Lucas Foods

Lucas Foods

Company Overview:

Company Overview Food manufacturing and wholesaling business with a broad product line Primary Customers Five major national food wholesalers Secondary Customers Smaller regional wholesalers and independent grocery stores Followed a portfolio approach Annual sales - $12 million

A recent entrant into the bakery products market Specifically, the biscuit market Positioning: High-priced and high-quality Company Overview

Problem Definition :

Problem Definition Marketing strategy for Gold Medal Crumpettes What will best capture the available market opportunities and support the company’s mission? Should Lucas Foods maintain the products existing geographic coverage, or should it expand?

Company Mission & Objective:

Company Mission & Objective Company Mission To become a major national food manufacturer and exporter Marketing Objective To grow to an annual sales level of $50 million from its current level of $12 million

SWOT Analysis:

SWOT Analysis Strengths: 50 year history Sales have doubled since 1979 Excellent reputation in Alberta Well-diversified product line Strong product knowledge Marketing expertise Customer service

SWOT Analysis Weaknesses. Unknown in other markets Limited brand awareness by retailers outside of Alberta No consumer brand awareness outside of Alberta. Limited geographic distribution No established distribution network outside current markets Recent entrant into bakery goods market Limited production capacity

SWOT Analysis Opportunities: Specialty bakery goods Usually enjoy quick acceptance in the market Consumption of biscuit items uniform across all age groups, seasons, and geographic locations Crumpets considered a ‘luxury’ item Opportunity to gain competitive advantage through positioning strategy Market in Canada and the US Large and mature

SWOT Analysis Threats Highly competitive market Direct competition: crumpets, scones, english muffins, tea biscuits Indirect competition: toast,...