Sunday, January 26, 2020

Investigation of the cereal bar market

Investigation of the cereal bar market This article contains an investigation of cereal bar market and gives a feasibility report at the end. At the beginning, backgrounds of Kellogg Company and cereal bar market are given. After this, it shows cereal bar is at the stage of maturity in a product life cycle in the UK. And it did not performance well in latest two years. But in the worldwide, it still increases stable. Next, a SWOT analysis and a PEST analysis have been done to analyse the market environment in China. According to the results of analysis, target market for cereal bars in Chinese market has been chosen. The target market is young women from 15 to 35 in cities. The life style of these people just matches the request of cereal bars. Additionally, the competition in China has analysed, there are some barriers of entering Chinese market indeed. However, there are some competitive advantages of All-around cereal bars. At the end, a marketing strategy and a feasibility report have been made. 2. Product The product I chose is cereal bar. The snack market is hotly competed these years. The most customers of cereal bars is adults. They eat cereal bars as a snack between meals. Compared to many other snake products, such as cakes, nuts and chocolate, the cereal bar market is still small indeed, but it grows rapidly .(Mintel, 2010)The reason why the market is still small is that it only attract a small group of customers, most of them are loyal customers. This industry has a increase of 29.6% from 2005 to 2009. (Mintel, 2010) The position that many brands choose for cereal bar is wholesome and natural. The competitors which choose the same position are other healthy snacks such as nuts, fruits and fruit smoothies. All of these have steady growth because of the trend towards healthy diet. Cereal bar to the moment accords with this trend. But cereal bar has not been separate from a series of snake bars such as highly processed bars and chocolate bars. Thus the healthy position has been influenced negatively by the other high sugar and fat snakes. Kellogg Company is a multinational company from American founded in 1906. The main products of Kellogg are breakfast foods, snack foods, cookies, and crackers. It also manufactures ready-to-eat cereals and convenience foods including toaster pastries, cereal bars, fruit snacks and veggie foods. These products are produced in 19 countries and distribute in more than 180 countries all over the world. Kellogg achieved revenues of $12,822 million in 2008 which had an increase of 8.9% over last year. Kelloggs cereal products are a part of the Kelloggs brand, and are sold mainly in the retail terminal such as supermarket and grocery. The company uses broker and distribution arrangements for certain products in less-developed market areas.(MarketLine, 2009) 3. Situation Analysis in the UK In 2008 and 2009 the interest in healthy eating have decrease. During this time, comfort eating appears to gain more popularity. However, a minority still insist on eating natural and healthy food, it could be an opportunity for cereal bars. The cereal bars market for children has been affected because of advertising regulations and packed lunches at school as school classifying cereal bars as confectionery.(Mintel,2010) Therefore, the market of cereal bars is not so optimistic. Cereal bar in the UK is at the stage of maturity, because as shown in the Mintel 2010 the growth slows down from 2005 to 2009 although it still growing. The stage at which a products sales growth slows down is known as maturity.(Elizabeth,HTerry,O.S.,1996) Hence if the firm do not try to attract customers, there will be no further net increase in the size of the market. Kelloggs hold approximately one third of the cereal bars market. Combining with the share of United Biscuits it is up to nearly a half. (Mintel, 2010) For the market of Europe, it accounted for 20.4% as total revenues in 2008 which reached $2,619. It increased 11.1% than 2007. (MarketLine, 2009) The UK has a great market of snacks. As a kind of snack cereal bars are very popular. From the report, two thirds of adults who eat cereal bars and snacking has gained more prominence since 2007. Snacking is most popular among young group, at two third 15-24-year-olds, declining with age. More than half of the families which have children under ten have snack between meals. These factors shows there are some potential markets in the UK. The users of cereal bars are generally holding a positive view of the products, however only one fifth of them think it worth its value and less than half satisfied with it. But in the UK, the company didnt work well. The turnover has decreased from the GBP 138.065 in 2006 to the GBP 116.394 in 2008.The current ratio was 0.44 in 2008 and it has fallen from 0.48 in 2007. (Fame,2009)It may affect by tringent regulations and exposure to foreign exchange risk. Overall, this industry still has good prospect in worldwide. 