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Situation Analysis

There are several macro environmental or CDSTEP factors that have greatly influenced Laura McBain’s Bellamy’s Organic Company. Cultural, demographics, social, technological influence, legal factors, and economic factors are the most challenging for the company.

Apart from good leadership and skilful employees, technology has played an important role in the company’s growth. Before the technological upgrade, the company’s performance was low, and the company was not able to provide high quality products. Just like in any other industry, technology has helped this company achieve its organizational goals. Technology is employed at the farms, during the processing phase and quality control phrase, and during the delivery. The technology that enhances the quality of production helped the company become the market leader in organic food production (Kruger, 2017). Apart from farms, technology has been also used to run day-to-day office operations and enhance the decision-making processes of the employees.

Another major factor contributing to company’s growth is its economic strategical framework. The company has built a brand name in Australia, which is the company’s home country. It has become the most trusted and top-selling organic food company in Australia, currently occupying more than 10% of the market. Due to its leadership, the company has opened branches in many countries, especially in Asia, increasing its sales significantly. Another reason for the company’s growth is its diversified products. The company provides different products that satisfy the needs of diverse customers.

II. Marketing Goal

By the end of 2017, the company aims to raise more than $25 million with help of advertising and control at least 20% of the Australian organic food market.

III. Marketing Strategy

Bellamy’s Organic has many marketing strategies, ranging from target market level to value propositions.

Target Market

According to Kruger (2017), this company has increased the number of shares and profits due to its constantly growing market share. It has branches in more than four countries. The company supplies its products to more than 4,400 major stores in Australia alone. Some of these stores includes Coles, Big W, Costco, Terry White, Woolworths, Target, Chemist Warehouse, and Amcal. It also supplies the products to major chemists, which makes it the biggest distributors of baby products in Australia, with up to 50% of the market.

Apart from Australia, Bellamy also became profitable in China. Distribution channels have been ensuring that the products reach its destinations, helping mothers access them regardless of their location. China’s economy and the change in consumers’ consumption habits have also helped the company succeed in the new market. Bellamy’s Organic also performing well in the countries of Southeast Asia. Distribution partnerships in Singapore and Hong Kong have leveraged distribution platforms. Besides, the adoption of a direct market model in Vietnam helped the company control its product distribution.

According to Green and McBain (2017), with the current global Internet connection and e-commerce, many companies have opted to sell their products to the global market with help of online stores. Bellamy’s Organic has not been left behind. For the past 3 years, the company has heavily invested in online marketing and online sales, which, in return, earned the company a good reputation and enormous sales. With the current market trend, many people are shifting to online business. Bellamy’s Organic, for example, has sold a lot of products through thirty-party websites like t-mall.com, vip.com, and jd.com. They use delivery agencies such as trade zones and also local Chinese providers to enhance the company’s efficiency.