A.1. Steak Sauce: Lawry’s defense

Type :

Term papers

Pages :

7 pages

Format :

.doc

Published date :

05/17/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Management summary
The marketing audit
1. Internal analysis (performance analysis)
2. External analysis
SWOT analysis
1. Internal analysis
2. External analysis
Recommendations
1. Packaging
2. Advertising
3. Price
4. Distribution

Abstract

The aim of this report is to find how A.1. can help the leader in the steak sauce market even if a new sauce appeared. The report has to show the different solutions to keep the first place.

The report is composed by three distinct parts. For the beginning, the first part is a presentation of the Marketing Audit with the internal and external analysis. It is an estate of the company's situations and the environment (customers, market and competitors). The second part is a SWOT Analysis. This tool is used for identifying the forces and the weaknesses with an internal analysis on one hand, and the opportunities and the threats with an external analysis on the other hand. This analysis shows the firm's problems. The third and last part presents the recommendations as to how Kraft Foods, owner of the A.1. brand should respond to the impending launch of lawry's steak sauce.

We can see that A.1. was clearly the leader in its market, but since few years it has to adapt its advertising strategies to attract the maximum of people because there are upcoming competitors in the market. It has faced difficulties in managing and finding good and beneficial solutions to improve the sales and its financial results.

To counter the launch of the new lawry's steak sauce, A.1 should change his packaging, target customers and its advertising strategies to extend its market.

The company "A.1. steak Sauces and Marinades" was founded in 1830 by Henderson William Brand with the production and sales of steak sauce. In 2000, the company was bought by Kraft Foods, the second largest company in the world and the largest food company in the United States.