...EXECUTIVE SUMMARY Deluxe Foods Ltd. (subsidiary of a large US based consumer packaged-food company with annual global sales of more than $2.8 Million) is currently in a pivotal growth and expansion stage of their business cycle. The company has to decide on whether to create a separate marketing plan for one of their corresponding territories (Quebec) or focus on a global strategy for the entire firm. As Quebec and Ontario account for 69% of the total sales (in the amount of $450 Million) for this Canadian subsidiary, it is imperative to develop and customize a marketing campaign for this market. Currently, the Ontario division is functioning adequately (having a central distribution centre in Toronto helps), yet there is opportunity to grow market share in Quebec. This is due to the following factors: * 80% of the market is French speaking * Quebec’s per capita consumption is above the national average * Previous research projects suggest to separate and differentiate the brand from competition * Revise and customize the advertisement plan in the French language * Collaborate with the independent shops Creating an effective marketing plan includes: 1. Set Objectives- Grow the Quebec market share by 10% annually 2. Select Target Market- Sell products in independent mom and pop shops by conducting market research and analysis (SWOT), pricing strategy, promotional campaign 3. Develop Marketing Mix- Price, Promotion...
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...prepared foods, and frozen dinner. Because of the poor performance of some of the company’s product in the Quebec’s market. Valerie Boudreau, the marketing manager of the company, is being urged to approve the creation of a separate marketing plan for Quebec. 2. Evaluate Walker- Winkle Mills, Ltd.’s present strategy Valerie Boudreau is marketing manager of WWM, which deals with pre-packaged foods. It has several of product lines and has successfully introduced at least six new products every year in the last five years. WWM is popular in its high-quality products and has a good brand image in the market. Boudreau followed good strategy so that the company’s market share has increased steadily every year. She also efficiently coordinates all phases of the food business and WWM has successfully introduced at least six new product every year in the last five years. Boudreau conducts a regular meeting with her product managers it is easy to identify, if any, changes in the market and can know what problems need to solve. Each manager has the freedom to make suggestions and even to suggest major changes which enable Boudreau address what is going on with WWM. Valerie Boudreau focused on increasing company product’s line without any fail. But from the past two years, total sales in Quebec market began to lag. One of the product managers, Jackie Provence, conducted evidence to explain the situation. In her opinion, Provence felt the current marketing approach to the Quebec should...
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...analyzed for their present and future economic feasibility. Based on the information that you provided to us, we concluded that there is a market for your products and that the project will be financially feasible. We will recommend as a go to seek and negotiate partnership in the cities of Ottawa and Quebec however we recommend that the United States should be approached in an ulterior phase at a future date. SITUATION We, PM Consulting Inc were able to identify three specific phases of Ms Lilian Colpron business evolution. These are: 1. Liliane Colpron started her own business at the age of 30 years while having three children and being divorced. She started by negotiating a partnership with a French baker and she opened a little bread shop. She learned how to make and bake bread as well as how to package and deliver bread. Liliane Colpron owned this little bakery for twelve years and then she sold it when she was making sales of $1,000,000 per year. 2. Once the frozen raw bread dough was starting to be the new “it” on the market, Liliane Colpron decided to exploit this new market. This new business was an industrial size raw bread dough factory in Dorval Quebec. The business was a medium size business with 15 employees and 8000 square feet manufacturing plant. The first year of this business the sales were of $250,000. The new business grew to a factory of 40,000 square feet and it generated $10,000,000 in sales per year. The business was very profitable....
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...styles of beer, and focus on providing customers a superior product, using traditional brewing techniques. Certain craft breweries sell beer directly on their premises, and are called brewpubs. Craft breweries are known to develop clever marketing strategies with limited budgets in order to connect with their target markets. Industry Overview BC In 2009, 209 breweries were identified by Statistics Canada and 49 of those establishments were located in British Columbia. However, an article by The Province estimates that by the end of 2013 there will be more than 60 independent breweries (this number includes microbreweries, nanobreweries and brew pubs). This increase in breweries is mirrored by an increase of 6.4% of microbrewery beer sales in British Columbia in March 2007 to 12.7% in March 2011. In the last two years, this number have only grown. In an article published July 3, 2013, The Province asserts that craft beer is almost at 20% of the market share for beer in British Columbia, while BC Business cites the Craft Brewers Association of British Columbia in stating that the market share is currently around 15% but that many brewers are experiencing sales growth between 15 and 20% per year. Canada According to Agriculture and Agri-Food Canada in their report, The Canadian Brewery Industry, approximately 10 million Canadians drink beer and the sales of goods manufactured by the Canadian brewery industry in 2009 were worth $4,671.2 million. The Brewers Association of Canada...
