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Global Marketing in the Context of National Environmental Issues - Essay Example

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Global Marketing in the Context of National Environmental Issues

Formerly known as Warburtons’ the Bakers, Warburtons Ltd. is a producer and distributor of bakery products founded by Thomas Warburton in 1876 in Bolton, the United Kingdom. Warburtons is the strongest grocery brand after Coca Cola in the UK (Nielsen, 2010). It is a family owned business selling over 2 million bakery products daily. According to the chairman of the company, Jonathan Warburton, "From the wheat we grow to the flour we select to the bread we bake, we care because our name's on it". Company’s annual return is estimated at over ? 411 million, and employs over 4,200 staff across 13 bakeries and 11 depots positioned throughout UK (IBM, 2008). Warburtons is heavily investing in marketing and product development, and has recently launched a new ?8.2 million cross-media marketing campaign to achieve ?1 billion revenue target through product diversification and international ventures (Ingredients Network, 2012). This paper attempts to develop a competitive and sustainable marketing strategy for expansion of Warburtons bakery product group to Mauritian food market, Africa. The Product Group Warburtons product group includes bread, rolls, snacks, healthy and gluten free products. The bread variety is suitable for vegetarians and is almost similar in nutrition and calorie content to other breads ranging between 60-90 calories per slice depending on the type of the product. However, it contains more selenium than other breads. The white bread is fortified with calcium, iron and Vitamin B and the wholemeal is rich in dietary fiber. The company is not using hydrogenated fats in any of the products. To help reduce the increasing sodium intake, the company has lowered the use of salts by 30%. A complete ingredient and nutritional information is provided on all packaging (a-Warburtons, 2012). Warburton products do not have a longer shelf life and are baked in in-store bakeries to ensure absolute freshness. To maintain freshness and quality, Warburton bread is priced quite higher than other breads. Around 95% of the best quality wheat is obtained ethically and sustainably from established sources in the UK and Canada. To maintain consistent protein levels and quality, the grown varieties are specified by the company giving the products a unique taste, softness and freshness. Warburton products not only provide customers with healthy balanced diet but also ethically sound and environmentally friendly choices (b-Warburtons, 2012). The Target Market The Republic of Mauritius is located in the southeast of African continent, around 500 miles east of Madagascar. As of July 2011, the population of Mauritius was estimated at 1,286,340 with a growth rate of 0.4% and a population density of 630 people per square Kilometer. The country is well known for its stability and racial harmony among different ethnic groups including Asians, Europeans and Africans (Republic of Mauritius, 2012). The local currency is Rupee divided into 100 cents. Negligible or zero percentage of population lives below international poverty line of US$1.25 per day. People speak Mauritian Creole, English and French. As of 2008, the total adult literacy rate was estimated at 88% (UNICEF, 2010). Despite of being remote from world markets, Mauritius enjoys sustained economic growth and stability. From 1970 to 2008, the GDP growth was ...Show more


Global Marketing in the Context of National Environmental Issues Once considered a luxury of multinational corporations, global marketing has now become a necessity to ensure well-being and sustainability of any organization (Lee and Carter, 2005). Today’s marketing is same as agricultural-age-marketing building direct relationship between the producer and the consumer…
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Global Marketing in the Context of National Environmental Issues essay example
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