MARKETING COMMUNICATIONS

Marketing Communications

Marketing Communications

It has been said that, British's dairy industry has blossomed from near non-existence to boast more than US$ 3 billion in annual sales contemporary British's urban and increasingly westernized population is increasing its appetite for milk and other dairy products, the low averages associated with dairy consumption provide rough idea for potential growth.

 

Dairy Crest in British Market

Internal Analysis

The internal audit examines the company's own resources and supplies suggestions as to the company's strengths and weaknesses. Internal analysis is important for Dairy Crest as it will allow it to decide on its capability in entering the Britain's market.

Dairy Crest

Dairy Crest is UK dairy food company with significant presence in the UK dairy market, serving both the retail and grocery trade food manufacturers. It has significant positions in a number of sectors within the UK dairy market which have recently experienced strong growth. Dairy Crest is one of the UK's largest buyers of milk. It is the market leader in the dairy spreads sector with Clover and is the leading supplier of mature cheddar in the UK. Dairy Crest is also a leading supplier of liquid milk to multiple retailers and Frijj is the brand leader in the fresh flavoured milk drinks sector. Dairy Crest has developed its presence in fresh dairy products through the Yoplait Dairy Crest joint venture. It is also a leading British producer of dairy ingredients. The principal activities of the company are trading in, manufacture, and transport of milk and dairy products. In our study we will concentrate mainly on dairy products. The situation of the company has another encouraging financial performance. It has achieved a significant improvement in profits and sustained the momentum of its extensive programmes of corporate restructuring. The group's turnover, including its share of joint ventures' turnover, was £787 million. It is through focused strategy direction, a stronger market orientation and a higher level of operating efficiency that the company achieved its actual position.

It has been suggested that doing business in Britain is like looking at a mirror image business practices are conducted in an inverse way and as if reflected in a mirror it is often difficult to distinguish the shadows from reality. People are used to applying cultural values to judge those from different culture, cultural conflicts and misunderstandings occur regularly. Britain's cultural values are formed from interpersonal relationships and social orientations and are influenced by Confucian ethics and philosophies. It is important that Westerners intending to do business in Britain seek to gain membership into appropriate groups and do not ask individuals to act independently of the group. Henceforth, observing rules of business practice and protocol has been offered as a source of comparative advantage over competition that ignores them. This means participating in traditional greeting rituals, dining and drinking etiquette, gift giving and ceremonial events. Equally, Western executives working in Britain should be aware that off-duty behaviour is as much a part of etiquette and protocol as being in formal business ...