This is a marketing plan for an organisation in a ‘Snacks’ market. The name of the business organisation is Walkers in United Kingdom. Walkers or a well-knownWalkers Crisps is a basically UK brand with a 47% share of the British crisp market. The company was a subsidiary or PepsiCo Inc. based in United States of America and currently has sales reaching to $85bn per year. Walkers’ main product is ‘flat crisps'. Walkers' factories are highly automated with minimum human involvement.
The Business
The ‘Snacks’ industry in the United Kingdom, particularly the potato snacks sector, has witnessed an impressive growth in the past several years, in parallel with the growing number of Walkers-like type of products competing in the market. The ‘Snacks’ industry in UK has been markedly flourishing in the past decades, leading to the sprout of the number of potato snack brands competing against Walkers. The ‘snack’ industry now in the country are in continues development and progress. Currently, there are numerous numbers of ‘potato snacks’ brand in UK such as Crunchie, Frazzles, Party ring, Red Sky snacks, Seabrook Potato Crisps, Skips, The Smith's Snack food Company, etc. Despite of this competitive environment in the ‘Snacks’ market, Walkers manages to be one of the top in business. With this, the company manages to create an extensive production plant in Leicester, England. Actually, the production plant of Walkers was considered as one of the largest crisp production plants in the world. Their plant produces over 11 million bags of crisps per day and using about 800t of potatoes which is approximately about 280,000t per year (‘Walkers Crisps’, 2010). Aside from this plant, Walkers has also production plants located in different parts of UK such as the Leycroft Road plant that produces classic flat Walkers crisps and Bursom plant that produces Sensations, Nobby's Crisps, Max deep ridge crisps, Chipsticks and Frazzles similar in Laicester plant (‘Walkers Crisps’, 2010). As the company promised, they only uses raw food materials that are considered good ingredients and additives. In addition to their healthy food promotion, the company has also started using the Sunseed oil instead of palm oil for frying. Compared to palm oil, Sunseed is better and higher in mono-unsaturates (‘Walkers Crisps’, 2010).
To this end, this marketing report aims to improve the performance of existing products and brands in existing markets. This report will caters the growing need of ‘Potato snacks’patrons to find a haven where they can just buy and enjoy their Potato snacks. The business will be specifically designed to cater to the clients’ hearts desires and whims and make their Walkers Potato snacks patronage worth repeating over and over again. The business aims to establish competitive advantage through creation of excellent advertising and marketing approaches that will increase the number of sales of their potato snacks products.
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