DOC

Running header 1

By Tiffany Harrison,2014-05-16 18:50
8 views 0
For this product, you must prepare a SWOT analysis. The analysis must compare this product with at least two (2) of its major competitors.

    Running Header 1

Doritos Little Gold

    Student Name

    MKT301-1

Professor Wendy Conley

    Running Header 2

    Contents

    The Assignment .............................................................................................................. 3 Introduction ..................................................................................................................... 4 The Company .................................................................................................................. 5 The Product ..................................................................................................................... 8 SWOT Analysis ............................................................................................................ 10

    Marketing Strategy ........................................................................................................ 12

    Global Events ................................................................................................................ 13 Current Events............................................................................................................... 13 References ..................................................................................................................... 15 Other Materials ............................................................................................................. 16

    Running Header 3

    The Assignment

    1. Identify a product that is purchased by consumers. The product must have yearly sales of at least $20,000,000. The product must be advertised in the mass media.

    Then take a look at the manufacturer of the product. Review information on company size, major products, sales, etc. This is the type of information that can be gained from an annual report. In addition, provide as much information as you can on the marketing environment. The elements of the marketing environment are covered in Chapter 3.

    Your goal is to become an expert on this product. You need to know what the product is, how is it used, where is it purchased, what are the competitive products. Provide a description in your paper. Provide sufficient detail to ensure that the reader understands the product.

    For this product, you must prepare a SWOT analysis. The analysis must compare this product with at least two (2) of its major competitors. Present the analysis as a table.

    Discuss each element of the marketing strategy and the marketing mix. Discuss any problems, concerns or strengths.

Discuss any global activity concerning the product or the company.

Also discuss current events. Discuss what the product is doing now.

    When writing the paper, write it as if you are the marketing manager presenting the product to the president of the company. The paper is expected to be 7 - 10 pages in length. All sources must be cited. The APA format must be used in preparing this paper. Refer to the syllabus for library help.

    Running Header 4

    Introduction

Doritos chips have been a staple of the American Snack Food environment since their

    introduction in 1966. Doritos were invented by Arch West, and were America‟s first

    commercial corn tortilla chip when they were introduced by Frito-Lay, Inc. (Smith, 2006,

    Page xxxix)

Frito-Lay is a wholly owned subsidiary of PepsiCo, Inc, having been acquired in 1965.

    They manufacture a varied line of snacks. Frito-Lay dominates the corn chip market,

    with the top sellers being Doritos and Tostidos. Fritos, another popular corn chip, do not

    even make the top 20 in sales. (Smith, 2006, p 64)

    Running Header 5

    The Company

    General information on the company - products, sales, competitors, etc.

    Doritos are manufactured in the US by Frito Lay Corporation. Frito-Lay is the largest

    snack food conglomerate in the world. (Smith, 2006, pg 113)

    Frito-Lay is a wholly-owned subsidiary of PepsiCo, Inc. In addition to Frito-Lay,

    PepsiCo‟s is a multi-product and multinational corporation, who snack manufacturing ‟s

    principal businesses include Pepsi-Cola beverages, Gatorade sports drinks, Tropicana

    juices and Quaker foods. (Annual report)

    More info on the company, its history, and mergers.

    Micro-environmental Factors

Micro-environmental factors are internal factors directly affect the organization‟s strategy.

    These include:

    Customers

    Organizations survive on the basis of meeting the needs, wants and

    providing benefits for their customers. Failure to do so will result in a

    failed business strategy.

    Employees

    Employing the correct staff and keeping these staff motivated is an

    essential part of the strategic planning process of an organization. Training

    and development plays an essential role particular in service sector

    marketing in-order to gain a competitive edge. This is clearly apparent in

    the airline industry.

    Suppliers

    Increase in raw material prices will have a knock on affect on the

    marketing mix strategy of an organization. Prices may be forced up as a

    result. Closer supplier relationships is one way of ensuring competitive

    and quality products for an organization.

