Case Study on Wm Wrigley Jr.Company.
The University of Hong Kong
Case Study on WM Wrigley JR.Company.
Individual Written Assignment
Table of Contents
Executive Summary 1
Introduction 2
Analysis of the Issues 2 Porter’s Five Forces Analysis 2 Current Rivalry (yellow zone) 2 Substitute (yellow zone) 3 New Market Entrants (green zone) 3 Supplier (green zone) 4 Customer (red zone) 4 Major Issues 5
Analysis of Options 5 Positioning at medium to high end in sugar confectionery 5 Developing new concepts in sugar confectionery 6 Exploring new functionality in sugar confectionery 6 Occupying the marriage market 7 Designing innovative packaging 7 Promoting the bright image of chewing gum 7
Recommendations 8
Conclusion 9
Executive Summary
As a market leader in chewing gum market and owning Mar’s sugar confectionery business, Wrigley is facing both infinite opportunities and rigorous challenges.
This report aims to provide detailed analysis for Wrigley’s management’s decision making. It is envisioned that Wrigley would maintain the prosperity in gum business as well as sustainable business expanding in sugar confectionery business.
However, there is distance between the reality and the great vision. This report firstly discusses the current issues that deserve the management’s attention, particularly “how to explore the sugar confectionery market”, “how to differentiate”, “how to maintain the market share”, and “how to keep customer loyalty”.
Following the discussion of major issues, options are presented in the report. An integrated recommendation to abridge the reality and the vision is presented at the end of this report. The implementation of recommended options would be divided into three aspects: establishing new concept, differentiation in the product design, and building new brand in sugar confectionery market.
(Report length 1822 words, excluding executive summary and cover page)
Introduction
WM Wrigley JR. Company is the world’s largest
Case Study on WM Wrigley JR.Company.
Individual Written Assignment
Table of Contents
Executive Summary 1
Introduction 2
Analysis of the Issues 2 Porter’s Five Forces Analysis 2 Current Rivalry (yellow zone) 2 Substitute (yellow zone) 3 New Market Entrants (green zone) 3 Supplier (green zone) 4 Customer (red zone) 4 Major Issues 5
Analysis of Options 5 Positioning at medium to high end in sugar confectionery 5 Developing new concepts in sugar confectionery 6 Exploring new functionality in sugar confectionery 6 Occupying the marriage market 7 Designing innovative packaging 7 Promoting the bright image of chewing gum 7
Recommendations 8
Conclusion 9
Executive Summary
As a market leader in chewing gum market and owning Mar’s sugar confectionery business, Wrigley is facing both infinite opportunities and rigorous challenges.
This report aims to provide detailed analysis for Wrigley’s management’s decision making. It is envisioned that Wrigley would maintain the prosperity in gum business as well as sustainable business expanding in sugar confectionery business.
However, there is distance between the reality and the great vision. This report firstly discusses the current issues that deserve the management’s attention, particularly “how to explore the sugar confectionery market”, “how to differentiate”, “how to maintain the market share”, and “how to keep customer loyalty”.
Following the discussion of major issues, options are presented in the report. An integrated recommendation to abridge the reality and the vision is presented at the end of this report. The implementation of recommended options would be divided into three aspects: establishing new concept, differentiation in the product design, and building new brand in sugar confectionery market.
(Report length 1822 words, excluding executive summary and cover page)
Introduction
WM Wrigley JR. Company is the world’s largest