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Question A Analyse Market opportunities using SWOT analysis Meadow Lea is regarded as an icon brand awareness is high and it has been a top selling brand for 26 years Consumers clearly understand that that it is positioned as a family brand You ought to be congratulated is an icon ad campaign appearing in various guises on TV screens since June 1977 Few people under the age of 50 cannot sing the Meadow Lea jingle Meadow Lea has been the market leader since 1973 There is a large amount of capital available for Goodman to pump in to Meadow Leas advertising budget In 1995-1998 Goodman doubled Meadow Leas advertising budget to 3 Million Goodman invested heavily in new machinery which mad the production process more efficient Lisa Miles was employed by Goodman in July 1997 as Meadow Leas Marketing Director She has had fifteen years experience and knows her way around the labyrinth of marketing Consumers have started to see Meadow Lea advertising as old-fashioned and irrelevant a perception that could have harmed sales 3 price increase in Meadow Lea gave Unilever a close competitor the maker of Flora margarines the opportunity to gain market share since July last year Meadow Lea is seen as a mainstream family brand although Justin Miles Meadow Leas marketing director claims that recent advertising has confused consumers Meadow Lea is al about mums and kids she says It is mainstream in terms of appeal and taste It is never the brand that brings product innovation to the category Research showed that the poor marketing strategy regarding the Muffins and Cyclist ads did not appeal to consumers consumers did not like them and thought that they were condescending to mothers With Australian economic conditions as they are Australian public share ownership at an all time high and Interest rates also high should Goodman need to raise expansion capital the stock exchange is in a good position to do so
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