Mccain Foods Marketing Plan

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McCain Foods Company
Prepared for:Marketing
Date:22-12-2011
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Proposal #:1

Table of Contents

Summary..… ……………………………………………………………………………………………….…3 Chapter 3 Internal exvironment and external environment4
Internal environment……………………………………………………………………. (microenvironment)
External environment…………………………………………………………………… (mesoenvironment and macroenvironment)
Supplier and partners……………………………………………………………. Customers
Competitors:
SWOT analysis……………………………………………………………………………….. How the potatoes are grown:5
How the fries are made:6
Commercial and Promotion:6
Mccain Food Holland:7
Distribution:7
Type of Business to Business orientation: …………………………………………..…. 8 How McCain responds to changes in the external environment: .........…………..8 Chapter 4 Buying behavior……………………………………………………………. Business to Business Buying behavior…………………………………………….…9 Purchase decision process………………………………………………………….….10 Possible Influences on purchase decision: ………..………………………..……..11 Business buying situation:11

Chapter 5 Marketing research and marketing information……..….. Different products for different people…………………………………………….11 Chapter 6 Marketing segmentation and positioning…………………. Bases for segmentation……………………………………………………………………………….. How McCain positioning their product………………………………………………………… Sources13

Summary

McCain Foods is a Canadian company that produces potatoes and provided all sorts of fries to their customers all over the world. McCain Foods Company is a well-known potato producer. McCain also competes with public companies such as Kraft Foods, Aviko and ConAgra Foods which have a clear advantage in terms of raising capital because they are also producing potatoes as their main product. Private ownership puts the company at a competitive disadvantage. Even so McCain Foods Company tries to inform their customers by doing campaigns and promotion by giving points and free deliveries.

Consumer food expenditure on ready-to-eat foods continues to rise due to the success of new dining concepts, and changing lifestyle. Demographic factors, such as more families with working women, smaller family sizes in general, and more disposable income coupled with less disposable time has spurred this trend.

Since McCain Foods is more focused on business to business they are partnered with few companies that will help them in packaging, in examining their potatoes quality and distribution.

Due to the changes in the external environment that impacts McCain Foods Company sale rates, they made changes to improve their potatoes quality to maintain their customers demand. Such us, using the sunflower oil that reduces saturated fats by 70% instead of using regular vegetable oil. This is made because mainly McCain Foods have a strategy to keep a good relationship with their farmers and customers

In the Netherlands, McCain Foods Company is located in Lelystad where the corps are grown and distributed. The distribution of McCain Food products are done by road to the other European countries and ships to be distributed to other countries outside the European region.

McCain Food Company

McCain Foods is a company located in Canada and a privately owned company established in 1957 by four brothers namely Wallace and Harrison McCain, supported by brothers Andrew and Robert. McCain Foods is the world’s largest manufacturer of frozen French fries and potato specialties. McCain foods also perform in helping the environment and achieved several Charitable Initiatives such as “Feeding the hungry and supporting education in South Africa” and “Supporting sport in the UK for £5 million to UK Athletics “.McCain Foods is the largest French fry producer in the world, claiming a global market share of almost 33%. (4)

McCain operates globally with over 57 production and manufacturing facilities...
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