Soda Industry Analysis Essay
Contents
1. Background 1
2. External Analysis 1 2.1 PESTN Analysis 1 2.1.1 Political 1 2.1.2 Economic 1 2.1.3 Social 1 2.1.4 Technological 1 2.1.5 Natural 2 2.2 Industry Analysis 2
3. Internal Analysis 3 3.1 Current Customer Analysis 4 3.2 RBS’s goals 4 3.3 Current Positioning 4 3.4 Financials 4 3.5 4Ps 4
4. SWOT 6
5. Key Success Factors 7
6. Core Problem 7
7. Objectives 7
8. Solutions 7
9. Criteria Evaluation 8
10. Recommendation & Justification 8
11. Implementation Plan 8
12. Contingency Plan 9
13. Appendix 10
Background
|Industry Definition |Baking Soda Industry in the U.S |
|Level of Analysis …show more content…
Internal Analysis
As shown in the figure below, RBS is in its maturity stage due to its long life span in the company. Gross profit margin has decreased from 32% to 29% in 2006.
[pic]
3.1 Current Customer Analysis
|Demographics |-Primarily female head of household |
| |-Used by various family members |
| |- 85% of US family households with income of $25k+ |
| |-Mainly female users between the age of 35 –55 |
|Usage Purpose |- Most consumers use baking soda as all-purpose cleaner and deodorizer |
| |- Varies from households to households |
3.2 RBS’s goals
Currently, RBS’s goal is to improve their promotion strategies in order to stimulate the consumption and to increase the profit margin.
3.3 Current …show more content…
or larger box size, • 2005: a container packs premium, 20-cent cross ruff coupon was packaged with Stewart window cleaner, $1 cash refund, with the proof of purchase for two- 5lbs. boxes. • 2006: $2 cash refund which was advertised in women’s magazines, Sunday newspaper, company website and in point-of-purchase materials, a set of coupons for five of the Household Division’s brands and a $1.00 cash refund inside the pack with the proof of purchase from two 1 lb. boxes. The twin pack has a label that encourages usage for both the bathroom and fridge, 2-page advertising supplement in the top four women’s magazines. RBS and two other Household Division brands were featured in the advertisement with a $1.50 cash refund offer for a proof of purchase from each of the 3 participating brands. • Advertising supplement also included a sweepstake card for kitchen appliance prizes to create the ‘perfect holiday feast’. This was advertised on the company website, on riser cards and shelf-talkers at the point of
1. Background 1
2. External Analysis 1 2.1 PESTN Analysis 1 2.1.1 Political 1 2.1.2 Economic 1 2.1.3 Social 1 2.1.4 Technological 1 2.1.5 Natural 2 2.2 Industry Analysis 2
3. Internal Analysis 3 3.1 Current Customer Analysis 4 3.2 RBS’s goals 4 3.3 Current Positioning 4 3.4 Financials 4 3.5 4Ps 4
4. SWOT 6
5. Key Success Factors 7
6. Core Problem 7
7. Objectives 7
8. Solutions 7
9. Criteria Evaluation 8
10. Recommendation & Justification 8
11. Implementation Plan 8
12. Contingency Plan 9
13. Appendix 10
Background
|Industry Definition |Baking Soda Industry in the U.S |
|Level of Analysis …show more content…
Internal Analysis
As shown in the figure below, RBS is in its maturity stage due to its long life span in the company. Gross profit margin has decreased from 32% to 29% in 2006.
[pic]
3.1 Current Customer Analysis
|Demographics |-Primarily female head of household |
| |-Used by various family members |
| |- 85% of US family households with income of $25k+ |
| |-Mainly female users between the age of 35 –55 |
|Usage Purpose |- Most consumers use baking soda as all-purpose cleaner and deodorizer |
| |- Varies from households to households |
3.2 RBS’s goals
Currently, RBS’s goal is to improve their promotion strategies in order to stimulate the consumption and to increase the profit margin.
3.3 Current …show more content…
or larger box size, • 2005: a container packs premium, 20-cent cross ruff coupon was packaged with Stewart window cleaner, $1 cash refund, with the proof of purchase for two- 5lbs. boxes. • 2006: $2 cash refund which was advertised in women’s magazines, Sunday newspaper, company website and in point-of-purchase materials, a set of coupons for five of the Household Division’s brands and a $1.00 cash refund inside the pack with the proof of purchase from two 1 lb. boxes. The twin pack has a label that encourages usage for both the bathroom and fridge, 2-page advertising supplement in the top four women’s magazines. RBS and two other Household Division brands were featured in the advertisement with a $1.50 cash refund offer for a proof of purchase from each of the 3 participating brands. • Advertising supplement also included a sweepstake card for kitchen appliance prizes to create the ‘perfect holiday feast’. This was advertised on the company website, on riser cards and shelf-talkers at the point of