Gowers Crisps Essay Example | Topics and Well Written Essays - 1500 words

Gowers Crisps - Essay Example Firstly the company has to arrange for outside suppliers for additional quantities of potatoes. Secondly it will require more employees and space to enhance its processing facility that consists of hand frying. Lastly it will need to have a marketing strategy to sell this higher quantity of the product to new customers in a wider area. Amongst them marketing strategy is the most important as the company has not required it for arriving at the present status. But now it cannot do without giving it the due importance. Markets are heterogeneous and are created by reasons of different values, needs wants, constraints, beliefs and incentives. Customers differ in their values and perceptions and want to purchase things that have value for them. Value is not just the monetary part, but also the usefulness and emotions that with go with it. The need and want play a great role in determining this value. The price actually determines the location from which this purchase will be made. An important method of finding the competitiveness is by using the Five Force Analysis devised by Porter M.E. (1985), often called the Porter’s five force analysis. This will help the management to devise appropriate marketing strategy to take care of vital issues. Porter divides the competitive environment into five forces of ‘powers’, these are Power of buyers, Power of suppliers, Threat of new entrants, Threat of substitutes, Intensity of rivalry between existing firms. (Porter, M. E.1985) iii Promotion. Image plays a very important role. Whether it is the image of the product which enhances value or status or the image of the buyer when he acquires a product, both factors are extremely important for the buyer in arriving at a purchase decision. In recent years the 4P concept has come under criticism and as a result different marketing mixes have been put forward by Kotler P,. (1986);