Assignment 1

Student name
Student ID
Date
Part 1
Introduction
Nature care products are the Australian based skincare product company manufacturer which
produces high-quality skincare products for premium customers. This caters to the action
plan of nature are which further penetrates the product in national markets and extends the
base of customers in Australia. A detailed market understanding has been developed through
the pestle analysis and swot analysis is used to gain knowledge of numerous aspects of nature
care. The emerging trends in the international market increase in demand for hygienic and
organic products which are chemical-free that is why nature care manufacture organic creams
which soothe the skin during the makeup removal. There are other products such as multi-
protection moisturizing creams for all skin types and also manufacture the regenerating facial
scrub. The company has a well-established Australian market and sells its products directly to
health stores across the country. Major competitors of nature care products are botani and
jurilique which are currently working on making positioning strategies against the
competitors and the prices of their products are higher than the competitor's products. Since
the era of digital marketing nature are products does not act on the internet, though they can
attract thousands of the customer if they operate their functions by utilizing the online sources
such as Facebook and Instagram etc. (Nguyen,2015).
Current customer profile
The company main targets are women and girls who have a sensitive skin type and want eco-
friendly and high-quality products. According to the market research, it has been identified
that almost 70 per cent of the customers are women age between 25 to 55 years.
Industry
Australian industry started to acknowledge the need for organic beauty products in the late
The ’90s, the size of the beauty care industry of Australia is vast there are almost 5 main
companies
Of Beauty products, the growth of the industry was also high because of the change in social
trend and targeted net segments are middle and higher-income people
Customers
The main customer is women and adults age between 20 to 45 years of age, who do not have
Enough time to take care of themselves.
Competitors
Two major competitors are Jurilique and Botani beauty products companies in Australia.
Part 2
Pestle analysis
Political
The protocol environment of Australia has positive impacts on the natural care product
because government regulations are also committed to the sustainability of the environment.
According to Nguyen (2015), the most recent elections resulted in the liberal government
which are in support of the business growth and facilitates the small or large enterprises by
cutting the taxes and facilitates others. In this way, nature care products could gain many
opportunities to expand their product line.
Economic
There are numerous skincare companies which introducing products at low prices and
consider as pocket-friendly products. The inflation rate put greater influence on the prices of
the raw materials which influence the prices of skincare products. According to (Pecorino,
2016), the quality of the products must not be compromised due to the economic imbalance
because it will directly influence the customer buying behaviour.
Sociological
Due to the busy life schedule of the customers, they prefer to use products that took up their
skincare duties. Whereas, high-quality products appeal to more working professionals and
nature care provides products that fulfil the need for new emerging trends.
Technological
For research and development, nature care uses updated technology to carefully monitor the
new acquiring trends of consumers and to meet the hygiene needs of the customer they have a
machine that could extract the natural serum from herbs and to manufacturing fine quality
organic products.
Legal
The influence of legal and regulatory forces is negligible because the products are used for
manufacturing are highly indigenous and natural. However, nature care further plans to enter
into the new market of Japan and due to the keen regulatory forces of japan, it is essential to
penetrate through the market
Environmental
As the products that nature care produce was made up of natural extract of flower and
different herbs that is why government create strict rules for testing the products before
entering into the market and keenly monitor the environment would not negatively have
affected by the manufacturing strategies of nature care.
Part 3
SWOT analysis
 Weaknesses
Strengths

 Products have high quality  Products have high prices

 Natural and eco-friendly raw  Products only target the women
materials used in raw materials.  Except for few products majority of
 High brand value and brand the products are for specific skin
recognition type
 Have both online and retail stores  Tough competition due to greater
 Products are developed according to demand for organic products
new trends and fulfil the needs of
specific skin types.

Opportunities Threats

 Enter into other segments such as  Aggressive marketing technique as

men segments compared to other reputed brands
 Expand business to other countries  Introducing products that are cheap
 Development of other products such and still provide acceptable quality.
as face packs, face wash and
sunscreen.

