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Market Analysis: Kraft Macaroni and CheeseFebruary 29, 2016Caitlin WallaceCassandra GoldaJoseph MoroneLindseyMikaela DavidTable of ContentsStep 1: Company Analysis…………………………………………………………………...…...3 A. Background Information…………………………………………………………………...3 B. International Involvement………………………………………………………………….3 C. SWOT Analysis………………………………………………………………………...….4Step 2: Situation Analysis- Countries………………………………………………………….…4 A. The National Business Environment…………………………………………………….....4a. Canada………………………………………………………………………...…….….4b. Mexico………………………………………………………………………………….5c. France……………………………………………………………………………...…...6d. Haiti……………………………………………………………………………...……..6??????B. Market and Size Potential …………………………………………………………………7a. Canada……………………………………………………………………………….…7b. Mexico…………………………………………………………………………..…...…8c. France……………………………………………………………………………....…10d. Haiti…………………………………………………………………………….......…12?????C. Country Evaluation……………………………………………………………………..…15Spreadsheet……………………………………………………………………….…15Step 3: Target Country……………………………………………………………………….…16 A. Identify the Country…………………………………………………………………...…16 B. Competitive Intelligence…………………………………………………………………16a. All competitors and Targeted Main Competitor…………………………………..…16b. Key Messages and Customers…………………………………………………….…17c. Company/ Product Offer……………………………………………………………..18d. Key Advantages …………………………………………………………………..…19e. Website Analysis……………………………………………………………………..22f. Marketing Tactics………………………………………………………………….….22g. Competitive Summary……………………………………………………………..…23Step 4: Target Customers in the Target Country…………………………………………..……23 A. Top Two Segments and Segment Profiles……………………………………………..…23 C. Target Market…………………………………………………………………….……….27 D. Positioning………………………………………………………………………..……....27References…………………………………………………………………………………...….29Step 1: Company AnalysisA. Background information The company name we are analyzing is Kraft-Heinz Company: Macaroni and Cheese(Merged in July of 2015) and is headquartered in the Chicago suburb of Northfield, Illinois. The company website is , but the company also has a website specific to their macaroni and cheese product, which is . The major industry that Kraft macaroni and cheese is the Boxed Food Industry. The Kraft Heinz Company is the third-largest food and beverage company in North America and the fifth-largest food and beverage company in the world, with eight $1 billion+ brands. Since its introduction over 75 years ago, Kraft macaroni & cheese dinner has been a family favorite and is one of the fastest-selling food items in the grocery store. Kraft makes a variety of delicious macaroni and cheese dinners including Kraft Macaroni and Cheese Dinner, Kraft Microwavable Macaroni and Cheese Dinner and Kraft Deluxe Macaroni and Cheese Dinner. The companies mission statement is “Helping People Around the World to Eat & Live Better”. Kraft's mission is to provide fun, healthy food for people to enjoy. Their mission statement informs us that they care about their consumers. Their values are innovation, quality, safety, respect, integrity, and openness. They strive as a company to communicate with the world reassuring them they're a trusted company with their products. Objectives highlighted for the 2010-2015 timeframe include: Source 100% of European coffee brands sustainably, increase sustainable sourcing of agricultural commodities by 25%, reduce energy use in manufacturing plants, energy-related CO2 emissions in manufacturing plants, water consumption in manufacturing plants and waste at manufacturing plants all by 15%. They also are striving to eliminate 50,000 metric tons (100 million lbs.) of packaging material and to reduce 80 million km (50 million miles) from transportation network. B. International Involvement Countries where Kraft Macaroni and Cheese is currently involved internationally was quite difficult to find. We emailed Kraft HQ to get more information but never got a response. ?It seems as though they are restricted to North America and a few others. The countries that we were able to find that Kraft Mac and Cheese was in the United States, Australia, Canada, and United Kingdom. As of 2015, after the merger with Heinz, they decided they will be spending less time in the United States and try to expand their brand internationally (Source 1). Currently, 98% of Kraft’s sales are from North America (Source 2). Meanwhile, more than 60% of Heinz sales come from outside of North America (Source 2). This offers an opportunity for Kraft to take advantage of Heinz’ relationships and strategies of entering these international markets. C. SWOT AnalysisStrengths-Brand Recognition: well known and major brand for product-Diversity of Products: brand has a many different products-Large Company = spread out risk-Popular amongst Adolescent Market: quick and easy for the to make-Cheap Prices (for consumers)-Easy for the consumer to make-US and Canada Distribution Channels -Economies of Scale (production)-Merged with Heinz: two well known brands-Highest Mac and Cheese market share-Owns Velveeta: would have been competitorWeaknesses - Nutritional Value: not considered healthy-International Demand-Distributor Buying Power-High Marketing Costs-Adult Consumer Market-Not much more room for growth in the United State market-Limited ability to raise price of productsOpportunities-Expansion to poorer countries: could be successful because cheap price-Further flavor/size diversification: many more possible flavors-Improve nutritional Value: could make product more healthy-Further projects with Heinz-More efficient/healthier production process-Purchase healthier and competing brandsThreats-Competitors - White Waves Foods Co.-Public food coloring scandal: consumers do not want coloring in their food-Low popularity in International Markets-Change in Consumer Preferences: consumers may begin wanting something different, possibly or healthy-Organic Lifestyle changes: this is a growing trend in food-Small Food companies Step 2: Situation Analysis- CountriesA. The National Business Environment a. Canada ?Demographics- Both English and French are the official languages of Canada (CIA, 2016a). A majority of their population is between the years of 25-54 which adds up to be about 40.69% of the population resulting in a median age of 41.8 years (CIA, 2016a). As of July 2015, their population was roughly 35,099,836 (CIA, 2016a). The population growth rate is 0.75% as of 2015 (CIA, 2016a). ????Government-The Canadian government is “a parliamentary democracy, a federation, and a constitutional monarchy” (CIA, 2016a). The legal system is based under “common law except for in Quebec where civil law is based on the French civil code prevails” (CIA, 2016a). The “Prime Minister is Justin Pierre James Trudeau since November of 2015 with Queen Elizabeth II being the head of state since February of 1952 but represented by Governor General David Johnston since October 2010” (CIA, 2016a). ????Geography-“Located by the Atlantic Ocean (on east), North Pacific Ocean (on west), and the Arctic Ocean (on north)” (CIA, 2016a). The climate “varies from temperate in south to subarctic and arctic in north” (CIA, 2016a). Natural resources available are: “iron ore, nickel, zinc, copper, gold, lead, rare earth elements, molybdenum, potash, diamonds, silver, fish, timber, wildlife, coal, petroleum, natural gas, and hydropower” (CIA, 2016a). “Canada has more fresh-water than any other country and almost 9% of Canadian territory is water” (CIA, 2016a). “Canada has at least 2 million lakes which is more than all other countries combined” (CIA, 2016a). There are 10 provinces and 3 territories with Ottawa being the capital (CIA, 2016a). Toronto, Montreal, Vancouver, Calgary, Ottawa, and Edmonton are the major populated urban areas (CIA, 2016a). ?As of December of 2015, the stock of direct foreign investment in Canada was $1.012 trillion (CIA, 2016a). Canada has a similar dollar system to the United States. As of 2015, the exchange rate of Canadian dollar (CAD) per US dollar was 1.28 (CIA, 2016a). ????b. Mexico????Demographics-Spanish is the main language of Mexico (CIA, 2016b). The majority of the Mexicans are Roman Catholic (CIA, 2016b). A majority of their population is between the years of 25-54 which adds up to be about 40.55% of the population resulting in a median age of 27.6 years (CIA, 2016b). As of July 2015, their population was roughly 121,736,809 (CIA, 2016b). The population growth rate is 1.18% as of 2015 (CIA, 2016b). ????Government-The Mexican government is a federal republic (CIA, 2016b). The legal system is based under “civil law system with US constitutional law influence” (CIA, 2016b). The chief of state and head of government is President Enrique Pena Nieto since December of 2012 ?