Case Study: McCain Foods 

McCain Foods was founded in 1957 in Canada by the McCain brothers Harrison, Wallace, Robert and Andrew. McCain Foods is now the largest chip producer in the world with a market share of almost 33% and more than 20,000 employees working in 57 locations worldwide. Since 1968 McCain GB has been operating from its UK base in Scarborough, North Yorkshire.

McCain prides itself on the quality and convenience of its product range and for over three decades has been making healthier versions of favourite staple foods. The McCain brothers had a simple philosophy 'Good ethics is good business'. This lies behind the McCain brand message 'It's All Good'.

It is not just the food that is good. The philosophy also refers to the way McCain works with its suppliers and builds its relationship with its customers. McCain believes it is important to take care of the environment, the community and its people. It works with around 300 farmers in the UK , chosen for the quality of their potato crop. McCain factories are located in key potato growing areas, which helps to reduce food miles.

i)List all variables that can be used to segment the market. Give reasons for your chosen

  variables.

ii)Identify the target market for the new product

iiiDetermine a marketing mix that best satisfies the target market

iv)Identify all the environmental factors and their impact on the marketing mix

v)Ensure the marketing mix decision meets the organisational marketing objectives.

vi)List factors that can be used to evaluate marketing performance 

vii) Discuss the adjustments to be made to marketing mix, when there is poor marketing performance.

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