McCain Foods Limited was established in 1957 in Florenceville, New Brunswick, Canada. The McCain brothers identified the need for frozen food in Canada and they decided to come up with a company that would satisfy this need. Andrew McCain discovered that there was a vast market for potatoes across the globe. Therefore, he established McCain Produce Company with an aim of exporting seed potatoes. Later, his sons came up with an idea to establish a business that dealt with frozen foods. The company started by hiring thirty employees, and during the first year, it made sales worth $152,678. Today, McCain Food Limited is one of the multinational companies that deal with frozen foods. The company’s operation is so massive that it processes one million pounds of potato products each hour and sells one-third of the world’s frozen french fries products in over 110 countries. Moreover, the company offers jobs to thousands Continue reading
Marketing Case Studies
Case Study: McDonald’s Entry into the Chinese Market
The history of the McDonald’s Corporation dates back to 1954 when a man by the name of Ray Kroc heard about Mac and Dick McDonald, two brothers who were running a burger and shakes joint in San Bernardino, California. Kroc paid the two brothers a visit and this visit culminated in a franchising agreement to use the McDonald’s name limitlessly. Seven years later and with more than one hundred and thirty McDonald’s restaurants across the United States, Ray Kroc bought the chain from the McDonald’s brothers for 2.7 million dollars. The growth of McDonald’s Corporation continued in the United States and soon Kroc set his eyes on markets away from home. Today, the McDonald’s Corporation is the leading fast-food chain globally, and owns the restaurants in different continents: South America, Europe, Asia, Middle East, and even Africa. McDonald’s Entry into the Chinese Market Due to the diverse cultural beliefs and practices Continue reading
Case Study: How Boeing 787 Dominated the Aviation Market?
Boeing has been a primary manufacturer of the aerospace industry for more than 40 years. It was set up the first time in Seattle Washington in 1916 by William E. Boeing, and merged with Douglas Aircraft Company (owned by McDonnell Douglas) in 1997 and moved its corporate headquarters from Seattle to Chicago, Illinois in 2001. The merger made the combined company a leadership in commercial aviation. Currently, Boeing has employees more than 170,000 people over 70 countries. Boeing operates in five segments: Commercial Airplanes, Boeing Military Aircraft, Network & Space Systems, Global Services & Support, and Boeing Capital Corporation. Not only producing airplanes, Boeing also works on producing components for spaceship and other significant products related to aircraft industry. Prior to the launching of 787 Dreamliner, Boeing had specialized with 767 and 747-400 models of air-crafts for its clientele. The decline in the market for Boeing 767 and 747-400 that Continue reading
Case Study: Alliance between Swatch and Mercedes Benz
The process of making Smart car started in 1994 after a deal was sealed between Daimler-Benz, maker of Mercedes-Benz and Swatch, Swiss watchmaker. A joint venture of the two companies created a firm known as Micro Compact Car AG whose headquarters were located in Biel, Switzerland. After announcing the deal, three co-directors were appointed to head the new company, which was later to be known simply as the ‘Smart’ after moving to Germany from Biel. The directors were engineer and designer Johan Tomforde and financial administrator Christopher Baubin from Daimler-Benz and swatch marketing manager Hans Jurg Schar. SMH (makers of the swatch watches) contributed 49% of the initial capital of 50 million Swiss francs while Daimler-Benz contributed the remaining 51%. The company comprised of two branches namely MCC GmbH based in a suburb of Stuttgart known as Renningen charged with the responsibility of designing the car. Hayek’s SMH Auto SA, was to Continue reading
Case Study: Evolution of Advertising Strategies of Procter and Gamble (P&G)
Advertising is an unmistakably unique way of communicating with the target audience that requires a profound understanding of the specific needs of the selected demographic, the specifics of its culture, and a thorough understanding of the issue that the offered service or product seeks to resolve. Though the core purpose, goals, and, ultimately, strategies of advertising a product to a specific demographic have remained the same, consumer culture has changed drastically, which has been reflected in advertising campaigns across decades. Procter & Gamble (P&G) is one of the accurate examples of the specified phenomenon. Specifically, its advertising campaign of P&G demonstrates the shift in consumer culture toward a more frugal lifestyle, while still upholding the status quo in regard to gender roles. The advertisement campaign launched by Procter & Gamble (P&G) in the 1940s reflects the described trends quite accurately. On the one hand, there is an obvious propensity toward Continue reading
Case Study of Starbucks: Influence of Service Quality on Customer Satisfaction
Starbucks Company is a multinational corporation found across the globe, providing high-quality coffee products to its customers worldwide. The organization is an American company whose capital is located in Seattle in Washington DC. The company is very successful and ranks as the best provider of coffee worldwide. This is attributed to how it invented the best experience for customers that transformed their thinking about coffee shops, making them want to use more coffee in their daily lives. The company brags about a very competitive advantage over the rest of the coffee providers across the world. Its brand is regarded as the best, with most coffee drinkers choosing to purchase from Starbucks compared to other providers. The service operations functions for Starbucks are numerous, ranging from the strategic location, quality management, proper management of inventory, and quality designs for services and goods. Service quality management is verifying that the core operations Continue reading