corporate strategy
Transcript: the business The reference market is the market of cereal bars composed by several competitors such as: Grany Kellog’s Balisto Nestlé Market definition SWOT analysis It seems to be some important competitors such as Kellog’s and Balisto which may be a challenge for Grany Competitive advantage : Grany offers three different varieties of cereal bars which brings the company more opportunities to gain a greater part of the cereal bars market. Market attractiveness Nutrition Quality Environment Market attractiveness is based on Market opportunity Competitive advantage Objectives of the organization Size, growth and weight of the segment Competitor Analysis Structure and segmentation of the market Industry Analysis Structure and segmentation of the market Bars made with natural ingredients Good nutritional qualities Very tasty Market opportunity and competitive advantage PESTEL Analysis Mission Statement How to establish synergies? Range of products How to create a competitive advantage? Supermarket’s Homebrand Cheaper alternative Less consumer loyalty to the brand threats Cereal bars with different flavour (fruits, nuts, chocolate,…) Other products: mellow cake, chocolate cookie Nestle Fitness Targeted at female health-conscious customers Nesquick Bar version of the drink opportunities Grany belongs to the Kraft Food group, 2nd largest food company in the world Huge Brand awareness Developped know-how and logistic Threat of new entrants: LOW The establishment costs (machinery, developing the recipe etc.) involved will deter new entrants Market already saturated by multinational firms, making it difficult for new firms to develop CA But, there are more and more smaller firms offering Organic Muesli Bars, Homemade muesli bars etc. internal factors (cc) photo by medhead on Flickr This market can be divided into different subgroups called segments. In this case we can find two main segments: Energetic bars (with chocolate,caramel…) Dietetic bars (mostly composed by cereals, fruits, …) (cc) photo by medhead on Flickr Brand belonging to the Kraft Foods Group Business to Customer Mostly Cereal bars Kellogg's Special K Health-conscious customers Frosties Younger customer base The Clientele In the case of Grany, it is focused on cereal bars composed by different types of cereals such as wheat, oat or corn depending on the variety and complemented by chocolate, fruits or nuts. Three Grany varieties : Grany bar cereals Grany moelleux Grany equilibre Children, especially at the « afternoon break » People practicing sport Working people Selling point is the good taste Chocolate coated digestive biscuit external factors thank you! Political Economical Social Technological Environmental Legal