(CIA, 2016b). ?????????Geography-Mexico has a “strategic location on the southern border of the United States” (CIA, 2016b). The climate “varies from tropical to desert” (CIA, 2016b). Some natural hazards are “tsunamis, volcanos, earthquakes, and hurricanes” (CIA, 2016b). “Hazardous waste, polluted natural freshwater resources, deforestation, widespread erosion, desertification, deteriorating agricultural lands, as well as air and water pollution are some current environmental issues Mexico is facing” (CIA, 2016b). Natural resources available are: “petroleum, silver, copper, gold, lead, zinc, natural gas, and timber” (CIA, 2016b). ?As of December of 2015, the stock of direct foreign investment in France was $361 billion (CIA, 2016b). As of 2015, the exchange rate is 15.88 Mexican pesos (MXN) per US dollar (CIA, 2016b). ????c. France????Demographics- As per assumed, French is the official language of France (CIA, 2016d). The majority of the French citizens are Christian (CIA, 2016d). A majority of their population is between the years of 25-54 which adds up to be about 38.31% of the population resulting in a median age of 41.1 years (CIA, 2016d). As of July 2015, their population was roughly 66,553,766 (CIA, 2016d). The population growth rate is 0.43% as of 2015 (CIA, 2016d). ????Government-The Canadian government is a republic (CIA, 2016d). The legal system is based under civil law (CIA, 2016d). The chief of state is President Francois Hollande since May of 2012 ?(CIA, 2016d). The head of government is Prime Minister Manuel Valls since April of 2014 (CIA, 2016d). ????Geography-France is the “largest West European nation” (CIA, 2016d). The climate varies depending on the region but typically “cool winters and mild summers except for near the Mediterranean where it sees mild winters and hot summers” (CIA, 2016d). Some natural hazards are “flooding, avalanches, midwinter windstorms, drought, and forest fires” (CIA, 2016d). “Air pollution from industrial and vehicle emissions and water pollution from urban waste are some of the current environmental issues France is being faced with” (CIA, 2016d). Natural resources available are: “coal, iron ore, bauxite, zinc, uranium, antimony, arsenic, potash, feldspar, fluorspar, gypsum, timber, arable land, and fish” (CIA, 2016d). ?As of December of 2015, the stock of direct foreign investment in France was $1.299 billion (CIA, 2016d). The exchange rate is 47.63 gourdes (HTG) per US dollar (CIA, 2016d). d. Haiti????Demographics-French and Creole are the two official languages of Haiti (CIA, 2016c). The majority of the French citizens are Roman Catholic (CIA, 2016c). A majority of their population is split between the years of 25-54 which adds up to be about 35.78% of the population and 0-14 which adds up to be about 33.28% of the population resulting in a relatively low median age of 22.5 years (CIA, 2016c). As of July 2015, their population was roughly 10,110,019 (CIA, 2016c). The population growth rate is 1.17% as of 2015 (CIA, 2016c). ????Government-The Haitian government is a republic (CIA, 2016c). The legal system is based under “civil law system strongly influenced by Napoleonic Code” (CIA, 2016c). The chief of state is vacant as of February 2016 because “President Michel Martelly stepped down from office and parliament is looking for an interim president”?(CIA, 2016c). The head of government is Prime Minister Evans Paul as of January 2015 (CIA, 2016c). ????Geography-Haiti “shares island of Hispaniola with the Dominican Republic” (CIA, 2016c). The climate is “tropical and semiarid where mountains in the east cut off trade winds” (CIA, 2016c). Some natural hazards are “hurricanes, severe storms, flooding, earthquakes, and periodic droughts” (CIA, 2016c). “Extensive deforestation, soil erosion, and inadequate supplies of potable water are some current environmental issues facing the people of Haiti” (CIA, 2016c). Natural resources available are: “bauxite, copper, calcium carbonate, gold, marble, hydropower, and arable land” (CIA, 2016c). There capital of France is Paris (CIA, 2016c). ?As of December of 2015, the stock of direct foreign investment in France was $1.124 trillion (CIA, 2016c).B. Market and Size Potential a. Canada Industry- In the boxed food industry, Canada is currently seeing positive but moderate retail value sales growth. ???Demographic changes, such as an ageing population and a growing number of ethnic consumers, as well as trends like premiumisation, time scarcity, health and wellness and budget-conscious consumers, are driving innovation and supporting growth across a wide variety of packaged food types (Packaged Food in Canada. (n.d)). ????Economic- ?(Figures as of 2015 & in US billions) The exports of Canada in 2015 was $639.9 billion while imports were $725.7 billion. The inflation rate was 2.5%. The nominal GDP was $1981.2 billion. The nominal GDP per capita (LCU 1000s) was 55.66. The population growth was 0.8%. The total population was 35.59 million. The unemployment rate was roughly 7.09%. Services accounts for 70.5% of GDP as of 2015 (The World Factbook, 2015). Their main industries include “transportation equipment, chemicals, processed and unprocessed minerals, food products, wood and paper products, fish products, petroleum, and natural gas” (The World Factbook, 2015). ????Infrastructure-Infrastructure in Canada is plentiful. Canada has a total of 1404 airports, of which 514 are paved and 890 unpaved (Total Number of Airports by Country. (n.d.)). Canada also has a large and well-developed railway system that today transports primarily freight and has 49,422 kilometers (30,709 mi) of total tracks(Rail Transport In Canada. (n.d.)). Roads and highways can be located all throughout Canada, and are frequently used by distributing automobiles such as transport trucks to distribute product. ????Media and Technology-All forms of media are very popular in Canada, much like the United States. There are 546 FM radio stations, and 129 AM radio stations (CRTC Financial Results for Canadian Radio Stations. (n.d.)). 