Heinz Marketing: SWOT PEST and Five Forces

Executive Summary

F.M.C.G. Company Heinz is the most global U.S. based food company, with a world-class portfolio of powerful brands holding number 1 and number 2 market positions in more than 50 worldwide markets. There are many other famous brand names in the company¡¦s portfolio besides Heinz itself, StarKist, Ore-Ida, Plasmon, and Watties. In fact, Heinz owns more than 200 brands around the world and makes over 5,700 varieties.

The Company was founded in 1869 by Henry J Heinz called Heinz and Noble Company. In the 1870s during the depression the company went into voluntary liquidation. The company was started up again in 1876 by Henrys relatives John and Frederick the company was called F & J Heinz. In 1888 Henry bought the company back, in 1905 Henry bought the first Heinz British factory. British made backed beans first came of the lines in 1928 and spaghetti followed in 1930.

We analyse Heinz using S.W.O.T., P.E.S.T. and Porter¡¦s five forces.

S.W.O.T. Analysis:

Strengths; Brand names, Market Leader and Slogans and Advertising.

Weaknesses; Mature product, Production cost, and other market leaders

Opportunities; Market growth, Brand name and Consumer Feedback

Threats; Competitors and Brand loyalty

P.E.S.T Analysis:

Political Factors; Law, employee legislation and Health and Safety regulations

Economic Factors; National Economy and Labour market

Social Factors; Attitudes and Health conscious, Lifestyle changes and Population

Technological Factors; New product development, Information technology and Infrastructure Development.

Porter¡¦s five forces:

Threat of Entry, is high

Threat of Buyers, buying power is low

Power of Suppliers, is low

Threat of Substitutes, is medium

Competitive Rivalry, is medium to high

Introduction

We have carried out a study on the F.M.C.G Company Heinz. Heinz is the most global U.S based food company, with a world-class portfolio of powerful brands holding number 1 and number 2 market positions in more than 50 worldwide markets. There are many other famous brand names in the company¡¦s portfolio besides Heinz itself, StarKist, Ore-Ida, Plasmon, and Watties. In fact, Heinz owns more than 200 brands around the world and makes over 5,700 varieties.

In this study we analyses the company using a S.W.O.T analysis, P.E.S.T analysis and Porter¡¦s Five Forces.

We also answered the following two questions;

1. Identify 5 characteristics that consumers look for in modern fast-moving consumer food goods. Compare the characteristics you identify with those identified by someone else in your class.

2. Working in a small group. Brainstorm a series of ideas for the future development of Heinz Spaghetti. Having identified the ideas, list them in order of viability.