Target Market For The Fine Foods Exhibition example essay topic

ORGANISATIONAL PLAN For this assignment we will be developing a food and beverage exhibition in the cities of Melbourne and Sydney. We will take on the role of Exhibition Director of the Fine Food Australia Exhibition. We will seek to combine both food and beverages from many cultures in an exhibition for exhibitors to display their product to visitors and the general public. The headline for our exhibition will be 'Tastes of the World'. The exhibition in Melbourne will be held at the Melbourne Exhibition and Convention Centre on the Friday 28th of November until Sunday 30th of November 2003.

The Sydney exhibition will be held at the Sydney Convention and Exhibition Centre on the Friday 5th of December 2003 until Sunday 7th December 2003. The opening times for both exhibitions will from 9 am until 6 pm on Friday, Saturday and Sunday. During these times the doors will be open to the visitors, who are professional people from the retail, foodservice and hospitality industry. The doors will also be open to the general public so they can come in and experience the variety of food and beverages from around the world. 'TASTES OF THE WORLD' Description: Local and international wines brought to Australia with some incentive of connections and recognition on the Australia wine and food markets. By focusing exclusively on food and drink and displaying products by sector, it will succeed in spanning the entire industry, making it easy for buyers to find new food and drink ideas.

Benefits for an international wine trader; Opportunity to break into the Australian wine market. Increase recognition and an opportunity to go international also to global ise their wine. To get an idea where they stand in the market, how good their product is. No obligation on there behalf its just an invite to exhibit their product, how well will it be perceived, for future plans to sell to Australian consumers. The aim is to boost awareness of the quality range of regional food and drink Benefits for local wine traders: A chance to showcase their wine against overseas to see where they stand, competition is increased and therefore pressure to be competitive and set or meet standards. Exhibitors: We are expecting around 650 exhibitors Comprising manufacturers and distributors of food, drink and equipment from around the world.

Visitors: We " re expecting approximately 20,000 international visitors from 101 countries Comprising professional people from the retail, foodservice and hospitality industries. Costs: Average price will be set at $40. Might fluctuate up to six months before being advertised. Trade passed can be obtained over the Internet also through all ticket venues. Taste testing, handouts, brochures and valuable information Taste testing will include wine, cheese and crackers.

Visitors will be able to source the most innovative ideas in food and drink Major Buyers: To be able to secure a quality wine which may increase sales for the buyer. Industry support will be vital, links with major trade bodies will work to ensure the show reflects the needs of the industry. Two Target Markets: Our major objective is the trade. Business to business is the most successful way of profit - Primary Market: Buyers If the buyers don't come then who is going to bring the wine to Australia, how will Australian consumers be able to have access to international wines without the buyers making it happen. - Secondary Market: Visitors International wine makers won't bring their business to Australia if there's no show of support. The exhibition is a preliminary way of trialing their product to see if there is a good response.

Advertising: Television, radio stations Fox FM, T TFM, gold 104 aimed at an older audience 19 years and over. Brochures to companies distribute international also via e-mail Internet around the world. Forming relationship with local newspapers e.g. Herald Sun and The Age. TV commercial with start to hit televisions around two months before the exhibition.

Commercial with be slotted in mainly after 5.30 with the average income worker coming home after 5.30. Trade Press. Considering a morning press conference or special product preview. Power of the Internet We want to reach worldwide audience for our exhibition. We will be operating on a specialty food and drink e-commerce site at web Mechanics of setting up an Exhibition: OHS - venue will be strictly inspected by OHS people to maintain safety and health to all. Security - The Melbourne Exhibition and Convention Centre and Sydney Convention and Exhibition Centre Security Departments are managed 24-hours, seven days a week by highly trained personnel, all of whom have a thorough knowledge and understanding of the Centre and the events that are held here.

The role of our Security Staff is to ensure the perimeter of the venues is monitored and secure at all time. Security for the individual events is the responsibility of the Organiser. Our Security Staff are also proficient across all areas of our Occupational Health and Safety Procedures ensuring the safety and security of all visitors and staff to the Centre. Marketing Plan I Executive Summary Current Marketing situation. Market situation. Product Situation.

Competitive Situation. Distribution Situation. Macro-environment Situation Opportunity and issue analysis. Opportunities threats analysis. Strengths / weaknesses.

Issues analysis Objectives. Financial objectives. Marketing Objectives Marketing Strategy Target market: The target market for the fine foods exhibition will be, chefs, restaurant owners, the whole hospitality industry, suppliers of the cooking appliances e.g. stoves ovens ect, owners of winery's, house wives, small businesses. All the people that are listed above will most defiantly make an appearance at the exhibition and hopefully make it a success... Positioning; Positioning of the food and wine exhibition is critical. By having the stands placed around the centre correctly you will more than likely sell more products and get you product more recognition.

By having the stands just shaped anywhere could cause people to become very uninterested and likely not to come back and even worse not spend any money. I no myself if I walk into an exhibition and it is marketed well, lit up well and just looks appealing im going to stay for a lot longer... Place; Having the exhibition at the Melbourne Exhibition centre is a very good start. The exhibition centre has state of the art facility's for patrons easy access for all, car park under the centre with just a short walk up stairs to the entrance.

Along with easy access to people catching public transport with tram stops and train stations close by. But just by having it at the centre more people are more likely to drift in just looking and being curious at what its like. Advertising; For the exhibition advertising is the difference between success and failure, but by flyers, bill boards, adverts on radio and t. v, news paper having a whole page with bright colours, We want to reach worldwide audience for our exhibition. We will be operating on a specialty food and drink e-commerce site at web. Synchronous In years gone by having surveys to have some research to know what area of which country and towns the people are coming from.

Direct marketing e.g. whats the average age of the visitors are what gender. Target consumers, right down to individual consumers to obtain an immediate response. Marketing research; The market was researched to identify and define the marketing opportunites and problems. We are going to evaluate the marketing actions to monitor the performance of our sales staff and to see if all the research has payed off at the completion of the exhibition o COSTS The pricing of the event will be split into two 1. $330 for one square metre plus GST 2.

$380 for one square with stand plus GST 3. $450 for a walk on package which includes sofa ect Projected Profit and Loss statement Revenue Forecasted Sales Space rental $400 per Unit Space plus Stand $450 per Unit Less Expenses Forecasted Security Licensing Electricity Rental Advertising Wages Net profit Controls Contingency Plans.