하버드 비즈니스 리뷰 HBR Kookie Kutter Bakery 마케팅 경영전략 케이스 스터디
- 최초 등록일
- 2019.05.11
- 최종 저작일
- 2019.05
- 7페이지/
MS 워드
- 가격 3,000원
목차
Ⅰ. Marketing Objectives
Ⅱ. Marketing Communication Objective
Ⅲ. Growth Strategies
1. BCG Matrix:
2. Ansoff Matrix
3. Generic Strategy
본문내용
Marketing Objectives:
1. Increase the sales revenue to 20% by end of next two quarters.
2. To increase market share by 10% in Sackville and 3% in Atlantic Canada by the end of the year.
3. To launch two new products (oatcakes and shortbread cookies) in the next quarter.
Marketing Communication Objective:
1.To increase brand awareness and to generate interest among health-conscious people in Canada market.
2. Increase the engagement rate by 30 % in social media (Facebook and Instagram) for the potential customer through online store.
Growth Strategies
1.BCG Matrix:
Question Mark: (High Market Growth, Low Market Share)
The Chocolate cookie as being considered as the question mark as it is facing high competition from the other brands in the market like Dare Foods ltd., Pepperidge Farm, archway Cookies.
The company has an advantage of being vegan and it has maintained a quality for the school life and longer shell life by not using eggs and dairy which his giving high competition.
참고 자료
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