Marketing Report Bokomo Foods
1.0. A report presenting market data in order to inform a cereal company Bokomo Ltd. To consider whether to expand more in the United Kingdom market.
2.0 Executive summary.
This is a short report, containing marketing data on both the cereal market and a specific business, Bokomo UK. The data was obtained from secondary marketing research. Bokomo´s website was one of the main reference guide.
With the findings and analysis, it was recommended that Bokomo should expand their own brand products more in the UK.
The PEST analysis of the UK grocery industry included in this report was used to highlight the external factors that can affect Bokomo’s operation and interpret how these factors will influence Bokomo.
Furthermore, through the market analysis it was found that Kellogg’s and Weetabix mainly lead the cereal industry, followed by Nestle and Jordans. These companies have a wide range of brands targeted at different consumers, and they have customer loyalty, which can make it harder for newer companies to enter this sector. As mentioned before, in the cereal market there are a large variety of targeted consumers like children, women, and families.
The main key trends in the market are convenient snacks and consciousness towards health. Apart from that, own branded labels are also gaining popularity as they offer consumers the same product at a cheaper price.
SWOT analysis allowed us to devise the company’s internal analysis. Strengths included their well-known reputation and customers such as large food retailers (Tesco´s), to which they sell manufacture and packaging services. Weaknesses consist of the negative aspects the company faces, including their not household name, and general negative publicity they face in this complex sector. Opportunities were devised from the social factors from the PEST analysis as changes in consumer tastes and trends are opportunities were this company can benefit from by meeting those needs. These
2.0 Executive summary.
This is a short report, containing marketing data on both the cereal market and a specific business, Bokomo UK. The data was obtained from secondary marketing research. Bokomo´s website was one of the main reference guide.
With the findings and analysis, it was recommended that Bokomo should expand their own brand products more in the UK.
The PEST analysis of the UK grocery industry included in this report was used to highlight the external factors that can affect Bokomo’s operation and interpret how these factors will influence Bokomo.
Furthermore, through the market analysis it was found that Kellogg’s and Weetabix mainly lead the cereal industry, followed by Nestle and Jordans. These companies have a wide range of brands targeted at different consumers, and they have customer loyalty, which can make it harder for newer companies to enter this sector. As mentioned before, in the cereal market there are a large variety of targeted consumers like children, women, and families.
The main key trends in the market are convenient snacks and consciousness towards health. Apart from that, own branded labels are also gaining popularity as they offer consumers the same product at a cheaper price.
SWOT analysis allowed us to devise the company’s internal analysis. Strengths included their well-known reputation and customers such as large food retailers (Tesco´s), to which they sell manufacture and packaging services. Weaknesses consist of the negative aspects the company faces, including their not household name, and general negative publicity they face in this complex sector. Opportunities were devised from the social factors from the PEST analysis as changes in consumer tastes and trends are opportunities were this company can benefit from by meeting those needs. These
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