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ALLSOP SOFTWARE’S

INTERNATIONAL MARKETING PLAN

NEW ZEALAND Food Industry

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EXECUTIVE SUMMARY

AISS identifies significant growth potential in New Zealand's food service industry. Strong market expansion, driven by increasing demand for takeout, presents a prime opportunity. AISS's cloud-based SaaS platform aligns with the country's digital focus, offering efficient solutions to optimize food distribution. By addressing specific industry challenges and tailoring offerings to local needs, AISS aims to become a trusted partner for New Zealand's wholesale food distributors.

STAR Framework

Situational Analysis

Assessing internal and external factors (PESTLE, SWOT) to identify opportunities and challenges.

Target Market & Action

 Defining the ideal customer and developing the marketing mix (8Ps) for product, price, place, promotion, people, process, physical evidence, and partnership.

Results

Predicting outcomes, setting KPIs, monitoring progress, and managing risks.

New Zealand's technology sector is thriving, with software playing a crucial role. The food industry is a key beneficiary, increasingly relying on software for efficiency and compliance.

A growing preference for locally sourced food has created opportunities for farmers, restaurants, and distributors. Wholesale food distributors, in particular, benefit from economies of scale and extensive networks, making them key players in the food supply chain.

SITUATIONAL ANALYSIS

SWOT ANALYSIS

STRENGTHS

  • Enhanced efficiency and Cost Savings

  • Improved Transparency and Consumer Engagement

  • Improved Customer Experience

  • Sustainability Advantages

WEAKNESS

  • Company's operations are primarily focused on a specific region.

  • Company's revenue is heavily reliant on a small number of major clients.

  • Company's technology infrastructure may not be up-to-date with industry standards.

  • Company may not have sufficient resources for employee development.

OPPORTUNITIES

  • Explore opportunities in untapped geographic regions.

  • Expand its product or service range to attract new customers.

  • Collaborate with other businesses to create new opportunities.

  • Invest in technology to improve efficiency and customer experience.

THREATS

  • Economic recessions can negatively impact the company's revenue and growth.

  • The emergence of new competitors can erode the company's market share.

  • Shifts in customer preferences can render the company's offerings obsolete.

  • New regulations can create additional costs and compliance burdens for the company.

PESTEL ANALYSIS

POLITICAL

  • Government regulations: The food industry is heavily regulated, with strict rules regarding food safety, labeling, and production processes. Companies must comply with these regulations to operate legally.​

  • Trade policies: International trade agreements and tariffs can impact the cost and availability of ingredients and finished products.​

  • Taxation: Tax policies, such as import/export duties and corporate taxes, can affect a company's profitability.

ECONOMIC

  • Economic growth: A strong economy generally leads to increased consumer spending on food, benefiting the industry.

  • Inflation: Rising inflation can increase production costs and reduce profit margins.

  • Exchange rates: Fluctuating exchange rates can impact the cost of imports and exports.

SOCIOCULTURAL

  • Consumer preferences: Changing consumer tastes and dietary habits can influence demand for certain products.

  • Health and wellness trends: Growing awareness of health and nutrition drives demand for healthier food options.

  • Ethical concerns: Consumers are increasingly concerned about ethical sourcing and production practices.

TECHNOLOGICAL

  • Food production technology: Advancements in food production technology can improve efficiency and reduce costs.

  • Food safety technology: Technology can be used to ensure food safety and traceability.

  • E-commerce: Online grocery shopping and food delivery services are growing in popularity.

ENVIRONMENTAL

  • Climate change: Climate change can impact agricultural yields and production costs.

  • Sustainability: Consumers are increasingly interested in sustainable and environmentally friendly products.

  • Resource scarcity: The availability of water and other resources can affect food production.

LEGAL

  • Food safety regulations: Strict regulations must be followed to ensure food safety and protect consumers.

  • Labor laws: Companies must comply with labor laws, including minimum wage and working conditions.

  • Intellectual property: Protecting intellectual property, such as patents and trademarks, is crucial.

COMPETITIVE ANALYSIS

New Zealand vs. Australia for AISS Market Entry

New Zealand Market

Advantages

  • Growing food service profit sector with a projected growth rate of 2% to 5.1% annually.

  • Increasing demand for local, sustainable food aligns with AISS's tracking and traceability features.

  • New Zealand's focus on digital transformation creates opportunities for AISS's cloud-based SaaS platform.

Disadvantages

  • Smaller market size compared to Australia.

  • Distributors might be more price-sensitive, requiring competitive pricing strategies.

Australia Market

Advantages

  • Larger market size with a potential for a wider customer base.

  • Well-established food and beverage industry with a higher potential for software solutions.

  • Cultural and linguistic similarities with New Zealand can ease market entry.

Disadvantages

  • More competitive landscape for software solutions, requiring significant marketing efforts.

  • Distributors might be more digitally mature, requiring additional efforts to convince them of the benefits of AISS's platform.

AISS should prioritize the New Zealand market due to its growth in local food, which aligns with AISS's strengths.

