The main motive of this study is to highlight and explain the operations and activities of PFD food service private limited company that deliver food and beverage products to the customers around the country. An emphasize is given on the situation analysis that helps in directing and assisting the customers for selling food products to them in the international market. Furthermore, here is a discussion about the competitors, revenue, and pest and STP strategies that are being faced and handled by the company while functioning internationally. The drink and beverage product has been taken in the task to outline and explain the business activities internationally. Along with that, the report also discusses the buying behavior that may impact on the performance and productivity of the employees and customers as well.
PFD food services Pty Limited is a biggest owned food service network that provides food products and services to the customers across the world. The company is 100% Australian owned and has approx 70 strategically and effectively situated sites across Australia, employing more than 3000 employees. It has been analyzed that PFD is considered a source of innovation because it provides innovative solutions for the problems and concerns. Since 1943, the company operates and manages its business activities and operations in Australia. PFD delivers the highest and dynamic range of fresh, meat and seafood together with frozen products, paper products, dry products and cleaning solutions. Along with this, it provides frozen vegetables, paper and packaging, cakes, small goods, dairy, drinks and beverages, finger food, condiments, grains and frozen fish. Drink and beverage product are essential for human body to live happily. The drink and beverage product help in reducing ample of diseases and provides ample of benefits to people. It also minimizes the risk of diabetes.
The main mission of the company is to fulfill its long term vision by rendering food products to the customers across the world. Aside this, the organization wants to provide delicious and tasty food products to the key target audience aiming to maximize and increase profitability and outcomes. It is stated that the company is providing innovative products to the customers for fulfilling their needs and requirements in the international market. PFD food service is an effective and online platform that permits users to order and get snacks and food in the global market (Pfdfoods, 2018).
It is stated that situation analysis helps the company to identify and analyze the challenges and issues of the market. Apart from this, it also helps in gaining competitive advantages in the international market (Van Velsen, 2017). In today’s era, the company is maximizing and increasing its profitability and accountability in the marketplace.
It is portrayed from the various studies that environment plays a vital role in every company to overcome the rivals and to grab the entire market internationally. Environment consists various factors such as political, social, technological and economic factors that help to boost profitability and prevent the threats and challenges. The pest analysis has been detailed below.
Political factors: It is noted that Australia is one of the biggest and significant markets for multinational companies in the Asia pacific region (Pollard & Kronenberg, 2008). The company has a stable political environment thus; the company can take ample of benefits while selling food and beverage product in the country (David, 2018).
Economic factors: The currency rate and cost of living are favorable in Australia in today’s modern world. The company has a strong and effective economic growth rates along with this, it has a strong and effective GDP, interest rate and exchange rate. GDP in Australia was worth approx 1323.42 billion US dollars in 2017 (Tradingeconomics, 2018). With strong and effective economic factors, Food service pty limited can take various advantages in the country.
Economic factors: Changes in social needs and trends can put direct impact on the needs and demands for company’s food products and willingness and availability of individuals to work. There are various social factors such as custom, values, culture, income level and attributes of the customers that affect the progress and success of the company to a large extent. High education is considered to render the best employment opportunities in the country (David, 2018).
Technological factors: It has been studied that advanced and innovative technology and resources are used by the country thus, Food service Pty Limited can grow and survive business in such country (David, 2018).
It is investigated that PFD food services is a private company which generates approx $92.6k revenue in the market. It is further examined that the company’s estimated annual revenue is $70 M in the market. Apart from this, the estimated workers of the company are 756 that working towards the achievement of long term objectives and goals (Owler, 2018). The scope of food products is wider and effective in Australian market that helps to maximize revenue and returns in the competitive market. The current size of market is effective and strong that helps the company to beat the competitors in the international market (Hall & Sharples, 2008).
The major competitors of PFD food services private limited include Coles, Costco, Woolworths, Wesfarmers and Woolworth’s group. All these competitors offer food products to the customers across the globe. Woolworths has 32.2% of the total grocery market including fresh food. On the other hand, Coles got 28.8% share up by only 0.1% point (Roymorgan, 2018). It has been studied from the various studies that competitors like Coles, Woolworths and Wesfarmers uses innovative marketing strategies to stay in the competitive market. Along with this, they are using effective and unique promotional and advertisement strategies to promote drink and beverage product in the global market. Online dealing is also done by the competitive companies to attract wide range of key target audience internationally (Lea & Worsley, 2008).
PFD food services private limited provides ample of products and services to the customers around the globe. PFD’s customers include hospitals, schools, cafes, restaurants, airlines, clubs and pubs. PFD food services private limited offers various food products such as condiments, grains, dairy, cakes, and small goods. A marketing research and survey is conducted to identify and measured the needs, wants and demands of the customers. Without identifying and analyzing needs and wants of the customers, the company cannot grow and uplift profitability and returns in the market. PFD Food Service Company uses innovative and attractive marketing strategies such as business level, corporate level and promotional strategies to augment profitability and to analyze the requirements and wants of the customers (Lawrence, Richards & Lyons, 2013).
Segmentation is a process of categorizing the products and services into different market segments to distribute the food products effectively and efficiently. For the segmenting the products, the company focuses on the income level, choices and preferences of the key target audience in the competitive market. Segmentation is done after considering the four areas such as behavioral, demographic, geographic and psychographic areas. Gender plays a major role in identifying the oversight and perception of the customers internationally. By using segmentation strategy, PFD Food Service Company caters drink and beverage product to the customers across the globe. In geographic segmentation, the company divides its market on the basis of place and areas. It also divides the market after considering the digital media and company size. It will further help PFD food service private limited company to build and develop a dynamic and strong image in the international market (Tapsell, Probst, Lawrence, Friel, Flood, McMahon & Butler, 2011).
