Business Marketing Assignment - Market Analysis

BACKGROUND TO THE ASSIGNMENT TASK -

You are the National Sales Manager for the Australian Packaging and Machinery Company (APMC). This company manufactures and sells the equipment and consumable plastic "film" used to wrap products for storage and transportation on pallets. The consumable film used to secure products onto pallets are:

1. Shrink bags which are placed over the palletized product and heated until the bag shrinks.

2. Stretch "film" that is wrapped around pallets of products.

APMC specialize in manufacturing and supplying film to secure entire pallet loads. APMC do not manufacture the machines or sell the film used to wrap small numbers of items together, such as blister packs, vacuum packing, and cryovac. You can see more about pallet wrapping at http://www.uspackagingandwrapping.com/

ASSIGNMENT - MARKET ANALYSIS

You are to prepare a Market Analysis report for the demand for pallet film wrapping in the packaged food market for the country you selected. You are required to segment the market and clearly identify, evaluate, and justify a sufficient number of viable sub-segments for APMC to target. Your market analysis should focus on the identification, interpretation, and presentation of information and data from PASSPORT and other sources relevant to market segmentation. The analysis should demonstrate a clear understanding of market analysis through the application of relevant business-to-business market segmentation concepts and processes. Your Market Analysis will contribute your subsequent development of a coherent business Marketing Plan.

For your Market Analysis you will need to apply the concepts drawn primarily from Chapters 1 to 4 of the text book. You will need to be selective in the level of detail that you provide in your report. You will need to apply concepts and processes from the textbook - but do not repeat the textbook. Assume the reader is familiar with the concepts you are applying. In many places you will need to make reasonable assumptions about APMC and the market you are entering. You must state your assumptions and justify them.