13.9 million households have at least one television, and 93% of households have either cable or satellite (Canadian Media Statistics. (n.d.)). Canada continues to be one of the most ‘wired’ countries in the world, with nearly 87% of Canadian households connected to the Internet (The Canadian Internet. (n.d.)) and 28,217,707 people in Canada have a mobile phone.????b. Mexico????Industry-In 2013, Mexico was declared the worst country for obesity rates. Due to the increase in obesity rates, the Mexican government put an 8 percent tax on all packaged foods. This tax has decreased the GDP growth of the industry for the following years. Packaged pasta, noodles and rice consumption rates have continued to increase over the years despite the tax from 177,500 tons in 2013 to 185,220 tons in 2015. ????Economic-Economic - (Figures as of 2015 & in US billions) The exports of Mexico in 2015 was $413.07 billion while imports totaled $422.41 billion. The inflation rate was 4.7%. The nominal GDP was $1334.6 billion with a per capita of 10.65. The population growth was 1.2% with a population of 125.25 million. The unemployment rate was roughly 5.0%.????Infrastructure-In most recent years, Mexico has been working on the delivery methods throughout the country in order to keep up with the fast growing global society. In recent years Mexico has built and modernized 133,000 kilometer network of highways, 76 airports (64 with international flights), and 27,000 kilometers of railroad and 117 maritime ports. In recent years, a majority of the roads have been complete and are able to connect the country together.????Media and Technology-Technology and different forms of media are used in Mexico but not as frequently as other countries such as the United States. Internet usage in the country is only at 24 percent. Of that 24 percent who use the internet, 25 percent are below the age of 18 and 32 percent are between the ages of 18 and 24. The literacy rate in mexico is 93.96 percent which means a majority of consumers are able to read different forms of writing such as the news and advertisements 92.7 percent of households in Mexico have a television in their homes. 627.91 per 1,000 people in Mexico have a mobile phone. 135.81 per 1,000 people have personal computers. Radio and radio stations are present in the county but not predominant unless the locations is a large city. Demand Criteria-The average number of children per household in Mexico is 3. The literacy rate in Mexico is 99 percent which would allow consumers to read and understand the directions of Kraft macaroni and cheese. The unemployment rate in Mexico was 4.75 percent as of 2015. Consumers in Mexico prefer rice to pasta. There is not an even distribution of wealth. Just like the United States, a majority of the wealth is concentrated with the top 1 percent. Competitor Criteria-There are many suppliers of various ready meals in Mexico for rice and pasta products. The high number of competitors are also doing well in the industry in terms of revenue. The competitors are selling in many of the larger cities and small villages. Sigma Alimentos is the number one competitor. Sigma Alimentos has been around since 1939. Sigma Alimentos made 5.359 U.S. dollars. in 2014 in revenue. In Mexico, the obesity rate has caused citizens to reevaluate their perception of food dyes and preservatives. Supply Criteria-Water is supplied to 96% of Mexico which is good compared to many countries. Many of the distribution sites in Mexico are little corner stores which may be hard to coordinate sales and distribution. Electricity is accessible to nearly everyone in the country. In several parts of the country access to stoves and microwaves is limited but a majority of the country has both. Tariffs for importing goods to Mexico are high currently making shipping goods in not too cost effective. Other Criteria-In recent years, Mexico has made strides towards building better roads in order to allow goods to flow in and out of the country. The obesity rate in is 32.8 percent. The higher obesity rate shows that consumers are less health conscious in Mexico. The internet access in Mexico is 24.6 percent. In much of Mexico the weather is predictable which allows the shipping process to go smoothly. Cassinelli, A., & Fernández, J. (2007). Mexico: Internet Access and Usage Patterns. Retrieved from HYPERLINK " america/mexicoAccess.html" america/mexicoAccess.html Knowledge Center. (2014, September). Insights of transportation & logistics sector in Mexico [PDF]. PcW.International Markets Bureau. (2013, March). The modern Mexican consumer - behavior, attitudes and perceptions toward food products. Retrieved from region/mexico/the-modern-mexican-consumer-behaviour-attitudes-and-perceptions-toward- food-products/?id=1410083148554#gNationMaster. (n.d.). Mexico media stats. Retrieved from info/profiles/Mexico/MediaPineda, M. (n.d.). 2012 National Survey of Mexican Household Income and Expenditures (pp. 1- 11, Rep.). Monterrey, Mexico: USDA Foreign Agriculture Service.Pitney Bowes. (n.d.). Import duty & taxes when importing into Mexico - DutyCalculator Help Center. Retrieved February 28, 2016, from guides/Import-duty-taxes-when-importing-into-Mexico/Planas, R. (2013, June 09). Mexico Obesity Rate Surpasses The United States', Making It Fattest Country In The Americas. Retrieved from . (n.d.). Mexico: Distributing a product. Retrieved from . (2013). Mexico literacy rate. Retrieved from . (2015, June 25). Mexico's Extreme Inequality: 1% Owns Half of Country's Wealth. Retrieved from Half-of-Countrys-Wealth-20150625-0034.htmlThe World Bank. (n.d.). Access to electricity. Retrieved from economics (2016). Mexico Unemployment Rate. Retrieved from ???? c. France Industry-Over the world, France is the second largest food export sector. Also the French food industries run gamut from the form of large retail supermarkets to a produce stand at your favorite farmer’s market. The food industries revenue takes 20% of all manufacturing revenues. ?The vast majority of French companies (98%) within this sector are small-to-medium sized enterprises. In addition, France is becoming the food export leader among EU. Economic- (Figures as of 2015 & in US billions) The exports of France in 2015 was $790.75 billion while imports totaled $828.4 billion. The inflation rate was 2.3%. The nominal GDP was $2834.7 billion with a per capita of 42.55. The population growth was 0.4% with a population of 66.62 million. The unemployment rate was roughly 9.5%. As of December of 2015, the stock of direct foreign investment in France was $1.124 trillion (CIA, 2016a). Infrastructure- France has the one of the best infrastructures in the world, the government invest a lot in the field and build the system through advanced technology. The transportation network is among the whole country with the diversity modes which include air, land and rail transportation. Transportation is also possible via rivers. The technologically advanced rail system— utilizing some of the fastest trains in the world—is operated by the French National Railways (SNCF), a state-owned company. There are a total of 31,939 kilometers (19,846 miles) of rail lines in the country. Media and Technology-France is a highly developed and technologically advanced country, with a population of 64.3 million as of 2009. These figures include 4.9 million immigrants, a third coming from Europe (Portugal, Poland, Italy), another third from Maghreb, 12% from sub-Saharan Africa and 17% from the rest of the world, mainly Asia (Turkey included). This immigration explains the high number of satellite TV viewers. A French household has an average budget of 2,270 euro a year for media and multimedia spending. From this, 50% goes to mobile phone subscription, 32% to the equipment (TV, computers) and 18 percent to printed press, the cinema and digital content. Demand Criteria- The pasta and cheese is almost popular among the whole French families. In addition, each family has over two children on average. And the the education level is very high, over 90% French people get the high education. Also the unemployment rate in France is low, it is less than 10%. The high income and the stable family structure lead the huge demand for pasta and cheese. Supply Criteria- With the great transportation system, the company has a convince way to ship the product to anywhere they want. Also the utilities supply system is great which means the food industries can get the enough water and electricity. In