...food marketing to food firms in competitive markets. I will also discuss the emerging trends which will influence the development of new products in the future. To begin I will define marketing and explain the impact a good marketing strategy can have on firms. I will discuss what influences consumers when they purchase new products and the integral role market research plays for companies in this regard. Food marketing obviously plays a vital role for companies in competitive markets but in this essay I will show that innovation is equally important for the overall success of a company. Throughout the essay I will use examples of companies who have used very successful marketing strategies and why they were successful, while on the other hand discussing the reasons why other firms failed with their approach to marketing. Marketing is defined as” Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large “. Food marketing therefore is the link that connects food producers to their consumers. Firms have to be careful when choosing their marketing strategy as choosing the wrong target market or the wrong method of marketing will in most cases lead to the failure of the product. Companies need to understand three main things when marketing their product: their customers, their competitors and their own company capabilities. They need to realise...
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...HEINZ Name: Manjit Singh NCC ID: 00125191 Centre: NABT (Newcastle upon Tyne) Table of Contents Introduction 1 Strategic information of Heinz 2 SWOT Analysis 4 Porter’s Five Forces 5 E-Business Planning 6 Knowledge management 9 Customer relationship management 9 Conclusions 10 References 12 Introduction H J Heinz Company began its operation in the food industry in the year 1869, founded by Henry J. Heinz in Sharpsburg...
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...1 The TOWS Matrix --A Tool for Situational Analysis Heinz Weihrich*, Professor of Management, University of San Francisco This article has two main purposes One is to review general considerations in strategic planning and the second to introduce the TOWS Matrix for matching the environmental threats and opportunities with the company's weaknesses and especially its strengths. These factors per se are not new; what is new is systematically identifying relationships between these factors and basing strategies on them. There is little doubt that strategic planning will gain greater prominence in the future. Any organization—whether military, product oriented, service-oriented or even governmental—to remain effective, must use a rational approach toward anticipating, responding to and even altering the future environment. Situational Analysis: A New Dimension in Strategic Planning Today most business enterprises engage in strategic planning, although the degrees of sophistication and formality vary considerably Conceptually strategic planning is deceptively simple: analyze the current and expected future situation, determine the direction of the firm and develop means for achieving the mission. In reality, this is an extremely complex process, which demands a systematic approach for identifying and analyzing factors external to the organization and matching them with the firm's capabilities. The purpose of this article is twofold: first, the concept of strategy and a model...
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...Spot The Weakness Heinz Ketchup Joe Maalouf Rita Nazarian Jennifer Khoury Notre Dame University Table Of Contents: I. Introduction………………………………………………………3 A. Product category B. Retail outlets visited C. Target market D. Positioning statement II. Product strategies…………………………………………………4 E. Product classification F. Product attributes G. Brand name H. Product support services I. Product’s stage in the product life cycle III. Price strategies……………………………………………………6 J. Price in different outlets (Table) K. Price compared to similar products (Table) L. Type of market IV. Place………….………………………………….………………..7 M. Channel length and type V. Promotional mix………………………………………………….8 N. Product Promotion O. Promotional tools P. Message and target market VI. Weakness…………………………………………………………10 VII. Suggested solution………………………………………………..11 VIII. References…………………………………………….…………..13 Introduction: A-Product category: The product we chose for this research is from the food category; it is a convenience good that can be found in almost all retail outlets across Lebanon. To be more specific it is from the sauces and topping section. “Heinz Ketchup” an American brand of ketchup, originally produced by the H. J. Heinz in the United States, imported and distributed in Lebanon by “KFF Food & Beverage Sal”. This product is mainly linked to fast food and western...