Part 4
Stakeholder Analysis
Internal and external stakeholder analysis
The internal stakeholders are employees and management, while the external stakeholders are
customers, suppliers, shareholders, competitors, and the community. As the business
expands, the employees and management need to perform their roles in alignment with the
objectives of the business (Kim, 2018). They may affect the performance of the risk
management process by being resistant to change. There is also a risk of external
stakeholders such as the potential customers in the new market failing to adopt the company’s
products, thus leading to financial losses.

Stakeholders Interest Estimated project Estimate priority

impact

The executive board Achieve target on High 1

of management
 time
Provide fund to the
company
Monitor the change
in business
Develop beneficial
policies

Sponsors Provide funds for the High 1

business
Successfully address
the need of the
customers
Participative while
making decisions
Provide a new
market to expand the
venture
Appear competent
among the peers

Suppliers and Interested in making Moderate 2

distributors a profit and
providing best
quality to the
company.
On-time delivery

Financial personnel Keep a check on Moderate 2

finances
Monitor the finance
change
Check the sternal
forces which impact
the cost of raw
materials

Human resources Find skilled Moderate 2

personnel personnel for the
 company
Competent teams
Competent
workforce

Sales personnel Inventory checking Moderate 2

Monitor the sale rate

Marketing personnel Bring new Moderate 2

marketing
techniques
Competent areas for
promotions

Customers Provide high quality High 1

and affordable
products
Fulfil the current
demands of
customers
Incorporate the
feedbacks of
customers

Stakeholder Mapping
Part 5
Option 2
Vision
To be the most influential natural skincare company in the world
Mission
To expand our knowledge in natural skincare, create exceptional products educate and give
back to the community worldwide
Justification
This vision and mission statement, help the company to expand its operation into the
international market other than Australia and to target new segments of the world. This
mission and vision statement do not affect the expansion of the brand.
Opportunities
New product

 Nature Care has a wide customer base in Australia which mainly target the older
women and middle age group women and company has brand recognition across
Australia. To efficiently meet the organization objectives company would have
developed the products which appeal to the younger generation age between 20 to 15
while successfully sustaining the existing customer base.
  The risk associated with this strategy is that younger generation products like face
wash and face packs may not penetrate in the market because there is another well-
recognized brand who are also producing a similar product. However aggressive
marketing is required to boost the sales of products, then the suitable return could be
achieved.
International expansion

 Nature care received tremendous success in Australia by producing high-quality

products. One of the best ways is to test the same formula in the international market
by joint venturing with other companies for six months and to understand the
phenomena that products suit the market needs.
 Hence joint venture is risky because a detailed understanding is needed before making
the contract. Whereas joint ventures also a short term in this case company establish
their retail outlets in foreign countries after the completion of the testing period,
however, overseas expansion is profitable (Kim, 2018).
New segments

 Entering into the men segments would also be beneficial for the company because
they are already making progress in women segments and well aware of the
ingredients used to make organic products for men.
 The risk associated with this type of expansion is that men are less aware of the
skincare products company has to make huge investments for advertising the products
and aware of the target market about the usage of the product. This procedure is time-
consuming and also require a lot of capital, however entering into the new segment is
beneficial for the well-recognized brand (Rönni, 2015).
Marketing strategies

 Products that nature care provide are of high quality and all are tangible and the
biggest advantage is that it addresses the specific needs of the customers and
customers find it difficult to replace the product.
 The price of the products is high because company use premium quality raw
materials, the value of the product reflects in the price and caters the high-end
consumers.
 The place for advertising products that companies use is through their online stores
and plan to introduce the products into a foreign market.
 For Promotions, quality of products is enough for promotion purposes and helps for
the easy promotions of products. However, aggressive marketing needs are needed
because high price restricts the product's sales
Strategies

 Introducing new products is an effective way of expanding the product line such as
face wash and face packs, within new Australia and also in new markets because it
will increase the expansion chances.
  The trial period of product testing in the new market would be of one month and two
to three products would be launched in the market to gather the customer response.
 Staff needed to target the relevant market would be marketing experts and marketers
of japan who already know the market situation and further provide assistance to
expand the product line on a specific area. Budget and resources are not all same as in
Australia but can be compensated according to the market (Henry, 2018)
Marketing tactics

