Bear Nibbles is a London based company that specializes in the baking and production of natural foods from baked fresh fruit. The company came into existence as a result of Hayley Gait-Golding’s passion for nutrition and food, which eventually resulted in the development of a healthy snack instead of mere colorless dried fruit. What started from the home basement, went on to later transform into the biggest names in the industry, mainly attributed to Gait-Golding’s consistency, hard work and complete cooperation by her father and husband who still work with Gait-Golding.
This paper aims to study the case of Bear Nibbles in context of strategic marketing. The aim is to make use of strategic marketing tools in order to conduct external and internal environment analysis, competitor analysis, and customer analysis, analysis of its internal situation and an analysis of its current position. This will be done by virtue of a variety of strategic marketing tools and models in order to understand how the company has managed to reach such unprecedented growth. The paper will also give a hands-on experience working with the different theoretical approaches and models in strategic marketing.
Table of Contents
1. Introduction
2. Analysis of External Environment
2.1 Political
2.2 Economic
2.3 Social
2.4 Technological
2.5 Environmental
2.6 Legal
2.7 Main Trends Apparent in the Industry
2.8 Key Strategic Issues
3. Analysis of Competitive Environment
3.1 Bargaining Power of Buyers
3.2 Bargaining Power of Suppliers
3.3 Competitive Rivalry
3.4 Threat of New Entrants
3.5 Threat of Substitutes
3.6 Main Competitors
4. Analysis of Customers
4.1 Application of STP Analysis
5. Analysis of Internal Situation
5.1 7 Ps Analysis for Bear Nibbles
5.2 5Ms for Bear Nibbles
6. SWOT for Bear Nibbles
7. Conclusion
Objectives and Research Focus
This paper examines the case of Bear Nibbles within the context of strategic marketing to understand the drivers behind the company's unprecedented growth through the application of various strategic models and analytical tools.
- Conducting a comprehensive external environment analysis using the PESTEL framework.
- Evaluating the competitive landscape through Porter’s Five Forces model.
- Performing a detailed customer analysis using the Segmentation, Targeting, and Positioning (STP) methodology.
- Assessing internal organizational dynamics through 7Ps and 5Ms frameworks, culminating in a SWOT analysis.
Excerpt from the Book
Bargaining Power of Buyers
Bargaining power of buyers means the degree to which customers have the ability to affect the price of a product or a product basket. Buyer power primarily relies on the ability to substitute, switching costs i.e. the cost of selecting another similar product, number of customers, and price sensitivity. For the case of Bear Nibbles, the bargaining power of buyers is low because there are no prominent substitutes – despite the presence of competitors in the cereal industry such as Kellog’s and Nestle (Dechene, 2014) – that offer dry fruits as health snacks in a variety of attractive and delicious forms. Although the customer base has increased substantially for Bear Nibbles, yet due to lack of substitutes and high switching costs – attributed to the additional cost of sugar consumed for other snacks – buyers do not have a high level of influence.
Summary of Chapters
1. Introduction: This chapter introduces Bear Nibbles as a natural fruit snack company and outlines the paper's intent to apply strategic marketing tools to analyze its growth.
2. Analysis of External Environment: This section utilizes the PESTEL framework to evaluate political, economic, social, technological, environmental, and legal factors influencing the firm.
3. Analysis of Competitive Environment: This chapter applies Porter’s Five Forces to assess the market competition, supplier and buyer power, and threats from new entrants and substitutes.
4. Analysis of Customers: This chapter focuses on the STP analysis (Segmentation, Targeting, Positioning) to understand the demographic profile and consumer behavior of the target audience.
5. Analysis of Internal Situation: This chapter evaluates internal operations using the 7Ps and 5Ms frameworks to map the company's strategic strengths and operational setup.
6. SWOT for Bear Nibbles: This chapter synthesizes previous findings into a SWOT matrix highlighting the brand's strengths, weaknesses, opportunities, and threats.
7. Conclusion: This final section summarizes the company's potential for future growth while acknowledging the need for continued strategic alignment with industry leaders.
Keywords
Bear Nibbles, Strategic Marketing, PESTEL Analysis, Porter's Five Forces, STP Analysis, Market Segmentation, Healthy Snacks, Competitive Advantage, Consumer Behavior, Business Growth, Brand Positioning, Internal Analysis, SWOT Analysis.
Frequently Asked Questions
What is the primary focus of this paper?
The paper focuses on studying Bear Nibbles, a natural food company, through the application of strategic marketing frameworks to understand how it achieved its significant market growth.
Which strategic tools are used for the external analysis?
The external environment is analyzed using the PESTEL framework, covering political, economic, social, technological, environmental, and legal forces.
How is the competitive environment assessed?
The competitive environment is assessed using Porter’s Five Forces analysis, evaluating the bargaining power of stakeholders, competitive rivalry, and threats within the industry.
What is the main objective of the STP analysis?
The STP (Segmentation, Targeting, Positioning) analysis is used to gain a deeper understanding of the customer landscape and demographic profile of the company's target market.
What methods are applied to analyze the internal situation?
The paper uses the 7Ps and 5Ms frameworks to provide a structured overview of the company's internal capabilities and operational mission.
What are the key themes of the research?
The key themes include growth strategy, market positioning, environmental sustainability, and consumer trends regarding health and nutrition.
Why is the bargaining power of buyers considered low for Bear Nibbles?
It is considered low because there are no direct substitutes that offer the same health-focused, dried-fruit snack experience, creating high switching costs for customers.
How does the company position itself against competitors?
Bear Nibbles positions itself as a "caring" and "healthy" brand that addresses the nutritional deficits in children's diets, differentiating it from traditional cereal giants.
What does the conclusion suggest about the future of Bear Nibbles?
The conclusion suggests that while the company is currently successful and growing, it must invest time and effort into innovation and operational scale to compete with industry giants long-term.
- Citar trabajo
- Yasir Khan (Autor), 2017, The marketing strategies of the Bear Nibbles Company in London, Múnich, GRIN Verlag, https://www.grin.com/document/411988
