Born of the idea to preserve authentic Italian cuisine, Academia Barilla has faced strategic issues to increase profitability and growth. Offering not only high quality food products, but an education on Italian gastronomy, Academia relies on a differentiated marketing message of authenticity, with the quality to prove it. While striving to teach buyers of the difference between imitation and true Italian cuisine, Academia must continue to seek new strategies to reach a broader customer base. By studying the firm’s core competencies, and performing analysis on the industry, Academia has the tools necessary to meet their objectives.
Academia Barilla’s consumers are still a specialized target, despite recent efforts for expansion and growth. For its gourmet foods product line, demographics of consumers in major markets tend to be upper middle to high class citizens of middle to older age. Italy represents the major market for Academia Barilla, with Europe and North America showing promising growth. However, recent severe economic troubles in Italy, Europe, and the United States are a major cause of concern and must be monitored. Regulatory bodies in the countries which market Academia Barilla do not tend to interfere with production. Current consumer trends for healthier, more organic products should be monitored. Whole-wheat and low-carbohydrate products have increased in demand during the past half-decade. Recent developments in the IT field have helped bring e-commerce to new heights. Finally, emerging economies in countries such as Brazil, China, India, and Russia may be targets for possible future high growth opportunities.
Academia Barilla’s industry comprises of not only fine Italian cuisine artisans, but culinary academi...
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...umers, thus gaining new consumer, and building value. Educating the consumers to appreciate what Academia products offer will lead to future profits and long-term gains. A strategy of stressing Italian fundamentals will help differentiate Academia from its competitors, and at the same time increasing their target market. Italian food is continually becoming more popular around the world, and Academia’s potential to expand will increase by protecting their brand loyalty. Academia should continue to participate in culinary events such as the annual Aspen Food and Wine Festival to promote publicity. Academia should also look to advertise in broader food magazines, such as Zagat. Cookbooks would be another way to reach more consumers. With high quality products, these strategy maneuvers will help management reinforce core competencies and stay ahead of competition.
The Italian Centre Shop shows many attributes as for how they are able to build on their strengths. This in the end helps a company to expand and grow further to improve their internal performance and as well by gaining more consumers (Kerin, et al., 2015). Firstly, the company’s main strength relies on the location of the different branches, being placed strategically so it is easier to bring in more consumers as well as being easily accessible for people around those areas. Two of the three locations in Edmonton are situated beside shopping centers, Southgate mall and West Edmonton mall, which in the West end is the most popular attraction of the city. The third branch is located in North Edmonton which is known for the heart of “Little Italy”(Spinelli, 2016). Secondly, the Italian Centre Shop sells a variety of merchandise and different cuisine from all around the world, the main place being Italy and others which include: Spain, Romania, Portugal, Ukraine and Poland (Spinelli, 2016). This helps to expand the company’s target market while still keeping
When I arrived in Italy in May 1998, my first order of business was to sample some Italian coffee. Being an avid coffee drinker, and having heard that Italians brew the best in the world, I was quite eager to find a little bar that would cheerfully quench my craving. I was not disappointed. The cappuccino that I sipped that day was a two-layer affair, a mountain of rich foamy milk atop a modest amount of strong, hot espresso.
This diversity will make for a powerful word of mouth marketing campaign using social media to spread the word and the television and online advertising efforts offering a money-back guarantee, free samples and community website links. We will focus on both the “Bohemian Mix” from this geographic area that includes people from these ethnic backgrounds in households made up of a mixture of different family members from different age groups, but under age 55, many with pets, who like to try the “newest coffee brew” or product. Their median income is over $56,000 a year and they are upwardly mobile. We also chose the “Young Digeratis” who are made up of the wealthier and younger family mix ages 25 to 44. They like to stand out above others and only accept the highest quality of food and drinks. They drive the most expensive autos and spare no expense on their clothes and
The vision of Panera was to make Panera Bread a nationally recognized brand name as well as becoming the dominant restaurant operator in upscale, quick-service dining. The top management believed for their vision to become a reality they must depend on being better than the guys across the street. In addition Panera wanted to offer a unique dining experience at Panera so attractive that customers are passing by other fast casual restaurants to dine at their nearest Panera Bread Company. Management further implemented this strategy by following a blueprint for attracting and retaining customers. This blueprint called, Concept Essence underpinned Panera’s strategy and embraced several themes that, taken togethe...
Introduction Innocent is a well-established smoothie and health food company in its home market of the UK and has had success in moving into various markets in the European Union. With the added partnership with global brand Coca-Cola, it could be said that Innocent is in prime position to begin its expansion into new markets globally. This report will note the benefits and potential risks of entering the chosen market of Japan, based on research and theoretical analysis. Japan was first chosen due to initial research showing that it was one of the most health conscious countries in the world, with the lowest obesity rates. Further investigation showed their links with Coca Cola, and a gap in the market for ‘off the shelf smoothies’, despite the existing popularity of health drinks and demand for commuter friendly food.
However, at this point it is essential to note that Starbucks’ products are premium products and its customers are also the premium customers who fi...
