Brannigan Foods: Strategic Marketing Planning To: Prof. McCullough From: Preeti Verma CC: Robert McCullough Date: 1/31/2017 Re: Analysis and Recommendations for Brannigan Foods: Strategic Marketing Planning INTRODUCTION This provides recommendations and analysis for addressing how Bert Clark‚ vice-president and general manager of Brannigan Foods’ provides the proposal to grow the division’s business over the next three years. This memo will look at: (1) Clark’s consultant’s report; (2) Clark’s
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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
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Santhosh Varadarajan Brannigan Foods March 12‚ 2015 Problem Brannigan Foods soup division general manager Bert Clark was in charge of bringing their company out their recent decline. The company had seen steady decline in division sales‚ market share‚ and profitability over the last three years. He was in charge of moving their division’s growth back up to 3-4% per year and his team had come up with four different plans for doing this. It was Bert’s responsibility to review the benefits and costs
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Bert Clark is faced with a very serious problem and has enlisted the help of several counterparts of Brannigan Foods’s Soup Division. The soup industry has been declining for several years‚ and directly affecting the Brannigan division for the last three. Bert has to determine‚ of the four plans he received‚ which is the best in order to move growth back to 3-4%. The Environment: Major consumer trends affecting the industry are the concern for health and obesity. The inclining age of the most brand-loyal
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BRANNIGAN FOODS STRATEGIC MARKETING PLANNING IE Business School Juan Manuel Restrepo Davies Mª Concepción Aragonés Cabeza IE Business School PROBLEM STATEMENT Bert Clark‚ vice-‐president and general manager of Brannigan Food Soup’s Division
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Strategic Marketing Planning: Theory and Practice1 Malcolm McDonald 2‚ Cranfield University School of Management In order to explore the complexities of developing a strategic marketing plan‚ this article is written in three parts. The first describes the strategic marketing planning process itself and the key steps within it. It also deals with implementation issues and barriers to marketing planning. The second part provides guidelines for the marketer which will ensure that the input to the
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Strategic Planning in Marketing Preface The purpose of the strategic planning is to find ways in which the company can best use its strengths to take advantage of the opportunities in the environment. For long run survival and growth‚ companywide strategic planning is done which involves defining a company’s mission‚ setting companies goals and objectives‚ designing the business portfolio‚ planning other functional strategies. Marketing Strategies and programs operate within the broader strategic
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in changing their eating habits so why chase a trend which may not even be working? Claire Mackey – Director of Finance & Planning Suggested Strategy M&A‚ Claire wants to buy a small competitor who offers healthy and more convenient soups as well as flavors that are gaining in popularity (Mexican‚ Southeast Asian) Bottom Line Claire likes Red Dragon Foods the best; they have $36 million in sales EBITDA $4.2million. Acquisition will probably add around 1.5 to 3.5% to sales within
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Amazon Marketing Plan Lauren A. Meier Argosy University Abstract In this paper you will find the marketing strategy of Amazon. As technology has advanced and internet can be accessed essentially anywhere more and more people are turning to online shopping. Amazon.com‚ a retail online super center has taken advantage of this and has successfully been able to adjust and expand their consumer base. Starting as an online book retailer they have grown to selling sports gear‚ electronics
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Brannigan Foods Strategic Marketing Planning for the Soup Division Brannigan Foods Soup Division is a 100 year old company with mature products which account for 40% of the whole soup market and it is the most significant division of the Brannigan Foods group. The most important category is the RTE soups which account for 78% of total sales. (Exhibit 2) Other products include Low sodium RTE “Heart Healthy”‚ dry soups and mixes and private label and Annabelle’s fast and simply. Annabelle’s
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