addition, over 90% food stores located near the water supply. And the electricity company has the special price for the people who has the difficult income or situation. Competitor Criteria- Kraft company is hard to enter the French market at the beginning. Because there are already several large cheese companies and they have run the company in France for several years. The largest cheese company is Groupe Lactalis which is take 21% value of market. Also cheese companies’ store located many different places, it is hard to find a location where do not have other cheese brands. Other Criteria- With the great transportation system, the company has great benefits, and it is easily to transport the resources and products. In addition, the obesity rate (over 40%) is a little bit high in France, which means that the people will has a large demand on convenient food. Also the telecommunication system is developed in France. It is easily to promote the products and companies through the internet and television.?? ?d. Haiti????Industry- Overall, the general food industry is something that Haiti has struggled with due to internal economic conditions as well as external natural disasters. Haiti has a statistic of 30% of children suffering from malnutrition. Though over 50% of Haiti’s workforce is in the food industry, the Country imports almost half of its food. There are conventional grocery stores and supermarkets spread out across the country primarily located in the capitals and ports. The rural population must travel in order to visit these stores and buy boxed goods. The largest MNE competing in Haiti’s grocery store industry is Caribbean Super Market. Haiti also is home to 40+ other grocery stores. An interesting aspect of Haiti’s food industry is the amount of donations this country receives. Since the natural disaster, Haiti has received food from countless organizations throughout many different countries. Tracking where the food is traveling is a difficult task to accomplish through the internet, but all of the food primarily enters the country through its ports. ????Economic- (Figures as of 2015 & in US billions)The exports of Haiti in 2015 was $3.09 billion while imports totaled $11.55 billion. The inflation rate was 6.2%. The nominal GDP was $9.13 billion with a per capita of 0.86. The population growth was 1.2% with a population of 10.51 million. The unemployment rate was roughly 6.9%. ????Infrastructure-Infrastructure in Haiti is something that Haiti is severely lacking in when compared at a global level. The roads and automotive aspects of Haiti’s infrastructure have been described as insecure and dangerous. However, Port-Au-Prince is a highly profitable area and the closest thing there is to a developed aspect in Haiti. Electricity and running water is something that Haiti also struggles with. Only 12.5% of the population has access to electricity on a consistent basis. This makes it difficult for technologically oriented products to find success in this market. The water situation is either unavailable to a large portion of the population or is contaminated with diseases. To top off the struggle, Haiti has recorded that they currently have no functioning railways. ????Media and Technology-Compared to the infrastructure, the technology and media of Haiti seem to be slightly better. Twenty percent of the Country (including the rural environment) has access to the internet while almost eleven percent utilize it. Sixty-two percent of the population has access to a cellphone that is provided by four major companies: Comcel, Digicel, Haitel, and NatCOM. The radio industry is composed of over 250 channels that are primarily hosted out of Port-au-Prince. Though it may be difficult to transport physical goods to certain place in Haiti, communicating in this country is becoming easier and more effective every year. Demand Criteria-The average number of children per household is 2.79 which has consistently decreased. However, over 36% of the population is under the age of 14. The literacy rate is low as it sits at 48.7%. Haiti’s unemployment rate is one of the highest in the entire world at 40.6%. Even with the labor force constituting 59.4% of the population, roughly half of this population has been described as “not being consistently employed”. Haiti’s tastes and preferences do match Kraft Mac and Cheese; Haiti is known to be a big importer of rice and cheese from the United States and has coined a recipe for their own local Mac and Cheese. The middle class in non-existent as 58.5% of the population is below the poverty line ($2 a day) and the top one percent earners control over 50% of the Haiti’s economy. Supply Criteria-Haiti’s water and electricity is something that would pose our product a great number of issues. Only 40% of the population has access to clean water that is not infected by diseases. Electricity is scarce in Haiti as only 12.5% of the population has access to it a consistent basis. The lack of water and electricity are normally two things that are required prepare our product, but Haiti could use the cultural “pots and pans” they have crafted to boil our product over a fire. Distribution sites would also pose a problem outside of the country’s major ports. Tariffs and Shipping costs are not the big of an issue for us as Haiti only charges a 3% tariff on products such as rice. Competition Criteria-Overall, the competition Kraft would face in Haiti is fairly weak. The largest competitor would be Caribbean Super Market which an MNE that dominates most of the Caribbean area. However, we could also look to go into a partnership with this company who would serve as a distributor of our Mac and Cheese products. There are over 40 other grocery stores located throughout Haiti, mainly in the port cities. The revenue gained by these companies is low compared to Kraft’s global revenue. However, the grocery stores and the competing brands that they carry have been in Haiti for a long time and it wouldn’t be easy for us to gain brand loyalty against them. Distance/Other Criteria-As listed above, the transportation infrastructure of Haiti is in a dire state. While trade boats seem to be what keeps this country operable, all other forms of transportation are in immature states or non-existent. The roads in Haiti are often filled with civilians that are extremely hungry, there are few airports in Haiti, and the railway system is no longer functional. Haiti can be described as a humid and warm country which doesn’t exactly fit our product’s ideal location. Haiti has also experienced a terrible earthquake that has stunted the country’s functions. The obesity rate in Haiti is surprisingly higher than we anticipated: 10.7%. Haiti’s internet usage rate falls at a low 10.9%.K. (n.d.). Total Fertility Rate (Children Born Per Woman). Retrieved February 28, 2016, from . (2013). Statistics. Retrieved February 28, 2016, from World Factbook. (2015, June 30). Haiti Unemployment rate. Retrieved February 28, 2016, from Economics. (n.d.). Haiti Unemployment Rate | 1982-2016 | Data | Chart | Calendar | Forecast. Retrieved February 28, 2016, from Cosgray. (2003). Common Cultural Food Preferences. Retrieved February 28, 2016, from Partners. (n.d.). Haiti Statistics - Haiti Partners. Retrieved February 28, 2016, from World Bank. (2015, May 27). 5 Things You Need to Know About Water in Haiti. Retrieved February 28, 2016, from you-need-to-know-about-water-in-haitiCaribbean Supermarket. (n.d.). About us. Retrieved February 28, 2016, from pemba. (n.d.). Supermarkets. Retrieved February 28, 2016, from ???????????, J. (2010, May 20). With Cheap Food Imports, Haiti Can't Feed Itself. Retrieved February 28, 2016, from imports-h_n_507228.htmlFOREIGN COMMERCIAL SERVICE AND U.S. DEPARTMENT OF STATE. (2013, July 3). Doing Business in Haiti: 2014 Country Commercial Guide for U.S. Companies. Retrieved February 28, 2016, from Security. (n.d.). Military. Retrieved February 28, 2016, from . (2014). Obesity - Adult Prevalence Rate. Retrieved February 28, 2016, from . (2015). 