Business Sanford Medical Center Marketing Principles Discussion

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Follow the given instructions to complete the paper. You should use Harvard referencing. Here is the link for the referencing style https://www.westminster.ac.uk/sites/default/public...


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Identify three main target audiences of the brand Use appropriate segmentation criteria theory to identify up to three main target audiences How is the brand positioned? Examine the firm's strategic position • Appropriate use of a perceptual map What are the firm's CSR policies? Highlight any ethical issues the firm is currently facing or may face over the next 12 months Evaluate the firm's current CSR practices and discuss whether these practices are sufficient for the ethical issues that the firm is facing or might face in the near future. + Give some recommendations about how the brand can grow over the next 12-36 months • An analysis of the firm's future prospects (may require additional data on international markets/opportunities) Appropriate use of Ansoff's matrix . Structure and presentation • Have the guidelines (word counts, layout) been followed?- • Is the report structured and presented in a logical, professional and consistent manner? | Referencing Appropriate referencing methods used (Westminster Harvard style) Evidence of use of a diverse range of data/literature/material (e.g. journal articles, books, industry reports, trade magazines and newspapers) – Eligibility of students for an 'alternative assessment No alternative assignment is offered for this module. Assessment criteria Criterion Weighting Introduction to the companye 5% 15% What macro factors need to be considered for this brand in the UK over the next 12 months 15% What micro factors need to be considered for this brand in the UK over the next 12 months Identify three main target audiences of the brand 15% How is the firm positioned? (use a positioning map) 10% 10% What are the firm's CSR policies? Highlight any ethical issues the firm is currently facing or may face over the next 12 months 10% Give some recommendations about how the brand can grow over the next 12-36 months Structure and presentation 10% Referencing 10% Assessment criteria explained: Introduction to the company . Clear background of the company Demonstrate knowledge about the firm's recent performances (e.g. marketing and financial performances) What macro factors need to be considered for this brand in the UK over the next 12 months? . . Examine the macro environmental issues that have potential impact on the firm within the UK Appropriate use of PESTEL framework Bullet points recommended but all data must be correctly referenced Summary paragraph discussing key macro factors . What micro factors need to be considered for this brand in the UK over the next 12 months? . . Examine the micro environmental issues that have potential impact on the firm within the UK Appropriate use of micro framework (customers, competitors, suppliers and distributors) Bullet points recommended but all data must be correctly referenced Summary paragraph discussing key micro factors . . Page 134 Format: Between 3,000 words +/- 10% (excluding references) Have a cover page that includes the following information: o Your name and student ID, o Tutor's name, 4 o Chosen company Double space or 1.5 space your work. 4 Marks will be reduced if the guidelines are not followed. + Topic: Choose a brand from ONE of the following categories:- Food/Beverage, or Pharmaceuticals/Health Products Research and analyse the company in terms of its market/marketing environment and CSR practices It is essential that you select a company that has presence in the UK and / or focus on UK market Submission: Submit your work via Blackboard. Instructions can be found on Blackboard. It will also be explained during Week 7's Lecture and seminars.
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Arla Foods Company

Introduction
There are very many companies all over the world, each one of them dealing with
different categories of products such as food/beverages, pharmaceutical /health products. Arla
Foods Company is a company located in the United Kingdom that deals explicitly with the
production of milk products. It dates back to the 19th century when it was first established, and its
headquarters are located in Denmark. The company has passionate farmers who are well skilled
and produce large quantities of dairy products and high quality. The high-quality products that
are produced by the company result in more sales since they have bargaining power in the
market. The company uses new trends in the dairy farming sector, such as maintaining the
welfare of the farmers and the animals in a bid to ensure continued profits. The company has
been earning huge profits. It is also important to note that the company's revenues have been
increasing significantly in the past years (Leading dairy cooperative Arla Foods amba returns all
profits to farmers as revenues grow actively in the UK with consumers favouring nutrition,
health and sustainability, 2020). Due to this, all the profits are usually returned to the farmer at
times. The paper takes a look at various aspects of the company such as factors in the micro and
macro environments that affect it, the target audience of the company's products, location of the
company, corporate and social responsibility of the company and recommendations that once
applied will improve the company performance and success.
Microenvironment factors that are likely to affect the company in the next 12
months
Every company has factors that either promote or slow down its growth. These factors
constitute the micro and macro-environments. These factors are significant milestones in
ensuring that the company grows continuously without collapse. Some of these micro-

