Case study – Native Bush Spices

Native Bush Spices Australia is based in Coffs Harbour, NSW. The business was established in
2010 to cater for a demand for Australian native food products. The company has organic
certification.
The company manufactures and retails a range of organic, Australian native foods including:

• Native herbs and spices

• Native herbal teas

• Native fruit jams and conserves

Currently the business is selling its products through a number of small supermarkets and health
stores throughout Australia. The company also has a web site through which products can be
ordered. Sales through supermarket and health stores account for about 80% of the sales and
about 20% through the website. Products can be ordered via the website but only via email, not
directly through an online shop.
The company’s overall business objectives for the next three years are to increase sales and
create brand awareness, develop a broader product range, as well as expand into overseas
markets. The company is also considering options for alliance marketing.
The company is also looking at moving into international markets, namely South-East Asia –
specifically Hong Kong, Japan and Singapore.
The company’s target customers are those that enjoy gourmet foods. The age range of Australian
consumers buying their products is between 35 and 65. Most of their consumers are health
conscious, care about protecting the environment and have an average income of $80,000.
The company currently employs the following staff in its head office: CEO, Operations Manager,
Administration Manager and Customer Service Officer.
Around 10 staff are employed in the factory making and distributing the products.
The Strategic Plan includes the following information about its mission, vision and values:

Mission
Native Bush Spices Australia is committed to providing the highest quality product to all its clients.

Vision
We are constantly working to establish ourselves as the most respected and sought-after supplier
of native bush spices.

Values
• Respect: taking time to understand and value each of our customers and respecting their
choices.

• Responsibility: acting with integrity towards our staff, our customers, the community and the
environment.

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• Caring: a duty of care for our staff, customers and the environment.

• Excellence: to always look to provide the best quality product and customer service.

• Integrity: to act with honesty, openness and do what we say we will do.

• Innovation: to be industry leaders.

Information required to complete Section 2:

The management team of Native Bush Spices has advised that its primary marketing objectives
are:

• Increase the number of people who make a purchase online (by creating an online shop within
the next 6 months)

• Increase the number of retail outlets selling products by 150.

• To increase product awareness amongst the target market by 20%.

• To increase market share to 15%.

• To expand into at least three international markets.

• To identify new products and new markets.

• To attain annual growth of at least 10% over the next three years.
Regarding market trends, the following have all contributed to the growth in popularity of natural-
based personal care products:

• health warnings

• environmental concerns

• ethical concerns

• organic attitudes
The marketing budget is to be approximately 10% of revenue. The marketing plan should be
developed for one year.

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 Marketing Policy and Procedures

Purpose
This policy and procedure on marketing is required to enable the business to comply with
legislation and regulations relevant to marketing practices, as well as standards and codes such as
Advertising Standards Bureau (ASB) codes of conduct.
This policy applies to all employees and external providers involved in the promotion of the
business and services.

Definitions
Marketing is any communication with the public about the business products and services.

Policy
Marketing opportunities will be regularly explored.
All marketing and advertising conducted by the business will be accurate and ethical.
Detailed written procedures regarding marketing and advertising are available to all staff at the
business premises and are included in employee induction packs.
Employees should always use standard templates provided for documenting marketing activities.
Employees should always seek approval from designated authorities for marketing activities.

Marketing procedures
Regularly explore marketing opportunities by reviewing market trends and assessing internal
documentation such as business needs.
Regularly meet with the team to discuss marketing.
All marketing communications must:

• Adhere to Privacy Act.

o Must not use personal images, information for marketing purposes without express
written consent.

• Adhere to Do Not Call Register legislation

o Potential customers on the Do Not Call Register must not be called for marketing
purposes.

• Adhere to anti-discrimination policy:

o Images or written material must not portray any group or individual in a negative,
offensive or stereotypical way on the basis of sex, gender, marital status, etc.

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• Be conducted in a safe and responsible manner to minimise risk to health and safety of the
business employees and the general public.

• Not include spam campaigns.

• Adhere to the Competition and Consumer Act 2010 (formerly the Trade Practices Act).
Employees must not:
o attempt to induce individuals to place their personal interests above those of the business
o attempt to restrict competition by:

− inducing a competitor or customer to breach a contract with a third party

− obtaining unauthorised access to classified or proprietary information or documents

− securing an unfair competitive advantage.

o violate any law or regulation
o engage in any activity that could damage the reputation of the business
o give false or misleading information or advice in relation to:

− claims of products or services: price, benefits, etc.

− the environment and sustainability of the business

− the ethical conduct of the business

− any other claims.

• Where relevant, adhere to standards and codes of practice regarding specific types of media
such as radio, television or the Internet.

Record keeping
All marketing documentation must be stored in the marketing folder in the logically ordered files.

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