International-marketing.docx

Improving sustainability and reducing the

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Improving sustainability and reducing the environmental impact caused by the company. Creating a safe working environment and increasing the safety performance of the employees. Optimising the financial resources for a sustainable expansion of the company by identifying the opportunities by pursuing the best practices in regard to it. Increasing sales revenue and distribution. Protecting the strong business foundations of the Bega cheese company.
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Developing consumer centric innovation. 2.1.3 Performance of the company The performance of the Bega cheese company has been growing over the past three years of 2013- 2016. According to the table given below, the sales have been maximised which in turn increases the sales revenue of the company. The company had generated a sales revenue increase of 3% last year. (Tonkin 2017) The supply arrangements with the Fonterra and the Mondelez international companies have benefited to increase the Bega companies market share of the cheese industry. An increase in the number of dairy farmers in the supply network of the company can be seen in the past six years which have benefited the performance of the company. (Ibid) 2.2 Product Analysis Cheese is a major product in the dairy industry of Australia. The per capita consumption of cheese during the recent years is 13.5 kilogram per person in Australia. The Bega cheese company has a market share of 23.4% in the cheese industry which has cheese varieties of natural cheese, processed cheese and kids snacking. (Bega cheese 2018) This reveals that there is a high consumer demand for cheese in Australia. The brand of Bega itself provokes the customers to buy the
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product which satisfies the marketplace needs which in relation fulfils the desires of the target market. The target market for cheese in the domestic market is derived through research and development, the company has invested a lot of time and money for research and development of the product to ensure that the consumer needs and wants are satisfied. The research and development for the domestic market is derived through an in-house market research. As a response for the findings, the company have focused mainly for the kids snacking segment which is an emerging sector in the domestic market for cheese. (Bega Cheese 2018) The main distribution channels used by Bega Cheese company for the domestic are supermarkets like Coles and Woolworths. They have entered into a contract with Coles to produce a private labelled cheese and apart from that Bega have won a contract worth of $100 million to produce private labelled cheese.(Tokin 2017) Advertisements and discounts on the products are used as promotional strategies to increase the sales of the Bega cheese, moreover the stakeholders of the company are updated with the latest information of the business and the products through the domestic and international media in relation to Australian Dairy News. This enhances the customer loyalty and the brand preference of the target market. Bega Cheese uses
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