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Its
products are available in 130 countries. McCain has 57 production facilities on 6
continents and McCain employs over 20,000 people. McCain Food is built on the cutting
edge agronomy, superior technology and a global workforce to enable the brand to
deliver both variety and quality and live up to their slogan; Good Food, Better
Life. McCain’s supplies its products such as; Frozen Chips and vegetables, juices, pizzas,
entrees and desserts In the industry of frozen foods, McCain is a clear leader selling
around 45% of frozen potatoes in the UK alone. The McCain product most people
recognise is chips. It is in fact, the world’s largest producer of frozen chips (French Fries)
Objectives-
• Winning the biggest share of the total market
• Increasing sales
• Satisfying customers
• Making profit for shareholders.
A business’ ability to meet these objectives depends on two main groups of factors:
1. The internal strengths of the organisation – for example being able to make
the right products in an efficient way
2. Being able to identify external influences in the business environment and on
its consumers and adapt accordingly
Business Environment:
• Internal Environment:
They are referred to as internal forces because their influence is within the business
organisation including; the organisation goals, culture, structure and control, human
capital and additional resources (Tangible and Intangible assets) which can all be
implemented by the organisation. For example being able to make the right products in
an efficient way.
o Vision
To create good food and better life for our consumers, customers,
employees and the community we work in worldwide.
o Mission
To constantly win the customers and consumers by making them
smile with wide range of innovative products that are better and
fun to eat.
• External Environment:
The external forces are the attribute of the business environment that cannot be controlled
by any organisation. They are referred to as external forces because they are influence is
exerted outside the business organisation including; Social, Legal, Economical, Political
and Technological environments.
The external environment today is changing fast. It must then rise to the challenges posed
by change. McCain have a strong market focus. This means that it carries out research to
find out what consumers want. It then uses this market information to create products that
consumers want to buy.
McCain’s business focuses on frozen potato products and frozen light meals. It provides
consumers with a wide variety of cut and seasoned potato products through UK retailers,
like supermarkets and restaurants. McCain produces more specific potato shapes like
Potato Smiles, Crispy Bites and Sumthings (shaped as numbers) that appeal to younger
consumers. McCain also makes frozen pizzas.
These External Forces poses different influences that result into different effect towards
the Business organisation respectively. The success of any business depends how best
they analyse each environment and make necessary amendments accordingly in order to
use and/or counter act the effects of their influence. McCain Food, like any other
Organisation, is affected by these business environments, thus affecting their business
operations and activities.
Chips have come a long way since Walter Raleigh first brought the potato to this country
in the 17th century.
By the 1850s fish and chips were sold in the streets and alleys of London and in some of
Britain’s industrial towns.
If asked to name a typically English dish, most people will say ‘fish and chips’. Chips are
produced in lots of different shapes and sizes, ranging from those deep-fried in fish and
chip shops to today’s oven chips.
One of the biggest environmental factors affecting McCain in 2005/6 was the growing
concern about obesity, particularly in children. This case study shows how McCain has
risen to the challenges of this debate and other external challenges. McCain’s view is that
its chips can and do play a role in a healthy balanced diet and it is continually finding
ways to ensure McCain products are as healthy as possible.
SLEPT analysis
In order to be able to understand its customers’ requirements and respond to other
changes, it is important for a company to analyse its environment. A SLEPT analysis is a
tool that helps to analyse the environment.
These External Forces poses different influences that result into different effect towards
the Business organisation respectively. The success of any business depends how best
they analyse each environment and make necessary amendments accordingly in order to
use and/or counter act the effects of their influence. McCain Food, like any other
Organisation, is affected by these business environments, thus affecting their business
operations and activities.
Social trends
Social trends are one of the key factors affecting a business. Consumer buying patterns
are determined by trends. Just as the demand for some popular clothes are determined by
fashion, demand for food products is determined by eating patterns. Due to such patterns,
McCain takes a close note on their customers’ biggest concern (Obesity issues and
response to junk foods) and execute relevant actions to minimize such concerns so as to
maintain their customers.
Eating habits are always changing. Currently one in four of all British potatoes consumed
are eaten as chips. As people become more time conscious, they prefer to consume ready
meals that can be prepared quickly by heating in an oven or microwave as an outcome of
being too busy in their respective work environments. McCain will continually develop
their products in a way to satisfy their Market Share around the world because of the
close relationship it maintains with their customers.
Recently McCain and other food producers have seen falling sales as a result of
campaigns to encourage healthier eating.