Marketing Assignment Case study on Heinz

Watties Company strategy :: PLC/SWOT/PEST

of Heinz Watties
Marketing Assignment Case study on Heinz Watties Company strategy ::
PLC/SWOT/PEST of Heinz Watties
Marketing Assignment Case study Topic?
Write about SWOT PEST and PLC of Heinz Watties Company strategy??

Solution proposed::
This paper contains and covers descriptive information about the organization Heinz Watties
that operates their business in the area of manufacturing of foods and provides its services in
domestics and international market. This paper majorly focuses on the three key aspects of the
organization market orientation and concept of value, macro environmental analysis and to
identify the existing and potential target market and the list of approach that develop the
brands and products to reach target market with the help of strategic plan that develop
through the analyzing the capabilities of an organization and provides various key information
that helps to move in the corporate. To discuss all the above three key aspects this paper
presents all the information effectively the paper is divided in different sections that consists of
all the required information that provides complete and clear visibility about the topics. The
paper begins with small introduction about the paper that provides descriptive information
about the paper and its key topics that needs to cover in the below sections in descriptive
manner and about the company Heinz Watties that focuses on its operation, area of business
and current scenario in terms of use tactics and strategies that used Heinz Watties to create,
maintain and retain its market. In the further sections the paper covers and focuses on
environmental analysis through presents SWOT and PEST analysis of the Heinz Watties that
provide information about scope of opportunity or improvement area that indicate about the
area of expansion and approach and to sustain the business in the competitive market. In the
further sections the paper consists of information about the all the defined three key aspects
area that provides the entire required information. Apart from all discussion the further section
focuses and addresses all the critical success factors, strategies and objectives and their action
plan with implementation schedule. At the end the paper concludes all the discussed
information in precise manner that create a summaries report of the paper.

Introduction

As in the executive summary in the paper provided the information about the structure of the
paper that used to discuss entire required discussion about the topics. This part provides
information about the key topics that are needed to be discussed in the below sections. This
paper presents all the information about the company Heinz Watties that operate its business
in the manufacturing and services of quality food in the domestics and international markets.
The paper discusses all the topics that contain key information in the following manner: section
one contain about the society interference that provides information about the area
ofmarketing that is concerned with create, maintain, communicate deliver and exchange offers
and benefits that have values created by the Heinz Watties for its customers through present
the descriptive evaluation of the marketing. Section two: Environmental Analysis and Market
research that consists of information about the customers needs and requirements on the
basis of macro environmental (SOWT and PEST) analysis of the market and present the future
scope of the market and area of opportunity for the business and the last section three discuss
about the target customers and product strategies that Heinz Watties is using in the current
scenario to enhance their market share and serve the customers requirement in the better
manner. Apart form this the last section describes the target market segment of the Heinz
Watties brand/product and provides information about the customers needs to design (use
demographic, behavioral, psychographic and geographic variables) products to cater the actual
requirement. With the help of target market and total product concept this section provides
key information about the competitors and market scenario to increase the market share and
market capture by serving goods and services to the their customers.

The company Watties founded by the James Watties started with fruit pulping and canning
businesses in the initial stage. Watties has been manufacturing high quality food products in
New Zealand Since 1934. In the present times the Heinz Watties has become a major
contributor in the New Zealand with supplying of high food quality to the supermarket and also
created employment within the New Zealand and the company have annual turnover in excess
of $650 million and workforce of more than 1,800 involves seasonal workers. The Heinz Watties
has two main production units hasting, that has two processing facilities and Christchurch. The
Hastings has the largest cannery in the southern hemisphere that consists of world scale
facilities. On the other hand the frozen products plant in Christchurch that produces 50,000
tonnes of frozen pea, carrots and beans a year. To establish their position in the market the
Heinz Watties used numerous key strategies and tactics that help to create a positive image
and position in the consumer food market. Today the Heinz Watties is the highly successful
brand or company in the food sector in the New Zealand. Heinz Watties conduct numerous

marketing researches, understand the domestics and international market through skills,
knowledge and abilities of its experts, focuses on their consumers and provides range of quality
products to their customers, establish commitment to the consumers, and move towards to
develop innovative products for the customers.