Targeting entails the identification and measurement of a market segment by the company and thereby providing to that specific segment in order to attain its goals, targets and objectives of revenue generation. The main target market of the company includes young customers who are between the age group of 15-25 years and the household women who prefer drink and beverage products to a large extent. Kids is a biggest target market for PDF food service company because this target market help in overcoming the competitors globally. The market share in the food industry in Australia has been highly dominated by the company; this can be attributed from the evidence that PFD food service private limited commands over the large market in the country.
It shall be studied that customer relationship approach is followed by the company while selling the products and services in the international market. CRM is an approach or strategy to handle and manage an organization’s interaction and communication with potential and current customers. Data analysis is one of significant methods that is used by the firm to improve and enhance the business relationship with customers in the global market. Consumer relationship is empirical to maintain a favorable working environment in the organization as it further helps in achieving moral and satisfaction level of the customers. It is a responsibility of managers and employees that they maintain good relationship with customers before and after sale the products internationally. It is elucidated that PFD food service private limited company uses the B2B customer life cycle approach to sale the products in the international market. B2B marketers should shift their marketing focus from a product and various channels centric approach to a customer centric method, utilizing the customer life cycle as a design tool or method for betterment and engagement of the company. The customer life cycle approach includes discover, engage, explore, ask, buy and use. By using or initiating this approach, the firm can attract and retain the majority of the customers in the global market. Moreover, various activities such as build or develop a community, rendering entertainment value, inspire customers and keep the conversation with them help in struggling with competitors internationally (Lea & Worsley, 2008).
Buying process may be defined as series of actions or steps that a customer would take to make buying decisions. There are several stages such as problem identification, information research, purchase of decisions and evaluation of alternatives and post purchase decisions of team framework and programs help in maximizing outputs and result in the international market. There are tremendous factors that may put direct impact on the buying behavior of the customers. Choices and perceptions of the customers are significant part of every business that helps in attaining various rivalries benefits globally. In addition, personal preferences, marketing campaigns, group influence and economic situation also affect the income level and buying behavior of the customers internationally. Advertising and promotion further play an excellent and greater role in affecting the buying decisions that have been made by customers in all over the world. Motivation, beliefs, values, and attributes of the customers also need to be considered by the firm while selling the products globally (Lea & Worsley, 2008).
Conclusion
From the above study or report, it is concluded that PFD food service private limited is growing and leading company in Australia. The above analysis reveals the pestle analysis, competitors and market size that may put adversely impact on the progress and targets of the firm. By analyzing the market, the organization further could able to sale its drink and beverage product in the global market. Moreover, the paper also discusses the buying behavior and customer relationship that help in attaining various rivalries benefits and to meet the long term needs and requirements of the customers internationally.
References
Pfdfoods.,(2018). About us[Online], Retrieved from https://www.pfdfoods.com.au/about-us/company-story/
Tradingeconomics.,(2018). Australia GDP [Online], Retrieved from https://tradingeconomics.com/australia/gdp
David.J.,(2018). Pestle analysis of Australia [Online], Retrieved from https://www.howandwhat.net/pestel-analysis-australia/
Owler.,(2018). PFD food services’s competitors, revenue, number of employees, funding and acquisitions [Online], Retrieved from https://www.owler.com/company/pfdfoods
Roymorgan.,(2018). Woolworths increases lead in $100b+grocery war[Online], Retrieved from https://www.roymorgan.com/findings/7537-woolworths-increases-lead-in-$100b-plus-grocery-war-201803230113
Roymorgan.,(2018). Coles and Woolworths continue to gain share in fresh fruit and vegetable market [Online], Retrieved from https://www.roymorgan.com/findings/7597-coles-and-woolworths-continue-to-gain-share-in-fresh-fruit-and-vegetable-market-201805220618
Wizdo.L.,(2016). How do buyer relate to the customer life cycle [Online], Retrieved from https://go.forrester.com/blogs/16-09-30-how_do_buyer_journeys_relate_to_the_customer_life_cycle/
Van Velsen, J. (2017). The extended-case method and situational analysis. In The craft of social anthropology (pp. 129-150). Routledge.
Pollard, N., & Kronenberg, F. (2008). A Political Practice of Occupational Therapy E-Book. Elsevier Health Sciences.
Hall, C. M., & Sharples, L. (2008). Food and wine festivals and events around the world: Development, management and markets. Routledge.
Lea, E., & Worsley, A. (2008). Australian consumers’ food-related environmental beliefs and behaviours. Appetite, 50(2-3), 207-214.
Lawrence, G., Richards, C., & Lyons, K. (2013). Food security in Australia in an era of neoliberalism, productivism and climate change. Journal of Rural Studies, 29, 30-39.
Tapsell, L. C., Probst, Y., Lawrence, M., Friel, S., Flood, V., McMahon, A., & Butler, R. (2011). Food and nutrition security in the Australia-New Zealand region: impact of climate change. In Healthy Agriculture, Healthy Nutrition, Healthy People (Vol. 102, pp. 192-200). Karger Publishers.
Lea, E., & Worsley, A. (2008). Australian consumers’ food-related environmental beliefs and behaviours. Appetite, 50(2-3), 207-214.
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