environment factors include employees, competitors, media, shareholders, suppliers and
customers, among others.
1. Customers
These are very critical in any business success. They have a direct influence on the
companies' revenue, and hence companies should take measures that ensure customer
fulfilment (Kokemullar, 2020). Arla Foods Company can increase its revenue in the
next three months by attracting new customers and also retaining the already existing
ones. It can do this by ensuring that high-quality dairy products are in constant supply
in the market. In this way, the revenue levels of the company will be growing
significantly over the years.
2. Competitors
Competition among companies is a ubiquitous thing in the market, and it has a direct
influence on the companies' revenues and profits growth. Every company should aim
at looking at ways in which their competitors brand their products, their qualities and
also their pricing methodologies. In this way, companies can have bargaining power
in the market (Farooq, 2020). Arla Foods Company can increase its bargaining power
in the market and also its sales by considering factors such as the marketing strategies
of their competing firms to be able to compete with them effectively.
3. Employees
These are significant people that ensure success in the business. For a business to
succeed, it should have highly skilled employees. The experienced employees will,
therefore, produce high-quality products that will be favourable and preferable to the
customers (Pratap, 2020). Arla Foods Company should high highly skilled farmers. It

will ensure the production of high-quality products, thereby leading to an increase in
the company's profits and revenues.
4. Suppliers
Their influence is excellent in the success of any business. They supply the raw
materials to companies and even the final products to the market. For a company to
succeed, it should have suppliers who deliver raw materials and also the final
products as fast as possible (Pratap, 2020). Arla Foods Company should employ more
and timely suppliers to ensure that they make more revenues from the sale of dairy
products.
5. Shareholders
People who provide capital to companies are very critical in ensuring that companies
succeed. Companies with a robust financial base are more likely to succeed than that
with a weak financial base (Chapentier, 2020). Arla Foods Company should ensure a
more substantial financial base to ensure that it remains healthy and stable to change
with changes in technology, production methods and even marketing strategies.
6. Media
Media is a critical pillar in ensuring business success. It incorporates ways of
familiarizing potential customers about the existence of products in the market or the
availability of new products. It also helps project the company to the public as the
best and one that will ensure their product satisfaction (Chapentier, 2020). Arla Foods
Company should advertise itself through mass media and even social media platforms
to attract new customers and retain the existing ones. It will lead to the company

making more revenues which will be used for further growth and development of the
company.

Macro-environment factors that are likely to affect the company in the next 12
months
Macro-environment factors are those factors that a firm has got ultimately no control over. These
factors may affect the firm positively or have detrimental effects on it. Macro-environment
factors include social-cultural environment, technological environment, economic conditions in
the market, ecology and physical environment, political and legal factors, among others.
1. Social-cultural environment
The social activities and cultures of people affect the success of companies. As an example, in a
market which is composed of people whose culture is not to take refined dairy products, the sales
of refined dairy products will be affected negatively (Macro Environment: Socio-Cultural,
Technological, Physical & Political, 2020). Arla Foods Company should take a keen look at
people's cultures to ensure that the sales of its products are maintained and that no losses are
made.
2. Technological environment
Technology dramatically affects the production of goods and services. It mainly influences the
quality of the products that are produced. Up-to-date technology should be employed in the
production of products and services to ensure that quality is not compromised (Macro
Environment: Socio-Cultural, Technological, Physical & Political, 2020). Arla Foods Company
should be keen on updating the technology used in the production of its dairy products. In this

