Internal and External Analysis of Larsini Company - Case Study Example

The company would use various promotional tactics to inform the consumers that the company complies with EU regulations regarding meat products so that consumer trust in the company would be revived. It is important to improve consumer confidence towards meat products that have had certain negative publicity in recent times. When the demand for fresh meat would increase in the market, it will definitely impact Larsini’s position within the market. Along with this, the company also needs to develop a pricing strategy.

 A man called Giuseppe Ghiberti (the President) started to make salami in 1908, more than a century ago. Since then, the Larsini Company has been their starting point. In the past, Italy was not a rich country, but Larsini made an effort to provide traditional taste with the best quality to the Italian people. The starting was a small butcher’s shop in the old part of Firenze.

Then they decided to expand further in Italy. However, recently, the company has been at the point of bankruptcy. Even though Larsen still enjoys a good market image, the company has been facing losses. To account for these losses and in order to turn around the company toward profits, seven business students have been hired to analyze the situation and propose recommendations for the improvement within the company. This part of the report would be dealing with the marketing analysis and proposal to improve the brand image and perception of the company among the customers.

Larsini’s mission is still the same as it was when it was established in 1994 by the President’s father and his mission was to satisfy the customer by providing them full service they need and to fully know customer needs and accomplish them, in addition to find a quick solution in order to offer the tasty product at the best prices. 

Larsini’s vision is to lead the market in terms of nutritional meat providers and at the same time provide value to the company’s stakeholders, who are identified as the consumers, the shareholders, the employees and also the community.  The aim is to inspire and inculcate healthy eating habits by providing fresh and nutritional meat.