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Streets Ice Cream Marketing Plan

1.0 EXECUTIVE SUMMARY………………………………………………………………………….……...5

2.0 INTRODUCTION.……………………………………………………………………………………….…7

3.0 SITUATION ANALYSIS………………………………………………………………………………….8
3.1 Business Environment (PEST)……………………………………………………………………...8
3.1.1 Political…………………………………………………………………………………………8
3.1.2 Economical…………………………………………………………………………………….9
3.1.3 Social………………………………………………………………………………………….10
3.1.4 Technological………………………………………………………………………………...11
3.1.5 Legal…………………………………………………………………………………………..11
3.1.6 Environmental………………………………………………………………………………..12
3.1.7 Infrastructure…………………………………………………………………………………12
3.2 Market Analysis (Industry Analysis)……………………………………………………………….12
3.2.1 Definition of the market……………………………………………………………………...12
3.2.2 Market Size and Outlook……………………………………………………………………13
3.2.3 Market Characteristics………………………………………………………………………13
3.2.4 Target Market………………………………………………………………………………...13
3.3 Competitor Analysis…………………………………………………………………………......…14
3.3.1 International Competitors Already in the Target Market………………………………..14
3.3.2 Local Competitors in Japan…………………………………………………………………15
3.3.3 Existing And Potential Australian Competitors……………………………………………16
3.3.4 Substitute …………………………………………………………………………………….16
3.3.6 Substitute Products …………………………………………………………………………16
3.4 Organisation Assets and Skills…………………………………………………………………….17
3.4.1 Experience in International Markets……………………………………………………….17
3.4.2 Technical Production Capabilities………………………………………………………….18
3.4.3 Relationships with distributors……………………………………………………………...18
3.4.4 Existing Supplier and Customer Relationships…………………………………………...18
3.4.5 Market Share…………………………………………………………………………………19
3.4.6 Company Profile and Financial Capabilities………………………………………………19
3.4.7 Company Business and Philosophy……………………………………………………….19
3.4.8 Organisational Chart………………………………………………………………………...20

4.0 SWOT ANALYSIS……………………………………………………………………………………….21
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