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...MODULE 4, ASSIGNMENT 3 August 2014 ALL STAR Foods Canada Ltd. Overview ALL STAR Foods International (ALL STAR) is a large international manufacturer of snack foods, including potato chips, nacho chips, and pretzels, that are sold under the Tasty Crunch brand name. ALL STAR has operations throughout North America and Europe, and its international head office is located in Chicago. Consolidated net sales are in excess of US$1 billion, and ALL STAR’s shares are traded publicly on the New York Stock Exchange. In Canada, ALL STAR operates through its wholly owned subsidiary, ALL STAR Foods Canada Ltd. (ASFC or the Company). ASFC has facilities located across Canada and sales in excess of CDN$150 million. Its head office is located in Toronto, Ontario. Over the past several years, ASFC’s sales have grown slowly and its financial results have been relatively weak. Consequently, ALL STAR initiated a major restructuring of ASFC at the beginning of 2010. This resulted in the replacement of almost all the senior management staff. Bruce Tate, a senior manager in ALL STAR’s operations in the United States, was appointed President of ASFC. His mandate was to double the size of the Canadian operations and to generate a pre-tax profit margin in excess of 10% within a period of five years. Management Team and Responsibilities By December 2010, Bruce and all six vice-presidents of ASFC were relatively new to the Company. An organizational chart for ASFC is presented as Appendix A. Background...
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...Fast Food Advertising And Childhood Obesity A rise in obesity has been observed in the United States in the last two decades. Obesity is one problem that gives birth to numerous fatal diseases, including but not limited to cardiovascular disease, diabetes, and depression. The Centers for Disease Control and Prevention (CDC) conducted a survey and found that, “More than one-third of U.S. adults (35.7%) and approximately 17% (or 12.5 million) of children and adolescents aged 2-19 years are obese” (Ogden, Carroll). One of the main reasons behind obesity is the American’s love for fast food. Fast food contains only a small proportion of essential nutrients, and is loaded with unhealthy and non-essential nutrients which do nothing but contribute to obesity and resulting diseases. An equally increasing trend has been observed in the openings of new fast food locations. The fact sheet issued by National Restaurant Association shows that “970,000 new fast food locations were opened in year 2012 and the restaurant-industry share of each food dollar spent stands at 48%” (2012 forecast). Those parents who know about the adverse effects of fast food consumption try their best to keep their children away from it. But no matter how hard they try to shield their children, some negative forces like advertising provides them a complete exposure to such unhealthy food. A kid may never have eaten a McDonald’s hamburger, but he/she definitely knows what it looks like, thanks to the power of...
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...Entrepreneur: Description The entrepreneur always had new ideas, because she admires variety and she looks for beauty and harmony in life. She didn't know anyone who started their own business while growing up; however, her current role model is Richard Branson. She prefers working with individuals whom she likes and trusts. Having a good relationship with her friends and partners are important for the well-being of her business. Educational Background The entrepreneur holds a Bachelor of Science with a major in International Economic Relations from Bulgaria, which she reevaluated to the educational system in Quebec. Also, she is a Certified Trade Professional in Canada, USA, and Europe. Experience The entrepreneur has experience in sales and marketing, and used to own a company before immigrating to Canada. She possesses the professional contacts, such as lawyers, accountants and business advisers, and the local financing experience through her last business in Canada. Evolution of the Business Idea The business idea originated after the entrepreneur worked for several companies in Canada, but none of those jobs were of real interest and meaningful to the entrepreneur. She saw no future on the jobs she held, so she decided to do something that was different and stimulating, something that used more of her creativity and imagination. This is how the idea of offering eco soil, flowers, and the combination of both was born because she believed that beauty and flowers...
