Foundations of Marketing Analytics -

Running head: FOUNDATIONS OF MARKETING ANALYSIS
FOUNDATIONS OF MARKETING ANALYSIS
Name of the Student
Name of the University
Author Note

FOUNDATIONS OF MARKETING ANALYSIS1
Table of Contents
Introduction........................................................................................................................2
Company Overview...........................................................................................................2
Mission Statement.............................................................................................................3
Situational Analysis............................................................................................................3
Competitive Analysis – SWOT analysis............................................................................4
Target Market Analysis (STP)...........................................................................................5
Marketing Mix.....................................................................................................................6
Product Strategy................................................................................................................6
Distribution Strategy..........................................................................................................6
Promotion Strategy............................................................................................................7
Pricing Strategy.................................................................................................................7
Conclusion.........................................................................................................................7
Reference List....................................................................................................................9

FOUNDATIONS OF MARKETING ANALYSIS2
Introduction
The report will be based on the case study of Pillsbury refrigerated baked goods
or RBG and the business plans that can be implemented for the upcoming year.
General Mills Canada Corporation or GMCC had faced major challenges related to the
development and implementation of strategies for improving the business performance.
RBG or refrigerated baked goods is considered to be the fourth biggest category and
the performance depicted by the organization has also been stellar (Iveycases.com.
2020). The case study has provided details related to the steps and strategies that have
been implemented by the organization in order to improve its operations and revenues
in the industry. The plans made by the organization related to the launch of its new
product line named Pillsbury have also been discussed in the case study
(Iveycases.com. 2020).
Company Overview
General Mills is considered to be one of the biggest food companies in the world
and the company is also known in the industry for following a unique culture. The
company has aimed at managing its brands and businesses in an effective manner in
an autonomous manner with the help of its diverse customer base. The organization
has also been able to fulfil the expectations and needs of Canadian consumers by
enhancing the services that are provided to the company. The headquarters of General
Mills is located in Minneapolis, Minnesota and the organization has gained sixth biggest
position in the industry (Generalmills.ca. 2020).

FOUNDATIONS OF MARKETING ANALYSIS3
Mission Statement
The mission statement that has been developed and implemented by General
Mills Canada Corporation states that “Our mission at General Mills is to make lives
healthier, easier and richer every day. Intertwined within the fabric of our mission are
our core values, which enable us to further our mission and improve our culture
(Generalmills.ca. 2020).”
Situational Analysis
The case study is mainly based on the Canadian division and operations that
have been developed by General Mills Canada Corporation. The organization has
divided its Canadian operations into four different business units that include breakfast,
meals, snacks and baked goods. The products that are offered by General Mills Canada
Corporation have been able to enhance the customer base of the organization in a huge
manner. The refrigerated baked goods that are offered by the organization mainly
include the ready-baked goods, cookies, breads and sweets (Aguinis, Edwards &
Bradley, 2017, p. 666). The RBG category of the organization had been mainly
dominate by Pillsbury that was able to gain 85% of the total shares in the market. The
refrigerated baked goods of Pillsbury had mainly gained popularity in the market due to
family appeal and convenience of the products as well. The case study has been able to
provide details related to the plans made by the marketing manager of General Mills
Canada Corporation to enhance the business operations and to grow its revenues in the
industry as well (Daspit et al., 2017, p. 1).