You have been invited to present a marketing plan to the Australian Government, Department of Industry, Science, Energy and Resources. Food Innovation Australia Limited (FIAL) sits within this department and is the Food and Agribusiness Industry Growth Centre. The Food and Agribusiness Industry Growth Centre collaborates with industry to grow the share of Australian food in the global marketplace.

FIAL has created a digital platform called the Australian Food & Beverage Catalogue (AFBC)that connects export ready Australian produced food suppliers with national and international buyers in an effective and efficient manner.

With this online catalogue: FIAL aims to connect Australian food suppliers within Australia (local transactions) and internationally (exporting) including:

• enhancing management and workforce skills (within Australia)
• improving international trade diversification opportunities and market access (facilitate connections and new digital solutions - AFBC - to support emerging exports).
• increasing collaboration and connections with:
  • food services (hotels & restaurants),
  • retailers (supermarkets & convenience stores) and
  • e-commerce platforms (ie: Tmall, Lazada, Amazon, Noon.com),

Rod Arenas, General Manager Commercial from FIAL states "AFBC is a simple & easy to use digital platform directly connecting Australian export-ready suppliers with qualified national and international buyers'

Rod Arenas would like a marketing campaign created to showcase this new digital platform and entice Australian and overseas businesses to use the platform to source export-ready Australian food products.

More about the Australian Food & Beverage Catalogue:

The Australian Food & Beverage Catalogue (AFBC) is a directory connecting market-ready Australian food and beverage businesses, with qualified domestic and international buyers.

The website address:https://www.fial.com.au/afbc

The Brief

The client, FIAL, has written a brief for RMIT Marketing Principles students, the main objective of which is forshowcase the benefits of this new digital platform, to entice Australian and international businesses to use the platform to source locally-produced Australian food.

The focus of this marketing research report will be to include business objectives, an analysis of Industry and the actual business, as well as investigate the ideal buyer to promote the benefits of using this platform. The focus is to also increase brand awareness and for this platform to be the 'go-to' for any locally produced Australian Food.

Please note: Your buyer is based on the country you are residing in. Therefore, local students will look at domestic buyers, while international students will focus on international buyers from the country they are residing in.

1. Discuss the origins and history of The Food and Agribusiness Growth Centre (FIAL).

2. Explain what is theAustralian Food & Beverage Catalogue (AFBC).

3. State what country/region/state your buyer resides in.

4. Name 2 business objectives for FIAL

5. Explain which industry segment/sAustralian Food & Beverage Catalogue (AFBC) from FIAL would be part of. Explain the reasoning of why you chose this industry segment.

6. Explain how the following external (macro) factors could impactcould impact FIAL's ability to create brand awareness of the Australian Food & Beverage Catalogue (AFBC) -https://www.fial.com.au/afbc. Please ensure you reference figures and statements appropriately. (Political Factors, Economic Factors, Social Factors, Technological Factors, Legal Factors, Environmental Factors)

https://www.abs.gov.au/

https://www.ibisworld.com/