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Strengths
Apex VS National Mills
Apexs products are much better in taste in comparison with the low level of the products taste in National Mills
Apex Vs International Mills
Contribution margin of Apex food is 40% comparing to International Mills 30%.
Apex Vs Oriental Brand
Apex food dominates Oriental Brand in market share by 5% on the total territory.
Weaknesses
Apex VS National Mills
Apex has only 1 brand while National Mills has 2 of them.
Apex Vs International Mills
Apex food total sales (in millions) are $100, while International Mills total sales are $4000.
Apex Vs Oriental Brand
Sales force size of Apex is 350 in comparison to Oriental Brands 900
Smart Objective for Apex
Apex is to increase market share in the West up to 20% by the end of 2013.
Selecting the Competitor for Apex
Apex should compete with Oriental Brand Company as it seems to be the nearest competitor to work with. Looking at the activities of both companies, it becomes obvious that Oriental Brand is the company which we can reach and even become better. Comparing and contrasting the total market share, Apex has 15% while Oriental Brand has only 10%. However, the market share of Oriental Brand in the West is 15% while Apex has only 5%. Therefore, reaching the desired SMART objective, Apex will have an opportunity to gain more market share in the West that will leave Oriental Brand behind in this sphere.
The competition with Oriental Brand can be conducted in other particular spheres. Thus, Apex can increase its market share in other regions by means of increasing the number of brands. The share of self space in typical stores distribution of Apex is equal with the one of Oriental Brand, but Apex should work on it to make sure that their actions are directed at fighting the competitor. Having reached the stated goal directed at increasing the market share of Apex, the company will be able to be ahead in many parameters. Being able to leave Oriental Brand behind by the end of 2013, Apex will be able to create other purposes, to reconsider the strategies and set other goals to be achieved by the end on 2014.
Marketing Strategies and Marketing Mix Programs for Apex
Considering the current situation in the company, paying attention to its activities and competitors, the company should choose the strategy of current product current market strategy to increase its impact on the territory is has been working with. However, the following strategies should be focused on new product current market and new product new market in a long term perspective. Paying attention to the marketing mix program, product, place, price and promotions should be reassessed. Dealing with the product, Apex should increase the number of brands that is going to increase the company income.
The price of the company precuts is high, therefore, it is possible to think about discounts and other measures for increasing the number of regular customers. Market coverage increase is one of the main objectives for the company up to 2013. Still, more attention should be paid to channel members and motivation. The percentage of Apex advertising dollars in the industry is low, therefore, the promotion should cover the following aspects, public relations should be increased, and advertising should become a priority.
Do you need this or any other assignment done for you from scratch?
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You can choose either format of your choice ( Apa, Mla, Havard, Chicago, or any other)
NB: We do not resell your papers. Upon ordering, we do an original paper exclusively for you.
NB: All your data is kept safe from the public.