Swot

STRENGHTS

• Long tradition and history, family business

• Trustful impression to the consumer

• Well-established brand, strong brand reputation
• Experience, passion

• Employees who worked for the company for a long time

• Good organizational climate
• Friendly environment
• High commitment to the company

• Employees receive professional development to help them realize their full potential
• Good reputation in the marketplace
• Vide range of products
• Local food

• High standard of ingredients; high quality

• Good infrastructure (machines, equipment)
• Sponsor of events (e.g. Lochness Marathon)

• Aim is to get a good reputation

• Innovation Kitchen: they constantly explore new recipes to fit the consumer’s taste and stay up-to-date with food trends
• Good interaction and involvement with the consumer
• Outstanding customer service

WEAKNESSES

• No online shopping on the website
• Packaging trends vs. old fashioned tinned food (soups)
• Negative aspects of a family business towards a fast-moving industry

• Decision-making process is more complex
• Emotional influence vs. Rationality
• Tradition of the family/ past is an obstacle for flexible decision making and to adapt to the current trends and to the market

• Lacking of global brand awareness
• Weak internal communication

OPPORTUNITIES

• Current Localization trend: Baxters can take advantage of this, as it supports local communities and uses local ingredients
• Increasing interest in the health-enhancing role of food/ increasing health awareness → they sell healthy products
• Today’s higher demand CSR and rising customer awareness: by delivering economic, social or environmental benefits for all stakeholders, they can attract more customers
• Further expansion in other countries
• Scottish Food and Drink Federation (SFDF): represents the Scottish food and drink manufacturing industry

THREATS

Obstacles:

• Food Industry: Fast moving

• Importance to stay up-to-date with shifts in consumer tastes

• Seasonal product portfolio to satisfy customers interest

• Flexibility needed; change of recipes according to availability of local ingredients
• Difficulty in adapting seasonal products to the customer’s demand

• Changing customer behavior: more online shopping e.g. (click and collect etc.)

Competitors:

• Competitors (Unilever, P&G, Kraft): Marketing-, Logistic- and Pricing-Advantage

Legal Framework:

• Foreign Sales > influenced by the “BREXIT”: increase in logistic costs and regulatory work
• Legislation might become more rigorous and tough for the food industry

Technologies:

• Groceries: Online based sales technology
• Packaging trends vs. old fashioned tinned food (soups)

Financial Situation:

• Economic Crisis