1 How can Golden Circle compete effectively with other major players in the juice industry?
2 How should Golden Circle compete to become the number one market share leader?
3 How will Golden Circle maintain the quality of its new product, while keeping prices relatively competitive, as well as holding priorities for research and development?
4 How will Golden Circle maintain its brand equity?
6.2 Company objectives
1 Golden Circles objective will be to introduce a new type of juice that will strengthen Golden Circles position through significant market share
2 Moreover, for Golden Circle to become not only the number one leading brand, but also leading company in fruit juice.
6.3 Marketing objectives
1 To promote the Real Fruit as 100% Australian product
2 To be perceived as a company seeking for customer’s satisfaction and needs with high quality value-for-money products.
3 To capture the patriotic Australian by aggressively promoting its new product “Real Fruits” as an Australian product by an Australian owned company. In addition, it will be Golden Circle’s innovative marketing techniques, flavours, packaging and delivery systems that will ensure the organisations commitment to meet the needs and desires of consumers today and in the years to come.
6.4 Company resources
4 Brand Equity: Golden Circle’s core competency is its brand name. The Golden Circle brand is among the top 15 on Australia's supermarket shelves and is one of the most recognised Australian-owned companies.
5 Regarded as producer of high quality products: The brand has been synonymous with providing families with high quality, value-for-money products.
6 Continuous R&D effort: Golden Circle continues to support the lifestyle of Australian families with innovative beverage, meal and snack solutions.
7 Specialization: Golden Circle is well known as a tropical fruit specialist, especially pineapple, although pineapple products are now only 20% of its product range.
8 High Standard inventory: Golden Circle has a paperless, computerised inventory management system
9 Expansion to Overseas markets: Australia is the principal market for Golden Circle products, however, it exports to New Zealand, Pacific Islands, Japan, Singapore, Sri Lanka, Hong Kong, China, Indonesia, Philippines, New Guinea, New Caledonia, Solomon Islands, Vanuatu, Fiji and Western Samoa.
6.5 SWOT ANALYSIS
6.5.1 Strengths of Golden Circle
1 Golden Circle is the leading brand in fruit juice industry
2 Golden Circle’s strong brand equity as a reliable beverage manufacturer
3 Golden Circle currently holds number two position in the Australian fruit juice market
4 Golden Circle’s extensive and established distribution channels and retail networks.
5 Positive company image projected to the Australian public due to Golden Circle being an Australian owned company. In addition, Golden Circle is able to capitalise on its close access and consistent supplies of local fresh fruits
6 Knowledge of production of range of beverages that extend from juice to soft drinks
6.5.2 Weakness of Golden Circle
1 Although Golden Circle is the brand leader in fruit juice, it does not possess the largest market share in the fruit juice industry
2 Golden Circle lacks product differentiation, hence
6.5.3 Marketplace Opportunities
3 Health consciousness of the Australian market is increasing
4 Expanding market for fruit juice, as a substitute for carbonates
5 Demand for innovation in fruit juice is increasing
6 Better manufacturing environment with the continual and expected growth in the Australian labour productivity
6.5.4 Marketplace Threats
1 Strong competition from established firms like Berri Ltd and Pure & Natural Beverages who may venture into similar products
2 Growing popularity of Juice bars.
6.6 BCG Matrix
(.....) not done yet : p
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