Southland’s Baking Company

241.020

Strategie und Marketing

Southland’s Baking Company

Table of Content

Introduction 3

Stakeholders and their influence on marketing

activities of the company 3

Southland’s Baking Company’s responsibility

for its customers 6

Consumer trends: the US and Europe 9

Southland’s need of changing its core products

and possibilities 11

Conclusion 14

Bibliography 15

1. Introduction

Southland’s Baking Company is the US company, whose activities are focused on baking sweet products. The problem of the case study is that the ingredients used in its products appear to be unhealthy for the consumers. They can be equated to the harm that tobacco and alcohol brings to people as it contains harmful substances. This case study states that the Southland’s Baking Company is using trans fats, which are very harmful for the consumers. Therefore, the company has to decide what it can do in order to save its position in the market. Options such as using alternative ingredients and different marketing approach could be used, however it depends on the stakeholders of the company.

2. Stakeholders and their influence on marketing activities of the company

Stakeholder is ‘any group or individual who can affect or is affected by the achievement of the organizational objectives’. They normally include customers, government, employees, suppliers, banks and actually anyone who can help the firm to prosper or damage it. (Global Strategic Analysis, 2008)

The organization may follow shareholder or stakeholder oriented view. Nowadays the company is following shareholder approach, which means that it is working to the benefit of the company. It is clear that the company should comply with the interests of its owners and who invest the money in the organization. Stakeholder approach, however, is where the organization needs to be. It means that the company should be responsible for its stakeholders and work...