Discuss about the Analyzing Business of Rolla Bottles.
The following paper is going to illustrate and analyze the profile of the bottle manufacturing company. This market analysis tends to be constituting of the external analysis i.e. PESTLE and the internal analysis i.e. SWOT. In order to delve into the process of market structure, one needs to comprehend the ongoing business practices of the chosen company. In this case the chosen company has been Rolla Bottle. Being a bottle manufacturing company, Rolla Bottles is to face certain hindrances and market competition however, overcoming these challenges results in utter success and a strong grip in the market. As a matter of fact, this has been taking into order the best practices of the company so as to find out effective business lead (Zorpas, Voukkali. and Loizia 2015). This report has been categorized into two different parts- the first- constituting of the market and customers and industry analysis and the second- the marketing strategy for the company that would foster the business grip.
Reusable water bottle market has been fortified with the growing consciousness of sustainable development. This is how this has to be taken into certain consideration pertaining to the effective of entire understanding of the process. As a matter of fact, the basic criteria for the entire understanding have to be taken into certain consideration pertaining to the effective changes (Santana, Susanto and Widyarko 2017).
Rolla Bottle is a bottle manufacturing company that is based in Australia. Keeping the growing awareness for the sustainable development in mind, the company has been manufacturing bottles with different materials. The motto of the company has been reducing plastic waste, cleaning ocean and reducing emission. As a matter of fact, this has been taking into consideration the basic structure of the entire case pertaining to the effective chances for the entire understanding with the help of different consideration of the produced materials. The company sprouted with the mission to help the customers gets rid of the plastic materials. The company has spread the market slogan “ Drink and toss”. This has implied the notion of sustainability and environmental awareness of both the manufacturers and the customers. The bottles made of lid has been quite effective in determining the market success of the company. As a matter of fact, this has been taking into consideration the basic understanding of the fact pertaining to the effective chances of the entire case. Since this has remained quite effective in terms of making it a greater concept with the help of different understanding, this has been taking into consideration the effective chances of the entire concept (Rolla Bottle, 2017).
In this context, the concept of firmography ought to be taken into consideration as it involves B2B marketing segmentation. Following flowchart shows B2B market segmentation of Rolla Bottles:
Fig: B2B Market Segmentation
Source: Created by the Author
Reusable bottle industry has become a new phenomenon in this sector promoting the consciousness among the customers. However, the market position and status has several issues pertaining to the effective usage of those products.
The Australia government has recently strategized messaging system in the plastic bottles. Waste Wise school program conducted by the government has helped generating awareness among the customers thus making them conscious about specific usage of such products. Since most of the effective understanding of the fact has to be taken into certain consideration pertaining to the effective changes in the mode of exact understanding of the issues, it has been taken into consideration the impactful criteria of such (wasteauthority.wa.gov.au, 2017).
It has been identified that transparency in the market product has been impactful in determining the economic development of the industry. In the twenty first century- to be specific – for last few years, the market value of such industry has remained US $7.04 bn. The estimate, from the year 2016 to 2024 states that the value of this industry would surpass US $10.19 billion. It clearly states that there is a clear understanding of the fact that the market value is expected to be growing more than US $ 3 bn , which is undoubtedly a positive indication. The most impactful market is expected to be in the Asia Pacific. As a matter of fact, this has remained quite supportive for the countries like New Zealand, Australia other Asian countries. As a matter of fact, this has to be taken into certain consideration pertaining to the fact that most of the basic driving forces are to be centered in the Asian countries.
The growing rate of conscious customers has been helping the growth of the market. As a matter of fact, most of the companies have been influencing the customers with the thought process pertaining to the effective understanding of sustainable usage of products. As a matter of fact, the social acceptance of reusable bottles has been helpful for the manufacturing companies to provide more products in the market.
Technological intervention helps the company understand the basic requirement of the customers. Usage of proper technology such as the use of lid materials has been impacting upon the market need of such products.
