Pillsbury Cookie Company’s Challenges Proposal Essay

Exclusively available on Available only on IvyPanda® Made by Human No AI

Situation

Pillsbury is a Canadian manufacturer of the baked goods, whose products, at the moment, are not very well received. Moreover, the cookies that are especially unsuccessful form 75% of the entire Refrigerated Baked Goods (RBG) division. Both strategic and practical aspects of the company’s performance need to be brought to the new level (Hitt, Ireland, and Hoskisson 378). The marketing manager of the RBG Ivan Guillen experienced an increasing amount of pressure before making a decision. In this case, the decision was to carry out a study and create an entirely new marketing strategy. The tool defining the details of the strategy was a consumer insight research (Gamble and Thompson 37).

Usually, a team of researchers is to conduct an analysis of the consumers’ attitudes towards different variations of the goods and identify the reasons for the lack of marketing success (Hill, Jones, and Schilling 171). The analysis discovered that some types of traditional baked products introduced to the market a long time ago were more popular than the brand’s new refrigerated cookies “Kisses” launched in 2005. The latter ones were adapted from the Pillsbury’s parental company. However, they did not succeed in the competitive Canadian market.

Competition

The market for baked goods in Canada has a great variety of such products as bread, pastry, and cookies. Nevertheless, there are only a few major competitors for Pillsbury, including Loblaw, Sobeys, and Metro. Pillsbury has an advantage over its competitors because the company provides its products for all the country’s main retailers. This aspect is important because it facilitates the managerial element since the company does not have to administer their own retail (Williams and Lewis 655). However, there is always a risk that the supermarkets will dismiss their products if the customers’ demand decreases.

Situation analysis

The marketing analysis is aimed to discover certain strengths, weaknesses, opportunities, and threats for the company (Eden and Ackermann 110). The first strength of Pillsbury is its name recognition since it manufactures 85% of all the refrigerated baked goods in Canada. Another apparent strength is the support of the paternal company in America. The weakness that resulted in the demand and flat growth was the unsuccessful advertisement campaign.

Another discovered weakness was the lack of knowledge of the Canadian market. In other words, the refrigerated cookies were not successful because baking from scratch is more popular than from the pre-cooked dough. Nevertheless, Pillsbury has an opportunity to reintroduce their products due to the support of the paternal company. However, the threats lie in the risk of choosing incorrectly the new marketing campaign and losing the retailers.

Stakeholders

From the perspective of Pillsbury and its management, the reintroduction of the refrigerated cookies is better than launching a new product as the company already has resources and designed methods of production (Rothaermel 80). From the perspective of the parental company, the new marketing campaign for “Kisses” is more profitable too because the cookies are based on their original product. From the perspective of consumers, the situation is less clear. They deemed the refrigerated cookies convenient, but most customers prefer traditional baking.

Problem solutions

Pillsbury has all the chances for successful re-entry of its refrigerated baked goods. The main weakness of the previous marketing strategy was a weak appeal addressed to no particular social group. However, with the re-branding of the product and formulating the campaign to which people can relate, the goods may achieve success. Given the fact that people prefer baking from scratch, the campaign has to demonstrate that the refrigerated cookies are as good as the traditionally made ones.

Works Cited

Eden, Colin, and Fran Ackermann. Making strategy: The journey of strategic management. Thousand Oaks, CA: Sage, 2013. Print.

Gamble, John E., and Arthur A. Thompson Jr. Essentials of strategic management. New York, NY: Mcgraw-Hill, 2014. Print.

Hill, Charles, Gareth Jones, and Melissa Schilling. Strategic management: theory: an integrated approach. New York, NY: Cengage Learning, 2014. Print.

Hitt, Michael, R. Duane Ireland, and Robert Hoskisson. Strategic management cases: competitiveness and globalization. New York, NY: Cengage Learning, 2012. Print.

Rothaermel, Frank T. Strategic management. New York, NY: McGraw-Hill, 2015. Print.

Williams, Wil, and Duncan Lewis. “Strategic management tools and public sector management: the challenge of context specificity.” Public Management Review 10.5 (2008): 653-671. Print.

More related papers Related Essay Examples
Cite This paper
You're welcome to use this sample in your assignment. Be sure to cite it correctly

Reference

IvyPanda. (2020, July 8). Pillsbury Cookie Company's Challenges. https://ivypanda.com/essays/pillsbury-cookie-companys-challenges/

Work Cited

"Pillsbury Cookie Company's Challenges." IvyPanda, 8 July 2020, ivypanda.com/essays/pillsbury-cookie-companys-challenges/.

References

IvyPanda. (2020) 'Pillsbury Cookie Company's Challenges'. 8 July.

References

IvyPanda. 2020. "Pillsbury Cookie Company's Challenges." July 8, 2020. https://ivypanda.com/essays/pillsbury-cookie-companys-challenges/.

1. IvyPanda. "Pillsbury Cookie Company's Challenges." July 8, 2020. https://ivypanda.com/essays/pillsbury-cookie-companys-challenges/.


Bibliography


IvyPanda. "Pillsbury Cookie Company's Challenges." July 8, 2020. https://ivypanda.com/essays/pillsbury-cookie-companys-challenges/.

If, for any reason, you believe that this content should not be published on our website, please request its removal.
Updated:
This academic paper example has been carefully picked, checked and refined by our editorial team.
No AI was involved: only quilified experts contributed.
You are free to use it for the following purposes:
  • To find inspiration for your paper and overcome writer’s block
  • As a source of information (ensure proper referencing)
  • As a template for you assignment
Privacy Settings

IvyPanda uses cookies and similar technologies to enhance your experience, enabling functionalities such as:

  • Basic site functions
  • Ensuring secure, safe transactions
  • Secure account login
  • Remembering account, browser, and regional preferences
  • Remembering privacy and security settings
  • Analyzing site traffic and usage
  • Personalized search, content, and recommendations
  • Displaying relevant, targeted ads on and off IvyPanda

Please refer to IvyPanda's Cookies Policy and Privacy Policy for detailed information.

Required Cookies & Technologies
Always active

Certain technologies we use are essential for critical functions such as security and site integrity, account authentication, security and privacy preferences, internal site usage and maintenance data, and ensuring the site operates correctly for browsing and transactions.

Site Customization

Cookies and similar technologies are used to enhance your experience by:

  • Remembering general and regional preferences
  • Personalizing content, search, recommendations, and offers

Some functions, such as personalized recommendations, account preferences, or localization, may not work correctly without these technologies. For more details, please refer to IvyPanda's Cookies Policy.

Personalized Advertising

To enable personalized advertising (such as interest-based ads), we may share your data with our marketing and advertising partners using cookies and other technologies. These partners may have their own information collected about you. Turning off the personalized advertising setting won't stop you from seeing IvyPanda ads, but it may make the ads you see less relevant or more repetitive.

Personalized advertising may be considered a "sale" or "sharing" of the information under California and other state privacy laws, and you may have the right to opt out. Turning off personalized advertising allows you to exercise your right to opt out. Learn more in IvyPanda's Cookies Policy and Privacy Policy.

1 / 1