Marketing Strategies Business & Marketing Coursework

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Marketing Strategies
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Strategic Analysis
PART 1: SWOT Analysis
STRENGTHS
* Unique and good quality product
* Great customer service
* Loyal customer base
* Brand Loyalty
* Quality vs Quantity
Key take away:

WEAKNESSES
* Not enough recognition due to the lack of advertising
* High cost for the product and to ship outside of Canada
* The revenue of the sale has decrease
Key take away:

OPPORTUNITIES
* Emerging need for delivery bags due to the pandemic
* Consolidate with smaller pizza chains to increase market penetration
* Implement marketing strategies to increase sales
* Team up with other brand
Key take away: Food delivery has become essential during the COVID-19 pandemic. This can be an opportunity for Covertex because there is a higher demand for pizza chains to deliver and they will require more high-quality bags.

THREATS
* Competitors offer cheaper costs for their products
* Current economic situation from COVID-19
* Better quality of the competition
Key take away:

Rationale
Part 2: Lifecycle Analysis
Current Positioning
Covertex has been a leading pizza bag manufacturer, distributor and supplier in North America since 1978. The pizza bag delivery concept was first developed by Covertex. The company has shown a steady growth over the years.
They began mass production for national accounts in 1980. In 1989, the company became the leading supplier for pizza chains. The company then introduced a new product line, offering nylon pizza bags. Finally, in 2016, Covertex is now a leading vendor for pizza bags and food delivery bags selling over a million pizza bags to both reginal and national pizza chains.
Product Life Cycle
Covertex is positioned in the maturity stage of the product life cycle. The product is established, and the goal is to maintain the market share by ...