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Essay / Research Paper Abstract
This 8-page paper is a case analysis about A.1. steak sauce, as well as recommendations. Bibliography lists 5 sources.
Page Count:
8 pages (~225 words per page)
File: AS43_MTkrafanly.rtf
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Unformatted sample text from the term paper:
premier brand in the Kraft Foods portfolio. However, in the case study entitled A.1. Steak Sauce: Lawrys Defense, the senior manager of this brand for Kraft Foods is faced with
competition from another well-known brand name - Lawrys. The goal of this particular study is to determine how Kraft should best counter an
introduction of Lawrys new steak sauce - and the aggressive price strategy the latter would be using. As this particular study is more of a marketing issue than anything else,
the areas to be focused on will be marketing and management, with some financial information added. Problem(s) Statement The main issue to
be decided on is how Kraft Foods will combat Lawrys aggressive plan to launch its new steak sauce. The options include increasing A.1.s advertising spend, cutting costs on the A.1.
brand, a combination of both, or another strategy. Until this time, A.1. had reigned supreme in the relatively limited category of steak sauces, but this, it seemed, was going to
change. Lawrys is a force to be reckoned with. Owned by Unilever, Lawrys had a very strong position in seasoning and marinades.
The Lawrys brand was created in 1938 with the opening of Lawrys, the Prime Rib Restaurant - in modern times, the brand had a strong product line with more than
100 items. The lead product was Lawrys Seasoning Salt. Product History/Description A.1. was developed in 1830 by Henderson William Band, who was King
Georges chef. The King, delighted with the sauce, declared it to be "A-1," and the name stuck. The product came to North America
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