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...Table of Content Executive Summary 5 Situation Analysis 6 Company 6 Organizational Structure 6 Corporate Goals 12 Internal SWOT Analysis 12 External SWOT Analysis 13 Internal Processes and Capabilities 14 Industry Financial Structure 14 Customers and Current Situation 15 Value Proposition 15 Current Core Target Market 15 Change in behavior, attitudes or buying trends 16 What are they purchasing from our company? 19 Why are the customers buying our products/services? 19 What differentiates our products/services 20 External Environment 21 Industry 21 Economic 22 Technical 22 Societal 23 Legal 23 Competitors 24 Nestle 24 Pepsi 26 Tyson Foods Inc 28 Kewpie 30 Financial Ratio Analysis 31 Growth Strategy 34 Our new Idea 34 Goals & Objectives 34 Description of Growth Strategy 35 Market Selection 37 Segmentation 37 Targeted Customer Segments 38 Positioning 38 Product 39 Goals 39 Product Description 39 Processes 40 Outsourcing 42 Life Cycle Stage 43 Services 43 Place 43 Goals 43 Distribution Plan 44 Channel Responsibilities 45 Supply Chain System 46 Promotion 48 Goals 48 Promotional Blend 49 Web Based Promotion 49 Social Media Promotion 50 Billboard Promotion 50 Promotional Budget 51 Price 51 Value Proposition & Customer price sensitivity 51 Pricing Strategy 52 Breakeven Analysis 53 Expected Financial Analysis 54 Internal/Sustainable...
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...1 The TOWS Matrix --A Tool for Situational Analysis Heinz Weihrich*, Professor of Management, University of San Francisco This article has two main purposes One is to review general considerations in strategic planning and the second to introduce the TOWS Matrix for matching the environmental threats and opportunities with the company's weaknesses and especially its strengths. These factors per se are not new; what is new is systematically identifying relationships between these factors and basing strategies on them. There is little doubt that strategic planning will gain greater prominence in the future. Any organization—whether military, product oriented, service-oriented or even governmental—to remain effective, must use a rational approach toward anticipating, responding to and even altering the future environment. Situational Analysis: A New Dimension in Strategic Planning Today most business enterprises engage in strategic planning, although the degrees of sophistication and formality vary considerably Conceptually strategic planning is deceptively simple: analyze the current and expected future situation, determine the direction of the firm and develop means for achieving the mission. In reality, this is an extremely complex process, which demands a systematic approach for identifying and analyzing factors external to the organization and matching them with the firm's capabilities. The purpose of this article is twofold: first, the concept of strategy and a model...
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...Effective management of the cross-cultural interface is a critical source of competitive advantage for a multinational firm. Using suitable theories, analyze why an understanding of the cross-cultural interface was important for Motorola’s success in China. The Chinese people’s culture had to be understood in order for Motorola to succeed in China. Planning was essential to entry of the company onto the Chinese market. It required setting objectives and then formulating programs and procedures to achieving objectives. Assessments of the external and internal environment for opportunities and threats were done then compared with Motorola’s strengths and weaknesses (Harold & Heinz, 2008). Low levels of education and difference in the Chinese system made it difficult to get qualified personnel affecting the company’s recruitment activities for both junior and senior staff members. The Chinese culture and orientation towards time management affected planning. Cultural attitudes were not conducive for long-range planning in Motorola and it took some time to pick up. The main factor that affected the planning in Motorola was the political or economic instability of the Chinese government, which had a great influence in the forecasting ability of the company and it at first discouraged long-term commitment of resources, but later they permanently moved their head offices to china. Organizational structures in Motorola were established to achieve objectives. Most structures used were...
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...financial gains by 1990.Maggi also became successful in sauces, ketchups and soups Market in India. Though NIL tried to extend to other ready to eat products like pickles, cooking aids and paste, It was unsuccessful so dumped those products. Maggi Brand of products sustained recession in 2000 and 2001 in India by introducing economy packets. To fulfill novelty needs of customers and revitalize Maggi Noodles Brand NIL made different attempts by introducing new formulation to new taste but customers resisted change and Maggi had to reintroduce Maggi Noodles in same taste. Maggi Noodle had till 2005 five product line on noodles with four variant in Maggi 2 Minutes Noodle. In 2006 in compliance with NIL target to be “health and Wellness Company” Maggi repositioned it as health and taste food products. NIL has also introduced with taste and product line in Sauces and Soup Market under Maggi to catch new segment, revitalize brand, compete with other producers and fulfill expectation of customers. In 2005 Maggi brand worth was 3.7 billion from 1.7 billion market worth in 1.7 billion in 2003. Maggi Noodle is Market leader with around 80% market share in Noodles/Pasta and Maggi Sauce is market leader with...
