Analysis of Kingsford Charcoal (graphic not included) In this report, we will analyze Kingsford's current performance in the market and identify the root cause of the revenue deterioration. A comprehensive strategy and marketing plan will then be presented. We'll start by identifying Kingsford's current business direction. Then, we will analyze its position in the market and various external forces. An in-depth analysis is carried out on the strengths and weaknesses of Kingsford to get a clearer picture of what should be done to increase its revenue and profits. The analysis theories used are Porter's Five Forces, PEST and SWOT. There are some important findings that require immediate attention. Kingsford is a superior product to its closest rival, Royal Oak, but has not invested in media advertising. It has also lost market share to gas grills that are more convenient, have shorter cooking times and are easier to clean. Outdoor grilling is a booming business in the modern United States, offering excellent market growth opportunities. Therefore, we will present an overall marketing strategy and establish core marketing activities to increase its profitability and MBAs. We will therefore look to reorganize the marketing mix strategy to help Kingsford get back on track. The real challenge is to attract more people to charcoal grilling over gas grilling and at the same time capture more market share from Royal Oak. CONTENTS SUMMARY 11.0 INTRODUCTION 32.0 KINGSFORD MARKET SITUATION ANALYSIS 2.1 Marketing Audit 42.2 Porter's Five Forces 52.3 External Environment (PEST Analysis) 62.4 SWOT Analysis 72.5 Key Finding...... middle of paper...... er use of charcoal grills. As a market leader, its success will largely depend on the preferences of the entire category. Kingsford must therefore develop an “offensive” strategy towards gas grills. However, it must “defend” its current market share, if not increase it, by maintaining premium quality and developing innovative products. Marketing mix strategies will effectively achieve targeted revenue and profitability in the near future. 5.0 REFERENCES International Graduate School of Business (2007) “Creative and Accountable Marketing – Study Guide”, University of South Australia Kotler et al (2006) “Marketing Management: An Asian Perspective”, 4th edition Narayandas, Das and Wagonfeld, Alison Berkley (2007 ) “Kingsford Charcoal” pp. 669-685, University of South AustraliaUS Bureau of Economy Analysis (BEA) website www.bea.gov viewed December 25, 2007