A.1 Steak Sauce Defense
Situation Analysis
Customers: Our customers are those who like to cook or grill meat outside.
Competitors: Our primary competitor is Heinz 57. They have a market share of 16%. The secondary competitors of our business are private labels. They have a market share of 14%. The rest of the competitors towards our company make up the 16% of the market share. A new rising competitor is Lawry’s with new product, steak sauce.
Collaborators: Our collaborators consist of virtually every grocery store, merchandiser, and club store. They all carry our product which is mostly located in the condiment isle.
Company: A.1 steak sauce started in England in the 1830s by Henderson William Brand, the chef King George. He was so delighted with the sauce that he proclaimed it to be A.1. Since, then, A.1 made its way to the United States in the early 1900s and has been the most dominant in its category with a market share of 54%. Afterwards, in 2000, Kraft foods purchased A.1. and is now under the umbrella of the second largest brand in the world and the largest in the United States.
Context:
SWOT Analysis
Strengths our company has:
• 54% of the market share
• High brand equity
• Natural ingredients
• No major competitors
• High loyalty
Weaknesses our company has:
• Price is higher than competitors
• No successful product extension
Opportunities our company has:
• Usage of coupons
• Advertising
• New packaging
• More research for product extension
Threats our company has:
• Duplication of our sauce by competitors
• Increase in private labels
• Losing shelf space
Problem Statement
The problem that our company has longed lived for is limited competition. We have been dominating the market with our product for a number of years. Now, our new competitor Lawry’s, is coming out with a new product which is the same type steak sauce we sell and aggressively and is targeting the same retailers as us with their marketing campaign. Their
Customers: Our customers are those who like to cook or grill meat outside.
Competitors: Our primary competitor is Heinz 57. They have a market share of 16%. The secondary competitors of our business are private labels. They have a market share of 14%. The rest of the competitors towards our company make up the 16% of the market share. A new rising competitor is Lawry’s with new product, steak sauce.
Collaborators: Our collaborators consist of virtually every grocery store, merchandiser, and club store. They all carry our product which is mostly located in the condiment isle.
Company: A.1 steak sauce started in England in the 1830s by Henderson William Brand, the chef King George. He was so delighted with the sauce that he proclaimed it to be A.1. Since, then, A.1 made its way to the United States in the early 1900s and has been the most dominant in its category with a market share of 54%. Afterwards, in 2000, Kraft foods purchased A.1. and is now under the umbrella of the second largest brand in the world and the largest in the United States.
Context:
SWOT Analysis
Strengths our company has:
• 54% of the market share
• High brand equity
• Natural ingredients
• No major competitors
• High loyalty
Weaknesses our company has:
• Price is higher than competitors
• No successful product extension
Opportunities our company has:
• Usage of coupons
• Advertising
• New packaging
• More research for product extension
Threats our company has:
• Duplication of our sauce by competitors
• Increase in private labels
• Losing shelf space
Problem Statement
The problem that our company has longed lived for is limited competition. We have been dominating the market with our product for a number of years. Now, our new competitor Lawry’s, is coming out with a new product which is the same type steak sauce we sell and aggressively and is targeting the same retailers as us with their marketing campaign. Their