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...A Crisis in the Marketplace: How Food Marketing Contributes to Childhood Obesity and What Can Be Done A Crisis in the Marketplace: How Food Marketing Contributes to Childhood Obesity and What Can Be Done is written by Jennifer L. Harris, Jennifer L. Pomeranz,Tim Lobstein, and Kelly D. Brownell1, in collaboration by Rudd Center for Food Policy and Obesity, Yale University, New Haven and 2International Obesity Taskforce, London. This article was publish on Annu. Rev. Public Health 2009.. This article is focusing to the health aspect but the causes is the food marketing. This article specifically on the childhood obesity. Childhood obesity was on of the biggest problem in the new decade. The some of the study shown that the 35% American kid is obesity and also the its expected in the 25 years us 35% china 78.8% India 162% kid will be obesity. The writer was justified that the obesity will come from few factor example like from the genetic/ physical activity like less activity for kids will cause of the obesity .environment also can be of the factor . The worried of this food marketing system is mainly the factor is the rapidly growing food industry cause of the growing food industry the marketing of the food will increased push the product. Cause of the spending power with kids and adolescent the marketing targeting specific group. Author was argued that the spending of kid per year in us is 200billion. The main factor in the marketing that effect kids is the advertisement...
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...MCGILL UNIVERSITY Center for Continuing Education BNI COMMUNICATION PLAN PROPOSAL PRESENTED BY: Valérie Cardinal Jean Christine Clouthier Raymundo Nunez Garza Stephen Arkilanian Joyce Valbuena CPRL 540: COMMUNICATION PLANNING Montreal, Quebec [July 15, 2014] TABLE OF CONTENTS EXECUTIVE SUMMARY ----------------------------------------------------------------------- 2 SITUATIONAL ANALYSIS -------------------------------------------------------------------- 3 SWOT ANALYSIS ------------------------------------------------------------------------------- 4 TARGET AUDIENCE --------------------------------------------------------------------------- 5 COMMUNICATIONS GOAL ------------------------------------------------------------------ 6 COMMUNICATION OBJECTIVES --------------------------------------------------------- 7 KEY MESSAGES ------------------------------------------------------------------------------- 8 THE COMMUNICATIONS PLATFORM STRATEGY ------------------------------------------------------------------------------ 9 TIMING ----------------------------------------------------------------------------------- 10 TACTICS --------------------------------------------------------------------------------- 11 BUDGET BUDGET A ------------------------------------------------------------------------------ 14 BUDGET B ------------------------------------------------------------------------------ 15 EVALUATION AND MEASUREMENT -----------------------------------------------------...
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...a quick comparison. However, they still have one big difference in the fact that Target is considered to be more up scaled. Often described as “Cheap Chic”, the products at Target are of higher quality for a slightly higher price, while still staying affordable. Before the economic crisis, Target sales were always increasing and the business was growing at a faster rate than Walmart. Target’s profits and sales were increasing from one period to another, while Walmart was basically lagging; not decreasing in sales but not increasing neither. That situation alerted the biggest discount retailer so much that its top manager decided to change their marketing strategy and copy Target. They started to have more and more designer clothing and house furniture lines as well as more gourmet and organic food in its aisles. The well known “Always low prices. Always.” slogan was even changed to “Save money. Live better.” That new catch phrase was designed to take away the image of cheap products and convince customers that by shopping at Walmart, they could increase the quality of their lifestyle. But when the recession hit the United States in 2008, that tendency reversed and basically became the opposite. Instead of Target’s market increasing and Walmart’s decreasing, the former started recording decreases in profits and the latter started showing signs of...
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... Alberta, Saskatchewan, Manitoba, and Ontario. The brand’s heightened popularity is fueling new expansion from Atlantic Canada and Quebec to Vancouver Island. Moxie’s focuses on superior food quality, exceptional service and prices that represent great value for guests. The Company’s dynamic offering appeals to a plethora of audiences including business professionals, families, students and couples. The Moxie’s atmosphere provides an upscale casual dining experience that has been neglected by most major sit-down restaurant groups. The upscale ‘non-themed’ approach, coupled with superior quality food offerings and service, has proven to be highly successful. Moxie’s is a GE capital approved restaurant chain. This approval is reflective of the Company’s prudent fiscal and operational policies that position it for strategic and managed growth. Moxie’s restaurants average approximately 225 seats and are open seven days a week for lunch and dinner, late night dining, and Sunday brunch. All Moxie’s locations provide full liquor service. Of course, none of the Company’s success would be possible without people. MOXIE’S MANTRA What makes Moxie’s unique and different from others? At Moxie’s we believe our most strategic competitive advantage is the Company’s culture. Our culture is built on the foundation of great people serving fabulous fresh food in an upbeat and stylish environment. Our team members, managers, Home Office and Franchisees are committed to this philosophy. Smart...
