H.J. Heinz: Merger and diversification offer growth opportunities in a difficult market

The food retail industry is competitive, but Heinz has held its position as a market leader and has built on a strong brand portfolio comprising both international and local brands. This case study analyzes key the strategies used by Heinz to become one of the leading food manufacturers and also assesses the opportunities and threats facing the company.

Scope

Analyze key strategies used by Heinz and assess how the company has established its position as a market leader.

Assess opportunities for Heinz such as expansion in emerging markets and how this can help drive the company's revenues further.

Looks at how Heinz's gluten free range has enabled the company to carve a niche for itself.

Analyzes the effect of the recent merger following Heinz and Kraft food.

Assess the threats facing the company following the rise of private labels and Mondelez's ownership of certain brands.

Reasons to buy

How has growth in the private labels sector affected Heinz?

What factors are fuelling growth in the food retail industry and how can Heinz enhance its position?

Following the merger between Heinz and Kraft will expansion be limited due to Kraft's agreement with Mondelez?

How has product diversification helped the company reach out to a wider consumer base?

Companies mentioned

None

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