PART ONE (Minimum 300 words):
Read these articles on about “‘Big Food’ and the packaged food industry“
- What are some of the reasons that the industrial, packaged food brands are losing out to smaller and newer brands of food?
- What do you think the big companies that own these brands should do now?
- If Heinz or Nestle or Kraft start to come out with healthy, local, organic, “real food” items, will that be enough to save them from the smaller, newer companies without the history? Explain.
PART TWO (minimum 300 words):
Read the article on Canvas about “How an Ad Campaign Invented the Diamond Engagement Ring Industry”
- How did DeBeers invent the “Engagement Ring Industry” in the US? What were the major strategies and tactics that it used to achieve this success?
- How did the company replicate its success and change the “engagement industry” in Japan?”
PART THREE (minimum 150 words)
Read Chapter 3 in our textbook, specifically about conducting a “Porter’s Five Force Analysis of Industry Competition”, and the article on Canvas about the Five Forces by M. Porter. You do not need to read any articles about the Soda industry to complete this section, you can just use your own knowledge and common sense.
Think about the industry called “the Soda Production industry”. Companies in the Soda Production industry manufacture soft drinks and energy beverages by blending various ingredients with artificially carbonated water. This industry does not include producers of bottled water, juices, and ready-to-drink teas and coffees.
Conduct a partial “Five Forces Analysis” on the Soda Production industry by answering the 5 questions below:
- Force: Intensity of Rivalry among existing competitors: Question: Who are the rivals that compete in this industry?
- Force: Threat of substitute products. Question: What products are substitutes for soda?
- Force: Threat of new entrants. Question: Who are some potential new entrants into the soda industry?
- Force: Power of Buyers/Customers. Question: Who are the customers of the soda industry? Who buys the products from the manufacturer?
- Force: Power of Suppliers. Question: What are the products/services that the soda companies buy from suppliers? What kind of companies are the suppliers to the soda production industry?