Arnell M. Carmichael
MBA 652: Marketing Strategy
Professor Adrianne Agulla
The authors stated that, “Kraft Foods was the second largest food company in the world and the largest food company in the United States,” (Kerin & Peterson, 2010). A.1. Steak Sauce is a condiment “power house” in the Kraft portfolio that made incomparable profits for the company. Lawry’s, one of Kraft’s long-lasting competitors, endeavors to get a jump on the Holiday weekend (Memorial Day) at Publix to attain the ad and market their new product. Once notified, Kraft must lucidly make calculated decisions (SWOT analysis) as to how they will counteract Lawry’s new launch so they don’t lose their marketing ad capabilities and essentially relinquish distribution rights at one of the largest supply chains around (Kerin & Peterson, 2010). Problem Identification
Albeit A.1. Steak sauce has generated phenomenal profit margins with Kraft and has 46% of the steak sauce market locked up, it does not mean that this top condiment cannot be challenged by other competitor products. Additionally, this is precisely what happened; Lawry’s decided to get the jump on Kraft and launch their product on 1 April. Not thoroughly prepared to deal with this sudden “earth shattering” news(or so it seemed), Kraft has to definitively make brash decisions as to how to deal this situation while also facing profit loses with other product lines. Effectively, all of the designated managers/executives must develop a comprehensible marketing plan to keep their ad for positioning at Publix to appeal to their consumers during the beginning of “grilling” season (Kerin & Peterson, 2010). Identifying the Root Problem Components
The most important predicament for Kraft currently is determining how to counteracting the efforts of Lawry’s to posture themselves for the Memorial Day Weekend ad at Publix. Moreover, there are various problems...