The Granola project

Acepublisher .

Order the writing of a tailor-made Business strategy Research papers

Free quote online

Tutorials/exercises Format .doc

The Granola project

Download

Read an extract

Reader
Abstract
Contents
Extract

Abstract

The Lefèvre-Utile Biscuit Co. was a bakery and cookie manufacturer established in Nantes, France in 1846 by Jean-Romain Lefèvre. Today it is known as LU and is a part of Kraft Foods. The name LU comes from Lefèvre and his wife and who was also the first associate, Pauline Utile. Their initials were first utilized by Alfons Mucha for an 1897 calendar ad for the Lefèvre-Utile Biscuit Co. Louis Lefèvre-Utile, the founder's son, took over the family company and eventually it was bought by Generale Biscuit S.A. which in turn was sold to Groupe Danone in 1986. Although an international brand today, the primary market for distribution of Lu is in Western Europe. In November 2007, LU was sold to Kraft Foods. Since its incorporation to the group Krafts Foods, the company has become the world leader in biscuit manufacturing. In 2004, the staff was about 3 300 employees for an annual production of 232 000 tonnes. In 2004, the turnover of the company was 1249 million. In 1998, the figure was 5 billion francs (762 million euros) for the entire range LU including 400 million francs of sales made by the product Prince, the first reference in the range.

Introduction
Internal analysis
1. Information about the company
2. Strengths and weaknesses of the company
3. Information about the product: Granola
4. Strengths and weaknesses of Granola
5. Target groups in the home country: France
Granola questionnaire: Analysis
Swot analysis
Advice for the strategy
Porter five forces of Granola
1. Bargaining power of customers
2. Bargaining power of suppliers
3. Threat of new entrants
4. Threat of substitute products
5. The intensity of competitive rivalry
Conclusion

Get this table of contents for free after login.

Extract

[...] - The 32% of our respondents do not eat biscuits. The results about our respondents of more than 60 years are : - The 79% of our respondents eat sweet biscuits. - The 21% of our respondents do not eat biscuits. (Which kind of sweet biscuit do you usually eat? The results about our respondents between 14 and 25 years are: - The 57% usually eat biscuits of chocolate - The 19% usually eat biscuits of vanilla - The usually eat biscuits of fruit - The 22% usually eat biscuits of others flavours The results about our respondents between 25 and 40 years are: - The 61% usually eat biscuits of chocolate - The 23% usually eat biscuits of vanilla - The usually eat biscuits of fruit - The 12% usually eat biscuits of others flavours The results about our respondents between 40 and 60 years are: - The 51% usually eat biscuits of chocolate - The 16% usually eat biscuits of vanilla - The 18% usually eat biscuits of fruit - The 15% usually eat biscuits of others flavours The results about our respondents of more than 60 years are: - The 48% usually eat biscuits of chocolate - The 21% usually eat biscuits of vanilla - The 18% usually eat biscuits of fruit - The 13% usually eat biscuits of others flavours ( You usually buy: The results about our respondents between 14 and 25 years are : - The 55% of our respondents buy cheap biscuits. [...]

[...] The results about our respondents are: - The 74% of our respondents would sell Granola in their supermarket. - The 26% of our respondents wouldn't sell Granola in their supermarket. What price do you think your customers would pay for one box of Granola? The results are: - The 20% of our respondents think that their customers would pay between 0 and 1 - The 32% of our respondents think that their customers would pay between 1 and 2 - The 48% of our respondents think that their customers would pay between 2 and 4 Swot analysis DEFINE OUR CONTROL MARKETING PROBLEMS. [...]

[...] A profitable organization Customer intimacy LU is in the Netherlands with other products Information about the product: Granola This product first appeared in 1972 in France where it is still sold nowadays between 1.23 and 1.60 per box. The product is currently packaged in a cardboard box which means it will be easily recyclable. On the box it shows an image of three of the biscuits; two of the biscuits show the chocolate topping and another shows the biscuit underside. [...]

[...] ( ( 0-2 ( 2-4 ( More than 4 (Do you know the French brand Lu? ( (Yes (No (Do you usually buy products from this brand? ( ( Yes (No (What price would you pay for one box of Granola? ( (Less than 1 euro ( Between 1 and ( More than (Genre of the questioned personne : The 70% of the respondents are males and the 30% are females. (Age of the questioned persons: The ages of our respondents are: - Between 14-25 years: 38% - Between 25-40 years: 33% - Between 40-60 years: 22% - More than 60 years: (Do you usually eat something between your meals? [...]

[...] The results about our respondents between 14 and 25 years are: - The 28% of our respondents would buy Granola if the price is between - The 24% of our respondents would buy Granola if the price is between - The 60% of our respondents would buy Granola if the price is between The results about our respondents between 25 and 40 years are: - The 16% of our respondents would buy Granola if the price is between - The 40% of our respondents would buy Granola if the price is between - The 44% of our respondents would buy Granola if the price is between The results about our respondents between 40 and 60 years are: - The 18% of our respondents would buy Granola if the price is between - The 20% of our respondents would buy Granola if the price is between - The 62% of our respondents would buy Granola if the price is between The results about our respondents of more than 60 years are: - The 18% of our respondents would buy Granola if the price is between - The 45% of our respondents would buy Granola if the price is between - The 37% of our respondents would buy Granola if the price is between Granola Questionnaire Rotterdam, the 4th of March 2008. [...]

doc