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Management Audit

Marketing Analysis of
GITS-FOOD PRODUCTS PVT. LTD.
GSN 408 Marketing Management 1

The Team
Ali Tejani # 03119386
Christopher Pangestu # 04255682
Thanapong Sirirat Usdorn # 03122204

Lecturer: Associate Professor Susan Dann
Submission Date: Wednesday 19th Dec 2001
Word Count: 3054

Queensland University of Technology - MBA

Table of Content

1. Company Overview 1

2. Environment Scan 2
2.1. Micro Environment
2.2. Macro Environment
2.3. Environmental Scanner

3. Market Segmentation 4

4. Market Positioning Strategy 7
4.1. Preparing the Positioning Strategy
4.2. Gits-Food instant product position to several variables

5. Market Research. 9
5.1. Monitoring for Marketing Problem
5.2. Design methodology

6. Customer Buying Trends 11
6.1. Key Aspects of customer buying behaviour (Customer Trends)
6.2. Factors influencing customer-buying behaviour

7. References 14


1. Company Overview
Started as a small family enterprise by H.Z. Gilani and A.K.Tejani in 1963 Gits-Food Corporation produces and supplies ethnic Indian cuisine for the world. The products include assortments of popular ready to cook instant food. Gits-Food¡¦s mission is being ¡§committed towards providing ever-increasing levels of customer satisfaction, by offering the highest quality in its products and services¡¨ (2001, http://www.gitsfood.com). This mission originated when partners H.Z. Gilani and A.K. Tejani created Gits-Food Corporation in India. Presently, Gits-Food thrives on its ability to produce cost effective foods for the world. Gits-Food¡¦ corporate office at Bombay oversees its food production plant in Pune. Gits-Food is a growing company with an approximate annual turnover of $20 million AUD. The approximate retail value for a typical Gits food product is between $0.52 AUD to $2.72 AUD.

There are approximately 300 employees working for Gits-Food. Of these employees...