SECTION ONE SOCIETY INTERFACE

Marketing management philosophies
Heinz Watties is centered with the global portfolio of the iconic brands. With the help of
leadership skills and abilities, it has reshaped the business to focus on the leading brands and
the market positions with the help of strong capabilities. This creates the importance to drive
through consistent and the profitable growth. Heinz is known well for the good investment and
it is committed to the industry leader. Thus it creates the importance of brand with respect to
global sales and total sales of the company. Heinz also operates by the important philosophy of
global coordination and local execution. This way, it creates huge benefits of multinational scale
so as it creates the benefits of purchasing, finance and development so as marketing and other
business conditions.
Innovation in this company is driven through new product development and marketing that is
based on the consumer tastes so as other business conditions. Innovation is the goal of new
product development and the consumers increasingly creates the great tastes of food that fits
the healthier and the most active lifestyles. Heinz is positioned well with the market in terms of
products such as beans, potatoes, tomatoes and other healthy and good foods. The company
also followed the approach of well positioning statement and they developed the scientific
advances with respect to enhancement of child as well as baby development. Heinz also

created the approach of emerging market conditions. They focused on the millions of
consumers classes every day. They also increased the investment in terms of marketing to
attract more number of customers with respect to increase in the TV, radio, print ads and other
online medium and support. Thus they also believe in expanding the market with the target
groups as well as they are known well as the supplier globally of micronutrient products.

They accelerated through the guide development for satisfying their consumers with respect to
its tastes and other preferences. Heinz is now committed to the world trusted and the most
important good tasting with the help of nutritious foods every day. (Heinz.com 2012)
The company also established the strong reputation with respect to the effective responses and
better tastes. Heinz Watties also created the market opportunities to the growth and the
development. So, they took the step of in-depth market research for better dynamics and
product innovation with the help of marketing research. This way, they also encouraged the
market for increasing the interest of the consumer. This also improved the sales and remains
sustainable. The target market for this product and company was designed as the young
people. They covered the broad age group and ensured the increase in the product sales. The
use of traditional advertising conventions also created the new media strategy and the use of
television proved the better growth, thus it inspired the household segments with the support
of TV, news and media etc.

The value can be created through the products, services and brand with better strategies and
concepts such as:Heinz Watties products are not only popular at home but it is easily found in the hospitals,
aged care facilities and caterers, cafes, restaurants and schools etc. They are also very much
passionate about the needs of the customers and this way, they meet the customer needs and
solutions with respect to all the expectations as well as with the greater approach of high and
superior quality suppliers to the hospitality sector in New Zealand. (Heinzwatties.co.nz 2012)
They also created high values with the help of supply chain efficiency and other improvements.
They also increased the efficiency of the transport. They also respected the trusted employer
and they were engaged in the sustainability initiatives. (Heinz.com 2012)
The company also creates high values with the help of sharing the information and they also
believes in the team work, collaboration, and results so as innovation and high integrity for
better success. Thus the company also embraces with greater ideas; respect every individuals
so as to meet with the simple and the creative solutions. They also define the sustainable future

to create the path of achievements. This way, they deliver the high amount of success and
integrity with highest level of ethics and trust so as also it ensures the better quality products.
They are the oldest and the most trusted consumer brands and also delivered the wide range
of foods with the best taste and value as well as convenience. This created the better
environment and inspired people within and outside the organization. The organization also
contributed the success as well as satisfaction for high success. (Heinzwatties.co.nz 2012)
SECTION 2
ENVIRONMENTAL ANALYSIS & MARKET RESEARCH
Macro environment analysis of Heinz Watties
To understand the effective analysis of the organization, there needs to be discussed about
two important analyses such as the SWOT analysis and the PEST analysis which is as discussed
below:SWOT Analysis:
This analysis mainly focuses on the strengths, weaknesses, opportunities and threats such as:STRENGTHS

WEAKNESS

It really has a very good reputation and a strong image in

the minds of the consumer.

Decline in sales is the major weakness of this brand.

This product life cycle might be declined.

It brings with high quality and better consistency of

products to the consumers
Thus it continuously focuses on high quality
It has the strong global brand image
This company operates in not less than 200 countries
They have more than 5500 products variety all over the
world.
Thus it is famous for advertising and other tools of
promotion and marketing facilities.
They also focus on best slogans for advertising that creates
the consumer awareness and high level of attraction
among the people.

The prices are really high

OPPORTUNITIES

Market growth creates new opportunities in the minds of

the consumers

THREATS

Thus they make best needs and opportunities in the

market for the strong presence and new opportunities.
There is always a threat in the company.
The opportunities could be increased with respect to
traditional products and the modern companies so as the
modern FMCG companies.

Company might cause the threat with new competitors

and important famous companies. For example: HP sauces

The company could also use the information for full

advantage and create the process of innovation with the
help of new ideas and new product development.

