Kingsford Charcoal
EXECUTIVE SUMMARY
In this report, we will be analyzing the current performance of Kingsford in the marketplace and identify the main cause of revenue deterioration. Thereafter, a comprehensive strategy and marketing plan will be presented. We will begin with identifying current business orientation of Kingsford. Then, we will analyze its position in the marketplace and various external forces. In-depth analysis on the strengths and weaknesses of Kingsford is done to have a clearer picture on what should be done to boost its revenue and profit. The analysis theories used are Porter’s Five Forces, PEST, and SWOT. There are a few important findings that require immediate attention.
Kingsford is a superior product compared to its nearest rival Royal Oak, but it has not been spending on media advertising. It has also been losing market share to gas grilling which is more convenient, has shorter cooking time and easier to clean up.
Outdoor grilling is a booming activity in modern USA, which provides excellent opportunity for market growth. Thus, we will present an overall marketing strategy and establish core marketing activities to boost its profitability and MBAs. We will then attempt to re-strategize marketing mix to help Kingsford back on its track. The real challenge is to attract more people to charcoal grilling from gas grilling and at the same time capture more market share from Royal Oak.
TABLE OF CONTENTS
EXECUTIVE SUMMARY 1
1.0 INTRODUCTION 3
2.0 ANALYSIS ON KINGSFORD MARKET SITUATION
2.1 Marketing Audit 4
2.2 Porter’s Five Forces 5
2.3 External Environment (PEST Analysis) 6
2.4 SWOT Analysis 7
2.5 Key Findings in Kingsford Market Analysis 8
3.0 PROPOSED STRATEGIES
3.1 Overall Marketing Strategies Recommendation 9
3.2 Marketing Mix Recommendation 10
4.0 CONCLUSION 13
5.0 BIBLIOGRAPHY 13
1.0 INTRODUCTION
Kingsford Charcoal is one
In this report, we will be analyzing the current performance of Kingsford in the marketplace and identify the main cause of revenue deterioration. Thereafter, a comprehensive strategy and marketing plan will be presented. We will begin with identifying current business orientation of Kingsford. Then, we will analyze its position in the marketplace and various external forces. In-depth analysis on the strengths and weaknesses of Kingsford is done to have a clearer picture on what should be done to boost its revenue and profit. The analysis theories used are Porter’s Five Forces, PEST, and SWOT. There are a few important findings that require immediate attention.
Kingsford is a superior product compared to its nearest rival Royal Oak, but it has not been spending on media advertising. It has also been losing market share to gas grilling which is more convenient, has shorter cooking time and easier to clean up.
Outdoor grilling is a booming activity in modern USA, which provides excellent opportunity for market growth. Thus, we will present an overall marketing strategy and establish core marketing activities to boost its profitability and MBAs. We will then attempt to re-strategize marketing mix to help Kingsford back on its track. The real challenge is to attract more people to charcoal grilling from gas grilling and at the same time capture more market share from Royal Oak.
TABLE OF CONTENTS
EXECUTIVE SUMMARY 1
1.0 INTRODUCTION 3
2.0 ANALYSIS ON KINGSFORD MARKET SITUATION
2.1 Marketing Audit 4
2.2 Porter’s Five Forces 5
2.3 External Environment (PEST Analysis) 6
2.4 SWOT Analysis 7
2.5 Key Findings in Kingsford Market Analysis 8
3.0 PROPOSED STRATEGIES
3.1 Overall Marketing Strategies Recommendation 9
3.2 Marketing Mix Recommendation 10
4.0 CONCLUSION 13
5.0 BIBLIOGRAPHY 13
1.0 INTRODUCTION
Kingsford Charcoal is one
References: International Graduate School of Business (2007) “Creative and Accountable Marketing – Study Guide”, University of South Australia Kotler et al (2006) “Marketing Management: An Asian Perspective”, 4th Edition Narayandas, Das and Wagonfeld, Alison Berkley (2007) “Kingsford Charcoal” pp. 669-685, University of South Australia US Bureau of Economy Analysis (BEA) website www.bea.gov viewed on December 25, 2007