Situational Analysis and Marketing Strategy of Lorenz Bahlsen GmbH & Co KG

Akademische Arbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, University of Sunderland, Sprache: Deutsch, Abstract: This report introduces the Lorenz Bahlsen Snack-World GmbH & Co KG Germany and analysis its recent situation, as well as its marketing strategy. In this context, one of their product lines is taken in consideration in more detail. Special advantages of its products and potential objectives are represented. The marketing strategy is the decisive factor of the success of an organisation. This is why it is essential to analyse strategies and to figure out new indications, as markets change continues. The Lorenz Bahlsen Snack-World GmbH & Co KG Germany is an international manufacturer of savoury snacks, such as potato crisps, pretzel snacks and nuts. 1999 it was founded in Neu-Isenburg, Germany and was named after its founder Lorenz Bahlsen. The company distributes its products to around 80 countries worldwide. Manufacturing sites and sales organisations have been established in Germany, Poland, Austria and Russia. In 2014 the market share of the company Lorenz decreased to 13%, comparing to ca. 14% in 2011, showing that the company's marketing strategy needs a revision. Lorenz distributes 19 different product lines with a large portion of crisps. One of their product lines is the well-known brand 'Saltletts'. This year the brand celebrates its 80 birthday. 1935 it offered the first pretzel stick in Germany under the name 'Salzletten'. Saltletts offers different kinds of pretzel sticks, which distinct in shape and taste. Altogether Saltletts disposes of eleven products that distinguish in shape, size, flavour and toppings.