The vitamins and supplements industry is rapidly growing all around the world. It is estimated to cost almost $37 billion per year (Boley, 2016). The popularity of healthy life has greatly stimulated the development of this industry. The main products are vitamins and minerals, herbs and botanicals, especially dietary supplements, protein powder, meal replacements, weight loss products as well as specialty and elite sports nutrition (Boley, 2016). This paper aims to analyze the industry as well as the corporate specifics of one of the most successful representatives of this industry the Blackmores Company.
While the general development rate of the worldwide vitamins and supplements business sector is not uncommonly reassuring, solid growth, particularly with respect to the classifications and sub-classifications, is expected. Customers are more mindful than they were some time ago, and they are likewise eager to spend more on supplements. Supply interruption could be a serious problem in these sphere. In order to avoid such issues, it is important for marketers to keep an eye on the most recent patterns in order to be able to access the needs of the consumers. This is why, the popularization of the healthy lifestyle is the biggest prospect for the industry in the long run. For the last two years, it has become the worldwide trend and now it is still developing and spreading rapidly (Boley, 2016).
There are some larger players in the market, such as Swisse and BKL. The Swisse vitamins corporation is one of the biggest competitors in the industry as it is present in different countries, where it covers big portions of the markets. On the other hand, BKL is a comparably small company, but it competes well against the well-known domestic and global players. This company is using an e-commerce platform, which helps it establish partnerships with the buyers. Furthermore, Blackmores is the leading brand in Australia. It has been awarded a name of The Most Trusted Brand in the vitamins and supplements industry in 2015 (Lariviere, 2013).
Blackmores has been an industry pioneer in Australia for over 80 years. The organization was established in the 1930s based on the vision and energy of Maurice Blackmore, an English migrant whose thoughts regarding wellbeing were comparatively radical (Blackmores, 2015). In 1938 Maurice Blackmore started Australias first human services store in Brisbane, and teamed up with partners to build up the primary naturopathic affiliations and universities in the country (Blackmores, 2015). In 1975 Maurices child, Marcus, acquired control of the organization and right now acts as an executive of the board (Blackmores, 2013).
In 1985 the organization has entered the equity market and as of now has 16.97 million shares traded at $26.44 per offer (Australian Securities Exchange, 2015). The present Head Quarters of the organization is located in northern part of Sydney. While the organization had been established in Australia, it ventured into the universal business sector holding solid positions in New Zealand and Asia. In 1976 in Malaysia, Blackmores opened a respectable point of operations. It now holds critical deals with Thailand, Malaysia, Singapore, Hong Kong, Taiwan, South Korea and China. Blackmores management sees its development in the Asian direction as an inexorably imperative part of their corporate strategy (Blackmores, 2015).
What is more, beyond any doubt, their competitive advantage is price power. The pills do not cost much to produce, and different brands have pills with fundamentally the same advantages, even though they are marketed by different corporations. Blackmores has an image of higher quality among the customers and therefore can charge more (Lee, 2012). All things considered, individuals who are worried about their wellbeing will pay more for the multivitamins of better quality offered by Blackmores. In order to achieve such a favorable position in the market, advertising is Blackmores financial channel. An unrivaled "offer of psyche" developed over the years of promotion has helped Blackmores stay on it of its competition.
To overview the companys strength and weakness, it is advisable to build a SWOT analysis, which is presented in the table below.
Blackmores will most likely on leading the business sector in Australia keeping up its piece of the market of roughly 17% in the future. The income in this locale is supported by its prevalence and high entrance rate amongst the shoppers of up to 70% when it comes to utilizing VDS (Blackmores 2015). The expanding wellbeing mindfulness in the Australian culture likewise implies that the VDS business will keep on growing. Blackmores anticipates that the VDS part will develop at 9% p.a. at the retail level for the upcoming three years. In any case, expanded rivalry, particularly from Swisse, is posing potential difficulties for Blackmores. Considering these factors, Blackmores capacity to understand the business sectors general development may be upset by the expanding rivalry and industry development. Its growth in Australia is prone to remain moderate considering the abovementioned specifics of the market. Accordingly, it is expected that Blackmores income rate in Australia in the following five years will stay consistent with the 2013 level.
The Blackmores Company has been performing quite successfully during the past three years. The revenue was $472 million in 2015, $347 million in 2014 and $327 million in 2013 (Newman, 2016). Since the organizations revenue is rapidly growing year by year, its success is undeniable. Moreover, operating expenses have made a fast jump from $64 million in 2013 and $68 million in 2014 to $253 million in 2015. It means that the demand for the products is increasing. From this perspective, the cash flows have grown by almost 20 % in 2015. However, in 2013 the cash flows were $22.215 million and in 2015 they jumped to $71.555 million. So, these financial performance indicator shows that company is reaching its peak in the market. (Blackmores, 2015).
It is hard to decide whether the managers wanted to manipulate earnings or not. First of all, an excellent marketing strategy can be traced. These days even celebrities are talking about vitamins. That is why, the popularity of the brand is constantly boosted (Lee, 2012). Moreover, the acquisition of 2013 may be considered as an incentive to manipulate earnings. From the financial report, one may see that after this action the growth rate of the combined entity has improved significantly. Moreover, before the acquisition the growth rate was the lower compared to the past four years (Magyer, 2016).
After the analysis of the companys financial statement for the last 10 years, no serious signs of earnings manipulations were found. Moreover, it would be possible to adjust the income by barring the premium income from bank stores, eminences, enrollment and other pay (Patel, 2012). Moreover, other salary numbers are excluded from the wage proclamation investigation as people trust that a portion of the other extensive pay might be utilized to contort the genuine working execution of the organization.
In Blackmores 2015 yearly report, the budgetary lease obligation was much lower than its working leases. Since an organization reporting a lease as a working lease may ordinarily indicate higher benefits, higher return measures and a more grounded dissolvability position in early years than an indistinguishable organization reporting it as a money rent, a conformity is made on promoting the working lease commitments of Blackmores to mirror the genuine execution of the firm. Therefore, both non-current resources and non-current enthusiasm bearing liabilities will increment as needed for every year under analysis.
The estimation of various indicators, such as arrangements and remittances for dicey obligations, are sensible. Besides, no disability misfortune is recognized in 2015 and the impalpable resources of Blackmores are performing admirably in 2015, and no further modifications are made to these accounts. After all, Blackmores is still a strong organization with the much-needed associations with specialists (another channel for deals), a solid accounting reporting system and a decent international development plan. All organizations sooner or later experience challenges, but Blackmores manages to remain strong without financial manipulations and resultant legal issues.
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