The paper "Smith’ s Original Chips Market Audit Report" is a great example of a marketing case study. This market audit report is about a product by an Australian Company known as Smiths. The company itself deals with a rather wide variety of snacks and other food products. Nevertheless, the underlying distinguishing factor is that most of them are snacks. This company has been operating for quite some time now. In this report, the focus is on one of the oldest brands of the company. The company has a history of the preparation of chips spanning from 1930.
The audit is going to be carried out on old potato chips. This original product has undergone a lot of transformation up to the current date. The company’ s original potato chip is called Smith’ s original and the best. It has been on the market for about 80 years. It is prepared with 75% less saturated fats. These chips have dominated the market for a very long time. The originality that has been maintained has given the product the stability on the market that few products have managed.
In terms of health, Smith’ s chips have been recommended by nutritionists. They contain the lowest saturated fats and that is one of the selling points for this product on the market. 2.0 The Australian Target Market The Smith’ s chips are consumed by all members of the household. Nevertheless, the main consumers are children, teenagers and young adults. This is the main target that these products have been designed. The consumption of potato chips in Australian homes is over 65%. The largest component of consumers in that category is the children and teenagers.
The consumption in homes is rated higher than in schools. In school, the consumption is rated at about 45%. The various varieties of potato chips that have been made have features that specifically meant to meet the needs of the younger generation. The products are useful for growth. At the same time, the ease of preparation has made it lucrative to the younger generation. School-going children use potato chips when they are going to school and after schools in the evening. The older generation is not left behind as well.
In as much as their consumption is quite dismal, they also feast on crisps. The motivation behind this is the fact that it is very easy to prepare the meal. This is because most of the crisps in this class of chips only require warm milk and a spoon of sugar. Those older consumers who are busy in various ways find this as a relief as it does not take a lot of time to prepare. To some elderly consumers, consumption of these products usually takes place when they have taken their children out on weekends.
They find it fascinating to take part in children’ s food. At the same time, studies have shown that young adults feast on smith’ s chips or related snacks mostly when watching football or a movie. Having such knowledge, the company is keen to ensure that the market for the product is expanded through designing products that meet the needs of older people. This is done progressively. The company undertakes regular market research to establish the changes in demand for the various products as the basis for the required decisions to be made.
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