4. Market Environment in China a) Application of Tools SWOT analysis The strengths of cereal bars are high recognition, innovation of products and strong financial support. Firstly, Kellogg is a successful international brand, so it will be easy to popularize a new brand under it. Secondly, the company has innovation process so that it can guarantee the quality of its products and improve the formula to satisfy Chinese customers. Lastly, the company is lucrative, so it can give strong financial support to Chinese market. The weaknesses are the high price of the products and may do not accord with Chinese taste. Due to the high cost and import tax, the price of the products will be higher than the other local brands. Additionally, Chinese people have their own eating habit, they eat cereal as a kind of main source to acquire energy and protein. Thus cereal is only eaten in meals but not between meals. The opportunity is peoples increasing awareness of the healthy diet. With the increase of income, people pay more attention to nutrition of food. The Chinese savory snacks market grew by 6.5% in 2008 to reach a value of $3 billion and it is forecast to have a value of $4 billion in2013, an increase of 30.7% since 2008(Marketline, 2009). The threats are stringent regulations in China and exposure to foreign exchange risk. Because some events of food occurred in China these years, the government strict checks import products quality. The exposure to foreign exchange risk is a risk that every company will face when they want to enter another country. (Salah, S.H. Roger, D.B., 1994) PEST analysis In political, UK and China have a good relationship. Benefit from Hong Kong, the two countries trade more frequently. But China will check import food from UK strictly because the UK treat import from China like this. In economic, Chinas GDP has an average annual rate of 9.6% from 1979 to 2005 and the import grew by 17.6% to $660 billion in 2005(Wayne, M. M., 2006). In social, since China has a 5000-year history, the society and relationship are more complicated, so foreign companies will face difficulties to enter Chinese market. Last in technology, although technology is progressing rapidly in China, China still welcomes foreign companies introduce their advanced technology into China. b) Target Market Young children and young women are the mains consumer groups of snakes. The target market which I choose is young women from 15 to 35 in cities. Because young people in this age like to accept new things by the influence of western culture. Some 57% of adults say that there are not enough hours in the day to do everything they would like (Mintel, 2009), sometimes they do not have time to have meals. Eating cereal bars can they gained energy, vitamins and protein and girls will not worry about get fat choosing these. It is a business-to-consumer business that the cereal bars will be sold in retail terminals such as supermarket and convenient store. 5. Competition in China Since cereal bars can be seen as both a kind of snack and a kind of breakfast, it has direct and indirect competition. Here can use Porters Five Forces to explain it. Snacks market in China is highly scattered. The main buyers in China are independent retailers and they have strong buyer power. Because of the level of market players suppliers become disadvantage groups. Entering Chinese market means competing with other overseas companies and large local companies. As many players sell similar product, competition is so fierce in such market environment. Every company wants a larger market share (Marketing, 2010). As to the cereal breakfast market, the market is fragmented too. There are three leading companies which accounting 40% of the total market value. Cereal Partners Worldwide controlled the breakfast cereals market in China. The predominant buyers are supermarkets and hypermarkets. The bigger the shop is, the more bargaining power it will have. As there are many similar products it has to face the threat of substitutes. Many people still prefer Chinese traditional food. As the same as in the snack market, the speed growing market attract many new entrants (Marketing, 2009). The main competitors of snacks are PepsiCo and Calbee Foods. PepsiCo generated revenues of $43.2 billion in 2008, an increase of 9.6% over 2007. Calbee Foods generated revenues of $1.1 billion in 2009, an increase of 3.6% over 2008. The main competitors of cereal breakfast are Cereal Partners Worldwide (CPW), PepsiCo and Standard Food Corporation. CPW entered the Chinese breakfast cereals market in 2004. The company operates a manufacturing facility in the city of Tianjin. CPW markets its breakfast cereals in China under the brand Que Cao.