Marketing Strategy Analysis: Capilano Honey Limited
Introduction:
The sweet and savory spreads market in the last decade has undergone phenomenal changes due to varying economic, environmental and social conditions. Honey in particular, has been one spread that has gone through both prosperous and rough patches. Honey manufacturers and packers have used technological innovation to create a new market niche while strengthening their traditional markets with solid marketing schemes and planning.
This report is going to be focusing on the honey market and exporting/importing of honey. The various marketing opportunities associated be examined and an appropriate assessment will be given on the future of honey markets and whether any of the options analyzed have any viability.
Capilano Honey Limited is used as the focal point for examining, analyzing and discussing the honey market in Australia and internationally. Why Capilano Ltd.? Capilano is one of Australia’s oldest and most well-renowned companies whose singular focus is on honey and all products related to honey. It is a popular and dominant brand in the domestic market and with successful expansion to foreign markets is now considered one of the top global honey brands in the world. Add to that that they are the fourth largest honey processors and packers in the world. Capilano honey is sold both in consumer and business markets making it a perfect candidate through which to examine and analyze the honey market domestically and internationally.
The Domestic Consumer Market: The consumer market is where goods are bought by purchasers and household members for consumption and not for making a profit. The consumer market is primarily a B2C market (Pride. Et al, pg: 209-10). Capilano honey is sold for consumption through retail outlets and supermarkets although a good deal of Capilano honey is also sold in bulk to other businesses (which is known as a Business-to-Business market). Capilano competes mainly with Beechworth, Leabrooks and Westcobee in the
The sweet and savory spreads market in the last decade has undergone phenomenal changes due to varying economic, environmental and social conditions. Honey in particular, has been one spread that has gone through both prosperous and rough patches. Honey manufacturers and packers have used technological innovation to create a new market niche while strengthening their traditional markets with solid marketing schemes and planning.
This report is going to be focusing on the honey market and exporting/importing of honey. The various marketing opportunities associated be examined and an appropriate assessment will be given on the future of honey markets and whether any of the options analyzed have any viability.
Capilano Honey Limited is used as the focal point for examining, analyzing and discussing the honey market in Australia and internationally. Why Capilano Ltd.? Capilano is one of Australia’s oldest and most well-renowned companies whose singular focus is on honey and all products related to honey. It is a popular and dominant brand in the domestic market and with successful expansion to foreign markets is now considered one of the top global honey brands in the world. Add to that that they are the fourth largest honey processors and packers in the world. Capilano honey is sold both in consumer and business markets making it a perfect candidate through which to examine and analyze the honey market domestically and internationally.
The Domestic Consumer Market: The consumer market is where goods are bought by purchasers and household members for consumption and not for making a profit. The consumer market is primarily a B2C market (Pride. Et al, pg: 209-10). Capilano honey is sold for consumption through retail outlets and supermarkets although a good deal of Capilano honey is also sold in bulk to other businesses (which is known as a Business-to-Business market). Capilano competes mainly with Beechworth, Leabrooks and Westcobee in the
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