Harvey Wallbanger, president of Harvey Wallbanger Popcorn, entered the popcorn market in 1972. He is considered to be the person most responsible for creating a gourmet popcorn market in the United States. His claim to fame is that his corn is lighter, fluffier, “tenderer”, and bigger than ordinary popcorn. He also boasts that his popcorn has fewer hard, unpopped kernels than competitive products.
Harvey’s company sells popcorn to several markets in the United States:
1. Unpopped corn sold to food stores for the consumer to take home. There are several companion products— flavoured seasoning, cooking oil— and a variety of different size packages including a sealed cooking bag with popcorn, oil, and flavouring for use in a…show more content… The only popcorn he could find, besides some stale bagged corn in supermarkets, was caramel corn which wasn’t very popular. Wallbanger believes there is a great opportunity in Great Britain as a whole. The British are big snackers, they visit pubs on a frequent basis, and they are great TV watchers. He wants to explore the possibility of expanding into Great Britain. At the moment, he is thinking about exporting his franchise gourmet-shop operation and licensing stores to sell his brand of popcorn. Although he is open to suggestions of other possibilities, he is sure, as he told his board of directors, that “Harvey Wallbanger Popcorn will have a major investment in Great Britain within two years”. As his staff assistant, you have been selected to do a preliminary evaluation of the opportunities and problems of selling popcorn in Great Britain, which will be used in the decision whether to enter the British snack market.
The British Market:
The British make a distinction between savoury (spicy and salty) snacks and sweet snacks. Savoury snacks in Britain include a wide variety of flavoured potato crisps, extruded snacks such as Bugles, and salted peanuts. Snacking on potato crisps or salted peanuts while drinking beer, especially in pubs, is very traditional social behaviour. Snacks are purchased as a companion product to beer and are bought in pubs and in grocery stores for home