We will begin with identifying current business orientation of Kingsford. Then, we will analyze its position in the marketplace and various external forces. In-depth analysis on the strengths and weaknesses of Kingsford is done to have a clearer picture on what should be done to boost its revenue and profit. The analysis theories used are Porter’s Five Forces, PEST, and SWOT. There are a few important findings that require immediate attention.
Kingsford is a superior product compared to its nearest rival Royal Oak, but it has not been spending on media advertising. It has also been losing market share to gas grilling which is more convenient, has shorter cooking time and easier to clean up.
Outdoor grilling is a booming......
The charcoal industry is mature with minimal growth. Kingsford charcoal made up 9% of Clorox’s total revenues and needed to make their numbers in order for Clorox to make its overall numbers. Gas grill sales were up by 8% (9.3 million gas grills) while charcoal grills dropped 3% to 6 million grills. Charcoal sales were trending down. The grilling market is very seasonal with 60% of purchases made between May 1 and Sept 1. Kingsford strength is its quality product and brand name. Weakness: Lack of exposure. Opportunity: To gain more market share by appealing directly to what the customers want. Threats: Current capacity constraints.
The grilling consumer viewed grilling as an overall experience. 80% of grill ownership was made up of younger, larger, higher income families. They enjoyed spending time outside and saw grilling as an informal way to cook. Grill owners were divided by those who preferred gas grills and those that preferred charcoal. Gas......
In this report, we will be... [continues]
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(2008, 11). Kingsford Charcoal. StudyMode.com. Retrieved 11, 2008, from http://www.studymode.com/essays/Kingsford-Charcoal-181203.html
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"Kingsford Charcoal." StudyMode.com. 11, 2008. Accessed 11, 2008. http://www.studymode.com/essays/Kingsford-Charcoal-181203.html.