Marketing Report on Dairy Farmers

TABLE OF CONTENTS Page

Executive Summary 2

1.0 THE MARKET 5

1.1 Target Market 5

1.2 Brief Overview of Australia’s flavoured milk beverages

industry 5

1.3 Market Segmentation 6

2.0 THE COMPANY 7

2.1 Dairy Farmers 7

2.1.1 Background Information on Dairy Farmers 7

2.1.2 Core products/services of Dairy Farmers 8

2.1.3 Mission and strategic objective of Dairy Farmers 9

2.1.4 SWOT Analysis of Dairy Farmers 9

2.1.5 Targeting Strategy of Dairy Farmers 10

3.0 MARKET AND PRODUCT EVALUATION 11

3.1 Evaluation of Market segments 11

3.2 Market potential of milk beverages industry 11

3.3 Competitive Assessment 11

3.4 Market segments that require further consideration 12

3.5 Market segments that need elimination 12

3.6 Selected specific target markets 12

3.7 Viable market segments 13

3.8 Differences and Similarities of selected viable segments 13

3.9 Market, Brand and Competitive positioning for selected products 13