Unilever Canada Becel Margarine Analysis

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Unilever Canada Becel Margarine Case Analysis Table of Contents Executive Summary Introduction Problem Identification Situation Analysis Customer Environmental Analysis Competitive Analysis SWOT Analysis Alternatives "Run Canada, Run "Now We're Cooking with Becel "Body By Becel" Recommendation Implementation Conclusion Appendices I. Executive Summary Becel needs to adjust their promotional efforts to address both a heart healthy and great tasting product, while expanding their target market to the twenty-five and above demographic. Becel's current customers are largely empty nester households where the customers tend to be affluent with high incomes and over sixty-five years of age. By adjusting their promotional efforts to…show more content…
The outline for the analysis will begin with the problem Identification. This will convey the problem that Becel must address so it will be able to continue operating in today's society. The situation analysis will follow the problem identification and will include the customer environmental analysis, the competitive analysis, and the SWOT analysis. Subsequently, three alternatives will be presented that will address the problem Becel Margarine is facing. A recommendation will then be made that best solves the problem at hand. As a final point, a conclusion will be made of why this is the problem facing Becel and how the recommendation will remedy that problem. III. Problem Identification Becel needs to adjust their promotional efforts to address both a heart healthy and great tasting product, while expanding their target market to the 25 and above demographic. To adjust their promotional efforts the company needs to redirect promotions to reach the 25 and above market and differentiate Becel from its competitors. In addition, Becel needs to focus on delivering the message that their margarine is a heart healthy and great tasting product. Becel will expand their target market by creating a promotional campaign that meets the needs of this expanded target market. The company targets consumers that are educated, affluent, health

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