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Heinz Marketing Swot Pest And Five Forces
Heinz marketing SWOT PEST and Five forces  
 Executive Summary

F.M.C.G. Company Heinz is the most global U.S. based food company, with a world-class portfolio of powerful brands holding number 1 and number 2 market positions in more than 50 worldwide markets. There are many other famous brand names in the company¡¦s portfolio besides Heinz itself, StarKist, Ore-Ida, Plasmon, and Watties. In fact, Heinz owns more than 200 brands around the world and makes over 5,700 varieties.

The Company was founded in 1869 by Henry J Heinz called Heinz and Noble Company. In the 1870s during the depression the company went into voluntary liquidation. The company was started up again in 1876 by Henrys relatives John and Frederick the company was called F & J Heinz. In 1888 Henry bought the company back, in 1905 Henry bought the first Heinz British factory. British made backed beans first came of the lines in 1928 and spaghetti followed in 1930.

We analyse Heinz using S.W.O.T., P.E.S.T. and Porter¡¦s five forces.

S.W.O.T. Analysis:
Strengths; Brand names, Market Leader and Slogans and Advertising.
Weaknesses; Mature product, Production cost, and other market leaders
Opportunities; Market growth, Brand name and Consumer Feedback
Threats; Competitors and Brand loyalty

P.E.S.T Analysis:
Political Factors; Law, employee legislation and Health and Safety regulations
Economic Factors; National Economy and Labour market
Social Factors; Attitudes and Health conscious, Lifestyle changes and Population
Technological Factors; New product development, Information technology and Infrastructure Development.

Porter¡¦s five forces:
Threat of Entry, is high
Threat of Buyers, buying power is low
Power of Suppliers ...
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Starbucks coffee

The Starbucks coffee shop on Sixth Avenue and Pine Street in down Seattle sits serene and orderly, as unremarkable as any other in the chain bought 15 years ago by entrepreneur Howard Schultz. A little less than three years ago, however, the quiet storefront made front pages around the world. During the world Trade Organization talks in November,1999,protester flooded Seattles streets, and among their targets was Starbucks, a symbol, to them, of free-market capitalism run amok, another multinational out to blanket the earth. Amid the crowds of protesters and riot police were black-masked anarchists who trashed the store, leaving its windows smashed and its tasteful green-and-white dcor smelling of tear gas instead of espresso. Says an angry Schulz: Its hurtful. I think people are ill-informed. Its very difficult to protest against a can of Coke , a bottle of Pepsi, or a can of Folgers. Starbucks is both this ubiquitous brand and a place where you can go and break a window...

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