Recommendation It is highly recommended that Kraft Foods Inc. and A1 focus their attention on the immediate threat which is Lawry Steak Sauce. A1 should seek to promote its brand by providing samples of its marinade sauce to customers at areas planned events and at grocery stores. The company should also offer special coupons to customers to other craft brands when they purchase A1 Steak Sauce. Kraft Foods Inc. should capitalize on its strong and reputable past and build upon that foundation to promote A1 Steak Sauce. It is also recommended that the company make every effort to match the promotion and distribution of its competitors especially Lawry Steak Sauce. And A1 can use the influence of its strong market segment to appeal to weaker market segments through incentive programs. As Kraft Foods Inc. and A1 looked towards the future, it is important that supply chains be strengthen, and new alliances formed with suppliers and distributors. The company should expand the distribution of its products throughout more restaurant chains to attract customers from abroad a segment of the society. Conclusion A clear analysis of this case highlights the alternative options that Kraft Foods Inc. and A1 should embrace. It is clear that Lawry Steak Sauce is a worthy competitor would lower prices and a product that mirrors the A1 Steak Sauce in package, texture, and promotion. A1 Steak Sauce must therefore counteract the threat of this new product by raising structural barriers by forming new alliances, and by forging new agreements with distributors and suppliers while being sensitive to customer opinion. Building stronger networks between suppliers and distributors can deepen relationships and create trust which is necessary to navigate the
competitive market landscape. Extending its reach to special groups such as athletes and sports organizations can promote A1's brand awareness which can also lead to increased revenues in the long-term. The competition is stiff, A1 Steak Sauce with its years of solid equity and brand integrity and pushback against the competitive onslaught of Lawry Steak Sauce and regain the center spot as the premier brand steak sauce of all times, the one that Kings create and bow to.
References Calkins, T. (2009, February 13). A.1. Steak Sauce: Lawry’s Defense. Retrieved August 9, 2011, from Kerin, R. A., & Peterson, R. A. (2011). Strategic Marketing Problems (12th ed.). New Jersey: Prentice Hall Inc..
SWOT Analysis - A1 Steak Sauce (Lawry's Defense) A1 Steak Sauce (Lawry's Defense) SWOT Analysis Internal Strengths and Weaknesses
SWOT Sales Force Marketing Mix Advertisin g R/D Segmentation Offerings Internal Strengths A.1. is distinguished from its competitors because of its high quality and brand equity associated with the product that it offers.
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- Summer '11
- Marketing, Kraft Foods Inc., Steak sauce, Lawry, A1 Steak