Category | Page |
Introduction | 3 |
Terms Of Reference | 5 |
Micro and Macro Influences | 6 |
Segmentation and Targeting | 8 |
Market Plan ProductPricePlacePromotion | 10111112 |
Conclusion | 13 |
Recommendation | 14 |
Bibliography | 15 |
Appendix 1 | 17 |
Appendix 2 | 20 |
Scott Snacks Limited (SSL) is a private limited company that manufactures and markets “Muckle Chips”. The company is owned and managed by Scott Mackie. He fashioned this product when he recognised that there was a gap in the market for “for one” size bags of their crisps, and that his product could do well in this marketplace. SSL have a small factory in Scotland, outside Dundee, where the chips are produced. The premises are leased from the local council for five years, at little cost, since the council is keen to encourage a business to make use of the recently emptied factory.
Scott’s company had a very successful introduction to the market, making a turnover of a million pounds in 2005. The company was also quick to establish their product in sports outlets. This distribution in 200 stores meant that Muckle Chips and the SSL brand name were very swift to begin growing, with sales rapidly increasing.
However, in 2006, Scott Snacks Limited began to suffer. The sales of Muckle Chips begin to decline, due to a turn down in the snacks market, with fat-high foods taking most of the fall. The effect this was having on SSL as a company meant that Scott Mackie had to make some big changes in the way his company was run, and the way in which it marketed its product.
As a whole, the snack market in the UK from 2004 to 2008 has seen a fall in sales in some areas, and a rise in others. The fruit, nuts, pretzels, popcorn and tortilla snacks all had an increase in year on year sales volumes. Despite this rise in this part of the market, the sales of crisps and chips fell dramatically, specifically between 2005... [continues]
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