The Enzyme UK Limited - Case Study Example

 Enzymes Case study 1. Situation analysis Macro-environment (PEST) PEST analysis Political and Legal 1. Independent Specialized Enzyme company in the Uk. 2. The government is helping finance the development 3. sustainable development of the Environment 4. the enzyme market is highly specialized 5. Mutually the political and the Economic stability play a vital role in the development. Economic 1. The organization needs to be aware of the changing trends of the market and the consumer preference with time. 2. The total sales have risen tremendously within the past 6 years, keeping in view the detergent, starch, textile and dairy Applications. 3. Because of the rising demand there might be increased competition which the company needs to take care of. 4. The development and growth in the enzyme market. market 5. The U.K. economic growth Social and environmental 1. The rise in the demand of enzymes is affecting the cost of these enzymes, though the real value might decline. 2. This development has opened avenues for further evolution in the market. 3. As the awareness of the utility of these elements has grown amongst the target market, the demand has increased. 4. Though the fact remains that these industries are becoming well aware of the utility of the product more and more competition is coming up. 5. All independent organizations are working in the global market. 6. The competition is more within the European union. 7. Identical consumer demands coming up within the other parts of the world. 8. These enzymes minimize pollution. Technology 1. These enzymes are natural biological catalysts. 2. The development within the enzyme market is directly affected by the alteration within the antibiotic field , 3. The utilization of the product in the biological systems has open up avenues for further technological advancement. 2. Products and markets A) U.K. Market B) Overseas’ Market The above is the Product life Cycle curve within the field of enzymes The BCG Matrix 3. The Porter’s Five Forces (Micro-environment) Power of Suppliers Power of Customer Competitive Rivalry Threat of substitutes Threat of new entrants LOW 1. the European union is the centre , where all of the Suppliers are majorly present 2. Most of the bakery product. The cost is declining as per the present real value of the products. High 1. elevated numbers of competitors 2. The customers are increasingly becoming more demanding because of the increasing awareness amongst them. 3. Brand recognition 4. There is choice available to the customers but not of a very wide variety. basically there is no substituting cost to change the product High 1. The competition is taking its toll; all the companies involved whether big or small are able to differentiate their products, but with great effort. 2. There subsists High struggle in terms of the other enzyme companies as well as agents in the market. 3. There is an element of novelty within the product development stages. MID 1. The arrival of new elements within these enzymes along with the added utilities New products and the rapid innovation within their utilities help the process of their progression and development. 2. Also the Technical developments within the enzyme elements. 3. This has helped augment the demand of enzymes. 4. The Enzymes UK Limited product has attained an exceptional place in the market. High 1. The competitor market is quite aggressive 2. The augmenting number of competitors 3. The High costs of the various procedures involved 4. The product life cycle is not allegedly small or big, it rather depends on how the market and the consumers have responded to the product. 4. The Marketing mix made up of the 7P’s In order to be able to look and work towards the future market development and growth, enzymes UK Limited is in dire need of a policy that consists of diverse fundamentals of the marketing mix. The Product Herein, they should look towards making good use of the element of brand extension plus suturing the products expected at dissimilar need groups, to convene the consumer’s necessity. The Price owing to the “brand” is the well-known and superior quality of the products being offered by Enzymes UK Limited , henceforth , utilizing the premium Cost Strategy The Place The Enzymes UK Limited , Unit The Promotion Promoting through magazines, also exhibit in the best utility of the enzymes UK limited the windows being, positioned on the illusions to contest the brand proclamation, also making all the information sources available on to displaying the information on The Enzymes corporation website, maintaining a severe relationship with journalists The People The head of the departments e processes, the technical personnel, the supplier service plus the marketing individuals. The Process The Forecast of the consumer trends , the customized end product along with the production of the end products like the baking , diagnostics and food . The Physical evidence The end Products, there amazing utility and advent 5. The Value chain Inbound Logistics Operations Out bound Logistics Sale & Marketing Service Produce enzymes which would facilitate the production of certain end products. Customize and design the enzymes according to the consumers varying needs. Sold through their company units and agents. Using the element of awareness and recognition amongst the customers to help boost sales. The research team, investigating in details the requirements of each one of the customers they have. 0% 55% 99% GE/Mckinsey, Model 1 BCG Matrix, Model 2 High Market share Low High Market Growth Low 6. Portfolio analysis 7. 