Growth at Hubbard's Foods

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Developing a Winning Strategy for

Growth at Hubbard’s Foods

SUMMARY

Hubbard’s Foods is a New Zealand cereal manufacture occupying an

18.5 per cent share of cereal market in New Zealand which makes it a

third-largest player in the market. As the steadily growth in demand of

the market, Hubbard’s factory is becoming too small for the growing

company, and Hubbard’s facing a question that whether it should

expand the business further and capture some of the untapped markets

or not. This report highlight the cereal market development and

opportunities for Hubbard’s Foods, review its current performance in

the market and improvement opportunities, and make decision and work

plan for the second phase of Hubbard’s developing.

CURRENT PERFORMANCE

1. Products

Hubbard’s has a range of products whose target are both the high

price range and low end of the cereal market, 23 breakfast cereals aimed

at the mid-high price range in the cereal market, and an organic muesli

is in the very high price range, the products of the company are mainly

aimed at the high price range. Meanwhile, it also provides products for

many supermarket private labels, which are usually at the lower end of

the price range for cereal, for example, rice puffs and cornflakes.

2. Brands

The company’s main high-quality cereals are under the brands of

Hubbard’s. The main products are Orchard Muesli, Black Forest Muesli,

Apricot Natural Muesli, Berry Berry Lite, Berries, Apple & Cinnamon,

Guava, Apricot & Nuts, Yours Fruitfully, Simply Toasted, Simply Toasted

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摘要：

DevelopingaWinningStrategyforGrowthatHubbard’sFoodsSUMMARYHubbard’sFoodsisaNewZealandcerealmanufactureoccupyingan18.5percentshareofcerealmarketinNewZealandwhichmakesitathird-largestplayerinthemarket.Asthesteadilygrowthindemandofthemarket,Hubbard’sfactoryisbecomingtoosmallforthegrowingcompany,andHubb...

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