Brannigan Foods
Brannigan Foods: Strategic Marketing Planning
To: Prof. McCullough
From: Preeti Verma
CC: Robert McCullough
Date: 1/31/2017
Re: Analysis and Recommendations for Brannigan Foods: Strategic Marketing Planning
INTRODUCTION
This provides recommendations and analysis for addressing how Bert Clark, vice-president and general manager of Brannigan Foods’ provides the proposal to grow the division’s business over the next three years. This memo will look at: (1) Clark’s consultant’s report; (2) Clark’s four senior managers’ recommended proposals from different departments. In order to decide which of his managers’ proposals to pursue and how to tie back his decision and his objectives. In other words, Clark’s goal is to decide from his manager’s …show more content…
Along with the threat of cannibalization as well as sometimes companies are not stable and mislead the current company’s reputation.
c. Invest in organic growth from internally developed new products
Anna mentioned about investing in R&D. Only use of “Star Products” will not take the business long term. As this idea makes sense in terms there is no need to invest in acquiring company. Since there is a threat of misuse of in the production. It is never too late to in invest in new product and add to the new segment as it can add to Ready-to-eat which financials already shows to be successful.
d. Invest in the core
Bob the director of Marketing and sales, mentioned about increase in the marketing by $20mm to rise awareness and make sure to maintain previous numbers. The only concern is that the risk of introducing a new product. To reduce a price by 5cent may harm the premium brand image which company already has it.
As per the above individual analysis, it is best to mix. Beside the fact option four seems more lucrative but consumer preference is not clear. It is highly recommend investing Ready-to-Eat soups production in the market. Combination of these two options will bring the company’s short-term goals and long-term terms …show more content…
It is very crucial to understand consumers and their need. Brannigan also sell their products through drug stores, convenience stores rather than mass retailers such as Walmart. In order to increase the awareness, it should consider focus on Baby Boomers and generation Y. Keeping in mind of health conscious people and younger generation, they should reach out to school cafeteria as well. Promotions on the social networking site is beneficial as well in order to raise the awareness the younger generation. “Boys and Girls Love Soup” will become more aware to promote on games or social events, such community runs as it also represents “healty”. As acquisition can lead to cannibalization, another option can be to include healthier ingredients as compare to have a new
To: Prof. McCullough
From: Preeti Verma
CC: Robert McCullough
Date: 1/31/2017
Re: Analysis and Recommendations for Brannigan Foods: Strategic Marketing Planning
INTRODUCTION
This provides recommendations and analysis for addressing how Bert Clark, vice-president and general manager of Brannigan Foods’ provides the proposal to grow the division’s business over the next three years. This memo will look at: (1) Clark’s consultant’s report; (2) Clark’s four senior managers’ recommended proposals from different departments. In order to decide which of his managers’ proposals to pursue and how to tie back his decision and his objectives. In other words, Clark’s goal is to decide from his manager’s …show more content…
Along with the threat of cannibalization as well as sometimes companies are not stable and mislead the current company’s reputation.
c. Invest in organic growth from internally developed new products
Anna mentioned about investing in R&D. Only use of “Star Products” will not take the business long term. As this idea makes sense in terms there is no need to invest in acquiring company. Since there is a threat of misuse of in the production. It is never too late to in invest in new product and add to the new segment as it can add to Ready-to-eat which financials already shows to be successful.
d. Invest in the core
Bob the director of Marketing and sales, mentioned about increase in the marketing by $20mm to rise awareness and make sure to maintain previous numbers. The only concern is that the risk of introducing a new product. To reduce a price by 5cent may harm the premium brand image which company already has it.
As per the above individual analysis, it is best to mix. Beside the fact option four seems more lucrative but consumer preference is not clear. It is highly recommend investing Ready-to-Eat soups production in the market. Combination of these two options will bring the company’s short-term goals and long-term terms …show more content…
It is very crucial to understand consumers and their need. Brannigan also sell their products through drug stores, convenience stores rather than mass retailers such as Walmart. In order to increase the awareness, it should consider focus on Baby Boomers and generation Y. Keeping in mind of health conscious people and younger generation, they should reach out to school cafeteria as well. Promotions on the social networking site is beneficial as well in order to raise the awareness the younger generation. “Boys and Girls Love Soup” will become more aware to promote on games or social events, such community runs as it also represents “healty”. As acquisition can lead to cannibalization, another option can be to include healthier ingredients as compare to have a new