segment understanding the geographical regions and new marketing strategies of market development will be helpful. In this scenario, in the first year, Bellamy can use value proposition using long-term growth. Bellamy is not going to open manufacture segment in China and they just export the products. Identifying the customers using value proposition will be the first strategy of Bellamy.

In the second year of the business, the organisation can start a chain of stores in the Chinese market as the organisation would identify the ideal customers and preferences of the customers. Launching chain of business would be helpful for the organisation in meeting the operations and customer demands. Moreover, in the second year, Bellamy can take the strategy of taking strategy of strategic alliance technique as it would be helpful in China to grow in the market. They can acquire another firm in order to grab the customer base. Acquisition technique will be suitable as Bellamy will not have any manufacturing sector in China and they can use the manufacturing unit of that organisation and can implement their techniques on that. Distributing channels will be open for them.

3rd year (2019)

After two years, Bellamy can recruit new Chinese staffs in the organisation. Chinese labours are cheap and Bellamy can utilise this with verifying the revenue streams in the market. Now, they can invest in talents of the organisation as this strategy can motivate the employees. In the year 2019, the revenue stream accounting is needed and the organisation can take a look at the breakeven point.

Bellamy Australia is going to identify the customers and value proposition technique in the first year. In this scenario, the organisational structure of Bellamy in China needs to be hierarchical as management needs to assign tasks to employees to identify the customer base. The marketing department of the organisation needs to be efficient and quality of products should be good. Employees in hierarchical structure follow the management’s instructions and they will become responsive to the customers.

Organisational systems and process would be innovative one as the organisation is going to follow in the second year the strategy of acquisition. In acquisition, they can also use vertical integration technique and in this scenario, the management needs to provide incentives to the employees in order to motivate them. The communication should flow from up to down. The motivations technique and team handling technique should be effective as the organisation is going to recruit the Chinese labours as well. Management is needed to take feedback from the company.

In the different Geographical region, the organisation should take care of culture of the organisation as Chinese employees will be there in the workplace. Culture will be shared by groups and management needs to control the interaction process. Diversity in the workplace can increase productivity as stakeholders will be from different backgrounds.

Effective organisational design can economise bureaucratic costs and it can enhance company’s value chain and capabilities. Bellamy is going to follow the low-cost structure as well as the low pricing strategy. Design of the organisation can lead to competitive advantage and increase profitability. 

There is the need of significant amount for the effective operations and customers services. Along with this, there is also need of heavy amount of attention to the strategic initiative such as developing new products, increasing presence in the China market, providing the diversity of products, and developing better management programs (Dungey & Pagan, 2016). Further, Bellamy is focused on increasing the market share in the China market. At the starting point, the sale of the product would be at the low level so a company would need to adopt penetration strategy to create strong identity. To gain greater market share, Bellamy needs to develop new instant baby products and offer more selection of products.

Financial	Objectives Profitability Achieve breakeven point Measures Total stores Successful pricing strategy Initiatives Expansion in different cities Management training Customer satisfaction
Customer	Objectives Find new customer base Measures Customer surveys Average price Initiatives Quality management Explore new market
Operational	Objectives Maintain organisational procedure Measures ROI Spoilage loss Average time Initiatives More management Inventory control
Human resource	Objectives: Maintain strong footholds Win competition Measures: Return of equity Expense Market share Initiatives: Inventory management Increase brand awareness Innovative products

Table: Balance Scorecard

Along with this, there is also need of heavy amount of attention to the strategic initiative such as developing new products, increasing presence in the China market, providing diversity of products, and developing better management programs (Ghoshal, 2009). Further, Bellamy is focused on increasing the market share in the China market. At the starting point, the sale of the product would be at low level so company would need to adopt penetration strategy to create strong identity. To gain greater market share, Bellamy needs to develop new instant baby products and offer more selection of products. Lastly, there would be learning and growth programs for the employees and managers. This is the proper way to retain the employees and to ensure greater operational efficiency, better customer service and better quality of organic food products

The map that has been given above has the four factors that affect the marketing plan of a company: financial perspective, customer perspective, and internal business environment and growth perspective. All these factors collectively influence the growth and expansion of the company.

Reduction in the cost of manufacturing and improved revenue is the first and foremost factor to influence the growth hence it is on the top of the planning process followed by the customers who are the most significant in any business organisation. Understanding customer perspective and satisfying the needs of the consumers are necessary in the growth process of the business enterprise. The internal business procedures are under the full control of the organisation and hence it is up to the management of the organisation to improve the process, it ensures customers satisfaction, reduction of the customer cost due to increase competence and higher rate of income. Skill development and training aids to increase the efficiency of the employees and the managers. High performance and production rate directly affects the chain of growth of the business. Leadership and management skills will help the organisation to drive towards profitable growth.

Conclusion

Bellamy Australia needs successful strategic planning, however, they face strategic issues of the economic condition of China and Bellamy is facing issue for cooperative and comparative interaction in China. From the above discussion in the report, it is observed that Bellamy has the good position in the Australian market. The strategy of the company is now to expand in the China market and establish the brand recognition among the customers. It is seeking for the expansion for brand loyalty in the market and for this manner, a company would create more personal brand and value for the customers. Thus, company would provide organic milk and other food products i.e. Infant formula, Follow on formula, and Toddler milk drink for children. In expanding the business, the organization in the first year is going to identify the customers and take value proposition technique. In the next year, Bellamy will take acquisition and vertical integration technique in order to increase customer base. In the third year, Bellamy will recruit new Chinese employees in the organization. In this regard, the organization is going to make strong organization culture and process. The corporate structure of the organization can provide training to the employees and competitive advantage as well.

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