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. 2. Analysis through Significant Macro and Micro Environmental Factors The biscuit industry in the UK has kept on growing since the last five years depicting a rate of market increase up to a level of 22 percent. The industry has been forecasted to expand further in the future years with a growth of 15 percent according to Mintel’s market research (Mintel Oxygen Reports, 2011). High prospect of growth in overall biscuit industry in the UK also suggests high level of competition to prevail among the market players within this industry. In this competitive market, it is essential for the companies including Fox’s Biscuits to keep comprehensive track about the industry scenario so as to react instantaneously to the demands of the market with competitive products. Thus, for gathering comprehensive knowledge about the present market scenario and for evaluating the company’s potentiality to make itself compatible with the market, PEST and SWOT analysis will be performed in this segment. 2.1 Macro Environment Analysis- PEST Analysis Political Factors The government of the UK has depicted concerned behaviour over the health of its nation’s people in relation to obesity. The growth in the UK biscuit industry is as a result of the less conscious nature of the people in matters related to consumption of snacks inclusive of biscuits items. For countering to this, the UK government had even introduced stricter norms in relation to marketing practices of the snacks manufacturing companies. The move was aimed towards initiating the snacks manufacturing companies towards production of healthier food items. Thus, with regard to these facts about the political factors surrounding the biscuit industry in the UK, it is required by Fox’s Biscuits that it concentrates heavily upon the manufacturing of more healthy biscuits along with maintenance of expected crunchy and appetizing tastes. This way, the company can not only adhere to the political issues guiding biscuit manufacturing process but also