The New Product Marketing Opportunities for Griffin’s

The New Product Marketing Opportunities for Griffin’s

Introduction

Griffin's is a snack food company with a history of more than 140 years, also he is New Zealand Company and the company has good reputation in the local area. As a Griffin's product manager, who must understand the snack food market. A lot of snack food companies target children and young adults market, Griffin's is no exception. Therefore the product manager wants to expand the market and to win more customers, so she decided to launch new sweet taste of plain biscuit --- English Breakfast Tea plain biscuit --- to target over 35 years old customers. This essay will talk about micro & macro environment effect new product and use marketing concept to analysis new flavor biscuit in the snack food industry.

Micro & Macro Environment

Environmental factors can influence the company status in the market. It includes micro and macro environment. Micro environment can directly affect business operation and success (5 important elements, n.d.), in other words, it is business internal environment and involves competitor, customer, supplier, employee, marketing intermediaries and company. In the snack food industry, Griffin’s has lots of competitors, such as Oreo, Arnotts, Cookie Time and Whittaker’s etc. They are all selling similar biscuit, and some company is international company, who has good reputation in the global market, so snack food market competition is fierce. Intermediary can help firm to cooperate with other firms to achieve more market shares (5 important elements, n.d.). Griffin’s cooperate with Eta and produce Huntley & Palmers crackers and savoury snacks under the Eta brand (Griffin’s, n.d.), the new product also can cooperate with Eta brand.

Macro environment is external factors that influence firm’s decision making, and affect its strategies and performance, these factors include demographics, economic, natural, technological, political and cultural (Makos, 2011)....