20% of the Haitian Population Now Has Broadband Access via the Haiti Connected Cities Program. Retrieved February 28, 2016, from via-the-haiti-connected-cities-program C. Country Evaluation a. Evaluation SpreadsheetStep 3: Target CountryA. Identify the Country The selected country is Canada.B. Competitive Intelligence ? a. All competitors and Targeted Main CompetitorWhen researching our competitors, we noticed that there was a difficulty finding market data on the “macaroni and cheese” industry. Since there was a lack of direct data in the macaroni and cheese industry, we were forced to find our main competitor through multiple layers of research.First, we started by looking at Canada web blogs regarding macaroni and cheese to get a feel for what brands were in Canada and what wasn’t. From the blogging list, we were able to find the following list:Quinoa Mac & Cheese, Mrs Leeper's Gluten-free Mac & Cheese, Kraft Macaroni & Cheese, Trader Joe's Organic Shells, Velveeta Shells & Cheese, Whole Foods 365 Macaroni & Cheese, Annie's Shells, and Back to Nature Crazy Bugs Macaroni & Cheese Dinner.Upon a review of our list, we noticed that the bloggers must have imported a few of these product from the United States as they were not sold in Canada. Our next step was to determine what the top supermarkets/hypermarkets/grocery stores are based on Market share. Sources pointed us to 3 major companies: Walmart, Sobeys, and Loblaw.Once we had this list, we evaluated the macaroni and cheese brands that were sold at these stores. The list is as follows: Lancia, Great Value, Catelli, Barilla, Healthy Harvest, Hamburger Helper, Michelina, President’s Choice, Stouffer’s, Kraft Dinner (Our company), and Gerber.Our next step in our main competitor was to find out which of these three stores had the highest market share and units sold. We were able to determine that Loblaw was the clear leading grocery store in these categories. After reviewing Loblaw’s products, we determined that President’s Choice was the most carried Mac and Cheese brand. We are basing our decision on targeting the largest grocery store, and targeting the most carried mac and cheese brand within that grocery store.P. (n.d.). Presidents Choice - Macaroni. Retrieved February 28, 2016, from . (2016, January). Grocery Retailers in Canada. Retrieved February 28, 2016, from . (n.d.). Your Independent Grocer - I promise you low prices. Retrieved February 28, 2016, from , supermarkets and hard-discounters in canada: Market snapshot to 2017. (2013). (). Basingstoke: Progressive Digital Media. Retrieved from , J. (2014). Here's who's really winning Canada's grocery wars. Retrieved February 28, 2016, from wars/Gentile, D. (2013). Ranking the best grocery store mac and cheese. Retrieved February 28, 2016, from cheese B. (n.d.). Back to Nature. Retrieved February 28, 2016, from , N. (2014, March 5). ? Who Is Canada’s Strongest Grocer? Retrieved February 28, 2016, from - Sobeys Inc. (n.d.). Retrieved February 28, 2016, from . Key Messages and Customers A common theme present throughout advertisements for President’s Choice is the idea of getting more. The company, in various ways, attempts to convey to it’s target audience that by shopping with them you are getting more for your money. They are not just trying to convey that they have affordable prices but also that they an abundance of quality options. In many of the most recent advertisement released, they have focused on organic foods. Highlighting the line of organic foods in the store also helps paint the picture of quality food being sold at President’s Choice to customers and potential customers. Based on the company's website and various forms of advertisement, President’s Choice attempt to target younger couples and families. These families are looking for something that not only tastes good but is good for them. They target market is more chic than the typical grocery shopper. On the company's website they have a variety of different recipes and none of them are the average whipped-together meal. Each recipe has something that brings a little extra excitement to the table. In November 2015, President’s Choice started a new marketing campaign that was focused on the fashion industry. The campaign used vocabulary that related to the fashion industry to promote the new line of seasonal products. Food is trendier now than it has ever been thanks in part to visually driven social platforms such as Instagram. President's Choice uses Instagram to entice its target market. They post pictures trendy looking meals, snacks and drinks. The quote listed in the biography section of the company’s Instagram is “We crave the new, the next, and the never been done. Because the more we ask, the more we discover. Like us and tell us your likes.” This quote further demonstrates the type of consumer the company is hoping to attract. They are trying to appeal to customers who are sick of the same old food. They want customers who are willing to try to make new and exciting things that are also healthy. Customers appear to have good things to say about President’s Choice and the quality of their products. Here is an example of a customer review of President’s Choice macaroni and cheese posted to the company's website:“PC Extra Cheesy Macaroni & Cheese has been a family favorite since it was introduced at my grandparent’s house. It is more delicious than any homemade I have ever made or ever tried. The thick creamy cheese is sensational and the bread crumbs give it an extra awesome kick. The noodles are not soggy or overcooked and the cheese is not rubbery and tasteless which I often find with some other ready to eat meals. It's a super quick and easy meal to just throw in the oven which is awesome since my family is always on the go. A++.” While this is just one example, the raves about the taste and quality of several different products sold at President’s Choice goes on and can be found on and on.Atkinson, N. (2015, November 11). How Loblaw's President's Choice is taking marketing cues from the fashion industry. Retrieved from wine/food-trends/how-loblaws-presidents-choice-is-taking-marketing-cues-from-the-fashion- industry/article27209570/ Nguyen, M. (2014, September 18). ‘Crave More’ attempts to make PC a lifestyle brand. Retrieved from lifestyle-brand-124926 President's Choice. (n.d.). Products. Retrieved February 28, 2016, from . Company/Product Offer Presidents Choice food company is a brand that can be found in the Loblaw Supermarket.. President's Choice offers over 100 cheese products to its loyal consumers, and these consumers can retrieve information about the products on PC’s website and access featured recipes. They do not only provide cheese to cook with, but also have premade or fast food entrees that include cheese products. The brand has eight different subcategories of products as listed below.President’s Choice Original - The original PC brand that offers minimum unique benefit. PC Plus - Includes products that allow you to earn point that serve as store credit.PC Black Label Collection - Includes products and flavors that are modeled after international culture.PC Green - Includes products that are environmentally friendly and have performance benefits.PC Blue Menu - Includes products that are created with less fat, sodium, and more fiber and vitamins.PC Nutrition First Pet Foods - Includes food for household pets that have nutritional benefits. PC Organics - Includes Products that are organic and have passed the third