WHAT MARKETING ENVIRONMENTS DOES BEERENBERG OPERATE IN?
We operate in an extremely competitive environment, both within Australia and overseas. In Australia, we have strong competition from the foreign owned multinationals who ‘pour money into the supermarket chains’ to buy shelf space and promote their products. As a small business we cannot hope to compete with this activity. Even if we could, it would be counter productive to maintaining our previously stated market position. Beerenberg does not aim at becoming ‘mass-market’. Rather, we will continue with our objective of making good value for money products, which may cost a bit more, but will give the consumer a taste treat. We also operate in an environment significantly influenced by legislation and regulations. Some examples are labelling laws and food manufacturing regulations. Food trends and eating habits also impact on our markets. We need to adapt to the way people have their meals and to what is considered ‘healthy’. Terrorism and health epidemics eg SARS would also impact on
