The paper "Strategic Marketing Planning of Goodman Fielder Limited " is a good example of a marketing case study. Goodman Fielder Limited is an Australian company involved in the production of packed food products such as bread, dairy products, margarine, oil, and ingredients. The company operates in Australia as well as in New Zealand (Anderson & Business Expert Press, 2012). The products of the company are mainly consumable products during meals such as mayonnaise, frozen pastry, desserts, sauces, and vinegar. The annual turnover of the company is estimated to be $ 2 billion and the number of brands of the company is estimated to be 28 where there are 1000 lines of products and 23 markets are served by the company products.
The company has an effective distribution network composed of 30000 stores such as supermarkets and route outlets. Since March 17, 2015, the company was acquired by Wilmar international and First pacific. Goodman Fielder Limited is based in Sydney, Australia and the total number of employees is estimated to be 5000 (Baker, 2010). Products of the company are manufactured in over 40 plants located in Australia, New Zealand, Fiji, and New Caledonia. PESTLE Analysis There are a number of Political, Economic, Technological, Legal and Environmental factors affecting the performance of Goodman Fielder Limited. Political An example of a political factor that affects the performance of Goodman Fielder limited is the imposition of taxes in the activities of the company such as products produced by the company.
This results in a lower profit margin for the company. In addition, there are a number of restrictions regarding areas of operation such that the company cannot set up stores in particular areas which would otherwise result in an increase in profits of the company (Fisher, Pride & Miller, 2005).
There are also stringent restrictions on the employment of skilled workers, thus affecting the ability of the company to hire competent employees. Economic While the economy of Australia and New Zealand has been stable most of the time, it is found that during situations of inflation, all companies in Australia have been affected negatively. This has resulted in a reduction in profits earned by manufacturing companies such as Goodman Fielder Limited.
There are also economic conditions such as improved economic performance of other countries such as China which results in depreciation of its products when exported, this results in the difficulty of exporting the company’ s products. There are also high-interest rates for the acquisition of loan facilities from financial institutions. This results in the inability of the company to borrow a large sum of funds from these institutions to facilitate its functions. Social The main social issues faced by Goodman Fielder limited in the distribution of its food products are changes in lifestyle with customers developing likeness for emerging products.
This makes the company incurred heavy losses in the effort to redesign its products in compliance with changes in social trends (Fyall & Garrod, 2005). In addition, media has been involved in the creation of awareness about the right food materials to be consumed with the focus on newly introduced products from competitors of Goodman Fielder Limited. This has affected the ability of the customers to purchase the products from Goodman Fielder Limited.
Anderson, D. W., & Business Expert Press. (2012). Strategic marketing planning for the small to
medium-sized business: Writing a marketing plan. New York, N.Y.] (222 East 46th
Street, New York, NY 10017: Business Expert Press.
Baker, M. J. (2010). The Strategic Marketing Plan Audit: A detailed top management review of
every aspect of your campany's marketing strategy. Axminster, Devon: Campridge
Fisher, P. H., Pride, M. M., & Miller, E. G. (2005). Blueprint for your library marketing plan: A
guide to help you survive and thrive. Chicago: American Library Association.
Fyall, A., & Garrod, B. (2005). Tourism marketing: A collaborative approach. Buffalo: Channel
Hillestad, S. G., & Berkowitz, E. N. (2013). Health care market strategy: From planning to
action. Burlington, Mass: Jones & Bartlett Learning.
Kendrick, T. (2006). Developing strategic marketing plans that really work: A toolkit for public
libraries. London: Facet.
McDonald, M. (2007). Marketing Plans: How to Prepare Them, How to Use Them. Burlington:
McDonald, M., & Keegan, W. J. (2002). Marketing plans that work: Targeting growth and
profitability. Boston: Butterworth-Heinemann.
Mohr, J. J., Sengupta, S., & Slater, S. F. (2010). Marketing of high-technology products and
innovations. Upper Saddle River, NJ: Prentice Hall.
Reed, P. (2006). Strategic marketing planning. South Melbourne: Thomson Learning.