Marketing Planning and Control for Hubbard Foods' Light & Right Museli Cereals

Running head: MARKETING PLANNING AND CONTROL
Marketing Planning and Control
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MARKETING PLANNING AND CONTROL
Table of Contents
Introduction......................................................................................................................................2
Background of the Product..............................................................................................................2
Internal Environment of the Company............................................................................................3
Five P’s of Marketing......................................................................................................................4
External Environment......................................................................................................................6
SWOT Analysis...............................................................................................................................8
Key Customers.................................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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MARKETING PLANNING AND CONTROL
Introduction
Hubbard Foods Ltd. is a renowned breakfaster cereals manufacturer based in Auckland
city, New Zealand. The company has acquired the remarkable position for selling the high
quality and different flavored cereal foods and has created a greater customer base. The cereal
products are sold under the renowned Hubbard Brand and private labels. Dick Hubbard, the
founder, started the company in 1989, but later stepped down as CEO in the year of 2004
(Hubbards.co.nz, 2018). The company has strengthened the position among the top three players
in the New Zealand market after Sanitarium and Kellogg’s. The study would be developing the
situation analysis of Hubbard Foods for “Light & Right” Museli Cereals for the breakfast. It
has been observed that food and beverage industry contributes a larger amount of economy in
New Zealand. Every one person in five in New Zealand works for the food and beverage sector.
It is needless to mention that the food and beverage sector earns over half of the merchandise
export earnings. The study would thus present the ideas about the organisational strengths and
weakness to ensure the business potentiality in a competitive scenario.
Background of the Product
“Light & Right” Museli Cereals of Hubbard has captured the leading position among the
breakfast cereals all over the world. The extensive breakfast cereal range of New Zealand has
taken both the national and international recognition. This Museli Cereals is a light food
products with yougurt compound flakes and freeze-dried feijoa pieces along with some extra
apple fruits, bran sticks, wheat flakes, and yummy rolled oats (Nbr.co.nz, 2018). The product
contains 39% less sugar and the product got approval from the Heart Foundation
(Productsfromnz.com, 2018). The appropriate amount of nutrients and ingredients are mixed to

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MARKETING PLANNING AND CONTROL
produce this cereal meal. It quenches the need of the healthier breakfast in daily lives. The
product has the higher selling rate on the domestic market of Auckland, New Zealand. The
company is thus looking forward to expand the selling areas in other cities of New Zealand.
Internal Environment of the Company
The internal environment of the company is associated with the skilled staffs, effective
organisational culture, and advanced technological use for producing the high quality and
healthier breakfast products. This privately owned company employs nearly 160 staffs in the
factory situated at Auckland (Hubbards.co.nz, 2018). People who are knowledgeable enough in
using the advanced technological tools to produce high quality cereal meals are associated with
the company. The efficient technical knowledge and the diverse organisational culture are the
major success factors of the company. The multiculturalism observed within the company
develops the higher value for the products that helps in increasing the sales ratio.
The major strength of the company is the high quality cereal products with rich
nutrients and healthy ingredients. The demands of the healthier breakfast meal are the major
aspect of increasing sales of the company. On the other hand, the company lacks the sound
advertising strategy for promoting the products in the market (Sbc.org.nz, 2018). The poor
promotional strategy is the major weakness of the company. The rival companies like
Kellogg’s and Sanitarium are using the effective advertising strategies to draw the attention of
the customers largely. In compare to the competitors, the lack of thee effective promotional
strategy can be disadvantageous for the long run.