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Marketing case study ( Fox's Biscuites) - Essay Example
With a 10.7 percent of brand share in the United Kingdom, Fox’s Biscuits has at present evolved as the UK’s second brand in terms of holding market position. Fox’s Biscuits is a popular brand name in the country, especially known for its quality and the sustained level of quality performance throughout the past several years. …
Fox’s Biscuits was founded by Michael Spedding during the year 1853 by opening up a small shop for confectionary items in Batley. Apart from a factory in Batley, the organisation also has two factories situated within the UK. One is in Staffordshire and the other is situated near Blackpool. The distribution centre of the organisation is located in Uttoxeter (Staffordshire Newspapers Ltd, 2011).
The long-term goal of Fox’s Biscuits is to evolve as the most pioneering, indulgent and ingenious biscuits. The most famous products of Fox’s Biscuits are Echo, Rocky, Classic and Creations. Fox’s Biscuits is better known as the synonym for quality because the company employs the best inputs for manufacturing the biscuits and feeding its customers with quality food items. Not only the company procures the best raw materials and processes them through the best machines but also it utilises the skills and expertise of quality personnel (Fox’s, 2011).
The aim of this paper is to design marketing plan for making the Fox’s Biscuits more popular in the UK market. The plan will be designed through analysing the macro and micro environment affecting business operations of Fox’s Biscuits and also by critically analysing the current market position of the company. ...