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MKG701 Task 1 External Marketing Environment Analysis –

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External marketing environment analysisGoal: Effective marketing strategies and plans are based on a comprehensive analysis and evaluation of the marketing organisation’s operating environment. The purpose of this task is for you to undertake an analysis of the external environment for a specific product or service of your choice. An Australian marketing organization based in your local region. This must NOT be a multinational organization. Product: Report of an external marketing environment analysis. Format: Conduct an external environmental analysis for a product or service of a...

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External marketing environment analysisGoal: Effective marketing strategies and plans are based on a comprehensive analysis and evaluation of the marketing organisation’s operating environment. The purpose of this task is for you to undertake an analysis of the external environment for a specific product or service of your choice. An Australian marketing organization based in your local region. This must NOT be a multinational organization. Product: Report of an external marketing environment analysis. Format: Conduct an external environmental analysis for a product or service of an Australian marketing organisation based in your local region. This must NOT be a multinational organisation.Criteria• demonstration of effective written communication and writing skills• demonstration of a strong understanding of external marketing environment analysis using relevant marketing theory and concepts• critical analysis and evaluation of the impact of environmental forces on the marketing organisation and its marketing plans and strategies.

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An environment is the surrounding conditions or an atmosphere that is required for existence. There are two types of environment- internal and external. A deep understanding of the external market environment is necessary to carry out effective business functions. Purpose of the reportThe purpose of this report is to do a complete external market analysis of a product of a local Australian company. The Australian company chosen for this report is Bulla Dairy Foods. The scope of the reportThe scope of this report is to understand how a product (ice cream) of Bulla Dairy Foods is performing in the Australian market. Limitations of the reportThe only limitation of this report is that not much information was found online. Case BackgroundBulla Dairy Foods was founded by Thomas Sloan in 1910. The company started its operations in Melbourne and is more than 100 years old. Bulla Dairy Foods is managed by three interconnected families. Today, Bulla Dairy Foods is one of the best dairy companies in Australia. It manufactures a wide range of products such as cottage cheese, frozen yogurt, ice cream, sour and table cream. Varieties of a few of their products are mentioned below. 1.    Sour cream- Bulla light sour cream and Bulla crème Fraiche 2.    Cottage cheese- Bulla cottage cheese original and Bulla cottage cheese onion and chives3.    Frozen yogurt- Bulla Greek frozen yogurt sandwiches and Bulla frozen Greek-style yogurt cones. 4.    Ice-cream- Bulla real dairy strawberries & cream and Bulla real dairy vanilla. Bulla Dairy Foods have a standard segment. Their target market is the people who consume household milk products. Theoretical frameworkWhen you start a new business, you have to operate within a market environment. The market environment is a mixture of internal and external factors that affect a company’s operations. The internal environment of a company is comprised of machines, workers and materials. On the other hand, the external environment has 2 important components- Macro and micro. 

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