(Marketing, 2009) Standard Foods operates its business in China through Shanghai Standard Foods Co., Ltd. The company is headquartered in Taiwan and has 2,388 employees. (Marketing, 2009) 6. Competitive Advantage of All-around There are many strengths of cereal bar. Firstly, cereal bars are filled with high fibre, high protein, low fat and low cholesterol, which is a kind of well-balanced food. Comparing with some traditional Chinese food, such as deep-fried dough sticks, Chinese doughnut and spring roll, cereal bars are healthier that especially suitable to those people who want to lose weight or keep fit. Additionally, cereal bars have various kinds of flavours, and some new flavours add chocolate, fruit and nuts to them, which make cereal bars more delicious, take children fancy and expand their customers. Customers can find a flavour they like easily in All-around. Last but not the least, cereal bars are small and easy to carry, so they are a type of convenience snakes for people. People can put some cereal bars in their bags, they do not need a place and worry about figure when people eat them. According to the forecast report of the convenience foods market in China 2010, traditional life style has being changed in peoples daily life, especially among the young people. Due to the sustained and rapid development of economy and sustained acceleration of life tempo, cereal bars will become a new tendency in peoples daily life. 7. Barriers to Entry in China Many people believe that the market of import food is broad, not only because that the potential market is huge, but also because that it is blessed with a sharply increasing trend. In addition, the reasons are that the price is not transparent and the price rate is relatively higher than similar domestic products which also prove the potentiality of import food. On the contemporary, the economy of China has developed greatly. Therefore peoples requests for food also climb up to a higher level. For instance, people tend to eat healthier food instead of junk food. There are two main barriers which has limited the entry of cereal bar into market of china. One is homogenization of markets. It is mainly shown that it lack of market segmentation. In detail, cereal bars aim to attract customers who have middle or high income. Varieties of products from different companies try to seize the same group of customers, which results in that the diversity becomes not apparent. (Hamish, P Marjorie, T., 2001)The other one is homogenization of products. The products from different places have similar sorts and taste. The import food industry in China is facing five challenges in further development. The first is food safety problem, which plays an important part in the development quality of Chinese import food industry. The second is food nutrition and health, which is depended on the development level of Chinese food industry. The third is the creativity, which depends on the characteristic and price of Chinese import food. The fourth is the multi-level distribution and the professional tendency, which bring Chinese import food industry lasting competitiveness. The last one is concern on energy saving and environmental protection, which will make a positive influence on the sustainable involvement of Chinese food industry in future. In recent years, not only the milk powder event of Nescafe, but also the poisoned wine of Argentina has demonstrated the importance of food safety problem. Chinese authority has tried to defend the low quality import food. Furthermore, it is noticeable that China has cooperated with American food society. Under the consequence, several excellent food companies have entered China, and accounted for partial market. Therefore, the barriers to enter China should be paid more attention. It will be a difficult first step for All-around. 8. Marketing Strategy Based on All-around well-known U.S. company, its products mainly for the convenience of healthy and nutritious food, and never entered into the Chinese market before. Therefore, the company will be ready to use market research, product improvement, marketing, promotion strategies, public relations and advertising media and other marketing strategies into China with the brand All-around. 4Ps analysis: Product: As the Americans and the Chinese people have different tastes, just entering the Chinese market in the process, All-around will be continuously analyzed for Chinese tastes and improve the products after understanding the Chinese market and Chinese consumers. Only products meet the market demand, All-around can capture the market. Price: All-around based on the brand and the cost of entering China, as entering the Chinese market it will choose the same product pricing system, such as Nestle product price. But the All-around will be slightly higher than local price of the same products, making All-around product different from the same kinds of products in China. (Salah, S.H. Roger, D.B., 1994) Place: After the analysis of the Chinese food market, such convenience food can be sell in major and medium-sized supermarket, for example Carrefour, Tesco and other large supermarkets. In order for our target customers with marketing and market research, All-around will be selected in the Chinese mainland cities such as Beijing, Shanghai, Guangzhou, sold in supermarkets. Promotion: