Assessment Task 2: Presentation

FRESSEN CATERING
consumer behaviour characteristics in the
target international market

Student Name:
Student ID:
BSBMKG517A - Analyse consumer behavior for specific international
markets
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Table of Contents
1. Introduction
2. Background
3. Market segmentation
4. Market overview
5. Business structures
6. Consumer behaviour characteristics
7. Organisational behaviour
8. Domestic market trends
9. Consumer attributes
10. Strategies for marketing activities
11. Conclusions

Introduction
Fressen

Catering introduction
Fressen catering is a Kosher delicatessen
catering company located in Philadelphia
USA. Kosher cuisine is an expanding area
catering to a specific clientele but accessible
to a wider market.
Fressen perceives that there is a gap in the
market for high class, well-presented and
innovative kosher food. Traditionally kosher
food has been dull and stodgy.
Objective

and Scope of presentation To

demonstrate demand for product in AUS/NZ
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Background
Fressen

Catering company information and details

Fressen Catering is a company showcasing the innovative,
colourful and modern culinary stylings of Chef Susan Cheflly.
Geographic

analysis
Fressen Catering has grown servicing a large market in
Philadelphia and seeks to expand its clientele using its varied
menu and innovation as selling points. It has identified markets
in AUS/NZ as especially suitable.

Demographic

analysis
The kosher catering industry was $16 million in sales as early as
1999. Market growth is increasing as not only people who eat
kosher food as a religious choice but also people seeking a
different cuisine choose kosher products.
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Background
Demographic

All ages

N/A

analysis

ABC
demographic

Both
traditional
Kosher and
urban
professiona
ls

Market Segmentation
Current

capability
Fressen is a medium size company which has
capacity to expand into the international
market with local partnerships

Buying

power
$4 million USD has been allocated for this
exercise
Cost

benefit analysis break even $3million

USD
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Market Segmentation
Product/Service

history
Fressens has been in business since 1999
International

regulations, taxes and duties

All international regulations and taxes etc will be
observed
Trade

routes and modes of transport

All transport to be via chillvac bulk air transport
Cultural

differences
Aus/NZ are more culturally diverse and adventurous
in cuisine than East Coast America
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Market Overview
Competition

and buying patterns

Competition

in AUS is restricted to more

traditional kosher importers and other dip
manufacturers as the major potential
competitor, Yumis is going into partnership
with Fressens for this venture

Customer

interest, trends, and performance

Current trends are for consumers to sample
many different cuisines and select those
which are fresh and healthy
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Market Overview
Market

information
AUS market potentially $43 million AUS.
NZ market potentially $3 million NZ
Industry information
The food industry in both countries is
highly controlled and regulated and has
to keep very high standards
Product/Service information Partly
imported and partly manufactured in
Melbourne.
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Market Overview
PEST

Analysis

Political: Stable
social and political
environment

Economical: Some
downturn but has
not affected this
segment

Social: culturally
diverse and
innovative

Technological:
Local partners have
all needed food
technology
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Market Overview
SWOT

Analysis

Strengths: Proven
products, good
local distribution

Weaknesses:
Strong competition
in some areas

Opportunities:
Appeal to healthy
lifestyle, pure
product

Threats:
Disruptions to
supply, economic
downturn
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Business Structures
Business structure Fressens is now
incorporated with Yumis as a separate
entity in Australia which will assist
with local licensing etc. The new
entity is 50% owned by both parent
companies and is called Fresh & Pure
Pty Ltd.

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Consumer behaviour
characteristics

A trial marketing campaign revealed strong

consumer interest.
Marketing by the local partner showed an upwards
trend in areas they did not manufacture in.
Past marketing led to openings in major
distributors.
Consumers have taken up the new products with
great enthusiasm
Both companies are working together in the new
entity harmoniously.
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Organisational behaviour
Time
A

time scale of 3 years from 2013 to

establish and then to 2017 to become
fully profitable

Relationships
With

InterIntel air freight

With major supermarket and deli chains
Harmony with major local partner
having meetings every six months an
phone conferences every 2 weeks
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Organisational behaviour
Business

methodologies
The business methodology is a normal business partnership
Gift

practice
This does not apply in Australia/NZ
Social

norms
Social norms for Australia are straightforward and involve
conferences and meetings
Body

language and behaviour

Expected to shake hands at first meeting, courtesy to female
businesspeople, rational and polite discourse (not yelling) required
Independence

and nationalism Appeal to Australian/NZ local

tastes and dont try to foist US modes on them unless its as a
cultural novelty eg Gefilte fish try it its authentic
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Domestic markets
Analyse trends and past performance of
products and services within relevant
international settings:

statistical analysis
Statistical analysis by PWC
(Pricewaterhousecoopers) shows that there
is a strong growth trend in sales.
analysis tools and models Analysis tools
and models were normal auditing tools used
in Australia and using the AUS financial year
returns as a yardstick (July/June).
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Consumer attributes

Consumers in AUS/NZ fall into two

distinct categories traditional users
of kosher cuisine who want ethically
correct food for celebrations and
everyday use, and culturally aware
consumers of other traditions who are
open to trying new international
foods.
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Strategies for marketing

activities
Strategies for the next segment of
marketing activities are to sponsor
a cooking safari show and to
expand the website on which Chef
Susan presents recipes, together
with speakers on culture and
tradition.

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Conclusions
The successful marketing of Fressens products in AUS/NZ has
proved that there is opportunity for expansion of the model.
The product range will be gradually expanded and Yumis
unique Australian product will be introduced in the partnership
to US residents also.
Projected sales in AUS/NZ are conservatively estimated as c.
$5 million AUS per annum when the market is fully established
but since the current input is $3 million AUS and this passed
breakeven 12 months ago the indications are that it could be
much higher.
Mazel Tov!

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