Topics: Fast food, Marketing, Supermarket Pages: 9 (2811 words) Published: April 3, 2013
Executive Summary:
The main findings I found for Leader Products is that they are a very high quality convince Food Company with a 31.3% market share, which produces a range of different frozen foods. I conducted a T.O.W.S and P.E.S.T.E analysis and found a few things out about leader products * They have multiple threats not only from their own market such as budget brands like Pams, but also form other markets. Products like microwave dinners and ready-made meals. * Their Brand is not very recognisable to the New Zealand public because of a lack of advertisement. * They have great opportunities to expand overseas or on their contract work with different companies and organisations. * They have a highly regarded range of products which are made with quality ingredients and are nutritionally better than other competitors.

I choose to identify the opportunity to conduct more contract work and target fast food companies in which they could supply, an example being Burger Fuel. They already supply subway with the pork ribblet so my recommendations were to expand their operations to other fast food outlets would increase market share as well as brand recognition for their frozen convince food range in the super markets and butchers.

Contents Page:


Situational Analysis

Problems and Opportunities Statement

Marketing Strategy

Conclusions and Recommendations



This is the marketing report for Leader Products New Zealand. Based in Auckland Leader Products Is a company which are manufactures of quality convenience foods such as burgers, schnitzels, medleys, nuggets, crumbed lasagne and BBQ pork riblets. Founded in 1998 Leader Products have produced these different products to sell in to most leading New Zealand supermarkets and butchers such as, Aussie Butcher, Countdown, Foodtown, Fresh Choice, Mad Butcher, New World, Pak N Save, Supervalue and Woolworths. With a highly trained manufacturing team of 80 staff, there state of the art manufacturing equipment ensure that they stay ahead of the market and there competitors, always looking at developing new and innovating products. Leader Products produce higher end frozen convenience food based on taste and ingredients than other competitors but are also a lot more expensive due to quality of ingredients claiming a 31.3% market share for the gourmet frozen convince food market. Situational Analysis:

Competitor Analysis
Frozen convenience food companies have a large amount of competitors, and this is especially true for Leader Products. Industry competitors have a lot more brand recognition because of heavy advertising through different media sources. These are brands such as; Pams, Tegal Chicken and Inghams Chicken. Leader Products tend to be more in the gourmet convince food market also competing against Heinz Wattie with their weight watchers meals and Aria Farm. These two companies’ produce very high quality and nutritional products very similar to that of Leader Products, and work down the same line of using fresh quality ingredients in their products. Leader Products also have an ever increasing range of products being produced by their competitors in the frozen convenience food market. There is also pressure being created from other convenience food markets such as microwave dinners, instant noodles and soups. These products do not directly affect the market share for Leader products because they are a completely different type of convenience food, but Leader Products still have to compete against these products for nutrition and ease and which they are to prepare and cook.

T.O.W.S Analysis
Threats: Leader Products is in a progressively growing frozen convenience food market which makes it very a competitive market for recognised and developing firms. Bigger, more established companies have the advantage of offering specials and lowering their prices because they want more volume...

Bibliography: Dunmore, M. (2002). Inside-out Marketing. London: Kogan Page
Baker, M, Hart, S
Solomon, Charbonneau, Marshall, Stuart. (2012) Marketing 2nd edition. New Zealand: Pearson
Leader Products New Zealand (2011) Available: (9 May 2012)
FMCG (2011) Available: (10 may 2012)
Clarkson, J (January 1st 2012)
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