Tata Gluco Plus in Australian Market

Contents

Executive Summary        0

Introduction        1

1.        Background        1

2.        Company Evaluation        2

Tata SWOT analysis        2

3.        Macro environmental - Country Evaluation Australia (PESTLE)        3

Economic and political        3

Social        4

Legal        6

Technological        6

Environmental        6

Microeconomic environmental        7

4.        Industry Analysis (Porter)        7

Rivalry between competitors        8

Barriers to entry of new competitors        9

Supplier Power        9

Power of buyers        9

Threats of substitutes        9

5.        Marketing strategies and 4P’s        11

Segmenting consumer market        11

Target marketing        11

Position of Product        12

Price        12

Place        12

Promotion        13

Conclusion        13

References        13

Appendixes        14

Executive Summary

This assessment present a marketing draft plan for Tata Gluco Plus in order to enter into Australian market. The result of this research shows that Australia offers great opportunities  to invest in.

Using the marketing plan makes the company less vulnerable to crises, as these can be predicted in advance. It is also possible to outperform competitors by market research and carefully plan products and services more suited to customers' wishes and needs, which reduces the problems of marketing and product planning. Planning guides informs and determines the direction to take Solutions to problems such as lack of capital, lack of customers and few sales can also arise from consistent and consistent planning.

Marketing Strategies - Tata Gluco Plus entering to Australia

Introduction

Recently, the beverage industry has growth in most countries. Coca cola and PepsiCo have nearly a global presence. New brand also appeared in the industry such as Red bull and Monster that focus on caffeine energetic product. It also worth to mention that water is sell around the world in brand as Boss, Evian and Himalayan. This last product is sold in India and produced by NourishCo who is a joint venture between Tata Global Beverage Limited (Tata) and PepsiCo India Holdings (Pepsico).

The joint venture has decide to enter to the Indian market share in 2012. The company has focus on energetic drink as they already have other well-known brands as Himalayan (water). The new energetic product was called Tata Gluco Plus. Therefore, the company plans to enter to the local market respecting traditional value and adding value to the Indian community in terms of health.

On the hand, this assessment aims to evaluate the Tata Gluco Plus in India. Subsequently, the goals of this assignment is to define a marketing to plan to bring Tata Gluco Plus into Australia using the lesson learnt in India. To do so, it is requested to use the knowledge and tools learnt through the unit marketing for manager. Hence, the application of marketing concepts will be used through the development of this appraisal (Fahy, 2015).

The assessment has been divided into Five Parts. The first part provides an overview of the company and summarise the case study. The second part focus on evaluating the company’s strategy using SWOT. The third part aims to analysis in succinct the macro and micro environment in Australia (PESTLE). The fourth part explains the industry analysis using the tools of marketing for manager such as five’s forces of porter. Finally, this assessment will provide some marketing strategies and conclusions.

1. Background

Tata Gluco Plus is an energetic beverage made by the partnership between Tata Corporation and PepsiCo.  The main market for this product was India. The firm strategy is to produce low cost drinks that keep the ideologies and believes of the host country (Koch 2016). The main feature of the product is natural proteins and other minerals. To illustrate, the Tata Gluco product was made without using caffeine, and this competitive advantages to product against their pairs.  

India is country with special features. For example, most people do not consume meat or others need vitamins in their bodies due to nourishment. Indian also base meals are based upon organic products and so on. Nonetheless, the weather in India is extremely sunny. As a result of this hot weather, people believe that they need energetic drinks flavoured as fruits (Koch, 2016). In addition, new local entrepreneurs from India has imitated the strategy and product. Briefly, Tata Gluco fell to success in the Indian market, although it was promised to be the best hydration solutions.

Australia is a new market where intellectual property is supported by Australian laws. Australia is one of the best country for doing business. Tata aims to enter to Australia, hence a market strategy need to be developed to gain market share. Australian beverage industry has been growing mainly in healthy products. Therefore, Tata may look at Australia as an opportunity to enter to the market (ABS,2012).

1. Company Evaluation

Tata Strategy of Tata is Low cost in a broad industry with differentiation strategy. The figure No 1 displays Tata’s strategy focus. ( See, Appendix 1)

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Figure 1 Business strategy identification

Tata SWOT analysis

In order to identify the company weakness and strengths as well as look for opportunities to improve a SWOT analysis to analyse internal factors is displayed in the table below (Kotler, 1193).

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Figure 2: SWOT Analysis

1. Macro environmental - Country Evaluation Australia (PESTLE)

Australia as new market will be evaluated the PESTLE too to assist in process of selecting the market and scrutinizing into the risk.  Ta figure below shows the principles to carry out the evaluation (Fahy, 2015).

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Figure 3 PESTLE Analysis