this is an final exam work so no plagiarism please

1. Introduction
The assignment aims to analyse Australian Ice Cream Market and create new product for specific market segment. The report is structured to cover key areas for external analysis that examining market size, competitors, consumer behaviour and trends. It includes segmentation to identify potential customer groups. This includes targeting and positioning to establish distinct product identity and product development strategy. It includes
anding, pricing, promotion and distribution. This is the approach and the assignment combines scientific analysis and creative development to design product that resonates with chosen segment in Australian market.
2. External Analysis of the Australian Ice Cream Market
Market Size and Growth Potential
The Australian Ice Cream Market is robust and growing industry that is valued at AUD 2 billion annually. The market has shown consistent growth due to strong demand for indulgent of nation. This includes snack-oriented foods and growing variety of ice cream options available. Ice cream consumption in Australia is high with per capita rates among top worldwide. The market is projected to grow at compound annual growth rate of 4-5% over the next few years. It is driven by innovations in Flavors, health-conscious alternatives and seasonal promotions. It is expanded with demand for plant-based, low-calorie and better-for-you products is increasing. It opens new growth avenues for companies that can meet changing consumer preferences.
Key Competitors and Market Share
The Australian Ice Cream Market has dominated by major players including Unilever, Peters and Bulla. The Streets
and of Unilever has led with popular products like Magnum, Paddle Pop and Golden Gaytime. Peters known for Connoisseur and Drumstick targets higher-end segment with gourmet options that focuses on rich and high-quality ingredients. Bulla offers mix of traditional and innovative products with focus on family-sized packs that can target budget-conscious families and larger households. These
ands dominate and these are niche players and artisanal
ands like Gelato Messina. They are growing in popularity by appealing to health-conscious and gourmet-seeking consumers (Ishaq, Awan & Anwar, 2022). The segmentation illustrates market that supports mass-market and premium
ands that can meet consumer needs.
Consumer Behaviour and Motivations
Consumers in Australia purchase ice cream because of multiple reasons. Many view ice cream as an affordable luxury that can adds enjoyment in everyday life. The availability of single-serve packs and on-the-go options enhances the appeal as spontaneous snack choice. Seasonal factors also play an important role along with demand that grows along with warmer months. Health consciousness is another factor that has influenced consumer behaviour. It is growing number of consumers are seeking options that align with dietary restrictions and personal health goals like dairy-free, low-sugar and reduced-fat options. Younger consumers are attracted to
ands that focuses on ethical sourcing, sustainable practices and natural ingredients. Taste and novelty are important with consumers showing interest in exotic flavours, unique textures and visually appealing products.
Emerging Market Trends
There is strong shift toward plant-based and dairy-free alternatives. It is appealing to vegan and lactose-intolerant consumers. Brands like Over the Moo and Non-Dairy of Ben & Je
y are expanding ranges to meet this segment. The trend includes rising demand for low-calorie and high-protein options that is driven by health-conscious consumers looking for indulgent treats that fits balanced diets. It includes
ands like Halo Top that have entered market with value proposition. Artisanal and gourmet flavours are inspired by international cuisines that are among consumers that are looking for premium experiences. It includes sustainable packaging and ingredients (Li, Shin & Perez-Cueto, 2021). Consumers prioritize environmentally friendly choices. The trend suggest market moving toward greater variety and personalization to meet specific dietary preferences and ethical concerns.
Macro Environmental Forces (PEST Analysis)
· Political: Regulatory changes around labelling and health claims are impacting the industry. Stricter regulations on sugar content and transparent ingredient labelling are pushing companies to innovate with healthier. Clean-label products should meet government standards. Environmental policies are also driven by
ands to consider sustainable practices in sourcing and packaging. This can align with consumer demand for eco-friendly products.
· Economic: The stable economic environment of Australia with relatively high disposable income supports consistent spending on luxury treats like ice cream. The rising costs of raw materials and inflation can impact profit margins. Brands may need to balance price increases value offerings for retaining budget-conscious consumers without sacrificing product quality.
· Social: Growing health awareness is social factor influencing ice cream market. Consumers leading
ands needs to innovate with low-sugar, organic and high-protein options. This includes lifestyle choices like veganism and dairy-free diets for shaping consumer preferences. It includes products that align with dietary needs. Social trends including ethical consumption and environmental responsibility are also impacting purchasing decisions. This prompts
ands to adopt transparent and sustainable practices.
· Technological: Technology is transforming the way ice cream is sold and marketed in Australia. The rise of e-commerce and online delivery services are accelerated by COVID-19 pandemic. It has made easier for consumers to access wide range of products from home. Brands are...