United BiscuitsUnited Biscuits

Brand McVitie’sBrand McVitie’s

Product Milk Chocolate DigestiveProduct Milk Chocolate Digestive

Milk Chocolate Digestive in Milk Chocolate Digestive in DeclineDecline

Product in DeclineProduct in Decline

Situation AnalysisSituation Analysis

SWOT analysisSWOT analysis can provide a framework for can provide a framework for identifying and analysing strengths, identifying and analysing strengths, weaknesses, opportunities, and threat. This can weaknesses, opportunities, and threat. This can also provide an impetus to analyse a situation also provide an impetus to analyse a situation and develop suitable strategies and tactics, a and develop suitable strategies and tactics, a basis for assessing core capabilities and basis for assessing core capabilities and competences. Moreover, this can provide the competences. Moreover, this can provide the evidence for, and cultural key to change and a evidence for, and cultural key to change and a stimulus to participation in a group experience. stimulus to participation in a group experience.

StrengthsStrengths

• Wide Brand offeringWide Brand offering

• Strong food hold in Biscuit industryStrong food hold in Biscuit industry

• High rates of business survivalHigh rates of business survival

• With major existing food cluster to With major existing food cluster to build uponbuild upon

• Strong financial performanceStrong financial performance

•   Dedicated and professional employeesDedicated and professional employees

WeaknessesWeaknesses

• Geographical concentrationGeographical concentration

• Products recallsProducts recalls

• Private ownershipPrivate ownership

• Low exploitation of the Internet and Low exploitation of the Internet and ICTICT

• Lack of R&D Lack of R&D

• Fragmented enterprise supportFragmented enterprise support

OpportunitiesOpportunities

• Huge potential in the emerging marketsHuge potential in the emerging markets• Increase its Sourcing from Low Cost CountriesIncrease its Sourcing from Low Cost Countries• Growing Demand in the Snacks and Savoury Growing Demand in the Snacks and Savoury

MarketMarket• Healthy market environmentHealthy market environment• DiversificationDiversification• Further expansionFurther expansion•   Further development in technologyFurther development in technology• Established in the industryEstablished in the industry•   Manufacture of new product varietiesManufacture of new product varieties

ThreatsThreats

• Global Economic SlowdownGlobal Economic Slowdown• Highly Competitive EnvironmentHighly Competitive Environment• Strict Government RegulationsStrict Government Regulations The latest recommendations on saturated The latest recommendations on saturated

fat and added sugar announced by the fat and added sugar announced by the Food Standards Agency (FSA) urge Food Standards Agency (FSA) urge industry to continue on the reformulation industry to continue on the reformulation quest, while commending companies for quest, while commending companies for the work they have done so far.the work they have done so far.

Current StrategyCurrent Strategy

biscuits are well suited to the growing biscuits are well suited to the growing consumer preference consumer preference

• company will be focusing more in the future on company will be focusing more in the future on

product innovationproduct innovation • reformulation to meet the changing demands of reformulation to meet the changing demands of

consumersconsumers

Choice of Growth StrategyChoice of Growth Strategy

Milk Chocolate digestive position in market is being Milk Chocolate digestive position in market is being lost due to its sweetness and Healthier. As per my lost due to its sweetness and Healthier. As per my personal experience as a customer I could once personal experience as a customer I could once try and never get back on that. It is the right time try and never get back on that. It is the right time to bring a change in product like make it less to bring a change in product like make it less sweet and introduce different flavours in it like sweet and introduce different flavours in it like mango, raspberry, strawberry milk chocolate mango, raspberry, strawberry milk chocolate digestive digestive

Milk Chocolate Fruit DigestiveMilk Chocolate Fruit Digestive

• Add some fruit tasteAdd some fruit taste

Strawberry Milk Chocolate Strawberry Milk Chocolate DigestiveDigestive

Raspberry Milk Chocolate Raspberry Milk Chocolate DigestiveDigestive

Mango Milk Chocolate DigestiveMango Milk Chocolate Digestive

Advertising planAdvertising plan

• Sales Promotion:Sales Promotion:460 Pyramid Tea Bags and get a FREE McVities Chocolate 460 Pyramid Tea Bags and get a FREE McVities Chocolate

Digestives 250g TubeDigestives 250g Tube

Research TechniquesResearch Techniques

Secondary SourcesSecondary Sources

• Web browsingWeb browsing

• Library searchLibrary search

• MagazinesMagazines

BooksBooks

• Marketing ManagementMarketing Management

• Business Analysis LSBF Study textBusiness Analysis LSBF Study text