There are also numerous brands in the same product line

that produces high variety products within different price
ranges in the market place.

PEST ANALYSIS
The PEST analysis is the external macro environmental factors such as the political, economical,
social, technological and legal as well as environmental factors.
These factors need to be researched for preventing it from threats and control the firms
position. This also helps to create new opportunities and also it takes the high advantages for
the environmental perspectives.
POLITICAL FACTORS

ECONOMICAL FACTORS

Heinz Watties is comprised of great laws, rules and

regulations.

The state describes about the sales of the products of

Heinz.

It is known as increased guidelines and relevant practices

in terms of labeling and advertising.

There is high fluctuation depends on the fall and increase

in the economy.

It also complies with wage legislations and overtime

facilities

This also increases the money to spend on the luxury

products and the less income to spend on the purchase of
the necessary items such as vegetables and other
ingredients. In this factor, it highly matters a lot.

There requires the necessary changes in terms of health

and hygiene factors.

There is also a strong labor market that increases the

wages and other important parts.

SOCIAL FACTORS

Attitudes and health related consciousness is the major

factor in this parameter.
The company focuses on certain parameters to meet with
these changes

TECHNOLOGICAL FACTORS

Changes in lifestyle causes high time to create the

products.
In traditional markets, the company has different
products and this is well known and available to older
generation
The modern markets of this product attracted the young
generation as well in the market.

New product development creates the process of

innovation.
Information technology and its uses help to keep the fast
moving technology.
This also transported through new generations and model.

Thus they also created new and unique flavored products.

PORTERS FIVE FORCES

Force field analysis helps to understand the techniques between the forces of resistance. This
helps in the key areas such as the threat of entry, the power of buyers and the suppliers, the
threat of substitutes and rivalry.
Threat of entry: Entry barriers are low and exit barriers are also low.
Threat of buyers: Buyer powers are also low in this company.
Power of suppliers: It is also low as it does not depends on a particular supplier
Threat of substitutes: There is high threat of substitute as it is a more quality conscious
product; it established the good and the strong image in the minds of the consumer.
Competitive rivalry: The rivalry is medium to high and the number of competitors is also high
but the product differentiation is low between the competitors. (Wiig 2012)

SECTION 3
TARGET MARKETING AND PRODUCT STRATEGIES
The target market of Heinz Watties is especially the young segments and this is designed as
follows:TARGET MARKET AND SEGMENTATION
New Zealand city super markets and South
Geographical

Canterbury and South Island

Household segments, household shopper

Gender- Young market, families, households

Family Size- Large
Business class families/ College students/ Hospitality
industry
Income- Good income & high income group
Demographical
Psycho graphical

Middle upper class,

Behavioral

Frequency of purchase- Regular basis in life time

PRODUCT LIFE CYCLE

The product life cycle concept describes about the encouragement of the stakeholders and this
also creates the value to the innovation strategy. The life cycle describes about the evaluation
of the product effects and this quantifies the impacts of the environment accordingly. This also
helps to describe about the eco-friendly and eco-efficiently savings in the environment. Thus
the packaging creates the importance of the role in terms of environment protection. This also
increases the awareness and innovation. Thus it creates the innovation and produces the
importance of companies. The new ways of producing products for continuous customers
reduces the cost and also it increases the attention for rules and regulations. This creates the
ability to contribute high success and also creates the innovation with technology. Thus it is
sustainable and profitable in terms of outcomes. (Pagan 2012)

Conclusion
To conclude, the paper covers all the key information that focuses on the three aspects market
orientation and concept of value, macro environmental analysis and identify and understanding
the target market to develop and communicate the brand/ product in the market in effective
manner. The Heinz Watties that operates its business in the area of manufacture of high
quality food products and cater these products in the market successfully.
Thus this paper also focused on the different segments with respect to the target group and
also this focused on the segmentation part.
The paper evidently described about the company background in the first section with respect
to the introduction as well as it focused on the importance of awareness of the customers so as
it dealt with the different products, services and other brands.
In the next section, the paper focused on the environmental analysis and market research that
helps to discuss the importance of household segments with the support of TV, news and
media etc.
In the next section, the paper discussed the SWOT analysis, PEST analysis and porters forces
and product life cycle etc.
Thus at the end, the paper also provided the important evidence to prove the right strategy at
the right time successfully.
OB31
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This entry was posted in Marketing Assignment Help and tagged Marketing Assignment Case study on
Heinz Wattie's Company strategy :: PLC/SWOT/PEST of Heinz Wattie's on May 3, 2013.