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...Comprehensive Case Scenario Human Resources Management The Wilson Brothers Limited Case Case Scenario Written By Charles Purchase, Seneca College (Case Fictional) History In 1960, the Wilson Brothers, Bob and John, started Wilson Brothers Limited. This Canadian company manufactured and distributed various lines of prepared food products for the Canadian market from a number of plants, with the head office located in Brandon, Manitoba. Bob was just 23 years old at the time, and John was 21. In the first year of operations, the sales volume for Wilson Brothers Limited was $300,000. By 2000, Wilson Brothers Limited had six operating plants in Canada. They had also expanded to the western US market and had several plants in Europe. Wilson Export Division was responsible for exporting product to Japan and China. In 2000, the total sales volume of the Company was over $6 billion. The company was a Canadian business success story, both at home and abroad. In addition to the spectacular volume increases, the company was very well managed financially. It had no reason to go public to raise capital as it financed all of its expansion through earnings. There were several reasons for the Company’s exponential growth. First and foremost, the brothers valued hard work. They each worked ten to twelve hours per day, even in the latter stages of their careers. Consequently, their senior and middle management group worked similar hours. Secondly, each brother was a...
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...Kudler Fine Foods Product Launch Plan Marketing/MKT 571 TABLE OF CONTENTS Introduction……………………………… Brand Description………………………………… Brand Position………………………………………………………………….. Targeting………………………………………………………………………... Market Needs…………………………………………………………… Market Potential and market growth………………………………………………………. SWOT Analysis……………………………………………………………………… Competition…………………………………………………………………………….. Marketing Goal & Objectives…………………………………………………………. Pricing………………………………………………………………………………….. Marketing Communication………………………………………………………………………. Distribution Strategy…………………………………………………………………. Financial Data………………………………………………………………………… Marketing Research…………………………………………………………………. Conclusion…………………………………………………………………………… Reference………………………………………………………………………….. Introduction Product Launch Plan for Kudler’s all Natural Vegan Cupcakes In order to market the new product of Kudler Fine Foods the marketing team will gathered all the information through the marketing research and on the basis of this data an effective marketing strategy along with a communication plan has been prepared which will be thoroughly discussed in this paper. The product will be lunched to both the domestic as well as the international market. The marketing team has identified the opportunities for its product and these opportunities were based on the various segments of the target market. Keeping in view the target audience the ingredients of the product were decided. Similarly when planning for...
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...S w 9B12M003 SHER-WOOD HOCKEY STICKS: GLOBAL SOURCING Megan (Min) Zhang wrote this case under the supervision of Professor Paul W. Beamish solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2012, Richard Ivey School of Business Foundation Version: 2012-02-13 In early 2011, the senior executives of Sher-Wood Hockey (Sher-Wood), the venerable Canadian hockey stick manufacturer, were pondering whether to move the remaining high-end composite hockey and goalie stick production to its suppliers in China. Sher-Wood had been losing market share for its high-priced, high-end, one-piece composite sticks as retail prices continued to fall. Would outsourcing the production of the iconic Canadian-made hockey sticks to China help Sher-Wood to...
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...opportunities, strategic recommendations for each of its gaps, financial implications, followed up with a conclusion and the next steps that VIA rail should take. Brief Description of the Service VIA rail is an independent crown corporation that provides Canadians with safe, efficient, and environmentally responsible public transportation. It operates nearly 500 trains every week on 13,000 km of track, and serves 450 communities across the country. It provides a number of services including on board, online, phone, and in-station. Challenges and Opportunities VIA Rail faces a number of challenges and opportunities that can that help the company grow and become more profitable. Some challenges that Via faces includes improving upon their food quality and prices as well as entertainment on board the train. On the other hand, Via also has a number of opportunities to develop growth and increase their profits. We noticed that Via is not servicing in certain geographical areas. A prime example of this is the area between Calgary and Edmonton as there is currently no service between these two destinations through VIA. In addition, we discovered that VIA does not provide a mobile application. By not having a mobile application, the company is missing out on providing a method for customers to purchase tickets for the VIA service. A third and final missed opportunity is that we also noticed that VIA Rail is not included on travel-booking websites such as Expedia. Because of this, VIA...
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