KPMG面试案例MacCain.pptxVIP

McCain Background McCain Foods Limited Established 1957 Today McCain Foods has 20,000 employees and 55 production facilities in 12 countries, including UK. Market Positioning Largest Producer of Chips One of the World’s largest frozen food company, selling one-third of the World’s frozen french fries products Product Focus Frozen potato products (roast potatoes, potato wedges) Frozen light meals(waffles, hash browns) Current Situation McCain Foods and other food producers have seen falling sales due to shifting trends towards healthier food Environmental Analysis Social factors: Rising consumer concerns about healthy eating Legal factors: Tighter nutritional regulations Economic factors: frozen chips-inferior good? Political factors: Increasing pressure from government for healthier food Technological factors: Same taste but healthier challenge SWOT Strengths: Large market share Wide distribution system Access to better food technology Weaknesses: Limited variety of products Poor customer communication on potato nutrition Opportunity: Emerging markets- China, India Potential growth in organic and healthy food markets Threats: Decreasing demand due to rising incomes and healthy living trends Limitations on advertising Ansoff’s Matrix Ansoff’s matrix Existing products New products Existing markets Market Penetration Product Development New markets Market Development Diversification Possible solutions for expansion and development Expansion: 1 Market Penetration Using advertisement to better highlight the nutritional benefits of potato Relating the brand to healthy lifestyle 2 Market Development Opportunities in emerging markets like China and Brazil Development: 1 Product Development Increasing variety of products to avoid heavy potato reliance Increase image by introducing healthy, convenient and high quality products to avoid inferior good claims Harnessing the fast growing organic food market 2 Diversification Producing new products like fruit smoothies f