Introduction
The owners of Australian Biscuit Brands, or ABB, have changed recently, and they ask the staff to focus on the complete change of the corporate vision and strategy, which is a significant problem for managers. The forced difference that the company’s leaders did not plan differs from how they worked for years.
The revenue growth during the COVID-19 pandemic was not long, and it returned to the average moderate sales level after the lockdown (Australian Biscuit Brands: New growth opportunities in an old consumer landscape, 2023). The management dilemma in the discussed case is the need to transform the business according to the requirements of the market and the desires of the new company’s owners, and there are multiple issues to consider while implementing changes.
Problem
ABB plans to create the segment of health-oriented savory, regarded as the underrepresented and potentially profitable sphere. The corporation manager’s strategy will be oriented toward health and people who care for their physical shape. For example, the focus will be on biscuits made of whole wheat and multigrain products (Australian Biscuit Brands: New growth opportunities in an old consumer landscape, 2023). The issues connected with implementing this health-oriented strategy are the need for extensive advertising financing to increase public awareness of the new types of products ABB proposes. In addition, there should be a sampling opportunity for potential clients who do not know the quality and the taste of the new products ABB produces.
Solution
The solutions that might increase the popularity of healthy biscuits and allow ABB to find its market segment successfully are increased investments in active promotion, sampling, and couponing. These ways will raise public awareness of Australians regarding the company’s whole grain products and their impact on human health and body weight (Australian Biscuit Brands: New growth opportunities in an old consumer landscape, 2023). In addition, they will introduce people gradually to the new biscuits the company sells, which is a stable way to develop in the latest segment of the market.
In addition, ABB managers should focus on the needs of the new company’s owners and consumers. Therefore, there is a need to follow dominant trends in the modern Australian community. These items will also use distinctive qualities that will raise customers’ expectations (Australian Biscuit Brands: New growth opportunities in an old consumer landscape, 2023).
To stress the value of environmental preservation, these items will, for example, arrive wrapped in eco-friendly materials. The packaging for these goods is readily biodegradable, lowering contamination of the environment. It will significantly contribute to drawing a wide range of customers, especially environmentalists.
Additionally, these containers will be hygienic and convenient to carry, allowing customers to quickly enjoy their meals while participating in activities like walking. Offering customers food-on-the-go meals will provide my freshly launched offering a competitive edge in the Australian market. Considering it will stop viruses from spreading, sanitary wrapping will contribute to bettering the wellness of all Australians.
Conclusion
It allows concluding that ABB faces the problem of simultaneously adapting to the requirements of the new corporate owners and their clients. These changes are connected with changes in the strategic development of the company. The focus on healthy eating is the possible solution to the discussed issue.
ABB can achieve good results in pursuing this strategy by launching new advertising campaigns, increasing public awareness of the company’s products, and the need to develop healthy eating habits. Sampling and couponing the latest product line will introduce clients to the deserts ABB will produce. The combination of these methods can be regarded as the thorough solution to the problem ABB’s managers face after the change of the company’s owners.
Reference
Australian Biscuit Brands: New growth opportunities in an old consumer landscape. (2023). n.p. [Doc file].
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