Brannigan Foods
BRANNINGAN FOOD’S
DECLINING SOUPS DIVISION
Table of Contents
Executive Summary …Slide
3
Hypothesis …Slide 4
Evidence …Slide 5
Background …Slide 6
Market Report …Slide 7-9
Tipha …Slide 23-25
Mackey …Slide 2628
Chung …Slide 2931
Pugh …Slide 32-34
Analysis of the situation…Slide 1021
Current Market Position …Slide 10-12
Competitive Analysis …Slide 1317
SWOT …Slide 18-19
Financial Analysis …Slide 20
Management …Slide 20
Operational …Slide 21
Ethical …Slide 21
Proposed Solutions …Slide 2234
Recommendations …Slide
35-43
Marketing Mix …Slide 41-43
Exhibits …Slide 44-47
Executive Summary
Brannigan Food’s Soup Division is struggling with multiple issues: declining sales volume growth within the division's largest lines, the risk/reward issues with developing or acquiring new products, key retailer conflicts with Brannigan's for critical shelf space, and four division leaders encouraging different investment directions.
A hybrid of growth strategies must be implemented to obtain maximum return on investment The Issues:
Bert Clark, Vice President of Brannigan Food’s
Soup’s Division has been noticing a decline in divisional sales growth over the last several years.
Clark has commissioned four top level managers to propose action plans on how Brannigan Food’s Soup’s
Division can turn this decline into a 3%-4% growth
The declining trend is industry wide
Brannigan Foods is declining more than just the industry standard sales
They are loosing market share and profitability as well
Declining market share within Baby Boomer
demographic is declining
Evidence of the Decline
Brannigan’s Soup division contributes over 40% of the firm’s total revenue
$6.4 Billion annual soup market
Brannigan foods is the market leader with 39.8% of the soup market
Marke Wet t RTE
Share
Conde nsed RTE
39.8%
58.6%
63.4%
Gener 24% al Mills
15
12%
Unilev er 7%
4
2%
Other
13%
3
1%
18
22%
DECLINING SOUPS DIVISION
Table of Contents
Executive Summary …Slide
3
Hypothesis …Slide 4
Evidence …Slide 5
Background …Slide 6
Market Report …Slide 7-9
Tipha …Slide 23-25
Mackey …Slide 2628
Chung …Slide 2931
Pugh …Slide 32-34
Analysis of the situation…Slide 1021
Current Market Position …Slide 10-12
Competitive Analysis …Slide 1317
SWOT …Slide 18-19
Financial Analysis …Slide 20
Management …Slide 20
Operational …Slide 21
Ethical …Slide 21
Proposed Solutions …Slide 2234
Recommendations …Slide
35-43
Marketing Mix …Slide 41-43
Exhibits …Slide 44-47
Executive Summary
Brannigan Food’s Soup Division is struggling with multiple issues: declining sales volume growth within the division's largest lines, the risk/reward issues with developing or acquiring new products, key retailer conflicts with Brannigan's for critical shelf space, and four division leaders encouraging different investment directions.
A hybrid of growth strategies must be implemented to obtain maximum return on investment The Issues:
Bert Clark, Vice President of Brannigan Food’s
Soup’s Division has been noticing a decline in divisional sales growth over the last several years.
Clark has commissioned four top level managers to propose action plans on how Brannigan Food’s Soup’s
Division can turn this decline into a 3%-4% growth
The declining trend is industry wide
Brannigan Foods is declining more than just the industry standard sales
They are loosing market share and profitability as well
Declining market share within Baby Boomer
demographic is declining
Evidence of the Decline
Brannigan’s Soup division contributes over 40% of the firm’s total revenue
$6.4 Billion annual soup market
Brannigan foods is the market leader with 39.8% of the soup market
Marke Wet t RTE
Share
Conde nsed RTE
39.8%
58.6%
63.4%
Gener 24% al Mills
15
12%
Unilev er 7%
4
2%
Other
13%
3
1%
18
22%