While Australia offers a larger market, it's more competitive and has slower tech adoption. Focusing on New Zealand first allows AISS to build a strong foundation before potentially expanding to Australia, leveraging shared cultural and linguistic similarities.

TASK

VISION

To be the leading provider of business software solutions that empower food and beverage businesses in New Zealand to thrive through digital transformation.

This vision builds upon Allsop's existing mission while specifically targeting the New Zealand market and emphasizing its role in driving success through digital transformation.

 

MISSION

Globally, to improve the working lives of business software users by providing innovative and user-friendly solutions that streamline processes, boost efficiency, and drive growth.

This mission remains unchanged as it reflects Allsop's core values and applies universally to its target audience.

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Summary of Goals

Year 1 Focus

​

  • Build Brand Awareness: Increase visibility in the New Zealand food and beverage industry through digital marketing efforts.

  • Generate Leads: Attract potential customers interested in AISS solutions.

  • Acquire Customers: Secure pilot projects and convert them into paying customers while managing customer acquisition costs.

  • Enhance Customer Experience: Improve customer satisfaction, reduce churn, and increase customer value.

 

Overall Objective

Become the leading service provider in the New Zealand food and beverage industry by building a strong brand, acquiring and retaining customers, and delivering exceptional value.

OBJECTIVES

SEGMENTATION, TARGETING & POSITIONING ​(STP)

SEGMENTATION

  • Firms: Divides the market into different types of firms (e.g., large distributors, small distributors, food service).

  • Sub-segments: Further categorizes firms based on specific characteristics (e.g., product focus, size).

TARGETING

  • Market Fit: Assesses how well the software solutions address the specific needs of the targeted segments.

  • Growth Potential: Evaluates the potential for growth within each segment.

  • Decision-Making Influence: Identifies key decision-makers within each segment.

POSITIONING

  • The Local Food Efficiency & Transparency Experts: Positions the software as a solution for enhancing efficiency and transparency in the local food industry.

  • Empowers Distributors: Emphasizes how the software helps distributors navigate the food market effectively.

  • Compliance & Trust: Highlights the software's ability to ensure compliance with regulations and build trust with consumers.

AISS can help distributors navigate a changing food landscape.

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Rising local food demand, coupled with increasing food safety concerns and environmental challenges, create opportunities for AISS. By offering solutions for sourcing, management, traceability, and logistics, AISS can help distributors thrive. As consumer preferences shift towards healthier, more sustainable options, AISS can support businesses in adapting to trends like direct-to-consumer sales and alternative proteins. Ultimately, AISS aims to maintain a healthy food supply chain by serving wholesalers and retailers with solutions tailored to evolving consumer needs.

PREDICTION ANALYSIS & OPPORTUNITY

ACTION PLAN

Target Audience:

  • Broadline and Specialized Distributors: The primary focus is on distributors operating in the local food market, including both large and small businesses.

Customer Needs (4Cs):

  • Cost: Customers seek competitive pricing and flexible payment options.

  • Convenience: User-friendly software with seamless integration and local support is desired.

  • Communication: Clear information on features, benefits, and compliance updates is crucial.

  • Customization: Scalable solutions that can adapt to specific needs and product specializations are preferred.

AISS Value Proposition (4Cs):

  • Cost: Offers competitive pricing options including subscriptions, pay-per-use, and free trials.

  • Convenience: Cloud-based software with a user-friendly interface, local support, and simplified onboarding.

  • Communication: Localized website and marketing materials, ongoing training, and clear communication regarding updates and compliance regulations.

  • Customization: Provides tailored solutions for distributors, including efficient sourcing, traceability, and local food management. Additionally, the software seamlessly integrates with existing systems.

MARKETING MIX FOR AISS

The 8Ps of the Marketing Mix expand the traditional 4Ps (Product, Price, Place, Promotion) to include People, Processes, Physical Evidence, and Partnership.

This comprehensive framework accounts for the role of personnel, operational procedures, tangible cues of the service experience, and strategic positioning to effectively market services in today's competitive landscape.

Product/Service Strategy

  • Focus on features addressing local food challenges: sourcing, traceability, and compliance.

  • Provide scalable solutions for broadline and specialized distributors.

  • Ensure seamless integration with existing distributor systems.

Pricing Strategy

  • Develop competitive pricing strategies tailored to the New Zealand market.

  • Offer flexibility with subscription-based or pay-per-use models for various distributor sizes.

  • Consider offering freemium trials to demonstrate value and promote adoption.

Place
(Channels to Market)

  • Establish a dedicated team to understand local cuisine and connections.

  • Create a website tailored to the local market with clearly defined propositions and promotional materials.

  • Work together with industry groups, local food suppliers, and tech companies.

Promotion (Marketing Communication)

  • Share articles and social media posts focused on local culinary trends, practical advice, and case studies.

  • Provide resellers with updates on compliance regulations and industry news.

  • Focus on key search terms and target distributor executives.

  • Increase brand recognition through media outreach and industry events.

People

  • Hire a sales team in New Zealand who knows the local food distribution scene and culture.

  • Build strong connections with distributors through continuous support, training, and personalized service.

