Swot Analysis Of Reitzel

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Reitzel Specialty Foods

Muzammil Hussian, N H Venkataraman, Siddharth Dash
21st June, 2015

Reitzel Specialty Foods, the Indian subsidiary of a Swiss company - Reitzel, is based in Bangalore, Karnataka. It currently has flavoured mustard, gherkins, jalapenos, cornichons and baby corn under its brand name – “Hugo Reitzel”.
Reitzel Specialty Foods caters to a niche segment like five star hotels, cafes, pubs, restaurants and high-end clubs in tier-1 and tier-2 cities of India which include Bangalore, New Delhi, Pune, Kochi, Kolkata, Hyderabad, Thiruvananthapuram and Mumbai, as a B-to-B channel.
The project objective was to create an awareness of the brand “Hugo Reitzel”, to identify potential new customers in the
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• Lack of Brand awareness in the market.
• Narrow distribution channel.
• Limited area of operations.
• Less number of products offered.
Lack of awareness of brand Reitzel in the Indian market is one of the major drawbacks that the Indian subsidiary of Reitzel group is currently facing. Due to its recent decision of introducing its products to the domestic market, the company is focusing only on limited areas which majorly include metropolitan cities such as Hyderabad, Delhi, Bangalore, Chennai, Mumbai, Pune etc. Also, the numbers of products that the company has launched in India are very few compared to its offerings internationally.

• Expanding in major markets like Chennai, Bangalore, Delhi, Mumbai, Hyderabad, etc.
• Opportunity of tapping untapped market.
• Increasing demand for the products.
A growing inclination towards European cuisine among the masses provides a great opportunity in front of Reitzel India to tap the untapped market. It has been observed that many people are bringing the Italian, Mexican, Chinese, European and other style of cuisines into their routine

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