party certification tests.PC Free From - Includes meat and poultry products that are free from antibiotics and growth hormones. President’s Choice competes in multiple different industries that are listed in the Key Advantages or Differentiators sections. PC consumers have the luxury of streaming information from the brand because PC is active on the most popular telecommunication sites such as YouTube, Twitter, and Facebook. The PC Macaroni and Cheese products are known for their nutritional value. Sodium is a negative ingredient found in Macaroni and Cheese, PC has built a competitive advantage for their Mac and Cheese products by making them low in sodium. PC also has a few different products listed in their Black Label Collection meaning that they are recipes designed from macaroni and cheese from other countries.d. Key Advantages President’s Choice is a strong brand derived from Loblaw’s private label sector. Loblaw holds the largest market share in the supermarket industry at 34%. Though Loblaw is an extremely profitable organization by itself, President’s Choice was rated Canada’s 8th most influential and trusted brand in 2014 by Ipsos Reid.Nutritional Value Part of the reason Loblaw has been so successful is because their customers recognize that President’s Choice has a commitment to producing healthier and better quality food. President’s Choice has eight major brands that all have unique value offerings. These offerings all revolve around health and nutritional values; however, each brand has a different offering. Let’s take a look Macaroni and Cheese brands of Macaroni and Cheese.*PC Blue Menu – This brand focuses on making eating less fat, less sodium filled, and more fiber filled.*PC Black Label – This brand focuses on bringing in a “foreign flavor” element to its offering and selecting it as its most luxurious brand.*President Choice Original – This brand focuses on upholding the original President’s Choice healthy product line.Multiple Industries Along with offering multiple options within its brand, President’s Choice also offers a variety of other services outside of the food industry.President’s Choice? Cooking School – President’s Choice has established multiple cooking schools through the Canada area. The cooking schools have two main strategies: entertainment (PC professional chefs cook for the attendees and perform various skits and activities) and educational (PC professional cooks demonstrate how to create specific recipes and tips for preparing higher quality food.) President’s Choice Financial? - President’s Choice has established a financial service that functions as banking system and an educational system. Services include: credit card services, checking accounts, savings accounts, tax forms, mortgages, investment, and borrowing.PC? Mobile – President’s Choice offers mobile phone services and plans for both domestic and international use. ?PC? Insurance – President’s Choice offers Auto, Home, Pet, Travel, and Life Insurance munity Relations President’s Choice is a strong company when it comes to community relations. The company is recognized a strong fund-raising and charity involvement presence. The organizations they contribute to are as followed:Child Nutrition Programs: Breakfast for learning, Boy and Girls Clubs of Canada, and Special Needs CharityPC cements themselves as a company with a mission for its customers by participating in the fundraising of these programs.Oceans for TomorrowPC partakes in fundraising for environmental programs such as “Oceans for Tomorrow” to associate their products with natural and earthly properties.PC is also known for hosting Golf and Bowling events for promotional and fundraising purposes.International Aspect / Content Marketing A large marketing tactic that PC utilizes is called the PC Insiders Collection. PC Insiders Collection is an interactive magazine located on the company’s website. It contains information about how to use PC brand foods to create new and exquisite recipes. Reports have said that PC modeled this program after what the fashion industry has begun to do with their marketing campaigns. PC Insiders Collection seeks to educate the consumer about the most effective ways of using PC products. Creating content has been a large part of PC since its beginning. Every PC product/service has blog posts surrounding it to keep its viewers informed and checking back for new updates. For a long time, PC traveled outside of Canada and into foreign countries to tap on their food culture and expertise. Naturally, PC began to implement their discoveries into their products and publish posts about their experiences.Locations Owning 34% of the market share, Loblaw’s brand PC can be found throughout Canada. Below are the stores PC brand foods are found.Western Region· ???????Box· ???????Extra Foods· ???????Loblaws City Market· ???????No Frills· ???????Real Canadian Superstore· ???????Your Independent GrocerCentral Region· ???????Ontario· ???????Bloor Street Market· ???????Box· ???????Extra Foods· ???????Fortinos· ???????Independent City Market· ???????Loblaws· ???????No Frills· ???????Real Canadian Superstore· ???????Valu-mart· ???????Your Independent Grocer· ???????Zehrs Markets· ???????Québec· ???????Loblaws· ???????Maxi/Maxi & Cie· ???????Provigo· ???????Valu-martAtlantic Region· ???????Atlantic Superstore· ???????Dominion· ???????No Frills· ???????Save Easy· ???????Your Independent GrocerHome Court Advantage Canadians are known for favoring food that is produced domestically rather than purchasing product from foreign MNE’s. PC is primarily a domestically focused brand that captures the trust of domestic residents. PC’s claim is that it wants to deliver healthy and high quality food to Canada’s population. Canadians have a sense of trust a favoritism toward PC brand foods versus international brands. Loblaw is the number one grocery store in Canada and PC Macaroni and Cheese is the only brand of Macaroni and Cheese that it carries. PC’s Macaroni and Cheese’s unique value proposition is its nutritional qualities as well as its international recipe options. President's Choice. (n.d.). Retrieved February 28, 2016, from , D. (2015, June 23). Canadian Consumers' Most Trusted Brands .. Are Canadian. Retrieved February 28, 2016, from brands-canada-gustavson-index_n_7645714.htmlKrashinsky, S. (2014, January 28). President's Choice joins list of top major brands in Canada. Retrieved February 28, 2016, from business/industry-news/marketing/presidents-choice-joins-list-of-major-brands-in- canada/article16562736/Atkinson, N. (2015, November 11). How Loblaw's President's Choice is taking marketing cues from the fashion industry. Retrieved February 28, 2016, from choice-is-taking-marketing-cues-from-the-fashion-industry/article27209570/Pierre Lacroix, J. (2013). The biggest brand story of the year and what’s ahead for 2014. Retrieved February 28, 2016, from . Website Analysis President's Choice can be located online at their website: presidentschoice.ca. Here, PC advertises their brands,?their products, recipes using their products, and further information about themselves. On their website, they also communicate how they are ‘making a difference’ by being involved in two charities; Children’s Charity and Oceans For Tomorrow. They do a very good job of advertising a brand, rather than just their products. With their website, they create a feeling that they care, and that they want what is best for their customers. The site allows customers to view each of their products, where they provide pictures, descriptions and even customer reviews. Learning and education is at an all time high on this website because of how much accessible information President’s Choice provides. Since President’s Choice is our number one competitor, we