Answers to Case Study: Goya Helps Latinos Maintain Meal Time Traditions
TABLE OF CONTENT
CASE STUDY: GOYA HELPS LATINOS MAINTAIN MEALTIME TRADITIONS PAGE:
Question 1 * Comment on Goya as a whole 1
Question 2 * Of six environmental forces presented in the PESTEL ANALYSIS, 3 discuss the forces that most greatly affect Goya’s marketing strategy. Question 3 * Discuss market segmentation in the context of this case. 4
Question 4 * What might be some pros and cons of Goya’s attracting 6 more and more non-Latino consumers to its products?
Question 5 * ‘Goya remains a privately owned business steeped in strong family 7 tradition, with no plans to change the way it operates.’ Discuss this comment. * Develop a plan for Goya’s future. 9
References 11
Question 1
Comment on Goya as a whole
Goya Foods is a family owned business which was established in the United States of America (US) in 1936. It specialises in providing authentic Latino cuisine to both the Latino and non-Latino community. By maintaining its value for excellence through their slogan, “If it’s Goya, it has to be good.”, they have managed to become the US’s leading provider of Latino cuisine with an average annual turnover of one billion US Dollars. (Goya, 2012, PR Newswire, 2011)
They offer a wide range of affordable fast moving consumer goods (FMCG). These include olive oil, mayonnaise, beans, pasta, juices, rice and condiments.
From their humble beginnings 80 years ago, Goya has managed to become a global company with distribution centres throughout the US, Puerto Rico, Dominican Republic and Spain. Their products are readily available at retail outlets and chains in the US, South America and Spain and can also be bought online from anywhere in the world. (Goya, 2012)
Goya promotes its products in print (e.g. magazines and newspapers), online (e.g. their own website: www.goya.com, food websites, food blogs and mobile websites), on radio and on TV. They also have in-store
CASE STUDY: GOYA HELPS LATINOS MAINTAIN MEALTIME TRADITIONS PAGE:
Question 1 * Comment on Goya as a whole 1
Question 2 * Of six environmental forces presented in the PESTEL ANALYSIS, 3 discuss the forces that most greatly affect Goya’s marketing strategy. Question 3 * Discuss market segmentation in the context of this case. 4
Question 4 * What might be some pros and cons of Goya’s attracting 6 more and more non-Latino consumers to its products?
Question 5 * ‘Goya remains a privately owned business steeped in strong family 7 tradition, with no plans to change the way it operates.’ Discuss this comment. * Develop a plan for Goya’s future. 9
References 11
Question 1
Comment on Goya as a whole
Goya Foods is a family owned business which was established in the United States of America (US) in 1936. It specialises in providing authentic Latino cuisine to both the Latino and non-Latino community. By maintaining its value for excellence through their slogan, “If it’s Goya, it has to be good.”, they have managed to become the US’s leading provider of Latino cuisine with an average annual turnover of one billion US Dollars. (Goya, 2012, PR Newswire, 2011)
They offer a wide range of affordable fast moving consumer goods (FMCG). These include olive oil, mayonnaise, beans, pasta, juices, rice and condiments.
From their humble beginnings 80 years ago, Goya has managed to become a global company with distribution centres throughout the US, Puerto Rico, Dominican Republic and Spain. Their products are readily available at retail outlets and chains in the US, South America and Spain and can also be bought online from anywhere in the world. (Goya, 2012)
Goya promotes its products in print (e.g. magazines and newspapers), online (e.g. their own website: www.goya.com, food websites, food blogs and mobile websites), on radio and on TV. They also have in-store
References: Burger, J.M. 2012 Core Framework: Marketing Management Port Elizabeth: Nelson Mandela Metropolitan University Business School. [Course Notes] Goldschmidt, B.2010 Goya. 2012. [Online]. Available: http://www.goya.com/english/about.html [2 April 2012] Kaltwasser, J