Deluxe Foods Ltd.

Topics: Marketing, Distribution, Marketing management Pages: 4 (907 words) Published: February 6, 2011
Deluxe Foods Ltd.


Executive Summary
Deluxe Food Ltd. is a large U.S.-based consumer packaged-food company with worldwide sales of more than $2.8 billion in 2003. Being a Canada operation’s marketing manager; Jessica Walters is being urged by the product manager to approve the creation of a separate marketing plan for Quebec given that the total sales growth of Quebec market in recent years began to lag due to the French-English differences in brand attitudes, lifestyles, usage rates, and so on. A unique marketing plan for Quebec market may be more precisely catching customer’s need hence to improve sales volume and profitability. However, as this approach may conflict with the global strategy for Canada; Jessica should carefully evaluate this strategy by analyzing the preference of Quebec market segment. [Our recommendation goes here]

Background Information
Deluxe Food Ltd. is a subsidiary of a large U.S. based consumer packaged-food company. The Canadian sales shared 16% of the worldwide sales in 2003 while 69% of the Canadian sales contributed by Ontario and Quebec markets. However, sales growth in Quebec market began to lag behind the company’s increasing performance. Jessica Walters who is the marketing manager of the Canadian market is being urged to approve the creation of a separate marketing plan for Quebec after reviewed with the product manager, Marie LeMans.

Problem Statement
Jessica has to decide whether the company should develop a unique Quebec marketing plan for some or all of its brands while this may conflict with top management’s objective of achieving standardization whenever possible to maintain one global strategy for Canada.

Situation Analysis
Evaluate and determine whether the current marketing approach, which is a uniform brand image across Canada, is suitable for Quebec market or a unique Quebec marketing plan for some or all of its brands is necessary to improve sales...
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