Essays on Opportunism in Co-Production Case Study

Download full paperFile format: .doc, available for editing

The paper "Opportunism in Co-Production" is a perfect example of a Marketing Case Study. This marketing report aims at evaluating the marketing of products in the Australian market and there and more specifically the products of the Bega tasty firm. This report will help in identifying the various elements of marketing which include the product, the price, the place, and the promotions of the products (Randall 2001). This paper identifies the various target market and how the market has been segmented. This report will so helpful because it will indicate various strategies that can be applied to improve the performance of the company and its product.

The competitive advantage of the firm has also been discussed in detail to see how the company can strategize its operations so that it will have a competitive advantage over other firms who are also competing for the same customers (Proctor 2000). A. 1 Australian target market The target group or market for these firm’ s products is the young people age between seven years and thirty years. This target market proves to be the potential customers of the products because of their different tastes and preferences.

Their lifestyle also motivates them to like the tastes of this hence they can buy more of the products (Jobber et al 1998). This target group provides about 85% of the market of the product and 15% of the market will be provided by the people of over thirty years. This is because their eating habits change and not like younger people. Also, the reason for choosing this group is that in Australia the larger population is young people age between fifteen years and thirty-five years.

This is a large group to provide a market for the products. This target market will further be classified differently according to their different requirements. First, the market will be segmented according to their geographical location (Hoyer & McInnis 2001). There will be those who customers who are in the cities and those who are in rural areas. Those in the city will be grouped into one segment and those in rural areas will be segmented into one segment. These different segments have different needs and that’ s why they are grouped into segments so that the company will be able to separate their needs and tackle them appropriately. Also, the target market will be segmented according to the demographic factors which include gender, education level and income-earning (Saxena 2006)).

The market will be divided into male and female market. Those who are high-income earners like the public servants will be in the same segment and the low-income earners will be in the same segment. There will also be a segment of middle income earners. These segments are helpful when pricing and when designing the product features. The customers have different needs some of which include; get the best quality products which will enable them to maximize their income and derive their satisfaction.

They also need the products to be of different sizes so that each customer can afford to buy depending on the level of income. The customers also need to buy a variety of tastes of the product which can be achieved by manufacturing different designs of the product.


Baker, M 2000, Marketing Management and Strategy, New York, Macmillan Business.

Blythe, J 2001, Essentials of Marketing, London, Prentice Hall.

Cohen, A 2005, The Marketing Plan, John Wiley & Sons, Inc.

Dev, S & Schultz, D 2005, Marketing Management, Journal of Marketing,

Vol.14, No.2, p. 36-42.

Ertimur, B & Venkatesh, A 2010, Opportunism in co-production: Implications for

Value Co-creation, Australasian Marketing Journal, Vol.18, p. 256–263.

Golder, P 2000, Insights from senior executives about innovation in international

Markets, Journal of Product Innovation Management, Vol. 17, No. 5, pp 326-340.

Hoyer, W.D & MacInnis, D. J 2001, Consumer Behavior, USA: Houghton Mifflin Company.

Joseph, K 2011, Integrated Marketing Communication: A Catalyst for the growth of

ebusiness management, The Social Sciences, Vol. 6, No. 2, p. 64-73.

Jobber, K. David, M. Simpson, W & Paul, T 1988, Analysis of selected marketing

Journals, International Journal of Research in Marketing, Vol. 5, No. 2, pp. 137–142.

Kotler, P & Armstrong, G 2006, Principles of Marketing, 11edn, Prentice Hall of India

Private Limites, New Delhi.

Lehmann, D & Russell S. W 2005, Analysis for Marketing Planning, Tata McGraw Hill.

Proctor, T 2000, Essentials of Marketing research, UK, Financial Times-Prentice Hall.

Randall, G 2ed 2001, Principles of Marketing, London, Thomson Learning.

Saxena, R 2006, Marketing Management, New Delhi, Tata McGraw Hill Publishing Company Ltd.

Subhash, C 2000, Marketing Planning and Strategy, 6edn, Thomson Asia Pvt Limited, Singapore

Download full paperFile format: .doc, available for editing
Contact Us