Companies nowadays are using different and strong methods in marketing their food products. The Companies are very competitive, and the results can affect the people. When we think about this job field, it is convincing that those producers should use cleverly ways to gain their own living. In the other side they shouldn’t use misleading ways that could harm the people. Food companies should be straightforward with every marketing method they use. People have the right to know what they are consuming and also to know the effects of these products on them, whether it is harmful, useful, or even neutral.
Panera seems poised to continue to dominate the bakery-café market and continued sustainable growth is very likely. Works Cited The “Annual Report” (2010). Retrieved from http://www.panerabread.com/pdf/10k-2010.pdf “Company Overview.” (2011). Retrieved from http://www.panerabread.com/about/company/ “News Release.”
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
The cause of this case study is to evaluate and recognize Starbucks growth in the past decades. Starbucks was established in 1971. The industry for coffee at the time was in decline for almost a decade. The consumption of coffee back then was mostly at home or “Away from home” either with a meal at dinner or restaurant. In larger cities like New York or San Francisco they have specialty coffee roasters for example Peet’s. The main goal of Schultz was aiming with that mentality to roast and vend great coffee (CRAIG, BUSSE, BROWN, “Aplia” Kellogg 1). By 1982 they had five retail outlets that served coffee beans and supplies for home but at the time they weren’t served prepared. As the growth of Starbucks is increasing it attracts the vice president, Howard Schultz, of a company called Hammerplast. They specialized in plastic cone coffee filters for home brewing purposes. Schultz travels to Seattle to discover why a small business called Starbucks orders an excessive amount than its other customers. Liked what he saw and joined Starbucks later that year and became the director of operations. He makes another travel to Milan, Italy and was in awe with the amount of abundant espresso bars. Returns to America with the mentality of making it “the third place” (CRAIG, BUSSE, BROWN, “Aplia” Kellogg 2) beyond home and work. Starbucks management turned down the idea to much because they don’t want to get into the “restaurant business” distracting its company from their core assets and activities. In 1986 Schultz made II Giornale based on selling espresso, cappuccino, and food items. While II Giornale was in operation the single year by itself its ambiance was a reproduction of a Milanese espresso bar (bow-tie...
Caf? Expresso, as the first mover in the coffeehouse marketplace, which has expanded quickly and become one of the ?big three? players in the global coffee shops chain. However, recently this company is continuously facing a lot of problems in terms of its staff, easy-copied business model and product range, resulting this company lost its leading position to the number three. Therefore, its adjusted visionary goal is ?return Caf? Expresso to the number one position in the marketplace? (Beardwell, 2010). To achieve this goal, Caf? Expresso identifies ?the coffee drinking experience? is significant to achieve competitive advantage and customer value-added, which was delivered through three key elements (graph 1),
By remaining true to core competency and a laser like focus effort towards quality; Starbucks has managed to analyze, adapt and create brand loyalty to their particular market and remained the top competitor throughout the coffee industry. Americans in general enjoy a good, hot cup of coffee to start their day. In any given business, seeing a torrid cup of coffee in a cup from Starbucks is not uncommon. Starbucks is one of the most popular coffee franchises in the world with locations in 62 countries. Starbucks has been around since the year 1971where they started off as a coffee bean roaster and retailer. This research paper will briefly explores, examine, and assess Starbucks quality marketing and management strategy. Additionally, this research
A cuisine cannot simply be defined as a particular group of food associated with a geographic location. To understand a cuisine equal understanding of the culture to which it belongs must exist. A culture, such as the population of Italy, manipulates the presentation and substances of a cuisine to something representative of that culture. This makes a cuisine much more than food on a plate; a cuisine includes history, both of those making the dish and the ingredients and cooking styles that form the final product. A cuisine includes pride of nationality and personality. Similarly culture is more than a geographic location; it is a way of living and a respect for a group of beliefs and traditions. To understand this relationship between culture and cuisine certain information must be addressed; information such as the demographic figures surrounding a culture, the specific effect Italian culture has on Italian food, as well as the ingredients and cooking skills applied in the Italian cuisine. Consequences of the Italian cuisine will also be identified, both nutritional value and health detriments and how these effects may continue into the future.
Burger King’s core competency is fast food restaurant franchises specializing in made to order, flame-broiled hamburger sandwiches, particularly the “Whopper”. Using the strategy of industrial organization to capture market share Burger King offers a similar product (hamburgers) in a different way (flame-broiled). This strategy of product differentiation is part of the firm conduct category that Burger King uses to set itself apart from its competitors. In order to compete with its fast food competitors Burger King accentuates its core competencies in its marketing and product strategies, thereby leveraging market share.
For future trend and growing in this industry, understanding market trend and meet customer needs is very important. Innovation in using technology to automate process can drive food industry to better growth such as using robots. Continuously create unique products to attract customer, expertise strong branding and strategy marketing trend. Strongly adopted by KFC as KFC won marketing excellence award in year 2014 and has become one of the top players in the industry. KFC will continue to expand and create an excellent result with strategy business plan in future