BUSI 1013 Lecture Notes - Lecture 3: Swot Analysis, Sobeys, Focus Group
3 Nov 2016
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Document Summary
Cookie performance struggling: 1% growth rate over the past 2 years. Missing an effective canadian specific marketing plan. Not reaching goal of 5-7% annual category growth. Refrigerated baked goods (rbg) in canada branch performance were not quite satisfied over the past two years. Volume growth between 2004 and 2006 had remained nearly flat at 1% Household penetration had fallen to 245 from previous years. Available in 2 formats: chub and ready to bake. Varied based on the cookie format, type of retailer selling, region where the product was sold. All major grocery retailers in canada carried rbg products, including loblaw, metro and sobeys; rbg could also be found in the grocery section of mass merchandisers and club stores. Targeted for household mother aged 30s-40s with busy lifestyle who want a simple product that pleases the family. Strong marketing promotion (pillsbury dough boy brand image) Dominate leader in packaged foods in canada. New market research on the canadian consumer.
