OPPapers.com Essay Index >> Business >> Kingsford Charcoal
We have many free term papers and essays on Kingsford Charcoal. We also have a wide variety of research papers and book reports available to you for free. You can browse our collection of term papers or use our search engine.
Kingsford Charcoal. ... Kingsford charcoal made up 9% of Clorox’s total revenues and
needed to make their numbers in order for Clorox to make its overall numbers. ...
Kingsford Charcoal: Overcoming The Softening In The Charcoal Category. Casework
Kingsford Charcoal: overcoming the softening in the ...
Kingsford Charcoal. ... Kingsford possess good MBAs and premium products, but inadequate
A&P to communicate the advantages of charcoal grilling to consumers. ...
Kingsford Charcol. Kingsford charcoal had experienced steady growth since
the 1980’s. In 2000 the charcoal market softened. Kingsford ...
... Kingsford Charcoal Background and Managers’ Decision Matter Kingsford Charcoal is
one of the specialty products manufactured and sold by Clorox Company. ...
Submitted by vernontee on July 25, 2008
Category: Business
Words: 1709 | Pages: 7
Views: 81
Popularity Rank: 101,305
Average Member Grade: N/A (Add a Comment / Grade this Paper)
EXECUTIVE SUMMARY
In this report, we will be analyzing the current performance of Kingsford in the marketplace and identify the main cause of revenue deterioration. Thereafter, a comprehensive strategy and marketing plan will be presented.
We will begin with identifying current business orientation of Kingsford. Then, we will analyze its position in the marketplace and various external forces. In-depth analysis on the strengths and weaknesses of Kingsford is done to have a clearer picture on what should be done to boost its revenue and profit. The analysis theories used are Porter’s Five Forces, PEST, and SWOT. There are a few important findings that require immediate attention.
Kingsford is a superior product compared to its nearest rival Royal Oak, but it has not been spending on media advertising. It has also been losing market share to gas grilling which is more convenient, has shorter cooking time and easier to clean up.
Outdoor grilling is a booming activity in modern USA, which provides excellent opportunity for market growth. Thus, we will present an overall marketing strategy and establish core marketing activities to boost its profitability and MBAs. We will then attempt to re-strategize marketing mix to help Kingsford back on its track. The real challenge is to attract more people to charcoal grilling from gas grilling and at the same time capture more market share from Royal Oak.
TABLE OF CONTENTS
EXECUTIVE SUMMARY 1
1.0 INTRODUCTION 3
2.0 ANALYSIS ON KINGSFORD MARKET SITUATION
2.1 Marketing Audit 4
2.2 Porter’s Five Forces 5
2.3 External Environment (PEST Analysis) 6
2.4 SWOT Analysis 7
2.5 Key Findings in Kingsford Market Analysis 8
3.0 PROPOSED STRATEGIES
3.1 Overall Marketing Strategies...
You must Login to view the entire paper.
If you are not a member yet, Sign Up for free!