5C Analysis The Customers B2B: biotechnology , waste , water , manufacturing , distribution , animal feed producers The Cost: In reference to the manufacturing expense, the real cost is fairly on the decline. The Channels: The UK Enzyme Limited factory units The Communication Agents, advertising, create awareness amongst of the advantages of using these enzymes within their product manufacturing processes. The Competitors All the other enzyme producers in the market. 8. The SWOT analysis S1 it is a unique brand. S2 aims at offering a completely customized product to the customer. S3 it is considered to be one of the best enzyme producing corporations within the market. S4 Very dedicated staff and workers. S5 conduct detailed studies to investigate the changing consumer needs S6 which is why they are so well at customizing their finished product. S7 until recently they had been able to maintain good market reputation until they had to face the bad reputation because of the GMo’s. S8 The company’s good experience in the market would help them develop a distinct product that would also cater to different industries and their needs within the enzymes sector. W1 it is a very limited market W2 A lot of manufacturers and producers are still unaware of the product advantages. Along with the advantages of using them within their production processes. W3 the product life cycle is unpredictable and mostly short. W4 A very small clientele W5 Because of varied clientele the business is yet not the strong. W6 the textile sector which was previously being dealt with O1 The total sales have gone up. O2 the recognition of the need for such a product is growing. O3 This can imply towards a promising future. O4 The increasing trends of using Enzymes in processes and manufacturing is acting as the base for further development O5 the element of offering customized products is very attractive. O6 though the European union is the hub, but the Asian countries are now also taking pace with the developing market. T1 there are a lot many new brands in the market T2 There are many other manufacturers who are providing the customers with normal standard yields at nominal rates. T3 most of the competitors believe it is very easy to manufacture these enzymes which facilitates them in making newer brands . T4 The life cycle of a certain product tends to be small unless designed otherwise . T5 they may well utilize it to manufacture the right kind of enzymes for the companies around them 9. Sowot Strength S8 xx x S7 xx x S6 xx xx S5 xx xx xx S4 xx xx xx S3 xx xx xx x S2 xx S1 xx xx xx xx x x weaknesses W5   W4 W3  W2     W1 O1 O2 O3 O4 O5 O6 T1 T2 T3 T4 T5 opportunities Threats All the points that have been labeled above as “xx”, imply the fact that Enzymes UK Ltd may possibly have certain SO strategies which make use of the strengths to get hold of the opportunities that are in the market. For instance, with The Enzyme UK’s distinctive brand as well as price position within the Enzymes market (S1), they may possibly utilize it to manufacture better value item for consumption , in order to accommodate for those with high Total Sales (O1). Furthermore , all the points above that have been labeled “x”, imply the fact that the Enzymes UK limited may possibly have certain ST strategies that would help them make good use of their strengths in order to be able to circumvent otherwise alleviate the threats. For illustration, also with the Enzymes UK Limited , good experience within the enzymes Industry – It will facilitate them to come with a product that is unlike the competitors products , and is also capable of meeting the needs of different industries (S8), they may well utilize it to manufacture the right kind of enzymes for the companies around them (T5) to magnetize them on spending money on the enzymes UK product . The points that have been labeled “”, imply the fact that the WO strategies which can make good use of the opportunities to perk up their weakness. For instance with A lot of manufacturers and producers are still unaware of the product advantages. Along with the advantages of using them within their production processes. (W2), the Enzymes UK Limited need to work more on encouraging support in addition to augmenting the brand name wakefulness to magnetize a promising future (O3) to obtain the goods. The point’s that have been labeled “”, imply the fact that the WT strategies which can rise above the weaknesses in order to circumvent the possible threats. The Enzymes UK Limited need to more on the Life cycle of the product in the market (W3) to boost the markets aggressive ability as there are other competitors who are providing a similar product at nominal rates (T2), along with providing