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...F.T.C. v. H.J. Heinz Co. United States District Court for the District of Columbia, 2000. 116 F. Supp. 2d 190; 2000-2 Trade Cases (CCH) ¶73,066. The Federal Trade Commission seeks a preliminary injunction pursuant to Section 13(b) of the Federal Trade Commission Act, 15 U.S.C. § 53(b), to enjoin the proposed merger of the baby food divisions of H.J. Heinz Company and Milnot Holding Corporation ("Beech-Nut"). . . . I. BACKGROUND A. Market overview Four million infants in the United States consume 80 million cases of jarred baby food annually, representing a domestic market of $865 million to $1 billion. There are only three major manufacturers and distributors of jarred baby food in the United States: Heinz, Beech-Nut, and Gerber Products Company. Gerber is by far the largest domestic manufacturer. It enjoys, and has enjoyed for some 40 years, a dominant market share that has recently grown to between 65 and 70 percent. The Gerber market share is now 65 percent, the Heinz share 17.4 percent, and the Beech-Nut share 15.4 percent. . . . Heinz's domestic baby food products are manufactured at its Pittsburgh, Pennsylvania plant, which was recently updated at a cost of $120 million. The Pittsburgh plant now operates at 40 percent of its production capacity and produces 12 million cases of baby food annually. . . . Beech-Nut manufactures all of its baby food in Canajoharie, New York, at a manufacturing plant that was built in 1907 and began manufacturing baby food in 1931. The plant...
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...in United States, Kraft Foods Inc. witnessed a drop in sales which led to subsequent stagnation as sales of the Steak Sauce flattened out. And despite an increase in dollar sales due to higher prices for the sauce, the unit and volume sales of the sauce continued on a flattened trajectory. A.1. Also faced stiff competition from Lawry an organization renowned for its spices and seasonings, who announced the launch of a new steak sauce. Lawry’s strategy was to market their new steak sauce at a reduced price but very similar to A.1., with the goal of making Lawry the better choice for customers. As a result of this new competition from Lawry’s, Kraft Foods and A.1., was faced with the challenge of determining the best course of action the company should take to counteract this new threat. (Kerin & Peterson, 2011, 634) Problem Identification Lawry’s, a subsidiary of Unilever, famous for its marinades, seasoning blends, and premium spices throughout the United States is launching a new steak sauce with the intent of competing with A.1 for the prominent spot in...
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...PRODUCT FAILURES…………………………………………………………16 7. PRODUCT TAMPERING……………………………………………………..31 8 THE STEPS TO RE-LAUNCH 8.1 STP ANALYSIS……………………………………………………………….34 8.2 THE RIGHT USE OF PUBLIC RELATIONS……………………..…36 8.3 ADAPT TO CHANGE………………………………………………….…...37 8.4 THE RIGHT USE OF PUBLIC REPLATIONS………………………38 8.5 REDESIGNING THE PRODUCT-THE WHAT & HOW…………41 8.6 THE FINAL STEP-THE RELAUNCH………………………………….44 9. CONCLUSION…………………………………………………………………….46 10. REFERENCES…………………………………………………………………..47 1. INTRODUCTION Many people think of a product launch as an event, something that happens with a big bang. The purpose of a product launch is to build sales momentum. A winning product launch delivers sales momentum for your company. But there are very few companies who get it right. A wrongly directed product launch can hamper it to the extent of having to take that product off the market completely. Sometimes, sudden changes in the market also hamper the biggest of business houses. In such cases, a relaunch can provide the best opportunity to turn things around. Interestingly, there are very few if any, examples of brands that have failed and then have been successfully resurrected. This case studies the relaunch of some consumer products that failed to create that initial correct impact on the market and helps understand the process and aftermath...
