Mcdavid’s International

Type :

Presentation

Pages :

25 pages

Format :

.doc

Published date :

02/05/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Executive summary.
Company history.
Financial performance 2000-2006.
SWOT analysis.
1. Strengths.
2. Weaknesses.
3. Opportunities.
4. Threats.
Key competitor analysis.
External environment.
1. The need for new products.
Research methodologies.
Research instruments.
Secondary information.
Major factors in product design.
1. Product features.
2. Pricing strategy.
3. Quality differentiation pricing.
4. Harvesting pricing.
5. Market penetration pricing.
Distribution strategy.
1. Direct Distribution to restaurant locations.
2. Using a kosher food wholesaler.
3. Food wholesaler with agent.
Market analysis.
Brand building strategies.
The Role of stakeholders.
Retaining credibility.
Evaluation of brand awareness.
Target audience and segmentation.
IMC plan objectives.
1. Existing kosher food customers.
2. Fast food customers: Traditional and health.
Regulatory environment of food marketing.
McDavid's international media plan.
1. Effectiveness of different media channels.
2. The impact of new technology.
3. Media plan implementation schedule and budget.
High-level program success factors.
Customer contact and feedback.
Internal processes.
Evaluation process.
Summary.
References.

Abstract

mcdavid's international was founded in 1902 as a provider of premium-quality meats prepared in accordance with the Jewish dietary laws of Kashrut. The company initially filled the needs of Jewish patrons living in New York City. In more recent decades, the company has expanded, serving Jewish and gentile customers in more than 30 countries. In 2006, non-Jews accounted for 35% of the company's customer-base. In late 2005 the company invested in upgrades to the factory, implementation of an electronic tracking system and overhaul of its distribution channel. The result was a 17% increase in operating profit.