Market General Mills is the number 3 biggest company in consumer food industry in the United States. Its annual revenue is around 24 billion and employees 31000 people. It is the biggest breakfast food manufacturer and the biggest breakfast Cereal maker. The main competition that General mills enjoys is from Kellogg in cereal Segment and in the industry from Nestle, Kraft, Campbell, ConAgro, Frito-lay. In comparison to other companies in the same industry General mill is USA based and largely the revenue is from U.S based sales.
1. Using the “DECIDE” procedure/formula, analyze the above case. (50 points) Company Background Frito-Lay Company is the world leader in the salty snack category, controlling more than 35 percent of the world market in snack chips and 60 percent in the United States. Among the company's well-known brands are five that generate annual sales of $1 billion each: Lay's, Ruffles, Doritos, Tostitos, and Chee-tos. In addition to its dominance of the potato chip, tortilla chip, and corn chip sectors (the last of these led by the Fritos brand), Frito-Lay has major brands in other categories, such as Rold Gold pretzels, Cracker Jack candy-coated popcorn, and Grandma's cookies.
Throughout the decades, in kettles and toasters manufacturing they took the No 1 place, and today they admitted themselves as a leading brand in this area. With this superior track record and legacy, they have since become a leading brand in irons, food preparation and now floor care. And they extend their business in other markets, such as heating, cookware and bake ware. (http://www.russellhobbs.co.uk/about/#1) Today Russell Hobbs boasts an extraordinary product portfolio and is continuing to develop into new categories. From kettles and toasters to cooking, cleaning and garment care, each and every product is intended with the consumer in mind to offer the decisive in performance, practicality, ease of use and style.
In the 1990s, Krispy Kreme grew rapidly to the national phenomenon with 366 stores in 44 states. In addition to Krispy Kreme stores, their premium quality doughnuts are sold in supermarkets, convenience stores and other retail outlets throughout the country. Best known for their fresh, glazed, yeast-raised doughnuts, known as "Hot Original Glazed”, Krispy Kreme also make more than a dozen other varieties of yeast-raised and cake doughnuts. Krispy Kreme doughnuts are sold in supermarkets, grocery stores, convenience stores, gas stations, Wal-Mart and Target stores in the US; Loblaws supermarkets and Petro-Canada gas stations in Canada; Woolworths supermarkets in Australia, and Tesco supermarkets, Tesco Extra and Moto service stations in the UK. The operational plans of Krispy Kreme such as a pilot project in Mountain View, California, to sell doughnuts through car windows and sunroofs at a busy intersection (with wireless payment) in 2003.
(A) Identify and analyse Tesco’s current business strategy Tesco is one of the largest retailers in the world by revenues ($94,185 BILLION), just after Wal-Mart and Carrefour. Their goals are to improve value (Shareholder) and loyalty (Clubcard) for their customers. Tesco’s strategy in the UK market: i) Core UK Business Tesco has established supremacy in the United Kingdom; the keys’ factors of their success are characterized by the quality of their products, price and their strong relationship with their customers. ii) International strategy Tesco’s international expansion strategy has also been successful; they have stores in 14 countries across Europe (Czech Republic), Asia (China...), and North America (USA…). The
McCain Foods Ltd was founded by the McCain brothers in 1957 and began operating in Great Britain in 1968. Now they’re the largest chip producer in the world, holding a third of the market share. McCain strive to sustainably make quality food, while meeting objectives (McCain Foods Ltd 2011). To accomplish this McCain need the correct balance of the marketing mix because a successful mix meets customer needs, contributes to a competitive advantage through differentiation and matches the resources available to the business (Jobber and Fahy 2006). The 4P’s (product, place, promotion and price) describe the marketing mix (McCarthy 1960 as cited in Blythe 2008).
ASSIGNMENT ON SAINSBURY PLC Background Information Sainsbury is the one of the oldest supermarkets in the United Kingdom. Sainsbury was founded in 1869 by John Sainsbury and his wife, Mary Sainsbury. Today Sainsbury runs 1,200 supermarkets and convenience stores. Its employees are around 161,000 and it is now one of the largest supermarkets in UK. Sainsbury plc.
The United States is the leader in the role of breakfast cereals consumption. It contributed 42.2% of the total market (Market Line). The breakfast cereals industry consists of hot cereals and ready-to-eat cereals. The ready-to-eat cereal is the largest part of cereals industry which accounts for 88.6% of the market, and the hot cereals accounts for the remaining 11.4%
Ben & Jerry's Homemade, Inc. produces super premium ice cream, frozen yogurt, and ice cream novelties in rich and original flavors. The company sells its unique offerings in grocery stores, restaurants, and franchised ice cream shops, and it holds about one-third of the market for its products. This global company began with only a $12,000 investment to open Ben & Jerry’s Homemade ice cream scoop shop in a renovated gas station in downtown Burlington, Vermont, on May 5th, 1978. From one small shop in downtown Burlington, the company had grown to include a chain of nearly 100 franchised shops, and a line of products sold in stores across the country. As one of the leading superpremium ice cream (greater richness and density than other kinds of ice-cream and is therefore sold at a relatively high price) manufactures, Ben & Jerry’s has to continually expand and develop to compete with other leading brands.
By the year 2000 Ben & Jerry’s annual sales had grown to $237 million. In addition to serving premium ice cream Ben & Jerry’s emphasizes socially progressive causes and has a strong commitment to its community. Ben & Jerry’s has three objectives; an economic, a social, and a product objective. Ben & Jerry’s product objective is to create the highest quality, innovative flavored ice cream made from Vermont dairy products. The ice cream flavors of Ben & Jerry’s are very original with flavors like Phish food and Chunky Monkey.