Gascoyne Gold - Swot

Gascoyne Gold SWOT Analysis
Presented by group Popcorn MKT 750: Marketing Management Strategy
Powerpoint Templates
Page 1
Vision Statement
Gascoyne Gold aim to be recognized nationally as a successful fresh vegetables grown producer that delivers timely,perfect and high quality of vegetables, achieved through it specialised growers and joining forces and work efficiently with the use of latest advance technology."
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Gascoyne Region, Western Australia

The Gascoyne region is one of the nine regions of Western Australia contains about 600 km of Indian Ocean coastline, and extends inland about 500 km; altogether it has an area of 137,938 km (including islands). It has the lowest population and lowest population density of any region of Western Australia, with a population of just over 10,000 people, most of whom live in the main towns of Carnarvon, Exmouth, Denham, Gascoyne Junction and Coral Bay. It has a diverse economy with fishing, horticulture and pastoralism being the main industries. Horticulture is carried out along the banks of the Gascoyne River, between 5 and 18 kilometres from the river mouth at Carnarvon township. Horticulture is the Gascoyne region's largest agricultural industry and takes advantage of the region's climate, producing outof-season commodities for the Perth market, as well as exporting produce to the eastern states, Asia and the Middle East. The major vegetables grown include tomatoes, capsicum, cucumber and pumpkins. Other crops grown in Carnarvon include basil, beans, chilli, eggfruit, sweet corn, cherry tomatoes and zucchini. Seasonal fruit and vegetables vary with climatic Powerpoint Templates list is an approximation only conditions and the following
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Mission Statement
Gascoyne Gold mission is to grow, prosper and create golden opportunities in the future and provide profit sharing with sharefarmers and its employees, continuous improvement through the use of technology, output maximization, and wider business expansion
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1. SWOT Analysis
A strategic planning method used to evaluate the STRENGTHS, WEAKNESSES/LIMITATIONS, OPPORTUNITIES, and THREATS involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. It provide a solid foundation as a springboard to identify SUBSEQUENT ACTIONS IN THE MARKETING PLAN.
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S.T.R.E.N.G.T.H.S
IDENTIFY the company resource strengths and competitive capabilities
1) Management Capabilities Strong planning and coordination - specialising and pooling resources so that growers concentrate on what they do best Consideration of staff Appreciate old growers hard time, making more money not for themselves but for everyone involve from the sharefarmers to the process workers 2) Human Resources Strong Base Recruitment - join forces (sharefarmers), small workforce & little turnover Strong Motivation build profit together (60/40 between the grower & land owner)
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S.T.R.E.N.G.T.H.S
3) Financial Factors Self-funding capacity Investment of $ 1 million by the 7 shareholders in setting up a state of the art processing and packing facility. Profitability and Growth Getting better prices in the market with full time marketing broker 4) Production Capacity New Technology with Maximum Capacity that provide greater control over cost - Largest grower owned packing shed that can accomodate half millions carton & >70 staffs & can also handle other crops like cucumber & capsicum.
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S.T.R.E.N.G.T.H.S
4) Production Capacity Processes are MORE EFFICIENT, MORE OUTPUT Spraying crops and crawlers creep ease the picking up crops, little margin of error of 10-20 hectars of market garden wit max 7kg per individual tomato plants Advance in Quality Control technology in ensuring guaranteed perfect vegetables reach long distance customer, plus meeting variety requirement in size and degree of redness Produce travel on conveyor belt & thru laser scanner where the tomatoes are photographed 4x & computer graded for size & ripeness.
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S.T.R.E.N.G.T.H.S
5) Marketing Capabilities Product quality reputation Using the company name of Gascoyne & PERFECT GRADING NO OVERRIPE tomatoes arrive customer Price follower and ability to control cost Employ full time marketing broker Market Share Sole supplier for tomato, cucumber & capsicum in Gascoyne Strong Distributor Relationship - Fast shipment improve the growth of interstate market
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W.E.A.K.N.E.S.S.E.S
IDENTIFY the company resource weaknesses and competitive deficiencies
1. Big gap if key employee/sharefarmers leave 2. Dependence on self funding, restrict the investment of business expansion 3. Lack economies of scale of large competitors 4. Lack product line 5. No product branding
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O.P.P.O.R.T.U.N.I.T.I.E.S IDENTIFY the companys market opportunities

Consumer/Social upscale market likely to be stable, fast growing market segment due to the region's climate, producing out-of-season commodities for the Perth market & desire for tomatoes increase in food industries Competitive Easy entry in international export Technological New equipment & technology introduced in the market for packaging & agriculture benefits Economic Consumer income is high, continuous demand both from local, interstate and international import Legal/regulatory Support from Gascoyne Development Commission to promote food industry offer business growth to Gascoyne Gold and improve tourism in the state
Powerpoint Templates Page 11
T.H.R.E.A.T.S
IDENTIFY the external threat to the companys future well being
Natural Disaster/Climatic Condition Flood and seasonal vegetables. Production of tomatoes (JanApril), Capsicum (May-Jan) Consumer/Social Price manipulation & speculation by broker Competitive Not patentable; competitors can attempt to duplicate product; Technological Competitors have gained economic of processed tomato instead of fresh tomatoes Economic Consumer income is high, continuous demand both from local, interstate and international import Legal/regulatory Water sharing regardless of property size and introduction of more business participation or open investment to foreigners that may restrict the opportunity as sole provider and increase competition
Powerpoint Templates Page 12
2. CONCLUSION
concerning the company overall business situation
Where on the scale from alarming weak to exceptionally strong does the attractiveness of the company situation rank. Strong Alarming Weak 4
Management Capabilities Marketing Capabilities Production Capacity
3
Financial Factors Human Resources
2
Lack product line
1
No Product Branding
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2. CONCLUSION Opportunities Matrix

concerning the company overall business situation High High 4
Technological
Success probability 3
Legal/regulatory
Low 1
3 Attractiveness
Consumer/Social Competitive Economic
Low
1 Powerpoint Templates Page 14
2. CONCLUSION Threats Matrix

concerning the company overall business situation High High 4 Probability of occurrence 3 2 1
Flood
Low
3 Seriousness
Not patentable
Consumer/Social Technological
2 Seasonal Vegetable vary to

Climatic Condition
Legal/regulatory
Low
Economic
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3. ACTIONS
for improving company strategy
1.
2.
3. 4.
With the technology exist, company will expand to international market, venture into new product line such as ketchup, tomato paste and canning product. With the continuous demand from consumer and support from the government to promote the business local and internationally company would start to create product branding and patent. To obtain financing facility from the bank for business expansion for new asset/technology. Introduce franchise scheme to offer business opportunity to new player
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Thank You!
Presented by group Popcorn MKT 750: Marketing Management Strategy Norashikin Bt Abd Majid (2010180941) Ku Hadzrill Jeeffry Ku Hamzah (2010313607)
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Gascoyne Gold SWOT Analysis

Presented by group Popcorn MKT 750: Marketing Management Strategy

Gascoyne Region, Western Australia

O.P.P.O.R.T.U.N.I.T.I.E.S IDENTIFY the companys market opportunities

2. CONCLUSION Opportunities Matrix

1 Powerpoint Templates Page 14

2. CONCLUSION Threats Matrix

2 Seasonal Vegetable vary to

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