The company’s website that I chose to analyze, in lieu of their mission statement, is Safeway Inc. A little background: This company was essentially founded in 1915 by M.B. Skaggs, who bought a grocery store from his father. By 1926, Skaggs had become very successful with his stores and merged with Safeway to become Safeway, Inc. In January 2015, AB Acquisition LLC (parent company of Albertson’s) merged with Safeway to create one of the largest food and drug retailers in the country – over 2,200 stores in 33 states, specifically with Safeway stores in 19 states (Safeway Inc., 2008-2016). The area in which I live (central Texas, US) has Randalls grocery stores that are part of the Safeway brand, and I have shopped at these stores numerous times. This allows me to provide some personal insight into analyzing the company’s mission statement and determining whether it is reflected by their website, which I will discuss later in this essay.
Every business organization is using a marketing concept which is used as a tool to identify customer’s needs. And further try to meet them by making right decisions in line with customer’s needs. In line with meeting customer’s needs the ultimate goal of every business is to gain profit. That’s why they make use of different marketing strategies to meet not only the need of the customer but as well as the goal of the company. We know for a fact that marketing strategies comprises everything from developing a product, to introducing it to the market, to selling and improving it as the need of the target market changes.
Porter’s five force model is the model that shows the competitive environment of any firm. This model is essential for the Meso analysis. It distinguishes the market attractiveness of the business. This model is invented to determine the market attractiveness, how attractive is the market where all the competitors are in. This model was invented in 1979 by Michel Porter. So, what the model explains is that there are five forces which determine the market attractiveness. The names of five forces are as follow:
Increase market share in developing economies, if KHC increases their market share it will put them at a competitive advantage
In order for a business to find out their customers interests and thoughts about their business, they carry out the appropriate marketing research to ensure that the business has 100% customer satisfaction. In relation to Kellogg’s, they have carried out a number of market research, which has ultimately led them to becoming the leading cereal brand. The company has developed a range of products for the segments within this market, targeted at all age groups over three years old. This includes 39 brands of cereals as well as different types of cereal bars. Consumers of cereal products perceive Kellogg 's to be a high quality manufacturer.
Unilever is a global company therefore they have a strong financial backup to focus on high quality food solutions with continuous value addition
Advertisements have a great impact on people but they are not representing reality. Companies try to promote their product the best they can in order to increase revenue. To do so, they and appeal to and satisfy the needs and longings of potential customers. Dove® , being a Unilever brand, tried a considerably different approach to draw attention to itself.
At the start of this course, I had no idea what to expect. This is due to the fact that marketing is a field that offers a combination of so many different disciplines such as art, psychology, and statistics. I encounter marketing on a daily basis but have strangely enough not reflected too much about it. Nevertheless, it is a very interesting subject, which deals with promoting and selling services and products. This is done through creating profitable and maintainable relationships with customers. The course has taught me that companies have a responsibility in understanding the marketplace and customer needs. If companies are unsuccessful at doing this, there is a great probability that they will fail at making profits. Marketing helps companies maintain their competiveness.
Lifebuoy is a brand of UNILEVER among many other brands, whose main aim looks to promote health and hygiene around the world through different ways such as imparting knowledge, coming up with products that enable the elimination of germs and by making these products reach even the most remote areas. A brand that had started over a century ago for the UK market and has now become the preferred soap brand for mothers and the most favorable soap brand in over 44 countries across the globe.
As a result Unilever like a vast majority of other companies have moved away from mass marketing their products and brands in favour of a more targeted approach.
Corporate Social Responsibility (CSR) plays a crucial role in organizations and societies. Traditionally, CSR is a management concept that has been implemented by most of the listed companies around the world. CSR is implemented by companies to be responsible for the company’s consequences on the environment and social welfare in their business operations and interactions with their stakeholders (Unido, n.d). In the other words, CSR is a program that benefits both society and business that do not provide immediate financial benefit to the company but environmental change and positive social (Investopedia,
Strategic marketing is a broad and practical subject which included the concept of marketing subjects of previous semesters such as business marketing. The study of this subject has contributed to marketing knowledge in many ways, as well as it has strengthened my skills in application of marketing concepts. My knowledge was increased that I was able to develop a complete strategic marketing plan of not only on the part of marketing analysis or strategy of a product or service, but also the whole corporate plan. My skills and capabilities that were developed and integrated during lectures and tutorials include the analytical skills, coordination skills, presentation skills, organization skills, etc.
In the recent years more and more companies in the retail and food industry are concerned about the environmental consequences of their action and also the social ethics for the people involved in the production process. This is a shift from the philanthropic actions companies used to take in 1970’s and by following basic international standards to a ‘business case’ perspective of CSR (Customer Social Responsibility).
The Unilever company cares about being local and international in the same time. This is one of the most important difference from the it’s biggest competitor Procter & Gamble.
Nestle is considered one of the largest food and beverage company worldwide. Nestle first opened its factory in 1866 in New Zealand and have successfully grow and recognize all over the world. Today, nestle own branches almost in every country in Europe, South America, Asia and other continents. The products that they produce are coffee, bottled water, milk products, tea, breakfast cereals, biscuits, baby food and many more. Looking at their annual report, their revenues clearly state that they are the most preferred food and beverage. This is due to their good management and other factors as well. The management of Nestle uses the best process which guarantees decent and productive running of the business. Besides that, the company utilizes