Bel Brand Case Study

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Electronic Assignment Cover Sheet

Course Title: MBA, Executive Leadership
Module/Subject Title: Marketing Management
Assignment Title: Individual Case Study
No of Words: 2,665
Submission Date: 19 November 2012

Bel Brand: The Laughing Cow Challenge

Table of Contents
Electronic Assignment Cover Sheet1
1.Introduction4
2.SWOT Analysis6
2.1 Analysis of Strengths7
2.2Analysis of Weaknesses8
2.3Analysis of Opportunities9
2.4Analysis of Threats10
3.Positioning Strategies11
3.1 Strategy A11
3.2Strategy B12
3.3Strategy C13
4.Recommendation15
5. Bibliography16

1. Introduction
“To bring smiles to families everywhere through the pleasure if its products made with dairy goodness.” – This is the Mission Statement of Fromageries Bel, the cheese maker who operates on a global scale, in over 120 countries. Bel has more than 11,300 employees worldwide and sales of $1.8 billion. The company’s flagship brand - The Laughing Cow, has been a worldwide success story for Bel and the brand has a global family-focused positioning. Although the Laughing Cow has been marketed in the United States for over 40 years, up till 2003 the brand has not had the impact and success that it has enjoyed outside of the United States market. Bel brand USA did not have a consistent, coherent strategy and largely relied on ‘cut and paste’ brand promotion from other parts of the globe. In 2003 this changed when the brand experienced huge growth as a result of being associated with the South Beach Diet craze as a low carbohydrate healthy snack. However in 2006 as this diet craze dwindled, The Laughing Cow was at a turning point and needed to make decisions as to the type of strategy to adopt moving forward. Through the use of the ICEDRIPS checklist I will identify the internal factors and through the use of MAPSCARE checklist I will identify the external factors that are impacting on Bel Brand USA and following on from the SWOT analysis, I will then critically assess the three positioning strategies that Bel are considering and conclude with a recommendation as to which strategy Bel should adopt moving forward.

2. SWOT Analysis
To assess the strengths and weaknesses of The Laughing Cow I used the MAPSCARE Checklist and for the opportunities and threats the ICEDRIPS Checklist as developed by David Parrish. I felt that the information available in the case study was of a broad macro type and more suited to this method of analysis then to a Value Chain type analysis or a Marketing Memo type as described by Kotler, et al. (2009). | Helpful to achieving the objective| Harmful to achieving the objective| Internal origin| StrengthsCompany StabilityGlobal BrandCompetent use of marketing toolsHealthy and high quality productInnovationPositive image of French foodStrong core values| WeaknessesLink to ‘fad’ dietsUndefined target marketLow market share| External origin| OpportunitiesThe female economySocial networkingPositive outlook for cheeseNew product launchesSocial trends| ThreatsRegulation of advertisingCattle diseaseIncrease in competition| 2.1 Analysis of Strengths

Company stability: Bel has revenues of $1.8 billion in 2006 and a net profit of 4.8% ($84 million) which would indicate that the company is in a strong financial position. The Bel family have also ensured that the company remains in their control by operating the brand through a holding company, La Carbonique, in which they hold a 60% share. Global Brand: According to the Bel website, The Laughing Cow is “a truly international cheese, eaten in more than 90 countries on five continents, from North Africa to the USA, from England to Japan, from Africa to Australia. More than ten million portions are consumed each day across the world – around 2,500 portions every 20 seconds!” Competent use of marketing tools: Bel clearly understands the value of marketing and embraces various types of advertising as well as being...
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