Aptamil Marketing Environment Analysis

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Introduction: The aim of this essay is to analyze the marketing environment in which Apamil Nutrition baby formula operates. Furthermore, to distinguish a target market for the Follow-on Formula and also regulate how the offer is positioned in the Australian market. Aptamil Nutrition is a New Zealand baby formula company, that originates from a small family business established in 1921 in Friedrichsdorf, Germany. Aptamil has developed as a world pioneer in Infant Nutrition (About Us, 2017). The follow-on formula, produces a milk for 6-12 months, it has three different kinds of offering such as Profutura 2 and Gold+2. The price range of Aptamil baby formula is from 24.99 dollars to 29.99 dollars depending the nutrition that the parents…show more content…
The reseller markets, is the supermarket or the personal businesses whose buy and offer the item again to get profit. Furthermore, the international market those that brought the item outside New Zealand for business or individual needs. Macro-environment Demographic Demographic can be defined as the study of the human populace in terms of age, gender, education, income, occupation, household size and other statistic factors. (Naseri, M. B., & Elliott, G. 2011). The age structure of a nation can affect the Aptamil follow-on formula in appropriating their goods. If a county has a large percentage of older people, therefore, the demand for baby formula will decrease. Economic Economic environment comprises of elements that influence by consumer buying power and spending patterns. Total buying power depends on current income, prices, savings, and credit (Kotler et al. 2013, p 131). The adjustment in average weekly earnings for each individual and the development in the Australian economy, which can be determined with Gross domestic product (GDP). As reported by the Australian Bureau of Statistic (ABS) the average weekly earn for Australians in May 2017 right now stands at $1164.60, a rise of 1.6 per cent over one year (“What Is The Average Australian Weekly Wage?”, 2017). Due to the increase of average weekly earnings therefore, that will give the positive impact on the market for baby formula. Moreover, according to

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