MAC Case analysis

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Issue:

Miscellaneous

 

Written by:

Raymond M

 

Date added:

August 27, 2013

 

Level:

University

 

Grade:

A

 

No of pages / words:

4 / 880

 

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1740 times

 

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It needs to include a long-term and short-term growth plan, and new branding strategies that tie into Advertising, eventually being emulated by the European divisionof Becel. The Goals and Objective Include: ? Sales Growth ? Maintain Market Leadership ? Venturing into new market segments ? Educate consumers about eating healthy Sales and revenue growth are always at the top of the "goals" chart when it comes to the Senior Management yearly review...
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The question is, what strategies can Becel put into place to gain a higher proportion of their current target market? Their biggest competitor being butter, holds 50% of the Spreads Market share. How will Becel convince these users to switch? Can becel convince other margaine brand users to switch? The "Young at Heart" campaign had been proven to have increased the market growth back in 1992 through 1997...
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