    Shareholders

    Running Header 6

    As organizations require greater inward investment for growth they face increasing pressure to move from private ownership to public. However this movement unleashes the forces of shareholder pressure on the strategy of organizations. Satisfying shareholder needs may result in a change in tactics employed by an organization. Many internet companies who share prices rocketed in 1999 and early 2000 have seen the share price tumble as they face pressures from shareholders to turn in a profit. In a market which has very quickly become overcrowded many have failed.

    Media

    Positive or adverse media attention on an organizations product or service can in some cases make or break an organization.. Consumer programs with a wider and more direct audience can also have a very powerful and positive impact, forcing organizations to change their tactics.

    Competitors

    The name of the game in marketing is differentiation. What benefit can the organization offer which is better then their competitors? Can they sustain this differentiation over a period of time from their competitors? Competitor analysis and monitoring is crucial if an organization is to maintain its position within the market.

    From LearnMarketing.net: http://www.learnmarketing.net/microenvironment.htm

    Running Header 7

    Micro Environmental Factor/Stakeholder Analysis

    From LearnMarketing.net: http://www.learnmarketing.net/microenvironment.htm

Macro-environmental Factors

    Running Header 8 The Product

    In this section, you must provide a detailed analysis of the product. You must help the

    reader to know the product as well as you know the product. Remember, you are the

    product expert. Good sources of information include the product / manufacturer website,

    industry publications and your local retailer. If appropriate, provide pictures.

The name “Dorito” is Spanish in origin, and means “little bits of gold”. That description

    isn‟t just visual – with sales of over $1.2 billion dollars, the Doritos line has been a hugly

    successful brand. (REFERENCE, and CONFIRM the sales#) It is also possible that the name “Dorito” was selected because it rhymes with another popular Frito-Lay snack

    Cheetos. Doritos are triangular shaped corn chips, usually with a flavored coating that

    just seems slightly addictive. From personal experience, its hard to eat just a few usually, once a bag is opened, it has a short lifespan. They come in a variety of flavors;

    in the US these include Cool Ranch, Nacho Cheese, and several combo flavors (get the combos!) In England, different flavors are produced by the xxx company (reference). In Mexico and Latin America, These are the flavors (REFERENCE). The brand was first released in 1966, the same year as the original Star Trek television series. This venerable

    brand has been updated to reflect changing consumer tastes and demand, with the chip

    itself being reformulated ot be slightly larger and thinner; and the corners reshaped to

    reduce chip breakage while still in the bag. The first corn chip to be released and

    marketed nationally, Doritos quickly became the most popular selling corn chip Hugely

    successful in the US, the product is also sold worldwide and is available

Running Header 9

    Running Header 10

    SWOT Analysis

    Write an introduction to the SWOT analysis. The introduction will provide an overall

    summary. A SWOT analysis is a discussion of the strengths, weaknesses, opportunities

    and threats of competitive products. In marketing, we will perform a SWOT analysis as

    an aid to strategic planning. Generally, the analysis is presented as a table. We will discuss the SWOT analysis in more detail during the week #3 chat session. If you

    cannot attend the session, you must download the transcripts from the session.

    Doritos COMPETITOR 1 COMPETITOR 2 Strengths Doritos are widely accepted, and widely available. A strong, well known

    product.

    Weaknesses Product has been „out‟ for a long time. The market currently being

    targeted the hardest includes consumers that are half the age of the brand. Often considered a snack food, not a healthy food.

    Opportunities Expanding global consumer markets. Well liked, popular flavors. Threats May not be perceived as too healthy.

    Doritos COMPETITOR 1 COMPETITOR 2 Strengths

    Weaknesses

    Opportunities

    Threats

    Doritos COMPETITOR 1 COMPETITOR 2 Strengths

    Weaknesses

    Opportunities

    Threats

Report this document

For any questions or suggestions please email
cust-service@docsford.com