The target group of All-around is young women, students and office workers. Such people work longer and have irregular diet. This just may reflect the advantages of All-around products, not only to facilitate consumption, but also with nutrition. Therefore, All-around chooses the first target to such customers for product promotion. January 2011 All-around first enter the Chinese market: products formally entered large supermarkets of Beijing, Shanghai and Guangzhou Carrefour, Tesco February 2011 All-around use of public relations advertising exposure, promotional products. Let people know All-around product. March 2011 All-around with the pre-advertising promote to sell. Send sales staff in the supermarket counter, try to eat free of charge to potential customers. In April 2011 in the early process, All-around begin the initial pilot studies to understand customer satisfaction, consumer tastes, and price evaluation. And organized activities for small prizes will pre-purchase All-around maintenance of consumer products and consumers being investigated. In May 2011 with the Chinese custom of the Labour Day holiday to take a substantial promotional activities, strive for during the festive season so that more potential consumers about All-around product. 2011 June-July All-around to adjust the products taste, and randomly selected survey of potential consumers of food tastes August-September 2011 At this point, the official summer holiday period the students, All-around will take a new round of promotional activities, for students to accept the All-around product. October 2011 October is National Day, All-around Chinas National Day will be organized with the objective of consumers visit the All-around production base, so that consumers understand the products production process and food safety systems. All-around makes consumers create brand loyalty. 2011 Nov-Dec All-around to organize new products into the Chinese market, and carry out public relations advertising, as do the traditional Chinese Lunar New Year holiday early preheating. January-February 2012 in the mainstream media do the brand image advertising, a good brand image. And strive to be traditional Chinese festivals the CCTV Spring Festival Gala sponsors, so that Chinese consumers can understand the All-around Hold from March to July 2012 All-around into the campus activities, with the Education Bureau in the efforts to All-around a campus partner, the product on the students breakfast, and teach nutrition. From August to December 2012 establish a large sales base, so that All-around products can capture the Chinese market. From January to June 2013 the Foundation set up health and nutrition of food through the extensive media coverage for the All-around brand to promote. July-December 2012, the introduction of All-around excellent product in the United States to China, and the appropriate raise product prices, occupy the Chinese market 9. Conclusion The product I chose to launch in China is cereal bars. I named the new brand as All-around, one meaning is that it contains full of nutrition. Another meaning suggests customers can enjoy it anywhere and anytime. From the background of Kellogg, it can be seen that the company has generous profits and a series of products. Cereal bars as a new product will easy to enter Chinese market because the strong brand of Kellogg. The position of cereal bars is convenient and high fibre but low fat. And the target market is young women from 15 to 35 because their life step is fast and attention to keep figure. However, there are some barriers for entering Chinese market. Similar market and similar products can not make All-around stand out from other product. Chinese government has formulated more strict rules to restrict import food. In order to launch All-around to Chinese market successfully, a three-year programming have been made in part 8. These are specific and achievable marketing strategies. 10. Recommendations From the research All-around cereal bars can be launched in China. Firstly, there is a potential market which can suit the target market of All-around. The nutritional value of cereal bars just meets the pursuit of a healthy diet of young people. And cereal food can be accepted by Chinese customers. Secondly, the competitors in Chinese market are not too much. It can highlight its technical advantages comparing with other small local companies. And as this reason, it does not need to reduce price to gain more market. Thirdly, the Chinese snacks market is growing rapidly. The compound annual growth rate of the market is predicted to be 5.5% in the period 2008-2013. (Marketline, 2009) As a new product, it will have high profits after introduction when it is in the product life-cycle of growth (Kotler, P. Armstrong, G., 1993). Lastly, the company has a well-known brand, as a new brand in the family-brand. The advantage is that the cost of introducing will be less benefit from the recognition and preference of the family name. (Kotler, P. Armstrong, G., 1993)

