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A.1. Steak Sauce: Lawry’s defense

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term papers
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  1. Management summary
  2. The marketing audit
    1. Internal analysis (performance analysis)
    2. External analysis
  3. SWOT analysis
    1. Internal analysis
    2. External analysis
  4. Recommendations
    1. Packaging
    2. Advertising
    3. Price
    4. Distribution

The aim of this report is to find how A.1 can retain its position as the market leader in the steak sauce segment in the face of growing competition with the impending launch of, the new Lawry's Steak Sauce. The report touches upon the different factors that must be kept in mind in order to be prepared for the eventuality of facing such competition. This report is divided into three distinct parts. The first part presents a Marketing Audit with the internal and external analysis of the company. It is a summary of the company's positioning and its environment (customers, market and competitors).

[...] Steak Sauce and Marinades has two to three main products lines: A.1. Original Steak Sauce (this is the basic steak sauce); A.1 Flavored Steak Sauce, and the new line of marinade sauces. The first represents 3 products and the second 4 products if we consider the Steak Sauce available on shelves in 2002. Another line of marinade sauces was launched in 2003. This was an improved version of the sauces introduced in 2001. However the Original Steak Sauce remains the best selling product External Analysis To evaluate the external environment, we need to study two variables: the macroeconomic and the microeconomic. [...]


[...] This company has been a leader in the steak sauce market for many years. Indeed, their dollar share has shown more than a 50% increase. This echo's the growth achieved by A.1 and justifies the top place secured by it in the market. The company produces a large range in steak sauce and marinades. In the last few years however, the company has been facing stiff competition from new entrants like Unilever, Heinz, Private label, and so on. In 2003, Unilever announced the launch of a new steak sauce in the market at a very attractive price and accompanied by some very creative advertising. [...]


[...] A.1. should choose a specific moment to promote their products and attract many people. At the moment, the company advertizes throughout the year. This is a good initiative, but must include temporary ads for special occasion (like key holidays, weeks leading to Memorial Day or for the Fourth of July). This would be a better strategy because many people will be open to exploring newer products available in the market and will buy them. Besides these efforts A.1 should create partnership with restaurants or snack lines or butchers in order to better project their products. [...]

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