way, the sales will remain high; therefore, more profits since the quality of the products will not
be compromised.
3. Economic conditions of the market
The economic conditions of the market have a significant effect on the success of a business.
Such conditions include a boom and a recession. Boom sessions have a positive impact on the
sales of a company since they increase significantly. On the other hand, during a recession, the
sales are usually low due to the depressed economic conditions (Macro Environment: SocioCultural, Technological, Physical & Political, 2020). Arla Foods Company should utilize boom
sessions to make comparatively more sales that will act as compensation during recessions. It
will ensure that the company does not fall into losses.
4. Ecology and the physical environment
Physical conditions in the environment have a significant effect on the production process of
goods and services. For instance, when there is drought, there is a shortage of livestock food due
to the reduced rainfall. This, therefore, results in a reduction in the supply of dairy products
(Macro Environment: Socio-Cultural, Technological, Physical & Political, 2020). Arla Foods
Company should ensure that there is a back-up plan on livestock feeds to reduce the losses to be
made during periods of drought. It will ensure that the company prevails and continues supplying
dairy products in the products even during periods when the conditions are unfavourable.

5. Political and legal factors
Political and legal factors such as quotas have detrimental effects on the sale of goods (Macro
Environment: Socio-Cultural, Technological, Physical & Political, 2020). As an example, a
government may limit the goods being imported or even create a total ban. It will significantly

affect the companies that were supplying such products. It will result in a decrease in the sales
volume and lead to losses if an alternative market is not established. Arla Foods Company should
try and develop other markets when some of the existing ones perform poorly as a result of
political factors such as government bans.
In consideration are the UK Brexit and its impact on trade. Arla is likely to suffer in the next months on
demand for their products. This is affected through their supply chain structure which involves countries
in the unions.

The target audience of the milk brand
Milk has several target audiences. Generally, anyone can consume milk and other dairy products
without limitations.
1. Pregnant women and young mothers
The category of this group is a growing population of milk consumers. They aim at boosting
their breastfeeding milk and ensure that it contains no toxins and that it is healthy for their kids
(Eliot, 2020).
2. Adolescents
It has been observed that adolescents are another group that also consumes milk and other dairy
products in an exceptional manner (Eliot, 2020). At this stage, mainly they aim at obtaining the
protein content contained in milk to make them build their bodies and also be healthy.
3. Young babies and infants
Young babies are also another audience that substantially consumes milk. At this early stage, the
milk is meant to help them boost their calcium concentration in their bodies since they are not in
a position to consume most solid foods that are rich in calcium (Eliot, 2020).

4. Commuters
The company is targetting commuters and promoting the essential benefits arising from
consuming milk in the morning. It also involves milk products as energy provision to the body
before going about your day.

The strategic position of Arla Foods Company
Arla food company in the UK has the highest earnings in revenue compared to other branches in
various countries. In the UK the firm is distributed in multiple areas including Leeds, Settle,
Aylesbury, Palmers green and Cheshire. The milk products and yoghurt are the highest earnings
and preferred products of the company. The company is strategically positioned in such a way that
it has a viable growth in its profits. This is because, in Northern Europe, it is the preferred daily
company by consumers. Moreover, the brand is also influential in the Middle East (Arla Foods,
2020). Its strategic positioning allows the company to be in a position to quickly grow and expand
further to other regions across the globe. It has maintained its position by establishing a high chain
of suppliers who are reliable and maintain the continuous flow of raw materials to the company.
There is a robust relationship between the distribution chain and its dealers. It ensures the
company's products are promoted efficiently and effectively. This domination of the company in
these regions has ensured continuous making of profits making the company more substantial.

Corporate social responsibility in Arla Foods Group
The company is clear about what it wants to achieve and what it takes to make it. Due to this, the
company addresses any ethical and quality matters responsibly to safeguard its reputation. It also
does this to retain its customers and also attract prospective ones. Moreover, the company aims

at ensuring a sustainable environment which is free from pollution. The company does this by
ensuring that eco-friendly methods are used during the production process. The managers of the
company have a significant role to play to ensure the efficient running of the company. They do
this by ensuring that the problems facing the company workers and other misunderstandings are
handled amicably so that the warring parties can resolve their differences.
The managers also have a role of ensuring that there is peaceful co-existence among the
workers. This aims at raising the company's team spirit and make sure that the employees work
together in harmony to ensure high productivity of the company. The company also has its
values which both the employers and the employees work together in harmony. The importance
of this harmonization is to uphold the company's name to the public.
The company also ensures that all human rights are observed in its dealings wit...


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