Brannigan Case Analysis Essay

Strengths Brannigan Foods Soup Division has the largest soup market share in the United States at 39.8%. They are willing to change and yield the capital to do so.Weaknesses The soup industry as a whole has been on a consistent decline over the last some(prenominal) years. Brannigans has wasted money acquiring small businesses that have done little to nothing for profits. They have also been developing different types of soup in which only if 1 out of 100 is really well received by consumers.Opportunities They have the potential to be the leaders in healthy tinned soups that are offered in a variety of trendy flavors. Brannigan Foods is already a well established rat with many loyal followers who can regain their shop identity through less selling than a newer or smaller business.Threats Frozen and deli soup industries are trending and causing the market shares of shelved soups to plummet. all quick and easy meal pickaxe from fast food to macaroni and cheese are threats to this industry and to BrannigansThe trouble presented in this case is that Mr. Bert Clark needs to make a formal budget and action externalize for the CEO to address the three year downturn in profitability, market share and sales. Consumers arent buy 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 every time. Price plays a large role in buyer decisions when it comes to items that they plan to store in their cupboard. If the expenditure isnt low enough, they can just switch brands or wait until later to barter for 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 mo re on them than they had before.I propose that they have a contest to develop new flavors of soups, with the captivatener receiving a combination price of money and a years supply of Brannigan Foods Soups. Buying up smaller brands of soups doesnt penetrate 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 bear them what they want in a soup.The contest concept can do wonders for creating a buzz close your product and is the best alternative. Even 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 wi n something with no risk. Lays Do Us a Flavor contest has been a slap-up success over traditional marketing strategies. Why you ask? The answer is simple consumers dont trust traditional marketing strategies anymore, and businesses are getting creative, using consumer-generated marketingdirectly involving the customer in the marketing and development of productsto succeed (Jones, 2013). Works CitedJones, Alex. Potato Chips and the Role of the Consumer in marketing and Product Development. FRESHMR. Market Strategies International, 17 May 2013. Web. 26 Jan. 2014.