Saturday, January 18, 2020

Poor Management Outline Essay

The rationale behind my choice of this as my capstone project topic can be quite simply summed up by a necessity to stem the tide of departures by top notch performers within our division, the requirement that change in a positive way be undertaken to correct current managerial deficiencies, and the enlightenment of all employees when dealing with one another in a professional manner which can build camaraderie or esprit de corps. My belief is that this project will fit in well within my program as it will help solidify many of the managerial aspects I have learned through my studies. In regards to my professional interests it is paramount that my division corrects many of its deficiencies in regards to policy and planning. It is also important for me on a professional and personal level to ascertain how things have gone badly and how they could be prevented or made better in this process. Page 2 The literature included in my search that deals with my capstone project comes from many Internet sites dealing with the varying topics of management written about with vast sums at such sites as management-issues. om, quintcareers. com, humanresources. about. com, and allbusiness. com. The key word searches I performed for my online research via Google. com included â€Å"effects of poor management† and â€Å"working with bad managers† among other less successful combinations that were inputted. Books I’ve used and that were found highly useful during my research include Peter Drucker’s Management: Tasks, Responsibilities, and Practices; Leadi ng Geeks by Paul Glen and David H. Maister; and Motivating the â€Å"What’s in It for Me? † Workforce by Cam Marston. Luckily, there is no shortage of information available on the topic of management and for that matter proper managerial techniques or even methods used by managers who perform poorly. In addition to the Internet sites and books that I have mentioned I will be incorporating a revised version of the workplace climate survey which our office recently completed. These are the foundation of my research and I will merge my personal interviews and research with those from the Internet and literary works in book format. Page 3 The research question that I have developed for this proposal is: Can changes be made within the management of my workplace that will positively affect the quality of work produced by our business unit, an increase in the productivity of our personnel, enhancement of improved job satisfaction, and a turn around for our current problem with retention of key employees? A thesis statement, although not asked for, would be something along the lines of: Our business unit will have a higher quality of work produced by a more energetic and proactive workforce who possess a far better job satisfaction level while retaining the best personnel through the creation of a more professional and people centric management. A specific objective is to determine the varying effects that subpar managers and an overall poor managerial environment have upon my business unit. The specific department I will research intensively is the business unit in which I work while also including a broader arena as necessary to bring together all data that I have discovered and researched. The approach taken is one of descriptive studies and will in the end provide some coursed of action to take for our unit to change its current underperformance. A key area of study will be managerial inadequacy and personnel issues. Page 4 The form of my research project will be descriptive in nature as my research will be primarily used to describe what is going on or what exists. Since I will be describing my work environment and using data collected from personal interviews as well as a workplace climate survey I believe this is the appropriate style. The quality of data is dependent on open and sincere answers from my colleagues, managers, and subordinates. I have had great success with requests for participation however this does not necessarily mean that the answers given are completely honest. My Internet research along with the information attained through the exploration of the books I have chosen will help develop some proposed corrections and alternatives to the present methods of management, productivity, and personnel decision processes. Combining the hands-on work that I have accomplished along with he data collected via the Internet and literature acquired should allow the formulation of some concrete steps to take when moving toward a better professional workplace while taking into account the personal aspects which have thus far been almost singularly denied. The current environment in which my colleagues and I work is one that has several issues that need to be reviewed and examined thoroughly. Page 5 In the undertaking of this capstone project I hope more so than expect to have a positive effect on my professional environ ment. My desire is to invigorate the mindset of some of our more set in their ways managers while attempting to engage colleagues and subordinates in a way that is positive and helps development of a better working atmosphere. Some alternatives I foresee could be as extreme as resentment by management and trepidation by colleagues who reside professionally in fear of persecution; as well as the possibility of a real change in operations and procedures; or this capstone project may be an exercise in futility as time goes on and changes are not made to the system. Personally I feel that this capstone project is an opportunity for me to show my organizational skills that I possess and have honed during my university studies. Professionally my greatest hope is for some positive changes to be made throughout the organization in which I work. The organizational benefits which could be derived if I do well in my presentation of this project could be higher levels of production by employees and management, a greater commitment to employee satisfaction, improved quality of work, and retention of superior performers. Page 6 I believe a successful project for me would involve validation from my coworkers that I have hit on the key talking points that need to be addressed at our workplace. If management would take my proposals into account when determining a course of action to go forth with in the future when dealing with personnel and work related issues that would provide more satisfaction but since this may not occur no matter how well my points are made I view this alternative at some level as â€Å"frosting on the cake†. At this point in my research and the stage of development which I am at in my project I can state that my colleagues are very interested and fully supportive. The criteria I will use in evaluating my current status would be the critiques and recommendations of my managers, coworkers, and subordinates. I can be judged by many different aspects on this capstone project but I truly feel as though the one that is the single greatest measure will be the feedback provided by those who work with me on a daily basis within the business unit.