 Internet marketing of new products is a relevant choice to test the product because it
is cheap and easily accessible for the customer which help to generate the customer
base. Another marketing technique is through the pop-up ads on the google below the
search bars.
 Joint ventures with small international companies will help to get the new products
recognized in the market and partnership is also not risky due to its small size. If a
suitable number of sales are generated than the same can be extended and nature care
could look for other opportunities also (Nguyen, 2015)
Timeline

Task description Due time Roles

Develop new face wash for 20 days R and D team

normal and oily skin type
which is commonly used

Search for the appropriate 10 days Operation manager

firm in japan for joint
venture

Encourage the customer to 2 months Marketing and sales team

buy the product

Test the international market 2 months Marketing team

with the new product and
monitor how the market
responds

Strategies to increase organizational expertise or resources to address gaps in currently

capability and marketing objectives

 Investing in the research and development department for consistently looking for
new trends in the market and change in purchasing patterns of customers.
 Invest in training and development of employees and products, to know what works
best for each generation.
  Certain products of the companies must create the benchmark for the industry and use
differentiation strategies to maintain the standard of the benchmark (Bezwada, 2016)
Marketing Mix Strategies
Discuss marketing strategies including:

 Product Strategy
After the development of new products such as lotions, face packs and face wash with
organic raw materials and penetrate the existing market and new market as well.
 Pricing Strategy
Printing of the new product must not be premium so that maximum people will afford
the product and through this company increase brand awareness and also increase the
market share.
 Distribution (place) Strategy
New products must be penetrated to the existing market due to a strong customer base
and international expansion is also necessary, for further generating the profit level.
The online delivery system should be increased by collaborating with local and
international courier companies and retail outlets also be increased to other areas of
Australia.
 Communication (promotional) Strategy
Promotions through various online social media platforms are preferred for promotion
purposes and also offer different discounts on new products. This strategy will
increase the customer base and increase brand awareness (Ranchhod, 2015).
Implementation time frame
As proposed by (Rönni, 2015) ;
Marketing Tactics Activities Time Frame
Visit the target market 4 weeks
Develop products One month
Give promotional offers Through social Increase awareness and availability Quarterly of every year
media platforms of products
Facebook
Twitter

Sustain relationship with eco-friendly Develop the availability of products After every week the new stock
suppliers and increase sales has been updated
Test prototypes in the market to grab the Expand product range to grab more Six months
customer attention customers
Use internal and external stakeholders to Improve management process by Two months
improve the policies and give public training organizational employees, to
shares spread good word of mouth
Use different media announcement Increase market share and brand Five months
platforms recognition through advertisements

Marketing performance
 As nature care products are available online that and most of the operations are done
via an online channel that is through their website so digital matrix has been used,
which include following details;
  Returning visitors, determine the effectiveness of the website to grab the attention of
the audience
 The first visit, this identify how a customer finds the website and how well they
engaged with the website.
 Brand awareness, track that how people know about nature care brand on social media
od through search engines (Ranchhod, 2015)
 Return on marketing investment, through this company, will measure the marketing
campaigns to generate new revenue
All these mentioned points come under the digital marketing metrics which help the
company to identify the marketing performance of products.
Conclusion
This report caters the business performance of nature are products Australia and market
analysis are also explained in this report and it is concluded that after establishing the vision
and mission statement nature care product will further ale to expand in Australia and
international market like japan. Marketing plan very well explains the insight about
expansion.

References
Bezawada, R., 2016. What is Special about Marketing Organic Products? How Organic
Assortment, Price, and Promotions Drive Retailer Performance. Journal of Marketing, 65(5),
pp. 56-87.
Henry, J., 2018. Marketing Organic Products: Exploring Some of the Pervasive Issues.
Journal of Food Products Marketing, 4(2), p. 56.
Kim, H. Y. & Chung, J., 2018. Consumer purchase intention for organic personal care
products. Journal of Consumer Marketing, 7(4), pp. 45-90.
Nguyen, B., 2015. Health and cosmetics: Investigating consumers’ values for buying organic
personal care products. Journal of Retailing and Consumer Services, 7(5), pp. 34-90.
Ranchhod, A., 2015. International green marketing. International Marketing Review, 8(5), p.
453.
Rönni, P., 2015. Collaboration and trust in two organic food chains. British Food Journal,
0(9), p. 44.