COMPANY ANALYSIS

Company Analysis



Company Analysis

Introduction

The main purpose of this paper is to select an Australian organization and define the marketing background of that company. The paper discusses the overview of the company including the products and major brands of the company. The paper also discusses different targeting, segmenting and positioning strategies of the company. It is also an analysis of the Marketing mix and different marketing strategies adopted by the companies. The company selected in this paper is Bulla Dairy Foods.

Company Description

Bulla Dairy Foods is an Australian company which is owned by a family in Australia. The company is involved in the business of making premium quality dairy products since 1910. Since five generations, the family is engaged in making the dairy foods and serving the needs of Australian. The business of Bulla is still in demand and the company is still engaged in the business of making delicious unmistakable taste of real dairy products. The company has been established in 1910 by an Australian family in the Melbourne suburb of Moonee Ponds. The trading name of the company has changed in 2003 from Regal Cream Products to Bulla Dairy Foods. Today, the company is running its business through three main manufacturing sites located in Victoria. The two sites of the company are located in regional South Western Victorian Town of Colac. However, the third major site of the company is located in Melbourne suburb of Mulgrave. The head office of the company is situated in Derrimut in the Western Suburbs of Melbourne. The company is currently employing approximately 600 staff across the three sites. The company is engaged in the business of manufacturing a huge range of branded and private label dairy products for its different businesses including export markets, retail and food services. Bulla Dairy Foods is considered to a market leader in different products including yoghurt, cottage cheese and fresh cream and it is also a leading manufacturer of yoghurt, ice-cream and frozen yoghurt. The company has also gained the license for manufacturing, marketing and selling the Cadbury range of ice creams. For its packaging activities, the company makes use of huge quantity of flexible packaging and cardboard cartons.

Major Brands Owned

The company sells its product under two main brands and multiple sub brands. The major brands under which the company operates are Bulla and Cadbury. However, the other sub brands through which the company sells its products in market are Fruit'nYoghurt & Thick & Fruity, Creamy Classics, Crunch and Splits. Bulla Dairy Food is engaged in the manufacturing, sales and marketing of a huge range of dairy products through Australia. However, it also exports its products to different areas of Asian, Pacific and Middle Eastern Countries.

Environment in which it operates

Bulla Dairy Foods keeps a great concentration on the sustainable production processes. The main aim of the company is to minimize the impact on environment. The company is operating its business in an innovative and competitive environment (Arrow, 2000, ...