Marketing Strategy of Perfection Foods - Assignment Example

The aim of new marketing strategy is make sure that the company is able reach its desired goals. In the process of developing a new marketing strategy, the report will focus on different environmental, industrial and market analysis tool. The report will also highlight background of the company and give a brief overview of the bakery industry. The mission and vision statement of the company has been also underlined. Now in order to analyze the different factors tools such as PESTEL, SWOT, and PORTER’s FIVE Forces have been used.

Finally the report will try to put up a marketing mix which will help the company to grab more market share and boost the sales volume. Background Perfection Foods Ltd came into existence in the year 2000. It was established by two brothers called Sukhdev Singh Bath and Balwinder Singh Bath. The company was started in a 4500 sq. ft. factory, from where the cakes and bakery products were supplied to the nearby retail units and locality shops. Due to the high quality of the cakes and bakery products, the company quickly became popular in the industry.

As the business grew in size, the company started expansion plans. In order to establish itself nationally and internationally, the company started to supply its products to the direct wholesalers such as Morrison's, Makro, Bestways, Asda, etc. They have become one of most well-known bakery in UK. It has also won several awards for some of its quality offerings in the bakery product market. The company serves 40 different types of freshly baked handmade cakes to the customers of UK. There are two manufacturing sites in UK and the third factory serves for the export orders of the company.

The company has two sides of its business function: manufacturing and selling cakes in UK and exporting in other parts of the world. The company has also received award for Best Development of international market in the year 2010. The company owns an excellent distribution channel. The logistics team of the company distributes the bakery products all over UK in the company owned vehicles. These vehicles are equipped with latest technology to keep the food items safe and fresh (Perfection Foods Limited, 2009).

Market Overview Bread and bakery products form a very important part of the British diet. Cakes form a major part of the household snacks. On special occasions and with afternoon tea usually cake is served with tea. Apart from this, cake is a vital part of the festivities such as Christmas, Easter, Halloween or birthdays. The worth UK bakery industry is ?3.4 billion and it is the largest market in the food industry of the country. The total volume is about 4 billion units. This means that about ?

11 million loaves and packs are sold in UK every day. There are three main sectors in the UK baking industry. The large baking companies produce 80 percent of the products. The in-store bakeries in the supermarkets produce about 17 percent of the products and the high street retail shops produce the rest of the products (The Federation of Bakers, 2012). It was estimated that about 5 to 10 percent of the bakery