The " Vital Foods” Yoghurt Business was established in 1995 simply by two farmers who wanted to create healthful, natural, organic and natural and nutritiously delicious yoghurt for the active and time poor. Founded on the dairy plains of Exito, " Essential Foods” is definitely fast becoming a single the premier yoghurt suppliers and have asked that all their new product end up being marketed properly.

As each kind of product has its own target market, we must make sure that this market is properly searched, analysed and also have an appropriate strategy to implement. An industry by description and be surmised at becoming " the set of almost all actual and potential buyers of your product” (Kotler, 1998). The yoghurt marketplace consists of all of the actual and potential buyers of yoghurt items.

The macro-environment includes six types of causes economic, market, cultural, all-natural, technological and political. " Vital Foods” must ensure that they take into account the tendencies, changes and alterations in these environments which can both present threats and reveal opportunities.


The economic environment is best identified as having the " factors that affect client buying electricity and spending patterns" (Kotler et 's 1998). These factors consist of income, levels of employment, inflation, value in the Australian dollars, monetary insurance plan and many others.

This environment is a key aspect of the macro-environment as any consumer who have wishes to act on their desires must be in a position to have the getting power to trigger the deal.

The degree of disposable profits of Australians is another key point. As the degree of disposable profits increases, individuals are more likely to purchase a high quality product than more of the same. This does work inversely as well; since income drops the consumer is likely to purchase reduced quality goods.

In today economic environment, the median wage for Australians has risen by installment payments on your 9% annually over 2006-2007 (ABS 2007). However , this kind of rise in typical income has become negated by decrease in the actual wealth of the folks of Quotes. Economic factors such as substantial interest rates and increases inside the consumer value index have got lead many consumers towards the discount and lower quality versions with their regular products.

For " Vital Foods” to capitalise on these styles, it could be recommended that they purpose their merchandise towards the value conservative consumers who may shop at the discount supermarket chains. And also this, " Vital Foods” may decide to produce a sense of bulk obtaining options to their product with savings attached with buying larger portions.

Demographic Environment

As described by Kolter et al, demographics will be the " research of individual populations in terms of size, denseness, location, era, sex, contest, occupations and also other statistics" (Kotler, 1998). The demographic environment consists of the above mentioned variables and their ability to impact the Australian yoghurt market. The value this environment is situated from the point of view that all demand for products or services eventually derives from people (Cannon 1998).

Recent market trends happen to be showing that Australia is becoming a better-educated population and is also increasing the number of those in white-collar vocations. In Kotler et 's, it is noted that recent years have " transformed the Australian market place from a mass marketplace into more fragmented micro-markets differentiated by age, sexual, geography, life-style, ethnic history, education and other factors. " The effects of this to " Vital Foods” is that they must adjust their product and marketing strategies to suit the group that they would like to target.

While each of the parameters has the potential to affect the yogurt product for the Australian market, there is a particular point of focus that " Essential Foods” and centre in. Using the recent spotlight of Australia's obesity problem, with 26% away all Australians being obese (Australian, 2008), " Vital Foods” can pay attention to aiming their particular product for the diet market,...

References: Cannon, T. (1998), Marketing: concepts and practice (5th Ed), Cassell Writers Ltd, London, uk.

Kotler, Armstrong, Brown and Adam (1998), Marketing (4th Ed), Prentice Hall of Australia, Sydney.