Analysis of Marketing Environment
Autor: Tim • February 5, 2018 • 989 Words (4 Pages) • 900 Views
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Dutch Lady will create public awareness of their products because most people have misconception that milk only benefits babies, but milk has sufficient nutrition to adult too. Dutch Lady wants to understand the reason of low consumption milk in consumer and want to communicate with them about benefits of milk. So, Dutch Lady involve in promotion such as held campaigns to promote the goodness of milk to public. Dutch Lady also involve in government's 1 Malaysia School Milk Programmes so that the children will bear in mind about the benefits of milk for their health.
The second market opportunity is to expand their business to other countries such as Thailand and India in order to earn more profits. Since Dutch Lady products are "Halal", then it is not a problem for them to go into those countries. Dutch Lady show good image to the public and hope to get more market acceptance from more people. In 2012, Dutch Lady leveraged on London's Olympics to promote its "2 a Day" campaign. Dutch Lady signed up with Olympic Council of Malaysia and sponsored four athletes in our country.
They sponsor the athletes' mother to London for watching their children performance because mothers always playing important role in bringing up their children to have so high achievement in sports. There is a television commercial showcased that Miss Pandalela Rinong who won bronze in diving event drink Dutch Lady milk since youth in bring potential to her. Athletes can be the public role model since they drink milk and get benefits from the milk consumed. With the exposure of Dutch Lady brand name in public, many people started to recognize it. Public awareness about the dairy product produced by Dutch Lady also increases. Campaigns help a lot in boosting up Dutch Lady sales.
Threats
According to Rahul Colaco, the managing director of Dutch Lady, the newest minimum wage policy in
Macro environmental factor
It impacts the enterprise for a long time. It can be motivated in lists of four elements (PEST) such as Political or legal, demography or Economic, Social or cultural and Technology or physical.
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