The Luxurious Foods Limited. case study is exploring marketing segmentation issues affiliated with a Canadian subsidiary as well as marketing administrator, Jessica Walters, of a large U. S. centered consumer packaged-food company. The U. S i9000. based parent or guardian corporation can be seeking to maneuver towards a global strategy for the complete firm, while Jessica has become supporting a Canada-wide prepare and is faced with a ask for from one of her item managers, Marie LeMans, to re-evaluate the marketing approach to the Quebec, canada , market. This request comes from a lag over the past 2 years in the Quebec market, which usually had carefully followed national increasing progress trends. The world-wide sales for Luxurious Foods had been $2. three or more billion (2003) with Canadian sales becoming $450 million of which Quebec and Ontario combined to represent 69%. This equals to $310. 5 , 000, 000 or 13. 5% with the world-wide sales and makes the Quebec industry an important portion for the company. The company continues to be successfully bringing out six new items each year the past five years. It enjoys brand choice throughout Canada, including Quebec, canada ,, and its items are known for top quality. Jessica Walters has been the advertising manager to get the Canadian subsidiary, Elegant Foods, within the past four years and revenue have increased every year below her.
Luxurious Foods Limited. 's present strategy:
Deluxe Foods Ltd. 's present strategy is known as a Canada-wide tactical plan coinciding with the worldwide parent businesses movement to a global strategy. Top management has the target of " achieving standardization whenever possible вЂ“one global technique for Canada, in the direction of one globally global strategyвЂќ (Tamila, p21). This represents a merged target market approach in its technique formulation. " Combiners make an effort to increase the scale their target markets by simply combining several segmentsвЂќ (Perreault, McCarthy, Meridith, & Ricker, 2008, s. 65). This is certainly done in order to create a strengthened brand that conveys a uniform message to a...
Sources: Tamilia, Roberta. Deluxe Foods Ltd. Canada: University of Windsor.
Perreault, I. G., Shapiro, H. J., McCarthy, E. M., Meredith, T. N., & Ricker, L. (2008). Simple Marketing, A Global-Managerial Approach. Canada: McGraw-Hill Ryerson.