Strategic guidelines for Market leadership

Strategic guidelines for Market leadership

Mission Statement
I’ll start by asking what are McCain’s distinctive areas of expertise?
With over 35 years of food production experience McCain’s clearly benefits from not only expertise but also the prestige of a market established branding.
The company as a whole is geographically expanding on the back of strong turnover that topped $5billion, with the UK operation being at the forefront of the frozen food market in terms of consumer awareness thanks to its high profile advertising campaigns.These campaigns have helped foster a market share within the potato speciality market, that has more than increased by 10% in a year.

Products like the the ‘Home Roasts’ and, the innovative, ‘Smiles’ have created a good breadth of product line in the potato specialiy market; that is enjoyed by young and old alike.

By addressing McCain’s areas of experise it becomes clear that the drive for market leadreship in the potato spec...