a very advantageous opportunity as well as product (W5) to be able to make distinction within its competitors (T2) in addition to the new entrants (T1), possibly will do advertising to magnetize price responsive clientele (T5) and compete with cut-price retailers in the UK (T3). The strengths and weaknesses opportunities and threats, imply that mean enzyme private Limited could be capable of coming up with policies that would assist them in developing strategies that would help grab on to the opportunities. For instance, with UK Enzymes exceptional brand as well as price pose inside the enzyme market it could be assessed and then evaluate in order of their own convenience .the organization should take immediate action to builds on their strengths in order to be able to achieve on higher sales . 10. Brand positioning Product Position Stakeholder value Product Position Strategic advantage Strategies Part Porter’s generic strategies Cost Leadership The UK Enzyme has a very high turnover also have large number of Personnel. The company seems to be making good profit previously before the defamation of the GMO’s There exists a lot of competition, but along with this the customer market for success is developing at a very slow pace. Differentiation Ability is to design and differentiate its products Focus Amalgamating its differentiation strategies with the concentration of focus approaches Ansoff’s Matrix: PORTER GENERIC STRATEGIES Narrow Market Scope C O T Y Segmentation Strategy (focus on differentiation ) product of more benefit providing enzyme element that can benefit the consumers at all levels - S O T The expansion of the present lines also would be a good way to move forward. This implies fixing the present line, and producing a newer better line of product within this situation. Broad Market Scope C O T Y Differentiation Strategy Cost Leadership -Cooperating with the clientele –careful consideration and investigation of the target market is one of the most significant elements of success. -the management should be able to evaluate the competitors move S O T -Competent employees, marketer, researchers-will definitely assure success unlimited. Getting to work with the most experienced workers is also a unique advantage -Making an effort to capture the market, should be the aim of the departments that need to work together to achieve the corporations targets. Uniqueness competency Low cost competency STRATEGIC GROUP Strategy Market Penetration Increase brand awareness Setting up grounds for creating awareness, campaigns to awaken the utility, basic requirement of the Enzymes and that too customized ones. using the best possible investigative efforts to find out the actual crux of the issue Level of Interest None Little Some High Power None Little Employees – Have a lot of concern regarding the routine of the corporation as their source of revenue rely on it. Nonetheless have comparatively little authority. Therefore, corporation should look to gratify their requirements. Pressure Groups – also have a lot of interest within operations of the corporation, on the other hand less concentration. However, could critically damage representation of corporation if big confrontation takes place. Consequently, should look to put up associations with them through CSR. Some Media – this element possesses the aptitude to influence the corporation through standard channel. all the way through PR exercise can utilize to the benefit of the corporation. Competitors – Have awareness and power, as their goods pressure them and vice versa. Consequently, have to observe contestants so that they can distinguish themselves. Host Government – Can influence company’s approach, so standard statement could be helpful. Clientele – clientele are very much involved in the manufactured goods as they are acquiring it. On the other hand market is disjointed, so they have less power. So have got to meet their objective segments requirements. High Shareholders – Have together a high power along with concentration and influence over the companionship. Consequently, executives must approve policies which will gratify their shareholders, as they are finally their supervisors . STAKEHOLDER ANALYSIS Works Cited Case Study, 2003, The Enzyme UK Limited, Strategic Marketing Management: Analysis and Decision, CIM, Certified Institute of Marketing. Graham Cooper’s Class Lecturer notes Drummond & Ensor Strategic Marketing 2nd edition Kotler Philip ,Marketing Management 11th edition 2003, ISBN0-13-049715-0 by Prentice Hall Kotler Brown & Adam Armstrong , Marketing 5th edition Johnson Gerry, Schools Kevan and Whittington Richard Exploring Corporate Strategy (Text and Cases) edition 7th 2006 CIM (1994) - Study Text, Strategic Marketing Management – Planning and Control. London: BPP Professional Education. CIM (2002) - Study Text, Strategic Marketing Management - Analysis and decision. London: BPP Professional Education Drummond (2004) Strategic Marketing. Planning and Control. Oxford: Butterworth-Heinemann. Gilligan C & Wilson R. (2003) Strategic Marketing Planning. Oxford: Butterworth-Heinemann. Jim Blythe (2003) Marketing strategy. McGraw-Hill Education Read More