Essay About Food Trendsgood Interaction And Consumeroutstanding Customer Serviceweaknessesno

STRENGHTSLong tradition and history, family businessTrustful impression to the consumerWell-established brand, strong brand reputationExperience, passionEmployees who worked for the company for a long timeGood organizational climateFriendly environmentHigh commitment to the companyEmployees receive professional development to help them realize their full potentialGood reputation in the marketplaceVide range of productsLocal foodHigh standard of ingredients; high qualityGood infrastructure (machines, equipment)Sponsor of events (e.g. Lochness Marathon)Aim is to get a good reputation Innovation Kitchen: they constantly explore new recipes to fit the consumer’s taste and stay up-to-date with food trendsGood interaction and involvement with the consumerOutstanding customer serviceWEAKNESSESNo online shopping on the websitePackaging trends vs. old fashioned tinned food (soups)Negative aspects of a family business towards a fast-moving industryDecision-making process is more complexEmotional influence vs. RationalityTradition of the family/ past is an obstacle for flexible decision making and to adapt to the current trends and to the marketLacking of global brand awarenessWeak internal communicationOPPORTUNITIESCurrent Localization trend: Baxters can take advantage of this, as it supports local communities and uses local ingredientsIncreasing interest in the health-enhancing role of food/ increasing health awareness → they sell healthy productsToday’s higher demand CSR and rising customer awareness: by delivering economic, social or environmental benefits for all stakeholders, they can attract more customersFurther expansion in other countries Scottish Food and Drink Federation (SFDF): represents the Scottish food and drink manufacturing industryTHREATSObstacles:Food Industry: Fast moving Importance to stay up-to-date with shifts in consumer tastesSeasonal product portfolio to satisfy customers interest Flexibility needed; change of recipes according to availability of local ingredientsDifficulty in adapting seasonal products to the customer’s demandChanging customer behavior: more online shopping e.g. (click and collect etc.)Competitors:Competitors (Unilever, P&G, Kraft): Marketing-, Logistic- and Pricing-AdvantageLegal Framework:Foreign Sales > influenced by the “BREXIT”: increase in logistic costs and regulatory workLegislation might become more rigorous and tough for the food industryTechnologies:Groceries: Online based sales technologyPackaging trends vs. old fashioned tinned food (soups)Financial Situation:Economic Crisis