preview

Keebler Case Summary

Decent Essays

The founhder of the company, Godfrey Keebler, started with jus a small bakery in Philadelphia, PA in 1853. During the next two generations, local bakeries popped up around the country, including Strietmann, Hekman, Supreme and Bowman. With the introduction of cars and trucks (carrying the Keebler logo), bakery goods could be distributed beyond the neighborhood and regional distribution began. In 1927, United Biscuit Company of America was formed. By 1944, there were 16 bakeries in the network from Philadelphia to Salt Lake City and their cookies and crackers were marketed under a variety of brand names for the next 22 years. Due to tremendous growth and modern business practices in centralized management, product …show more content…

Price: Because the products are produced in mass quantities, and are offered in sever types of packaging (i.e., Family sized, small economy sized, etc.), the purchasing costs appeal to the most meager income levels. The targeted segment is generally from the upper-poor to the middle class consumer. Keebler does have competition and because the company is so large and well recognized by American families, they can generally influence the standard for pricing in many areas of Cookie-Cracker snack foods. The company's products, to me, appear to fall in the areo of Product Maturity. Basically because the products that are made and sold are not new; however, because the items are already baked and packaged, they offer convenience to customers who do not have the time to mix ingredients and bake it themselves. Also, for thos who have no cooking skills, it offers and easy way to acquire the snacks. The environmental factors that affect consumer purchases are: Cultural/Social – The society's views of weight loss/weight gane where in the people's desire to fit into a specific personal appearance area. Those who are rather over weight are probably less likely to

Get Access