Assignment Help on Camel Milk Victoria
History
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Camel Milk Victoria is a company that has substantially stepped into milk industry by offering camel milk to Australian milk consumers. The company has been established by Chris and Megan Williams in Victoria’s northeast region (Camel Milk Victoria, 2016). The farm of Camel Milk Victoria has 14 camels that are milked while the ultimate goal of the entrepreneurs is to have 50 milking camels. The dairy farm is stretched in the Campaspe Shire near Kyabram on 100 acre of land which is used for shared farming with family. Chris and Megan use portable milking machines in order to milk the camels after taking specialized camel handling course from local camel trainer named as Peter Hodge (Romensky, 2015).
Products
The company now offers Camel Milk in 500ml and 1litre bottles, Camel Milk Soap of 150 g, Laundry Powder made from Camel Milk of 1.25kgs, Handmade Lip Balms made with natural oils and scents of 10g and customized camel milk soaps with camel and teddy designs of 100g and 60g each (Camel Milk Victoria, 2016). The pricing of each product is as follows:
- Camel Milk Soap (150g) at $10.25
- Laundry Powder (1.25kg) at $24.95
- Lip Balms (10g) at $9.95
- Camel Milk Soap (75g) at $6.95
- Camel Milk Soap (100g) Camel Design at $14.25
- Camel Milk Soap (60g) Teddy Design at $13.45
- Camel Milk (1L) at $21.00
- Camel Milk (500ml) at $11.00
Mission and Vision
The mission of Camel Milk Victoria is to provide healthier alternative to other milk. The vision is to promote consumption of Camel Milk as it contains 30% less fat and 40% less lactose as compared to cow’s milk. Furthermore, Camel Milk is a good source of Calcium and Magnesium that can reduce health related issues especially autism, food allergies, diabetes, cancer, skin issues, lactose intolerance and insulin problems (Camel Milk Victoria, 2016). The composition of camel’s milk has less fat than cattle, goat, sheep and even human milk as shown in the table below.
SITUATION ANALYSIS
Market Sector
Camel milk is associated with dairy market in Australia that offers cheese, butter, margarine, milk and other dairy products. Milk’s retail value growth rate was 2% in 2014 that came down from 4% in 2013 (Euromonitor, 2015). Since, Australian consumers tend to skip breakfast frequently, so the milk consumption rate has fallen. The Australian milk industry is held by Parmalat Australia, National Foods, Murray Goulburn, Fontera, UDP and Tatura as shown below.
It is expected that in future the consumption of milk products will slow down to 1% from 2% in 2015. Camel Milk is a niche market in milk industry that will divert the sales prospect of cow, goat and sheep milk towards itself due to its added benefits.
Camel Milk Market Demography
Dry land dairy production that utilizes the camels for milking them represents major development possibilities in Australia. Australia is the only Western country with unfettered access to healthy wild herd of camels. It is in a unique position to capitalize the camel milk market. In Australia, there are an estimated 300,000 feral camels roaming in the deserts that can be tapped for milk by using top class research facilities that can be used for refining and pasteurizing the milk (Helbig, 2016). Australia can become world’s leader in this field by combining its research potential with its natural resources i.e. feral camels. The camel industry overall has been on the brink of expansion for almost 20 years but still the interest in the camel milking industry has been stationery. According to BBC report (2013), there are around 750,000 wild camels roaming wildly in Australia (Martin, 2014).
Demand Analysis
The camel milk market in Australia is currently facing several hurdles including fluctuating milk volumes based on the forage availability to camels (Worthington & Fritzgerald, 2016). However, the demand for camel milk in Australia is on the rise as many people believe in its superior nutritional value and overwhelming health benefits. Camel milk is considered as a high end health product that is used for reducing the autoimmune diseases like autism and diabetes.
According to Martin (2014), international demand for camel milk has risen to 7,000 liters per month. Australian camel industry has competitive edge over Dubai as it is the only western country with access to disease free wild camels as well as highest dairy standards in the whole world. United Nations estimated that there are 200 potential camel milk consumers across the globe while industry is at $10 billion worth (Martin, 2014).
