Market Analysis for Broderick's (Irish Confectionary Company)

Market Analysis – Broderick’s (Report)

Dimensions of the Cake and Confectionary Market in Relation to Broderick’s

At the moment, the Irish confectionary market is looking quite attractive to Broderick’s, a current participant. The company has an edge in many ways, with its strongest advantage being it’s modern and hip image. In order to analyse Broderick’s position in the market place, one must look at the following headings:

• Emerging submarkets.

• Market growth.

• Market profitability.

• Cost structure.

• Distribution systems.

• Trends and developments.

• Key success factors.

These different dimensions of the market analysis have been outlined below in relation to Broderick’s.

Emerging Submarkets

The Broderick’s firm is currently keeping up with the constant challenge of remaining relevant. It does this by:

• Providing a lower price point.

• Serving a niche market.

• Responding to a consumer trend.

Providing a Lower Price Point

The firm’s cake range appeals to quite a wide range of people due to the fact that it is, in general, cheaper than many main competitors’ product ranges. Broderick’s cakes are currently being sold in Spar stores around the country at €1.39 (www.spar.ie). This is relatively cheap compared to prices of similar cake ranges being sold in bakeries and shops around the country.

Serving a Niche Market

Broderick’s has said itself that it serves a small niche market of “Male/Female 24-35 ABC1 – people who can see the funny side of life” (Broderick’s design competition brief). Serving a niche market can be a strong positive for a firm, as it means that it will always have a small tribe of devoted followers.

Responding to a Consumer Trend

As the moment, Broderick’s describe its brand position as “Intelligent, natural Irish bars with a quirky sense of humor. The positioning is based on the character of the two brothers, Barry and Bernard who are always fighting “like terrible eejits” (Broderick’s design compition...