Marketing
Executive Summary:
The main findings I found for Leader Products is that they are a very high quality convince Food Company with a 31.3% market share, which produces a range of different frozen foods. I conducted a T.O.W.S and P.E.S.T.E analysis and found a few things out about leader products * They have multiple threats not only from their own market such as budget brands like Pams, but also form other markets. Products like microwave dinners and ready-made meals. * Their Brand is not very recognisable to the New Zealand public because of a lack of advertisement. * They have great opportunities to expand overseas or on their contract work with different companies and organisations. * They have a highly regarded range of products which are made with quality ingredients and are nutritionally better than other competitors.
I choose to identify the opportunity to conduct more contract work and target fast food companies in which they could supply, an example being Burger Fuel. They already supply subway with the pork ribblet so my recommendations were to expand their operations to other fast food outlets would increase market share as well as brand recognition for their frozen convince food range in the super markets and butchers.
Contents Page:
Introduction
Situational Analysis
Problems and Opportunities Statement
Marketing Strategy
Conclusions and Recommendations
Bibliography
Appendices
Introduction:
This is the marketing report for Leader Products New Zealand. Based in Auckland Leader Products Is a company which are manufactures of quality convenience foods such as burgers, schnitzels, medleys, nuggets, crumbed lasagne and BBQ pork riblets. Founded in 1998 Leader Products have produced these different products to sell in to most leading New Zealand supermarkets and butchers such as, Aussie Butcher, Countdown, Foodtown, Fresh Choice, Mad Butcher, New World, Pak N Save, Supervalue and Woolworths. With a highly
The main findings I found for Leader Products is that they are a very high quality convince Food Company with a 31.3% market share, which produces a range of different frozen foods. I conducted a T.O.W.S and P.E.S.T.E analysis and found a few things out about leader products * They have multiple threats not only from their own market such as budget brands like Pams, but also form other markets. Products like microwave dinners and ready-made meals. * Their Brand is not very recognisable to the New Zealand public because of a lack of advertisement. * They have great opportunities to expand overseas or on their contract work with different companies and organisations. * They have a highly regarded range of products which are made with quality ingredients and are nutritionally better than other competitors.
I choose to identify the opportunity to conduct more contract work and target fast food companies in which they could supply, an example being Burger Fuel. They already supply subway with the pork ribblet so my recommendations were to expand their operations to other fast food outlets would increase market share as well as brand recognition for their frozen convince food range in the super markets and butchers.
Contents Page:
Introduction
Situational Analysis
Problems and Opportunities Statement
Marketing Strategy
Conclusions and Recommendations
Bibliography
Appendices
Introduction:
This is the marketing report for Leader Products New Zealand. Based in Auckland Leader Products Is a company which are manufactures of quality convenience foods such as burgers, schnitzels, medleys, nuggets, crumbed lasagne and BBQ pork riblets. Founded in 1998 Leader Products have produced these different products to sell in to most leading New Zealand supermarkets and butchers such as, Aussie Butcher, Countdown, Foodtown, Fresh Choice, Mad Butcher, New World, Pak N Save, Supervalue and Woolworths. With a highly
Bibliography: Dunmore, M. (2002). Inside-out Marketing. London: Kogan Page Baker, M, Hart, S Solomon, Charbonneau, Marshall, Stuart. (2012) Marketing 2nd edition. New Zealand: Pearson Leader Products New Zealand (2011) Available: http://www.leadernz.co.nz/Pages/Default.aspx (9 May 2012) FMCG (2011) Available: http://www.fmcg.co.nz/features/category-reports/907-category-check-frozen-foods-cool-convenience (10 may 2012) Clarkson, J (January 1st 2012)