Marketing - Teology Australia
|
Teaology Australia ®
Teaology Australia® was first established in 1983 in the Tweed Valley in Australia. Tweed Valley was chosen for the tea plantation location for its similarities in climate and topography to those of North East India. The tea material for establishing the plantation was purchased from Tanzania. Teaology Australia’s production line includes; Premium Blend, English Breakfast, Earl Grey, Green Tea, Green Tea with Mint, Green Tea with Lemon, and Herbal Infusion Tea’s. Recently Teaology Australia has begun development of Chai Latte. Chai Latte is a spiced tea drink with milk, which will be packaged in sachets and available for Australians to purchase at their local supermarket. However, in order to establish the target market for chai latte and introduce it into the Australian market, a situational analysis is to be conducted.
Marketing and the Macroenvironment
According to Kotler, Brown, Adam, Burton and Armstrong (2007, p. 7) marketing is defined as an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. The marketing environment is highly competitive, dynamic and complex. It consists of both the actors and forces that affect marketing management’s ability to develop and maintain successful transactions with its target audience (Kotler et al., 2007, p. 162). The marketing environment consists of a microenvironment and a macroenvironment. The microenvironment consists of the forces close to the organization that affect its ability to serve its customers (Kotler et al., 2007, p. 162). The macroenvironment consists of the larger societal forces that affect the whole microenvironment (Kotler et al., 2007, p. 162). The macroenvironment consists of six major forces; demographic environment, economic environment, natural environment, technological environment, political
Teaology Australia ®
Teaology Australia® was first established in 1983 in the Tweed Valley in Australia. Tweed Valley was chosen for the tea plantation location for its similarities in climate and topography to those of North East India. The tea material for establishing the plantation was purchased from Tanzania. Teaology Australia’s production line includes; Premium Blend, English Breakfast, Earl Grey, Green Tea, Green Tea with Mint, Green Tea with Lemon, and Herbal Infusion Tea’s. Recently Teaology Australia has begun development of Chai Latte. Chai Latte is a spiced tea drink with milk, which will be packaged in sachets and available for Australians to purchase at their local supermarket. However, in order to establish the target market for chai latte and introduce it into the Australian market, a situational analysis is to be conducted.
Marketing and the Macroenvironment
According to Kotler, Brown, Adam, Burton and Armstrong (2007, p. 7) marketing is defined as an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. The marketing environment is highly competitive, dynamic and complex. It consists of both the actors and forces that affect marketing management’s ability to develop and maintain successful transactions with its target audience (Kotler et al., 2007, p. 162). The marketing environment consists of a microenvironment and a macroenvironment. The microenvironment consists of the forces close to the organization that affect its ability to serve its customers (Kotler et al., 2007, p. 162). The macroenvironment consists of the larger societal forces that affect the whole microenvironment (Kotler et al., 2007, p. 162). The macroenvironment consists of six major forces; demographic environment, economic environment, natural environment, technological environment, political