Brannigan food case study clark

By maintain the current brands, they would increase their shelf space. Pros: Brannigan would very quickly be able to have an adequate response to new trends, as the whole operation is set up and products are already tested.

The Environment: Major consumer trends affecting the industry are the concern for health and obesity. Research usually yields ideas, out of those only 10 products get developed. This strategy focuses a lot on star products BCG product matrix and a long term growth vision.

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However, even if these recipes are well received by a test market, the recipes might not be popular enough to become a staple item for the company and ultimately become just another short life-cycle product which fails.

And being very popular, these categories witnessed high competition that led to a larger hit to the profit margins than the core products. Proposal 2 Acquire product lines to complement the core growing sectors -Claire Mackey, Director of Finance and Planning As companies geared toward the new consumer trend of health entered the soup market.

The increase in manufacturing and advertising costs shows that it will thoroughly increase sales. Dry soups are another segment that is growing. Brand equity vs Brand constraint: Brannigan is perceived by consumers as being behind competitors on health and diet trends and convenience offerings.

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The fact that Clark has his 4 keys managers working separately limits their assessment to each of their experiences and thus their proposals are narrowed to their field of expertise. The best use of building a product from within is it can that it can take time and develop.

Net profit margins for the year were 10 percent, and is estimated to decline for the next consecutive two years, according to Clarks forecast

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Brannigan Foods Case Study Exercise