Friday, January 10, 2020

Characteristics of The Brief Wondrous Life of Oscar Wao Essay Topics

Characteristics of The Brief Wondrous Life of Oscar Wao Essay Topics the Brief Wondrous Life of Oscar Wao Essay Topics at a Glance Oscar's sole ambition is to locate a woman who returns his love but he fails to have the necessary masculine qualities to realize his objective. Comparable to her son Oscar, Beli can't settle her private life due to her social status. His initial major disappointment comes in the shape of Ana Obregon. On the flip side, Hortensio later marries a widow since he can't find Bianca. In a book that's about the hazards of dictatorship, the risks of the single voicethis felt like a sensible move to me. In both situations, it's intrinsically tricky to associate a negative occurrence with a person's own capacity. He embraces his own sort of postmodernism within this novel. Key Characters The novel comprises numerous characters who possess various traits. The Appeal of the Brief Wondrous Life of Oscar Wao Essay Topics The majority of the moment, we need to tell to be sure every member can hear what we're saying. They can't even catch a rest. In Nethergrave, the most important character, Jeremy, choses to receive sucked into the digital world rather than staying the actual world after having a quite embarrassing and lonely moment. On Monday mornings, after the episodes air, you really hide from your friends since they wish to understand what you consider the newest developments. No matter the character of people, religion has its own unusual means of convincing and satisfying everyone. It's narrated through a ubiquitous storyteller. Both themes are ideal to remember since they go together. Additionally, taking a look at the theme of love and violence, it's so American. It is crucial to practice as many exam standard questions as you are able to. Being aware of what to look for in a website that provides reliable study material and essay topics isn't of any use if you don't have a clue where to look. Students may know her e the suggestions to compose perfect answers in Social Science paper to assist in scoring maximum marks. You may know everything about somebody else, but if you're unwilling to comprehend the facts, not much progress can be made. The world isn't all dark, and there are a lot of people who do great things to bring awareness to this problem. When searching for American literature essay topics, it is crucial to bear in mind that the originality and caliber of your paper will be contingent on the topic chosen. The two of these short stories show how technology can be terribly dangerous. In some specific scenarios, particularly once you need writing assistance on a quick notice, there might be insufficient time to go through portfolios of individual businesses and writers. In such instances getting the recommendation of students who have used such services to help their study can be helpful. Apart from consistency, an expert website has to be aesthetically appealing and also functional. Before engaging online websites claiming to provide reliable study material or academic writing as sistance, there are specific site and company attributes you have to watch out for. What You Can Do About the Brief Wondrous Life of Oscar Wao Essay Topics Starting in the Next 8 Minutes It's possible to cover your syllabus within a brief period of Time. History isn't linear and the manner Ditz wrote the book it's likewise not linear, it's all circular. English literature study material also has paper samples which have been written before, which can give guidance to students on how best to proceed with their own writing. Blog postings will either get a check mark or they'll be graded. Taking a look at the book, the topic of the Individual and the Nation tends to appear almost throughout the book. The Key to Successful the Brief Wondrous Life of Oscar Wao Essay Topics Finally, I want to accentuate what's important among members. Regardless of the alterations that have happened in the US authorities recently. Authors of different regions seem to understand their national literary conventions. Top Brief Wondrous Life of Oscar Wao Essay Topics Choices Generally proof of employment, income and a good credit history (or a fantastic explanation) is necessary to rent a house. So basically, you don't have to be worried about a landlord's fiscal ability to generate mortgage payments in time. For the brief term renting makes more financial sense since it takes a number of years at least to compose the initial upfront price of purchasing. The monthly payment assists in repayment of the principal volume .

Wednesday, January 1, 2020

The Provision Of Public Health Services Essay - 1406 Words

Introduction The author was hired as the new Vice President of Quality and Safety for a full-service 600-bed government healthcare organization. Within the first month on the job, the national security threat level has been raised to Imminent, which means there is a credible, specific, and impending terrorist threat against the United States and the facility may be directly impacted. Upon this report, the Chief Executive Officer has requested an immediate six to eight (6-8) page report on a proposal for handling such a situation. The author has to be very knowledgeable, factual, accurate, and validated when presenting this proposal. The public health system takes into consideration â€Å"all public, private, and voluntary entities that contribute to the delivery of essential public services within a jurisdiction. Therefore this concept ensures that all entities’ contributions to the health and well-being of the community or state are recognized in assessing the provision of public health services†. Examine the existing procedures related to at least four (4) of the ten (10) essential health services. Focus on the principal effects that these procedures will have on your hospital during the emergency. The four existing procedures chosen from the ten essential health services that will be examine are: Firstly, Monitor health status to identify and solve community health problems this aspect falls under the Assessment section of the essential public health services.Show MoreRelatedThe Provision Of Public Health Services Essay1484 Words   |  6 PagesThe author was hired as the new Vice President of Quality and Safety for a full-service 600-bed government healthcare organization. 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