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Australia Farmer's Market

In: Business and Management

Submitted By lihenghai
Words 299
Pages 2
Executive Summary
This report aims to outline a marketing plan for the Lancefield & District Farmers Markets, as well as aid the integration of the four markets in the Macedon Ranges through the theory or marketing planning and implementation. Based on research conducted to establish segmentation and targeting approaches, SMART objectives and related strategies and tactics were estimated in order to maximise the potential of the organisation.
A not for profit organisation in Victoria, Australia, The Lancefield market was established in 2003 and is accredited with the Victorian Farmers Market Association. Their aim is to provide fresh and quality seasonal produce and provide a relaxed, friendly environment where local farmers can sell their products direct to the consumer.
Data for this report was collected from academic textbooks and journals, as well as online resources, consisting of articles, newspapers and websites. Our ideas and recommendations were based on research, theoretical knowledge and observation.
Discoveries of factors critical to the success of this plan are outlined in the situation analysis which investigated the macro environment in which the Lancefield market operates, and identified issues most relevant to its future. An internal analysis was also conducted to determine strengths and weaknesses to be improved or used to the organisation's advantage. Other findings look at the competitive landscape of the industry and the current position, strategies and tactics of its major competitors.
In conclusion, this plan aims to provide a constructive outline in overcoming issues in today’s fresh food industry, and recommend a range a marketing objectives, strategies and tactics that the organisation could implement. The plan will vastly improve the social, strategic and financial position of the Lancefield & District Farmers' Market, help increase

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