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Lancaster Colony Marketing Plan Case Analysis

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Marketing Plan Case Analysis of Lancaster Colony Corporation

Marketing Plan Case Analysis of Lancaster Colony Corporation
Lancaster Colony Corporation is a manufacturer and marketer of consumer products, such as specialty foods, glassware and candles. Lancaster Colony Corporation began in 1961, when several small glass and related housewares manufacturing companies combined. In 1969, Lancaster Colony Corporation went public and entered the specialty foods market with the purchase of the T. Marzetti Company. Since that time, Lancaster Colony Corporation, which is based in Columbus, Ohio, has seen the most growth from the specialty foods division (Lancaster Colony.com, 2012).
Lancaster Colony Corporation specialty foods division produces and sells foods consisting of salad dressings, sauces, fruit glazes, vegetable dips, fruit dips, Greek yogurt vegetable dips, frozen breads, dinner rolls, sweet rolls, biscuits, dry egg noodles, frozen specialty noodles and pasta, croutons and related products, and caviar under multiple brands names (Lancaster Colony.com, 2012). The division markets its products through sales personnel, food brokers, and distributers to retail, club store, foodservice, and industrial markets (Yahoo Finance.com, 2012).
The external environmental analysis will consist of general environmental analysis, industry analysis, and market analysis. One factor of the general environmental analysis that affects the Lancaster Colony Corporation Specialty Foods Division is the current economic condition of the nation. The U.S. economy has taken a downturn in the past few years, and although it is on the rebound, consumers are more likely to conserve money where they can and that includes buying generic foods as opposed to buying brand name specialty foods. Consumers may even be sticking to essential food items from the 5 main food groups, as…...

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