must make sure that we also have this information available for customers as well. This is because more and more people are wanting to gain a better understanding of the food they are eating, and if PC provides them with this information and we do not, then we will be losing customers. Although the PC website does provide a lot of information on their products and the value behind it, it does not allow customers to purchase the product online right on their website. It does show where the products are sold, but this opens up a possible door for Kraft. Ordering online is a growing form of purchase, and if we make it possible for customers to purchase online than it could put us one step ahead of PC. Macaroni and Cheese is a product that does not need much maintenance, making it the ideal product to order online which is one major change that we would make to PC’s website.f. Marketing Tactics- “Crave More” Campaign (2014) In 2014, Loblaw implemented a campaign to focus President’s Choice, (PC) a brand of Loblaw, more on foodie culture that was called, “Crave More” (Nguyen, 2014). They wanted PC to shift their focus “from strictly food brands to a lifestyle brand” (Nguyen, 2014). This included “30-second TV spots, in-store marketing, an overhaul of their website, as well as an amplified social media presence” (Nguyen, 2014). The reason Loblaw is doing this sort of “rebranding” is because they wanted to “strengthen the company’s reputation for food innovation and encourage customers to expect more ethically sourced foods” (Nguyen, 2014). Content marketing is one of their main forms of marketing (Krashinsky, 2014). They wanted to “focus more on storytelling through articles and videos, than on advertising” (Krashinsky, 2014). They want to engage more with their customers because they believe this is the new key to marketing, not introducing a new product and trying to get people to try it (Krashinsky, 2014). “PC partnered with Google Canada to derive analytics, insight, and trends into what food conversations Canadians are having across the country, and then use that information to fuel the site’s direction” (Nguyen, 2014). “These google trends will influence not just marketing, but also product development” (Krashinsky, 2014). When you search “President’s Choice” into Google, you find their website to be ranked fourth on the Google Search Page. Above it is various “President’s Choice Financial” links to their online banking as well as their MasterCard. After President’s Choice’s website, you can find their Facebook link as well as their Instagram link. Scrolling down more on the first Google Search Page you find their YouTube channel as well as their Twitter. I find this strategy to fit well with their marketing strategy because they wanted to “amplify their social media presence” and having those links on the first page of their Google Search will provide them with more traffic on these social media sites that many people may not have looked into before the “rebranding” had occurred (Nguyen, 2014). g. Competitive Summary President’s Choice is a company that is rooted deep within the culture of Canadian grocery shoppers. Backed with the finances of the largest grocery store in Canada, trusted as the eighth most dependable brand in Canada, operating in multiple different industries, and leveraging new forms of media marketing, President's Choice has become the strongest competitor in Canada that Kraft has to deal with. ?Canadian shoppers are becoming more and more influenced by the healthy food movement which plays right in PC’s hands as it owns multiple different side brands that each have their own nutritional value. President’s Choice is a holistically competent brand and it will be difficult for Kraft to win consumer dollars away from it. Step 4: Target Customer in the Target CountryA. Top Two Segments and Segment ProfilesSegmentsWorking Mothers with children under 18Full-Time College StudentsNeedsWorking mothers are looking for quick and easy dinner options for themselves and their family. They are looking for the product to be desired by their children and have nutritional value. They find it important to accommodate family members’ likes and dislikes when planning and preparing food.Colleges student need a quick meal but they don’t want the same old boring thing every time. They want something affordable but that also tastes good. Convenience is a big factor for Canadian college students. They do not always have access to ovens or stoves so ready meals and prepared meals are better sellers among this demographic. They need food that will sustain them throughout the day. Meals and snacks that they can eat on the go are also a hot commodity among this demographic. Buying PatternsAbout 82% of moms make the day to day buying decisions for their household. Trend of increasing amount of magazine purchases.Trend of moms beginning to resent grocery purchases.Moms shop in big box or department stores.Have more loyalty to price than brand when buying for themselves, but have a higher brand loyalty when buying for the household. 69% of moms are reporting that they are powering increased spending at Grocery stores/Supermarkets.1,195 Canadian College students were surveyed about the amount of money they spent on various wants and needsGroceries- $1,810.64Dining out- $880.36Coffee- $289.64Bars- $433.68Clothing- $654.16Personal care items- $462.80Entertainment- $376.48Alcohol- $344.36Tobacco- $149.76Music- $50.96Video games- $96.20Phone Applications- $36.40LifestyleAverage time spent with their family on a daily basis: 421 minutes.Over 50% of moms have a college or vocational diploma. 88% of mothers went on maternity leave.Weekly family leisure time was 19 hours.Fathers spend more leisure time with their children than mothers mon activities: watching TV, attending sporting events. shopping.24% of Canadian families are living paycheck to paycheck.Income assistance programs require mothers to begin working when the baby turns three.The average employment hours of postsecondary students with jobs increased to around 16 hours per week. Men have worked on average 1.5 to 2.5 more hours per week than women. Basketball, weight training and volleyball were the top three sport and recreational activities that Canadian college students participated in. DemographicsOver 50% of the households of these moms have an income of $50,000 or more.1.61 — The estimated total fertility rate in 2011.90.3% — The proportion of mothers in 2012 who had a baby in the last five years and who breastfed or tried to breastfeed their baby.While postsecondary students report that personal savings is the most common source of income to fund their education with 79%, income from employment is ranked second with 63%. ?Estimated school-year earnings were approximately $6,900 for men and $6,000 for women.GeographicNumber of Mothers in Canada by locationOntario – 38.5% of total: 3,773,000Quebec – 23.2% of total: 2,273,600British Columbia – 13.4% of total: 1,313,200Number of Full-time college students by top 3 provincesOntario- 650,463Quebec- 403,245British Columbia- 145,473Media and ?Internet Activities86 % of mothers go online everydayThere are multiple blogs all over the internet that are dedicated and directed toward working mothers. Coupon ProgramsTelevision 96% of millennial Canadian mothers (age 18-32) use Facebook, 66% use YouTube, 53% use Pinterest, 38% use Instagram, 36% use Google Plus and 21% use Twitter.94% of Generation X mothers (age 33-44) use Facebook, 59% use YouTube, 39% use Pinterest, 22% use Instagram, 30% use Google Plus and 19% Twitter. 54.4% of full-time Canadian college students use the internet daily to check email. 91% reported that they use social networking sites. ?54.7% watched or downloaded media online. 