A.1. Steak Sauce: Lawry's defense

Résumé du document

The aim of this report is to find how A.1 can retain its position as the market leader in the steak sauce segment in the face of growing competition with the impending launch of, the new Lawry's Steak Sauce. The report touches upon the different factors that must be kept in mind in order to be prepared for the eventuality of facing such competition. This report is divided into three distinct parts. The first part presents a Marketing Audit with the internal and external analysis of the company. It is a summary of the company's positioning and its environment (customers, market and competitors).

Extraits

[...] Steak Sauce. To broaden their target, the company has made a partnership with beef producers. This shows to the customers the products quality. d. Operational (Microeconomic factors) - Competition A.1. Steak Sauce is the first company in the market. It has little competition. Heinz 57 is the higher competitor but their products are not the same and their advertisement is not against A Heinz 57 has a volume share about 13% on the steak sauce market in 2002. Contrary to A.1. [...]

[...] More and more people will know the products, and the volume sales will augment. Furthermore, A.1. should choose a specific moment to promote their products to attract many people. Indeed, for this moment, we do advertising throughout the year, it is a good initiative but with temporary ads just for special occasion (like key holidays weeks of Memorial Day or for the Fourth of July), it will be better because, many people will think there are new products in the market and will buy them. [...]

[...] Steak Sauce: Lawry's Defense Management summary The aim of this report is to find how A.1. can do to stay the leader in the steak sauce market even if a new sauce appeared. This report has to show the different solutions to keep the first place. The report is composed by three distinct parts. For the beginning, the first part is a presentation of the Marketing Audit with the internal and external analysis. It is an estate of the company's situations and the environment (customers, market and competitors). [...]

[...] is the leader in Steak Sauce Market. Indeed, this company represents 46% in the market shares in 2002. - The firm has not lots of competitors. - A.1. sells their products with a price lightly higher than their competitors but they often offer some discounts or promoted prices. The price for a 10-ounce product is about $ 4.99 but often the discount is of $ The final price is f. Threats - Kraft Foods has lot of competitors in the market. [...]

[...] It is not a very practical for the customers because the bottle is heavy. People who buy their products prefer a light bottle which they bring with facility. Moreover, we can try to change the bottle size. For example, we can increase the amount of steak sauce in a bottle or decrease this to sell more bottles. b. Advertising Nowadays, many people use the new technology for many things. The company can take this mean to increase the number of potential buyers. A.1. [...]