MKTG5001: Defining And Understanding The Marketplace And Customers of Dairy Farmers


Defining And Understanding The Marketplace And Customers of Dairy Farmers


Effective marketing requires adequate information about a particular market. This report therefore provides a solid investigation into the current marketing situation of Dairy Farmers Company in Australia providing Original Milk and targeting Australia working mothers. In this case therefore, this report provides a customer profile for Australian working mother consuming original milk from the Dairy Farmers Company. This report analyses the market segmentation and consumer behaviour, micro and macro environmental factors, and internal (strengths and weaknesses) and external (opportunities and threats) factors affecting the company and its operations in the target market.

Customer Analysis

The dairy industry is one of the major rural industries in Australia with $AUD3.7 billion farm gate value production in 2016/2017. The industry is ranked third after beef and wheat industries with an estimation of over 42,100 employees (Euromonitor International, 2018). Milk production has drastically increased in the market from 5,432 million litters in 1980 to 9,015 million litters in 2017 and herd size increased from 93 cows in 1985 to over 262 cows in 2017 with an emerging trend of large scale operations of over 1,000 dairy cattle (Dairy Australia, 2018). Dairy products offered to the market include original milk, cheese, butter, and yoghurt. Consumption of the original milk remains the highest among other products mainly because of the expansion of the coffee culture in Australia as well as the growth in favoured milk products.



MKTG5001: Defining And Understanding The Marketplace And Customers of Dairy Farmers

Task 1a: Defining and Understanding the Marketplace and
 Individual task work 20%
 4-page document
 Due 31st Aug 9.00am via Turnitin.
In this individual assessment, students are allocated a customer and company and are
required to develop a document with a focus on clearly communicating the students’
understanding of the current customer and marketplace.
As task 1a creates the foundation for all other assessment tasks that follow, as well as being
pivotal to discussions within the flipped classroom environment that will occur in week 5, late
submissions will not be accepted.
Task 1a Aim
Students will be allocated a customer segment and Company. With this segment and
company in mind, you are to individually construct a thorough current situation analysis i.e.
establish “Where are we now?”. This will include but not limited to a thorough:
 Customer profile,
 Choice and justification of a brand within your allocated company that you feel this
segment would/could be attracted to,
 Microenvironmental (internal) analysis with a focus on allocated segment and chosen
Macroenvironment (external) analysis with a focus on allocated segment and chosen
 SWOT that draws the internal (SW) issues from the students Microenvironmental
analysis and their External (OT) issues from students Macroenvironmental analysis.
Task 1a Administration Guidelines
Individual reports must be no more than 4 pages in length at size 12 font, 1.5 line spacing
and must conform to the Business School Written Document Policy. Please note, as per
Business School Policy, the page limit includes in-text referencing and the reference list.
To ensure feedback is returned promptly, please attach the Task 1a grading sheet (see
attached; not included in Task 1a page count) as the first page of the document. Marks will be
deducted for lack of grading sheet.
Students must individually upload assignments to the appropriate folder in Turnitin (see link
Assignments on Canvas)
Please Note: As task 1b in the week 5 lecture is built around all students sharing their
feedback of task 1a, students who have not yet submitted their task 1a (irrespective of
special consideration etc.) are unable to participate in this task 1b sharing due to

plagiarism issues. MKTG5001: Defining And Understanding The Marketplace And Customers of Dairy Farmers.

MKTG5001: Defining And Understanding The Marketplace And Customers of Dairy Farmers

Sem 2, 2019
Assessment grading sheet – Individual Task 1a (20%)
Defining and Understanding the Marketplace and Customers

Student Name: SID:
Preferred Name:
Company: Brand selected:
Task 1a
Due via turnitin 9 am August 31 st
(Due to the nature of this course, late submissions may hinder
participation in Task 1b feedback sessions held in week 5 Lectures)
Customer Analysis-
Solid and thoughtful construction of Customer Profile collected from across
multiple sources/observations etc. leading solid consumer insights
Thoughtful demonstration of marketing principles concepts including but
not limited segmentation and consumer behaviour concepts.
Microenvironmental analysis-
Clear and logical communication of relevant Microenvironmental analysis
with links to customer insights
Macroenvironmental analysis-
Clear and logical communication of relevant Macroenvironmental analysis
with links customer insights,
Relevant choice of Company Brand with relevance to allocated customer
Clear and logical construction of SWOT with internal (SW) issues drawn
directly from Micro and external (OT) issues drawn directly from Macro.
Document Aspects-
Solid links to critical thinking and theoretical understanding throughout
Clarity of expression and readability- evidence of solid and effective
proofreading and editing to deliver a professional document
Referencing is complete and appropriate – See APA 6 th
4 Page limit including in-text referencing, reference list as per Business
school policy
Appropriate use of appendices (not included in page limit)
This grading sheet attached at the beginning of the document (not
included in page limit)
Note: the above criteria are NOT simply averaged to arrive at a final mark.
These criteria should be read in conjunction with the assignment brief.

Page |6

Task 1b: Feedback discussion
 Individual task worth 5%
 In-class small group discussion about Task 1a feedback
 Held in week 5 lecture
Once students receive their feedback from Task 1a, they are to discuss, in their groups, how this
can be used to improve their upcoming tasks.
Task 1b Aim
The aim of Task 1b is to lay the groundwork to have the best quality final assessment (task 2b)
possible as well as developing a collegial approach to proceeding tasks. By sharing learnings
across the group, each BMT can choose the best insights and improve their understanding as
they move forward.
Task 1b Administration Guidelines
Simply attending the lecture and offering an open, collegial approach to sharing feedback from
task 1b is all that is required to optimize this assessment outcome. There is no grading sheet or
submission required……….