Analyse Man Utd
Project Business Case
Contents
Contents 2
Executive summary 2
Introduction and Problem statement 4
Internal Analysis 5
Current target market 5
Positioning 5
Competitive advantage 6
Current marketing mix 7
Financial performance 9
External / market analysis on macro and meso level 10
Market analysis 11
Destep 11
Competitor Analysis 17
SWOT analysis 17
Confrontation matrix (Conclusion) 18
Segmentation, Target Market, Positioning 19
Short term Objectives 21
Long term Objectives 22
Profit & Loss Statement / Budget (3 year) 23
Source list 25
Appendices 27
Peer evaluation & Personal reflection 27
Group Cooperation Summary 32
Executive summary
Greencore is a company that provides convenience foods. Convenience foods features food that is quick, easy to obtain and consume. The company divides its products in 3 different categories;
Food-to-go products. 2. Chilled prepared meals. 3. Longer-shelf-life components. The company produces approximately 450 million sandwiches and 150 million pre-made meals per year. It’s current target market is in the UK, but there is little space for expansion. The U.S. business remains fragile but the market is still a big opportunity for Greencore to expand. Therefore in order to drive future growth, Greencore needs to leverage its skills and choose the right target in the US Market.
Greencore is a leading supplier of customer brand, added value, Convenience foods to a wide range of U.K. and U.S. companies. The customers include major retailers, foodservice providers, manufacturers, petrol forecourt operators and airlines. The majority of the convenience foods are supplied to large-scale customers. But Greencore’s Direct to Store, pre-order radial van distribution
Contents
Contents 2
Executive summary 2
Introduction and Problem statement 4
Internal Analysis 5
Current target market 5
Positioning 5
Competitive advantage 6
Current marketing mix 7
Financial performance 9
External / market analysis on macro and meso level 10
Market analysis 11
Destep 11
Competitor Analysis 17
SWOT analysis 17
Confrontation matrix (Conclusion) 18
Segmentation, Target Market, Positioning 19
Short term Objectives 21
Long term Objectives 22
Profit & Loss Statement / Budget (3 year) 23
Source list 25
Appendices 27
Peer evaluation & Personal reflection 27
Group Cooperation Summary 32
Executive summary
Greencore is a company that provides convenience foods. Convenience foods features food that is quick, easy to obtain and consume. The company divides its products in 3 different categories;
Food-to-go products. 2. Chilled prepared meals. 3. Longer-shelf-life components. The company produces approximately 450 million sandwiches and 150 million pre-made meals per year. It’s current target market is in the UK, but there is little space for expansion. The U.S. business remains fragile but the market is still a big opportunity for Greencore to expand. Therefore in order to drive future growth, Greencore needs to leverage its skills and choose the right target in the US Market.
Greencore is a leading supplier of customer brand, added value, Convenience foods to a wide range of U.K. and U.S. companies. The customers include major retailers, foodservice providers, manufacturers, petrol forecourt operators and airlines. The majority of the convenience foods are supplied to large-scale customers. But Greencore’s Direct to Store, pre-order radial van distribution