Physical Evidence

  • Create a website and marketing materials tailored to the New Zealand audience that are professional and easy to use.

  • Ensure the AISS software platform has a user-friendly interface that is seamless and intuitive.

Process

  • Improve the process of bringing new customers on board by providing training and technical assistance.

  • Provide various customer service options (phone, email, online chat) for handling questions and guaranteeing a pleasant user experience.

  • Guarantee secure and dependable cloud delivery of the software.

Partnerships

  • Form alliances with industry groups like the Food & Grocery Council to gain recognition and access to new customers.

  • Work together with local food suppliers to smoothly incorporate them into the AISS platform and build a beneficial network for distributors.

  • Collaborate with other technology companies to provide a complete solution for distributor requirements.

MARKET ENTRY STRATEGY & DIGITAL COMMUNICATION

Unique Brand Qualities & Key Messages

  • Expertise in Local Food: Showcase AISS as the top choice for effectively and compliantly navigating the expanding local food industry.

  • Utilization of Data: Highlight AISS's strong data and traceability capabilities, enabling distributors to establish consumer trust and adhere to regulations.

  • Focus on Efficiency and Sustainability: Demonstrate how AISS assists distributors in streamlining local food processes, minimizing waste, and obtaining important insights into their supply chain.

Direct Sales with Local Focus

Utilize a dedicated local sales team to establish strong relationships with distributors and address their unique local food requirements.

Culturally Aware Digital Communication:

  • Language: Communicate clearly and concisely for the New Zealand market, avoiding technical terms or American phrases.

  • Tone: Maintain a professional yet friendly tone, embodying AISS's dedication to innovation and customer satisfaction.

  • Digital Platforms: Focus on popular NZ platforms like LinkedIn and Facebook, while also considering industry-specific channels.

  • Content Relevance: Tailor content to local food trends, success stories from NZ distributors, and regulatory updates pertinent to the New Zealand market.

RESULTS

Critical Success Factors (CSFs)

Building a strong brand reputation as a local food solution provider.

Demonstrating a clear return on investment (ROI) for distributors adopting AISS solutions.

Securing key partnerships within the New Zealand food distribution industry.

Achieving a high customer satisfaction rate with software and support.

Key Performance Indicators (KPIs)

Year 1 KPIs​

  • Market Awareness: Official media engagement and brand positioning.

  • Lead Generation: Number of qualified leads generated through various marketing channels.

  • Sales Conversion: Number of closed deals and total generated revenue.

  • Customer Satisfaction: Customer satisfaction surveys and Net Promoter Score (NPS).

Year 3 KPIs

  • Market Share: Percentage of New Zealand food distributors using AISS solutions.

  • Customer Retention Rate: Percentage of existing customers retaining AISS solutions.

  • Average Revenue Per User: Average revenue generated from each distributor using AISS.

  • Return on Investment: Measurement of financial benefit of the marketing campaign compared to the investment.

MONITERING STRATEGY

  • Regular Reviews: Monthly assessments of campaign performance and KPI analysis to inform adjustments.

  • Automation: Utilize marketing tools to track website traffic, lead generation, and customer engagement.

  • Customer Feedback: Conduct surveys to gather insights and improve offerings.

  • Competitive Analysis: Stay informed about market trends and competitor actions.

  • Low Brand Awareness: Increase marketing budget and focus on targeted campaigns.

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  • Slow Customer Adoption: Offer extended trials, create case studies, and adjust pricing.

 

  • Strong Competition: Emphasize unique selling points and build strategic partnerships.

RISK & CONTINGENCIES 

BUDGET

AISS has allocated £50,000 for the first year of marketing in New Zealand, distributed as follows:

Website: £10,000 for development and localization.
Content: £15,000 for blog posts and social media.
Advertising: £15,000 for targeted digital campaigns.

Public Relations: £5,000 for outreach and industry events.
Sales Team: £5,000 for training and support.

This budget will be used to implement a targeted marketing strategy, monitor performance through KPIs, and adapt the plan as needed to ensure success in the New Zealand market.

CONCLUSION

AISS is well-positioned to support the New Zealand food industry by offering solutions that:

  • Enhance diversification: Help distributors adapt to changing consumer preferences.

  • Promote sustainability: Improve traceability, reduce waste, and build a positive environmental image.

  • Drive market expansion: Increase efficiency and enable entry into new markets.

  • Strengthen New Zealand's reputation: Build trust through transparency and sustainability.

AISS will achieve this through continuous improvement, risk management, and a data-driven approach.

RECOMMENDATIONS for AISS's Market Entry in New Zealand

Product Development

  • Adapt AISS to local regulations and food sourcing needs.

  • Offer multilingual support.

Marketing and Partnerships

  • Increase visibility through industry events and partnerships.

  • Develop case studies and testimonials.

  • Collaborate with local food producers and organizations

Long-Term Strategy

  • Implement customer success programs.

  • Provide valuable insights to distributors.

  • Ensure AISS can adapt to future technologies.

Budget Allocation

  • Invest in customer success and product localization.

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