Brannigan Case Analysis Essay

Strengths Brannigan Foods Soup Division has the largest soup merchandise share in the United States at 39.8%. They are willing to transpose and submit the capital to do so.Weaknesses The soup diligence as a whole has been on a consistent decline over the destination several years. Brannigans has wasted money acquiring small businesses that piddle done little to nothing for profits. They have also been developing disparate types of soup in which only 1 out of 100 is actually well give birthd by consumers.Opportunities They have the potential to be the leaders in healthy flockned soups that are offered in a transformation of trendy flavors. Brannigan Foods is already a well established brand with some(prenominal) loyal followers who can regain their brand identity with less marketing than a newer or smaller business.Threats Frozen and diet shop soup industries are trending and causing the market shares of shelved soups to plummet. Any quick and sonant meal option from f ast food to macaroni and cheese are threats to this industry and to BrannigansThe problem presented in this case is that Mr. Bert Clark needs to make a formal budget and action devise for the CEO to address the terzetto year downturn in profitability, market share and gross revenue. Consumers arent purchasing as much soup as they have in the past. With so much variety, not only within soups, but among all food options, its hard to make consumers choose only your brand all time. Price plays a large role in buyer decisions when it comes to items that they plan to store in their cupboard. If the price isnt low passable, they can honourable switch brands or wait until later to purchase their stock items. Brannigans has been steadily increasing their price to ebb the effects of the lower sales amounts. Brannigans hasnt done anything to increase the value of their soups in the minds of consumers they have only raised the price. The true problem is that customers arent finding enough value in Brannigan Foods Soups to rationalize spending more on them than they had in the beginning.I propose that they have a contest to develop new flavors of soups, with the superior receiving a combination price of money and a years supply of Brannigan Foods Soups. Buying up smaller brands of soups doesnt sound feasible seeing as how it hasnt worked at any time before for this company.Another option is to seasonalize the soups to allow for new flavor varieties to be introduced in spurts. Heartier (potato, noodle and cream) soups are desired in the winter, where as a gazpacho is in a higher demand in the summer. Allow consumers to take surveys to receive coupons for your products and ask them what they want in a soup.The contest concept can do wonders for creating a buzz about your product and is the best alternative. steady more importantly, you are gaining insight into exactly what the consumers want. This nation has been so likewise advertised to that people tend to ignore ads all together. What they dont ignore is the chance to win something with no risk. Lays Do Us a Flavor contest has been a great success over traditional marketing strategies. Why you ask? The answer is frank consumers dont trust traditional marketing strategies anymore, and businesses are acquiring creative, using consumer-generated marketingdirectly involving the customer in the marketing and ontogenesis of productsto succeed (Jones, 2013). Works CitedJones, Alex. Potato Chips and the Role of the Consumer in Marketing and ware Development. FRESHMR. Market Strategies International, 17 May 2013. Web. 26 Jan. 2014.