Essay about Brannigan Foods

2503 Words11 Pages
BRANNINGAN FOOD’S
DECLINING SOUPS DIVISION

Table of Contents








Executive Summary …Slide
3
Hypothesis …Slide 4
Evidence …Slide 5
Background …Slide 6
Market Report …Slide 7-9



Tipha …Slide 23-25
 Mackey …Slide 2628
 Chung …Slide 2931
 Pugh …Slide 32-34


Analysis of the situation…Slide 1021


Current Market Position …Slide 10-12



Competitive Analysis …Slide 1317



SWOT …Slide 18-19
Financial Analysis …Slide 20
Management …Slide 20
Operational …Slide 21
Ethical …Slide 21






Proposed Solutions …Slide 2234



Recommendations …Slide
35-43




Marketing Mix …Slide 41-43

Exhibits …Slide 44-47

Executive Summary




Brannigan Food’s Soup Division is struggling with multiple issues: declining sales volume
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is


Small competitors are entering the market 

Offering innovation in terms of flavors and convenience  Gaining popularity specifically Asian and Mexican

Tastes


Primed for a buyout are:
 Roarin Cajun Foods
 Brothers Gourmet
 Red Dragon Foods







Private label soups present a clear and present danger of growing market share
Private label soups have been increasing by 5% over the last several years
Retail outlets are decreasing Brannigan’s allotted shelf space by roughly 3% to make room for increased private label sales SWOT
STRENGTHS








Current Market leader
High Brand awareness
Canned coups are a strong part of the retail food market Large revenues allow the possibility for either new product development or acquisitions Can offer lower pricing then competition due to economies of scale

WEAKNESSES








Decrease in sales over the last three years
Not strong in innovating new flavors
Need to target new market segments
Branningan is not adapting to changing market trends (health concerns) SWOT
OPPORTUNITIES


Innovate new products in line with consumer demands











THREATS



Could boost sales 3-4%

Create new solutions like dry soups to maximize revenue per square inch for retailers (180% boost in revenue per inch)
Develop new flavors or acquire competition Expand market share through retailers Expand with regional flavors
Expand portfolio to offer healthier options










Private Labels are growing steadily

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