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Heinz Marketing Swot Pest And Five Forces

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Autor:   •  November 25, 2010  •  3,157 Words (13 Pages)  •  1,376 Views

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Heinz marketing SWOT PEST and Five forces

Executive Summary

F.M.C.G. Company Heinz is the most global U.S. based food company, with a world-class portfolio of powerful brands holding number 1 and number 2 market positions in more than 50 worldwide markets. There are many other famous brand names in the companyÐŽ¦s portfolio besides Heinz itself, StarKist, Ore-Ida, Plasmon, and Watties. In fact, Heinz owns more than 200 brands around the world and makes over 5,700 varieties.

The Company was founded in 1869 by Henry J Heinz called Heinz and Noble Company. In the 1870s during the depression the company went into voluntary liquidation. The company was started up again in 1876 by Henrys relatives John and Frederick the company was called F & J Heinz. In 1888 Henry bought the company back, in 1905 Henry bought the first Heinz British factory. British made backed beans first came of the lines in 1928 and spaghetti followed in 1930.

We analyse Heinz using S.W.O.T., P.E.S.T. and PorterÐŽ¦s five forces.

S.W.O.T. Analysis:

Strengths; Brand names, Market Leader and Slogans and Advertising.

Weaknesses; Mature product, Production cost, and other market leaders

Opportunities; Market growth, Brand name and Consumer Feedback

Threats; Competitors and Brand loyalty

P.E.S.T Analysis:

Political Factors; Law, employee legislation and Health and Safety regulations

Economic Factors; National Economy and Labour market

Social Factors; Attitudes and Health conscious, Lifestyle changes and Population

Technological Factors; New product development, Information technology and Infrastructure Development.

PorterÐŽ¦s five forces:

Threat of Entry, is high

Threat of Buyers, buying power is low

Power of Suppliers, is low

Threat of Substitutes, is medium

Competitive Rivalry, is medium to high

Introduction

We have carried out a study on the F.M.C.G Company Heinz. Heinz is the most global U.S based food company, with a world-class portfolio of powerful brands holding number 1 and number 2 market positions in more than 50 worldwide markets. There are many other famous brand names in the companyÐŽ¦s portfolio besides Heinz itself, StarKist, Ore-Ida, Plasmon, and Watties. In fact, Heinz owns more than 200 brands around the world and makes over 5,700 varieties.

In this study we analyses the company using a S.W.O.T analysis, P.E.S.T analysis and PorterÐŽ¦s Five Forces.

We also answered the following two questions;

1. Identify 5 characteristics that consumers look for in modern fast-moving consumer food goods. Compare the characteristics you identify with those identified by someone else in your class.

2. Working in a small group. Brainstorm a series of ideas for the future development of Heinz Spaghetti. Having identified the ideas, list them in order of viability.

On the information that we gathered and analyses we gave a conclusion of our findings and made some recommendations that might be useful for Heinz to consider in theyÐŽ¦re future businesses planning.

SWOT Analysis

What is it?

You can use a SWOT analysis to identify and analyze the Strengths and Weaknesses of your organization, as well as the Opportunities and Threats revealed by the information you have gathered on the external environment.

Why use it?

To develop a plan that takes into consideration many different internal and external factors, and maximizes the potential of the strengths and opportunities while minimizing the impact of the weaknesses and threats.

Strength

„h Brand Name; Heinz has a really good reputation for being a quality food, and has done since it was established in 1869, the founder Henry J Heinz set out to bring quality and consistency to the consumers homes and the brand has carried this quality on through the years.

„h Market Leaders; Today Heinz is one of the worldÐŽ¦s major global companies operating in some 200 countries, offering more than 5,700 products varieties, with No1 and No2 branded business in more than 50 world-wide markets.

„h Slogans & Advertising; Heinz has always been famous for it advertising and always on the forefront of new and exciting advertising and promotions Heinz used different ways of adding fun and interest. The ÐŽ§Beanz Meanz HeinzЎЁ advertising slogan is one of the most successful of all time ÐŽV it appeared for 22 years.

Weaknesses

„h Mature Products: Many of Heinz products have been around for years and may be declining in sales as a result of changing consumer tastes. I.e. the product life cycle may be in decline.

„h Production Cost: Heinz has 5,700 product varieties but are only No1 and No2 branded businesses in 50 markets worldwide. Therefore some of the products there are producing may actually be costing them money to produce and distribute.

„h Other market leaders: In the markets were Heinz is not the market leader the price of the products may need to be determined by the price of the product that is the market leaders.

Opportunities

„h Market Growth: As the market of Low fat foods and convenience foods grow Heinz needs to make the best of this opportunities as they already have some presence in these markets.

„h Brand Name: Heinz has made a creative partnership with Walkers CrispÐŽ¦s to launch Heinz Tomato Ketchup Flavour Crisp. As Heinz has a good reputation for good quality traditional products they should

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