Different markets have different level of satisfaction with similar products. Therefore, the capability of a firm to satisfy all these categories of consumers will determine its success. Pillsbury has made the cookies available in various multiple flavors as well as formats. For instance, there are chub and read-to-bake format to cater for the diverse market. Employee’s competence influence a firm’s capability to exploit opportunities that may arise for the benefit of the organization. Ivan Guillen is a notable figure in General Mills Canadian Corporation. He has had worked with GMCC for four years and held various associate marketing manager before being appointed as the marketing manager.
This proves his competence had been tested and upon his appointment he identified Refrigerated Cookies were the determinant factor in the performance of Refrigerated Baked Goods. The parent company for GMCC was in the US. Products and services are designed to meet the needs of a target population. The similarity between users in the United States and those in Canada created an opportunity for GMCC to introduce its numerous food products in the Canadian market. In the Canadian market, children are the determinant factor in the sales of cookies.
Therefore, this created an opportunity for GMCC to work-out on means to attract the children towards requesting Pillsbury Refrigerated Cookies. Children can be influenced by the numerous flavor and shapes this will increase the frequency of their request. The famous Pillsbury Doughboy developed in the United States was adopted by GMCC for its advertising in Canada. The advertisement was appealing and influence the purchase by consumer because on the romantic advertisement by the advertisement. This also cut down on the costs if GMCC would have designed a new one for the Canadian market. GMCC specialized in the production of refrigerated baked goods.
However, in Canada scratch baking was much preferred than refrigerated (scratch-61%, refrigerated-24%). Scratch baking is considered to create happy moments as revealed by its users. This phenomenon is a weakness of GMCC, in failing to meet large consumer base of baked products. It also stands as a threat because, if other firms that specializes in baked goods diversify their products to included refrigerated ones. Nutritional value of the cookies was determined as the reason for the lapsed users.
This is a weakness on the part of GMCC and makes it
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