Opportunity:
The company has been venturing its business with innovative product line up. As a matter of fact, this has been quite helpful in understanding effective changes in terms of processing the bottles. The company looks in to certain market that has huge possibility to overtake the manufacturing of conventional plastic bottle manufacturing market. This is how the lid bottles made by Rolla bottles has the opportunity to get a strong grip in future market.
Threat:
Threat for the company is the growing competition in the international market. Since Australia has become one of the most influential global market it has the possibility for the competitors to find out effective gaps and refill them with their own existence.
In order to comprehend the buyers’ behavior the following model can be taken into consideration. This model demonstrates different behavioral segmentation of the buyers. These act as the key factors behind the determination of decision making procedure for the purchase:
Fig: Buying Process Framework
|
Analysis of |
Requirement |
Models to be Used |
Models to Refer |
|
Buying Process |
Identification of persuasive roles of the influencers, initiators, gatekeepers, buyers, deciders and users. |
The same |
|
|
Decision Making Unit |
Roles: user individual or groups that use product, buyer purchase department, gatekeeper controls flow of information and access, initiator begins the process of purchase, influencer provides information on decision criteria, decider is the authority to select supplier |
DMU |
Fig: Buying Behavior Analysis Table
Source: Created by the Author
The buying behavior of the customers has undoubtedly changed since many of them are highly influenced by the sustainability campaign. Due to growing rate of awareness among the customers, the behavioral pattern for consumers has been experiencing certain shift towards the decision for purchase. With effective understanding of the product line up, it has been helpful for the entire understanding of the product.
|
Relationship Needs |
Components of Customer Relationship model- cookies, loyalty cards and other components |
IDIC model and QCI model |
Do |
|
Preferred relationship Type |
Client and company Direct communication |
The Ladder of Loyalty would be identified with the effective help of the entire case such as to provide the customers are to be taken into certain consideration pertaining to the effective case. |
Having understood the challenges, it can be demonstrated through this chapter that the company has the obligation to overcome the challenges. There are several ways to perform such. As a matter of fact, this has to be taken into certain consideration pertaining to the effective measures. These measures are to be taken in order to reach to the ultimate goal of the company.
Market segmentation can be categorized into four different parts. These are
In this particular case the behavioral market segmentation ought to be taken into consideration as the growing awareness among the customers would help the company reach to them with ease. As a matter of fact, ethnical business practices would also target the customers with behavioral change towards the purchase of water bottles
Conclusion:
From the aforesaid discussion it can thus be concluded that the marketing purpose of the company would involve greater understanding of the issues related to sustainability. This is how the customers can be influenced to decide the purchase. The company does not hold the objective to only maximize the profit without performing social activity. It shall rather delve into the process of general awareness thus helping the self promotional activity.
References:
Khan, N.I., Agrawal, S.D. and Kshirsagar, D.Y., 2017. Study of Concrete by Using Waste Plastic Bottle Caps as Partial Replacement of Coarse Aggregate.
Matar, N., Y. Jaber, M. and Searcy, C., 2014. A reverse logistics inventory model for plastic bottles. The International Journal of Logistics Management, 25(2), pp.315-333.
Rolla Bottle. (2017). About us. [online] Available at: https://www.rollabottle.com.au/pages/about-us [Accessed 18 Aug. 2017].
Santana, I.A., Susanto, D. and Widyarko, W., 2017. Pet Plastic Bottle Waste with Reuse Approach as Interior Pre-Fabrication Modules for Interior Wall. INSIST, 2(1), pp.27-30.
wasteauthority.wa.gov.au. (2017). wasteauthority.wa.gov.au. [online] Available at: https://www.wasteauthority.wa.gov.au/media/files/wws/Message_in_a_plastic_bottle_WEB.pdf [Accessed 18 Aug. 2017].
Zorpas, A.A., Voukkali, I. and Loizia, P., 2015. The impact of tourist sector in the waste management plans. Desalination and Water Treatment, 56(5), pp.1141-1149.
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