Introduction
The purpose of this report is to compile a marketing plan of Beef Master Abattoir (BMA). The reason being the shortage of meat supplied to retailers by abattoirs which causes beef prices to rise. The study of trends and SWOT analysis in South Africa has shown that the commercial beef are straggling to satisfy consumer’s needs while emerging beef producers have quiet enough cattle to supply the market. The increase in beef prices per kilogram in retailers is caused by the lack of abattoirs that can increase cattle slaughtering.
The BMA plans is to open a niche market between the emerging beef producers and the retailers. MBA have targeted Mpumalanga province to sell the beef product because the trends have shown that Mpumalanga
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The director is somebody with a high experience working in abattoir, the director’s responsibility is to help the manager to cautiously manage the BMA business at the beginning to save cost and losses.
Product
Elements of product
• Core product: The BMA will sell beef (meat) to consumers
• Formal product: The formal product will be the different meat packaging that are also recyclable.
• Need satisfying: BMA will put effort to sell a good quality of meat and to use health certificates e.g. PAREV, diabetes South Africa and HALAAL.
• Image: the Beef Master Abattoir (BMA) will uses its name to brand all products, to position the brand quality to the buyers mind.
Services
The Beef Maser Abattoir will use its facilities to offer services to other firms based on slaughtering. The services will be offered to producers and retailers to further their process. The producer and retailer will slaughter either their way or they will use our procedure which will make them feel comfortable. The BMA will make more income because the customer must pay to use service facilities. The people who will use our facilities will be monitored often to prevent diseases entering our premises. The MBA will also ask the customer to put brand of BMA Company for brand
In addition it enjoys a high brand equity and loyal customer base that distinguishes it from other rival brands. The products benefit from prominent shelving and are available across all grocery stores in the United States due to A1’s extensive distribution network. However, though the brand has carved out a solid position for itself in the steak niche it has not been particularly successful in categories of meat. In the past, A1’s poultry sauce had been a huge failure in the market. The steak sauce market has matured and A1 has been relying on price increases to drive growth.
RNRA Team, “Supermarkets, Fresh Produce and New Commodity Chains: What Future for the Small Producer?” Hot Topics: February, 2004.
The advent of new technology such as the automobile, refrigerator, food processing and preservation provided a way for business entrepreneurs to start new businesses that allowed for large scale production, distribution and centralized retailing of both meat and plant foods. The result being CAFO’s.
From my introduction we can see that Brazil is the world’s main beef producer. The beef produced in Brazil is mostly from their own breed of Nellore cattle. The production system is mainly grass based which can lead to low efficiency. In recent years feedlots have become more common for finishing off animals to meet external demand. Animals usually spend about 70 days in the feedlots to achieve the minimum of 4 millimetres fat cover needed before slaughtering cattle are fed in feedlots mostly during the dry season, when pasture availability is decreased. This strategy is used to maintain a constant beef supply to the external markets nonetheless the beef cattle industry in Brazil is still based on grass feeding. At some point this constitutes an important advantage for Brazilian beef exportations because some countries look for “natural beef.” Animals are usually slaughtered at around 36 months old this late age is due to the tropical grass that they have been eating. For the domestic consumer in Brazil flavour is more important than tenderness so this late slaugh...
The current Production Capacity is Low to face the upcoming competition-The dairy currently produces 10000 liters of milk per day even after 30 years of presence in the market. This will certainly affect the chances to take advantage of the current growing market and to manage the consumption cycles of the industry. The question of whether to decide on the expansion of production capacity: With an incredible growth expected in the industry, the issue that the management faces now is, whether to increase the production capacity or not. This is very much needed as the expansion of production capacity will equip the company to supply and cater to the demand as well as attain economies of scale, which can be used as a competitive advantage against the new entrants. However, this calls for capital investments on the assets required for expansion.
We are implementing our project to make supply and demand in an equilibrium price. As we are providing healthy, nutritious and tasty food, we expect a huge demand in our product that will increase the supply in return and would generate success.
Food industry can be chartered by low margin industry, while along with the shift of power from the manufacturer to the purchaser, the price and demand became flexible, and the product variety increased.
According to the chief operating officer’s review of operations and activities bega cheese limited’s new business model has shown strong performance and also providing good price to the farmer suppliers. He also discussed in his review about the effects of climate on the prices of dairy products in New Zealand, Australia, USA and Northern Europe resulting fall in the commodity prices in the first half of the year and then increase in the second half of the year. Also the merger with Tatura Milk and Bega Cheese has resulted in better investment of resources and capital in packaging, making nutritional products etc.
Therefore, the attention has been drawn from quantity of food to quality and safety. A gap between food demand and safe food supply becomes an urgent issue to be solved, which also affects global food market and food security.
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
Another factor contributing to the shrinking profit margins of beef producers was the overall consistency and quality of the meat. Products such as pork and chicken were beginning to be packaged by Tyson and Perdue as ready to eat meals (Mohr, 1999).
Lamb, C. W 2010, Marketing (4th ed.). Cape Town, South Africa: Oxford University Press Southern Africa.
On completion of this project I have learned that how operations and managements are implemented in the organization, where the company being leader in the food service industry.
Mariano Ferreyra, an Argentinean who settled in Australia for many years has observed many lifestyle correspondences between Australians and Argentineans. He also noticed that many products that available in Australia are not available in Argentina and vice-versa. Besides his postgraduate degree in International Marketing he is also having interest in trade marketing. But that degree has given him only materialistic experience doesn’t have any practical experience .Mariano started studying about the products that may export to Argentina and finally got a conclusion of exporting Barbeques will be the best option. As he know that they use Barbeques in their way of cooking because most of the Argentina’s enjoy external lifestyle, he thought that would the better option and started implementing the idea of exporting Barbeques to Argentina, and prepared a plan in which he will send Barbeques to the Argentina through shipping which will be collected by his brother and his family who are already involved in business and living in Cordoba i.e. Second largest city in Argentina .Mariano speaks Spanish language and linguistic and he his brother well education leading in top most Argentinean university in Buenos Aires, will receive the products from the shipping and then preserve them in safe place , then he will take the stock to the market for vending. This is the overview plan of exporting that was designed by Mariano.
This assignment is my own work, presented in my own words, ALL sources of information have been cited and any direct quotations are contained within quotation marks.