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Entrepreneurship & Small Business Management Duerr's Jam - Essay Example

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A start up business is affected in a number of ways by the

environment in which it operates. Environmental conditions can hinder or

promote success.
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Entrepreneurship & Small Business Management Duerr's Jam

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time to evaluate environmental conditions is prior to making a location

commitment. Many states offer company location incentives. One strategy is to

establish enterprise zones in order to bring jobs to economically deprived areas.

Sponsored by local city/country governments, these zones lure businesses by

offering regulatory and tax relief. In exchange for locating or expanding in these

areas, eligible business firms receive total exemption from the property taxes

normally assessed on a new plant and equipment for three to five years. Locating

in an enterprise zone will not solve problems created by poor management or

make up for an ill-conceived idea. However, enterprise zones can be used as

catalyst to help, jump-start a small firm.

Personal Preference of the Entrepreneur:

As a practical matter, many entrepreneurs tend to discount customer accessibility,

business environment conditions, and resource availability and consider only their

personal preference in locating a business. Often, their personal preference is their

home community; the possibility of locating elsewhere never enters their mind.


Fred and Mary Duerr founded their jam- and marmalade- making business

in Heywood, Lancashire, in 1881. Mary prepared the preserves in her kitchen and

using her own family recipes, while Fred delivered the filled jars by handcart to

the local Co-operative Society and other shops. In 1884 production was moved

into a factory building at Guide Bridge, North Manchester; but the business

expanded so rapidly that in 1890 Fred commissioned a new model jam and

marmalade factory at Old Trafford.
expanded so rapidly that in 1890 Fred commissioned a new model jam and

marmalade factory at Old Trafford. The site there is still occupied by Duerr's,

now under the direction of Fred and Mary's great-grandsons and his two sons.
Business Description:
F Duerr & Sons was established in 1881. It deals in food
conservatives which include products like jams including reduced sugar jams;
conserves; fruit spreads; marmalades and reduced sugar marmalades; peanut
butter and fruit curds as well as condiments such as apple sauce. The brand is
most prominent within the marmalade sector, with almost 6% market share, and
3.2 million in sales. However, its share has declined from almost 9% in the year
2000 to 5.5% in 2004, representing a decline in sales of 42% over the four year

period. This is at a much faster rate than the category as a whole of 6.5%. In April
2003, Duerr's introduced Half Sugar marmalade which contains half the sugar but
50% more fruit, which is suitable for diabetics and can be used as part of a calorie
controlled diet. In December 2004, Duerr's launched a range of premium
marmalades under the name Mary Berry, a well-known cookery writer. The range
comprises three flavors: orange & apricot, ruby red grapefruit, and thick cut
marmalade with muscovado sugar. The company is attempting to attract new
users with new product launches within the marmalade category.
Within the jam sector, Duerr's accounts for just 1% of jam
sales, less than 1 million in sales. The company is also represented within the
peanut butter sector with the Kernel King brand which accounts for just 1% of
sales. It is the only other branded lemon curd within ...Download file to see next pagesRead More
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