Upload
corey-mitchell
View
216
Download
0
Tags:
Embed Size (px)
Citation preview
General Information
• Multinational food company• Serving over 200 countries and being #1 or #2 in
50• C.E.O., President, & Chairman William R.
Johnson• Factory Oriented• Environmentally conscious
External Environment
• Top Competitors are Campbell Soup Company, General Mills, Inc, Nestle S.A., Kraft Foods, Inc.
• Numerous Government Regulation and high chance of new costly being pass
• Work closely with supplier to ensure ingredients quality
HJ Heinz Performance
• Buys strong performing and sells under-performing brands
• Innovates products to stay relevant• Experienced product recalls over the past
decade• Financials show growth over the past few years
Challenges over Past 5 years
• Increased labor costs• In US $6.55 in 2008, $7.25 in 2009, In UK $9.40 and has
increased 60% since its 10 year implementation• "Channel Shifting" by consumers in result to the economic
recession• Keeping Brand image while dealing with product recalls• In 2009, recall due to possible salmonella conamination• In 2010, recall of baby food due to toxins produced by
fungus, Ochratexin A
Current Challenges
• Sales became weaker in second quarter• Heinz started to make smaller packages • Customers attractive more to innovations that are
environmentally safe • Heinz started using Coca-Cola Company's Plant-
based plastic bottles
H.J. Heinz Market Strategy
• Target Consumer on special diets
• Offer healthier products• Offer information
about healthier diets on wed site
• Going organic• Expanding to new markets