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...– Roll No. 32 – Roll No. 08 – Roll No. 02 – Roll No. 26 – Roll No. 20 – Roll No. 14 – IBM – Capita – HUL – H J Heinz – Zynga – WNS 1. Introduction 2. Case on Formation of Autonomous Work Groups at Hindustan Unilever Limited 3. Case on Adaptability, Discipline & Innovation in Structure at H J Heinz Company 4. Case on Job Architecture and Performance at WNS Global Services 5. Case on Impact of structural change and Ventura grades at Capita India 6. Case on structural linkage with performance at Zynga (Online Gaming) 7. Case on matrix structure linkage with performance at IBM 3 3 5 8 11 13 16 Page 2 of 18 Introduction We have undertaken studies in our companies to understand the correlation between structure and performance. We have made an attempt to disintegrate the level of complexity in the structures and what impact it exercises on the output or performance. We have explored the above subject keeping in mind that the important variables while dealing with organisation structure are – formalization (rules, routines), centralization (hierarchy, use of authority, verticality), control systems (span of control), coupling and structural embeddedness and specialization (role clarity). Case 1 - The Hindustan Unilever Experience By the end of year 2010, Hindustan Unilever Limited erstwhile Hindustan Lever Limited considered safely as largest FMCG company of India was faced by a dilemma, the market was becoming highly dynamic specially demand for some of its flagship...
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...4. Egyptian Case Studies Azza El-Shinnawy and Heba Handoussa INTRODUCTION This chapter presents three cases of recent foreign investment in Egypt. In the case of the Egyptian Company for Mobile Services (MobiNil), an international consortium takes over a state-run mobile phone service, and modernises its operations in a rapidly growing and transforming market. The local partner subsequently becomes a regional player in Africa and the Middle East. Glaxo Smith Kline, a leading pharmaceutical firm, expands in Egypt through multiple acquisitions, while the parent firm itself is subject to M&A at a global level. The leading-brand ketchup manufacturer Heinz has established a production facility for the Middle East jointly with a Kuwaiti multinational specialising in being the local partner for foreign fast-food chains throughout the Arab countries. THE EGYPTIAN COMPANY FOR MOBILE SERVICES (MOBINIL) Introduction Mobile telephony is capturing an increasing share of global telecommunications services, accounting for 23 per cent of global telecommunications revenues (up from 3 per cent in 1990). Mobile telephony is one of the high growth market segments of the Egyptian telecommunications sector, having outpaced the growth of fixed-line telephony, which currently stands at 7.5 million lines, growing at a compound annual growth rate (CAGR) of approximately 14.6 per cent during the period 1995/2000, compared with the staggering CAGR of 169 per cent for mobile telephony...
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...Reptile 3.0 Small Animal 16.0 Ralston Purina ( NESTLE – PURINA ) • Started as feed business in 1894 • Along with pet food, also in business of cattle feed, bakery product, batteries and cereals • USA’s largest pet food manufacturer with market share of 28% • World’s largest producer of dry dog and dry cat and semi moist cat food • Pet food division was the largest profit centre • It was 25% by sales and 45% by company’s profit Ralston Purina ( NESTLE – PURINA ) • In dog dry food, it had leading brands like Dog Chow and Puppy Chow • Industry leader in price determination • 9 plants across USA • Distribution is done through regional warehouse system • Compete in market as predatory competitor against private label and other competitors PESTEL Analysis Political New Players entering due to High Profit Margin Growth of Premium Products when Economy Grows Private Label Growth due Recession Pet Food should not compete with Human Food Incentives for R & D Strict Anti – Trust Legislation due to M & A Economic...
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...BIS5101 Strategic IT-Management Prof. Dr. Karl-Heinz Rau WS 2013/14 Term Paper Topic: How Companies Could Achieve Sustainable Competitive Advantage Gahn, Philip MACFA, ID# 309601 gahnphil@hs-pforzheim.de Kominek, Lukas MACFA, ID# 300953 komluk@hs-pforzheim.de Wenz, Eugen MACFA, ID# 300636 weneug@hs-pforzheim.de th Submission date: November 2 2013 2 Table of Contents 1 Purpose and Structure ......................................................................................... 5 2 Definition and Origin of Competitive Advantage .............................................. 6 3 Approaches and Methods to Achieve Competitive Advantages......................... 8 3.1 The Traditional Approach According to Porter ........................................... 8 3.1.1 Cost Leadership ................................................................................. 10 3.1.2 Focusing on Priorities ........................................................................ 10 3.2 Modern Approaches .................................................................................. 10 3.2.1 The Strategy as a Compilation of Simple Rules ................................ 11 3.2.2 The Blue Ocean Strategy ................................................................... 12 4 Ways to achieve Sustainable Competitive Advantage...................................... 13 5 Conclusion ............................................................................
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