Jaffa cake has been in production for the last 60 years and one thing which has helped it survive in the market is the fact that, the brand keeps on reinventing itself and that keeps the customers expecting more and more and largely this explains the reason why Jaffa cake is to date still the leading cake the UK.
Another strategy which helped propel the market performance of the Jaffa cakes was the repackaging of the products to reposition it as a lunch box as opposed to entirely being a snack. This meant that, the Jaffa cake could now attracts a new crop of consumers, lunch diners. The subsequent 'tube-like' repackaging in 1999 was a new strategy yet aimed at appealing to the growing class of young consumers.
Jaffa cake continues to be a leading company in terms of community involvement considers the fact that, the company has on several occasions sponsored several community initiatives. The most recent and significant sponsorship which double as a marketing and advertising campaign was the sponsoring of Manchester united football club in the year 2000. This largely boosted the popularity of the snack as a favourite low calorie snack rich in carbohydrates.
Continually, Jaffa cakes depend on creativity and innovatiness especially considering their technologically favorable environment. The company constantly invests in research in order to come up with customer focused products. With a customer loyalty accounting for about 88% of the households in the UK and unrivalled customer base in France, Netherlands and Belgium United Biscuits (UB) continues to feature as a world leader. McVitie's biscuits are purchased by 85% of UK households. In terms of technological advancement, Jaffa cakes will continue to lead considering the adoption the adoption of technology especially when it comes to outsourcing of labor, market intelligence as well as the adoption of e-purchasing systems.
Industry attractiveness refers to the prevailing situation in the core business of an organization which favors the specific organization. For example in monotheistic business environment, a business is more likely to be favored in terms of business performance since it can manipulate market forces to its advantage. Jaffa cake faces great competition from competitors and has only succeeded in that; it has continually applied strategic measures in all its important decisions.
Jaffa cake's performance has been termed as sterling by many business analysts. The chain of businesses has recorded an after taxes profit of above 1 million pounds. By applying concepts like vendor managed inventories as well as just-in-time concept, Jaffa cakes has continued to maintain leadership in the snacks and foods market in the UK endeavors to remain a low-cost retailer, and by that it has been very effective in maintaining market attractiveness. By all means, Jaffa cakes has achieved low cost retail prices something which has contributed to client faithfulness. This is core in terms of ensuring that, by utilizing this strategy, Jaffa cakes is able to save extra costs associated with poor planning. By keeping products and services as low as practically possible, can Jaffa cakes afford to lower prices since there are less expenditures. In long term this contributes to industry attractive