Glenisk: SWOT analysis

GLENISK SWOT ANALYSIS
By Raymond Traynor and Jamie Skelton

Company Background
Name: Glenisk
Industries served: Food Retail
Geographic areas served: Ireland
Headquarters: Killeigh, Co Offaly, Ireland
Current CEO: Vincent Cleary
Revenue: 18 Million euro
Profit: 0.2 Million Euro
Employees: 43 as off 2011
Main Competitors: The Little Milk Co and Avenmore
STRENGHTS
WEEKNESSES
Main Organic Dairy seller in Ireland
Organic products are slightly more expensive than normal products. Family owned
They own 90% of the market therefore there is little room for growth Employs Irish farmers
Limited Market ie They can only sell dairy products
Products easily available in local markets
100% Irish owned
Products free of artificial colourings and preservatives
Awarded best managed company 2013
Excellent recycling strategies
OPPURTUNITIES
THREATS
They can extend to international markets.
Market leaders – no room for expansion
Growing kids range eg lunchbox snacks etc
Threatened by other companies undercutting them
Expansion into restaurant/hotel industry
Increase in Product range
Possibilities of stores opening eg ice cream/ frozen yoghurt shop
Strenghts :
Glenisk are the premiere Organic Dairy company in the republic of Ireland, they have a near monopoly. Glenisk is owned by the Cleary family, who are Irish. This associates the brand with being an “Irish family owned business”, therefore Irish citizens would want to support it as opposed to another foreign brand. “The difference is Cleary” Glenisk employs Irish farmers to produce dairy for the companies products. This gives local farmers jobs and a source of income. All the products are easily available in local supermarkets and are not hard to find like some expensive organic products. The products are healthy as they are organic, gluten free and are free of artificial colorings and preservatives. As of 2013, Glenisk was awarded the Deloitte best managed company award which not only shows that the company is running smoothly and successfully, but is also a great accolade and advantage over competitors. They support NGO’s and charities with environmental causes and also have excellent recycling procedures.
Weaknesses
In most supermarkets or local stores, organic products are typically more expensive than the average product which may discourage customers from buying Glenisk and buying a competing brands product, especially in the current economy. Glenisk own 90% of the irish organic dairy market. There is little room growth wise for Glenisk in Ireland. To expand, other markets must be chosen. They have a limited number of products that they can sell as most are organic dairy products. Also read SWOT analysis of Ice Cream market
Opportunities
-Glenisk almost own the Irish Organic dairy market, so they have the opportunity to branch out into Europe and sell their products to different countries.
Glenisk have a growing range of kids lunch snacks and treats such as fromage frais yoghurts etc.
They have the opportunity to expand and supply their products to local hotels and restuarants. Eg Ice cream for dessert or milk for coffee
If Glenisk was to start producing organic ice cream and IF it sold well, they could open a chain of Ice cream stores or frozen yoghurt shops.
Threats
They are , at the moment, the market leaders in the country, so there is little room for growth.
Glenisk are also threatened by competitors undercutting their prices which could lead to a dramatic fall in sales.
ANSOFF MATRIX
Existing product new product
Advertising
Competitions
Loyalty offers
Create new ways to use exsisting products ie more recipes
Crate more variety
New products
Complementary products/services
New branding
Market development
Exports
New social communications
Alternate users
Diversification
Move into a different market i.e. retail or clothing
Acquire a currently successful business

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