The major marketing management decisions can be classified in one of the following, product, price, place, and promotion. These variables are known as the company’s marketing mix or the 4 P’s of marketing. The purpose of this report is to analyze the four components of the marketing mix of the Goya Food brand.
Goya Foods was founded in 1936 by Prudencio Unanue . With more than 1,500 items available today, Goya Foods Inc. is the largest Hispanic-owned company in the United States. The family-owned company maintains manufacturing and distribution facilities in the United States, the Caribbean, and Spain.
Goya Foods sells grocery products focused at the Hispanic market. Its products include a full range of grocery, dairy, and frozen foods. The Unanues began importing Spanish products such as olive oil and olives to sell to New York City's growing Hispanic population. The Unanue family still owns Goya, and today the company sells more than 1,500 food products, including many kinds of canned and dried peas and beans and more than 20 rice products. With 13 facilities in the U.S., Caribbean, and Europe, Goya also sells juices and fruit nectars, seasonings and oils, and Latin specialties. The company has undergone the most extensive facilities expansion in its history, adding over one million square feet to its manufacturing and packaging capacity. Goya Foods and its consumers will realize substantial gains through the creation and strategic expansion of these new, state-of-the art manufacturing and distribution centers throughout the United States, Puerto Rico, Dominican Republic and Spain. In an effort to reach out to non-Hispanic customers, Goya recast its labels in 1997 to include the English as well as Spanish name of each product on the front, instead of the back, as had been done previously. The design of the company logo was tweaked around 1998. The distinctive, rounded font was retained, but the Goya name was moved onto a blue rectangle with a yellow...
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