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

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

Code: ML-ML00019-032 | Published: Sep-2015 | Pages: 23 | MarketLine
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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.



Key Findings
- 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 companys revenues further.
- Looks at how Heinzs 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 Mondelezs ownership of certain brands.

Reasons To Buy
What key strategies are driving Heinz revenues?
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 Krafts agreement with Mondelez?
How has product diversification helped the company reach out to a wider consumer base?

Table of Contents

OVERVIEW
Catalyst
Summary
HEINZ TRANSFORMATION INTO A GLOBAL GIANT
Heinz: A brief history
Heinz has continued to grow and remain profitable, but underperforms the market as a whole
Product diversification means that Heinz can cater for multiple customer types
GROWTH OPPORTUNITIES FOR HEINZ
Emerging markets provide expansion opportunities
Heinz and Kraft merger creates third largest food company in America and fifth largest worldwide
KRAFTS AGREEMENT WITH MONDELEZ MAY HINDER GROWTH OPPORTUNITIES
Mondelez holds the rights to sell many of Krafts brands internationally
Kraft Foods increased product recall may affect Heinz brand reputation
High reliance on Wal-Mart
CONCLUSIONS
Heinz success driven by listening to consumer demands and acquiring brands, but threats are present
APPENDIX
Sources
Further Reading
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