Term Paper Undergraduate 1,793 words

Natural Way Products: Marketing Strategy for NZ and Australia

~9 min read 6 sections Marketing · Marketing Strategy

Abstract

This paper presents a comprehensive marketing strategy for Natural Way Products (NWP), a natural and handcrafted personal care company based in New Zealand's North Island. Using a SWOT analysis and Ansoff Matrix framework, the paper identifies NWP's competitive strengths, manufacturing limitations, and expansion opportunities in New Zealand's South Island and Australia. It then proposes targeted advertising recommendations—including social media, internet marketing, YouTube content, and print advertising—designed to raise brand awareness and grow market share from 10% to 15% over five years. Demographic data on organic consumer behavior in the U.S. and Australia supports the case for broader market diversification.

Key Takeaways

Introduction and Company Overview: NWP background, goals, and expansion rationale
SWOT Analysis: Strengths, weaknesses, opportunities, threats, and action plan
Ansoff Matrix Analysis: Four growth quadrants evaluated for NWP expansion
Demographic Data and Consumer Trends: Organic consumer statistics supporting market diversification
Advertising and Marketing Recommendations: Social media, internet, video, and print ad strategies
Conclusions: Summary of strategy and diversification potential

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What makes this paper effective

Applies two established strategic frameworks—SWOT and Ansoff Matrix—in sequence, giving the analysis both internal and market-oriented perspectives before moving to recommendations.
Grounds advertising recommendations in demographic data on organic consumer behavior, lending empirical support to what could otherwise be purely speculative marketing suggestions.
Maintains consistent alignment between findings and recommendations, ensuring each proposed action traces back to an identified strength or opportunity.

Key academic technique demonstrated

The paper demonstrates the use of the Ansoff Matrix as a decision-support tool, systematically mapping the company's product and market combinations (market penetration, product development, market development, and diversification) to evaluate expansion risk and reward. This technique allows the writer to reject some growth paths (e.g., premature product development) on logical grounds while endorsing others with clear justification.

Structure breakdown

The paper opens with a brief company overview, proceeds through SWOT and Ansoff Matrix analyses, inserts consumer demographic data to validate the target market, and closes with a four-part advertising strategy (social media, internet, video, and print). Each section builds logically on the previous one, moving from diagnosis to evidence to prescription—a classic consulting-report structure suitable for undergraduate business coursework.

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Essay 1,793 words

Introduction and Company Overview

Natural Way Products (NWP) is already a leader in the natural products market in New Zealand's North Island, owing to the quality and effectiveness of its hand-crafted products, which are made with the best ingredients in a manner that is respectful of nature and better for the consumer. The company aims to expand its market share to include all of New Zealand—growing from its current 10% share to 15% over the next five years—and to enter the Australian market. The recommended path to achieving these goals is through expanded and diversified advertising that raises brand awareness, opens new markets, and increases overall visibility (Demers, 2010).

5 Sections Hidden · 1,195 words

SWOT Analysis310 words

Breaking down Natural Way Products into four essential elements provides insight into the strength and stability of the company as well as its potential for expansion, by contrasting strengths and opportunities against weaknesses and threats.…

Ansoff Matrix Analysis280 words

The Ansoff Matrix allows NWP's product and market expansion to be charted by examining the risk and reward of potential growth through a comparison of current and future markets alongside current and new products and services (Teo-Education.com, 2011).…

Demographic Data and Consumer Trends160 words

Natural Way Products makes and markets products that are sometimes perceived as attractive only to a narrow demographic, but this assumption is mistaken. Evidence for broad diversification among consumer groups includes the following:…

Advertising and Marketing Recommendations390 words

As Natural Way Products has relied primarily on word-of-mouth and basic advertising to date, it is time to expand that approach. The company has a strong product with high sales potential across…

Conclusions55 words

Natural Way Products is a company with a unique and special product that can appeal to a diverse range of consumer demographics. Through the thoughtful and strategic use of alternative marketing methods, NWP…

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References

Demers, J. (2010). Online marketing strategies for natural product retailers. Retrieved March 24, 2011 from

Nmisolutions.com. (2008). National marketing institute: Consumer insight and market opportunity report. Retrieved March 24, 2011 from

Hartman Group (1). (2008). The many faces of organic. Organic Magazine, Summer Issue.

Hartman Group (2). (2006). Consumer attitudes and behavior: Five years later and into the future. Organic Magazine.

Lipson, E. (2008). Organic consumers share values not demographics. Retrieved March 24, 2011 from

OrganicExpo. (2010). Organics everyday choice for Australians. Retrieved March 24, 2011 from

Teo-Education.com. (2011). The Ansoff matrix. Retrieved March 24, 2011 from

Key Concepts in This Paper

SWOT Analysis Ansoff Matrix Market Penetration Market Development Diversification Organic Consumers Social Media Marketing Alternative Advertising Natural Products Brand Expansion