Who are the major competitors of CSR in the consumer sugar market?


: You are applying for the position of product manager for CSR Sugar, a major sugar grower and producer of a range of cane sugar products available in most supermarkets. As part of the application process, you have been asked to come up with a new strategy to grow the consumer sugar market in Australia despite the declining trend in sugar sales. You have been provided with the article: Are Australians Turning Their Back on Sugar Consumption? (on the next page) as background information. Write a 1-2-page report (800- 1000 words) explaining and supporting your suggested strategy. The following questions may guide your efforts: 1. Which macroenvironmental forces are important in this case? Explain how they are affecting the sugar market. (HINT: Refer to the article on the next page). 2. Which microenvironmental agents need to be considered, in addition to competitors? Who are the major competitors of CSR in the consumer sugar market? (HINT: what other sugar/ sugar replacement products are on the supermarket shelf?) 3. Which of Ansoff’s growth strategies is most relevant here: market penetration, market development, product development or diversification? Which will you choose: to develop new markets for your current product or develop new products or both? Justify your recommendations. 4. Based on your choice of growth strategy, explain your marketing mix, describing and justifying the product, price, place (distribution) and promotion (market communications) strategies. 5. Explain how you would segment the consumer sugar market; the target market for your product offering; and how you would position your product in the consumer market (i.e. on which benefits?) differentiating the CSR brand from the competitors.

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