41% listen to music or the radio online. 69.7 use the internet to read news 76.5% reported they window shop or browse for information on goods and services.1,1195 Canadian college students were asked: “What media most influences your purchasing decisions?”24% said TV14% print14% online ads9% social networking ads5% out-of-home ads2% radio32% reported none of the above or otherSegment SizeThere are 9.8 million mothers in Canada. 72.9% of women with children under the age of 16 are employed.Segment Size Estimate = 7,144,200There were 1,533,093 full-time students enrolled throughout different universities in Canada. Kempczinski, C. (n.d.). CPG, Food: Kraft Macaroni & Cheese SVP Chris Kempczinski. Retrieved February 28, 2016, from food-kraft-macaroni- cheese-svp-chris-kempczinski-136005Byrce, E. (n.d.). Kraft Mac & Cheese: A Marketing 50 Case Study. Retrieved February 28, 2016, from study/132451Macaurther, K. (n.d.). Kraft dishes up kid food for grown-ups. Retrieved February 28, 2016, from up-kid- food-for-grown-upsElliott, S. (2010). Kraft Hopes to Encourage Adults to Revert to a Childhood Favorite. Retrieved February 28, 2016, from , E. (2015, April 30). Strategic Situational Analysis: Recoloring Kraft Macaroni and Cheese on Seelio.?Retrieved February 28, 2016, from analysis-recoloring-kraft-macaroni-and-cheeseSlater, J. (n.d.). Health Promotion International. Retrieved February 28, 2016, from ??????????? of working mothers more than doubles. (2010, December 9). Retrieved February 28, 2016, from 1.584236Mother's Day... by the numbers. (2015, April 15). Retrieved February 28, 2016, from . (2006). Master Index of Canadian Women Consumers. Retrieved February 28, 2016, from , K. (2012). Canada's working moms still earning less, doing more than dads. Retrieved February 28, 2016, from earning-less-doing-more-than-dads-1.1184685Harrington, M. A. (1999, May 12). FAMILY LEISURE: SOME COMPARISONS BETWEEN CANADIAN AND AUSTRALIAN FAMILIES. Retrieved February 28, 2016, from in Canada Rely on Digital Media - eMarketer. (2013, July 11). Retrieved February 28, 2016, from Media/1010036Fuller, S. (2004, December 01). Women's Employment in BC: Effects of Government Downsizing and Employment Policy Changes 2001-2004. Retrieved February 28, 2016, from mom ad exposure in media by age 2014 | Statistic. (2016, January 10). Retrieved February 28, 2016, from with-noticeable-advertising-by-age/Johnson, G. (2007). College student internet use: convenience and amusement. Retrieved from Cheng, P., Stier, W., Xu, B., & Koshimizu, E. (n.d.). A comparison of recreational sports and leisure time participation of college/university students in China, Japan, Korea, Iran, the United States, and Canada—with students in the Republic of China (Taiwan). Recreational Sports Journal, 28(2), 61-75. Retrieved from Canada. (n.d.). Postsecondary enrollments by institution type, registration status, province and sex. Retrieved from som/l01/cst01/educ71a-eng.htmStatistics Canada. (n.d.). Table 19.5 Internet use, by activity and age group, 2010. Retrieved from Canada. (n.d.). Facts and stats - Universités Canada. Retrieved from . Target Market We found that both students and working mother do not have much time for cooking. And the working mother also needs to figure out the other household duties for family. In addition, the working mother has the higher income to purchase the products. Most students do not have high cooking skills, so it is convenient for students to cook the pasta with cheese. Even though people have increased their healthy awareness, they still need the convenient food to save the time. Over the spreadsheet, we can found that the working mother segment is the more important clients. Wlliams, L. A. (2014). The 2015 Trends Impacting the Food Industry - Canadian Food Insights. Retrieved February 28, 2016, from impacting-food-industry/C. Positioning Social media is a huge factor that needs to be utilized. As of recent, more and more food accounts have been added to all the different social media outlets. Facebook lately has been flooded with “how to” videos on quick, easy meals for families. This is something that Kraft may want to take a look into. They can make an account to show all the different types of quick meals that can be made with their products. This will not only be attractive to working mothers but also college students. It is an effort that will work towards both of the target markets. Working mothers are always looking for new recipes that do not take hours and hours to make but the same with college students. College students get used to eating the same ole dining hall food and want to be able to make some food that is quick and relatively low cost.Working Mothers: In order to be successful, the firm will want to focus on the things that make Canadian mother’s tick. Kraft will want to go into the market being seen as the “family-friendly” brand which is something they have been able to do. One big community effort made by Kraft and the NHL is the “Kraft Hockey-ville” which is a competition between communities to show how much they love the game and why they deserve to win the title as well as hold a game in their town. With hockey being one of the most popular sports in Canada, this is a way for Kraft to be involved in the communities and be seen as a family-friendly brand thus leading to higher sales. Mothers also love sales so having an occasional sale even on these lower-priced products will push mothers to choose this brand over others. College Students: With a limited income, Kraft must position themselves as a desirable brand for college students to purchase. The brand itself holds it’s own and has an influence on purchases but college students also want something that tastes good. The ready-meals will be a huge factor and most likely be the most purchased Kraft product by this target market which means it is important for these products to attract to the college student. Convenience, price, and taste are most important to college students which means that Kraft will want to make it known that they are the best, easy-to-make food available to these college students. Making their products available in campus stores and grocery stores located near college campuses will be an important factor in getting these students to purchase their products. ReferencesThe Canadian Internet. (n.d.). Retrieved February 28, 2016, from Media Statistics. (n.d.). Retrieved February 28, 2016, from . (2016a, February 1c1). The world factbook - canada. Retrieved February 24, 2016, from . (2016b, February 11). The world factbook - mexico. Retrieved February 24, 2016, from CIA. (2016c, February 11). The world factbook - haiti. Retrieved February 24, 2016, from CIA. (2016d, February 11). The world factbook - france. Retrieved February 24, 2016, from Watch Data. (2016). Country Review 2015 data: France, Mexico, Canada, and Haiti. Houston, Texas: CountryWatch Publications. Online. From: Financial Results for Canadian Radio Stations. (n.d.). Retrieved February 28, 2016, from Foods. (2016). Kraft hockeyville. NBC Sports. Retrieved February 28, 2016, from Krashinsky, S. (2014, September 18). Loblaw targets food-savvy Canadians in major marketing overhaul. The Globe and Mail. Retrieved February 28, 2016, from targets-food-savvy-canadians-in-major-marketing-overhaul/article20647658/ Nguyen, M. (2014, September 18). Loblaw "crave more" campaign aims president's choice at foodie culture. Canadian Business. Retrieved February 28, 2016, from campaign/ Packaged Food in Canada. (n.d.). Retrieved February 28, 2016, from Transport In Canada. (n.d.). Retrieved February 28, 2016, from Number of Airports by Country. (n.d.). Retrieved February 28, 2016, from ................
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