Research Paper on:
Analysis of Smuckers

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a focus on the US market that accounts for 90% of the companys sales (Smuckers, 2010). The firm has a specialised strategy with a number of market leaders; however the  main form of competitive advantage leverage by the firm is differentiation in terms of the type of products that are offered and the reputation which are supported by marketing which  emphasises quality and taste. When looking at the way that the position of the firm in the internal and the external context we can assess whether or not this  is a wise strategy. The firm has a large number of strengths; there is a high level of brand recognition for the core brand of Smuckers, including the association with  preserves and ice cream sauces (Kotler and Keller, 2008). In addition to this the firm owns a number of well known and successful brands, including but not limited to Goober,  Snakn Waffles, Hungry Jack, Jif, Crisco, Uncrustables, The company also has a long term licence for Dunkin Doughnuts which lasts until 2034, and under a 20 year perpetually free renewable  agreements the firm also has the right to the Pillsbury logo and dough boy character (Smuckers, 2010). The firm owns a large number of patents and is benefiting form the  merger with Flogger Coffee that took place with the former Proctor and Gamble firm in 2008 (Smuckers, 2010). The focus on the areas of speciality may be argued as  a strength, it allows focus and specialisation to be leveraged, this can be seen in areas such as the control over the quality as well as the tight control over  these different brand images (Kotler and Keller 2008). There are also some weaknesses, the firm has a great deal of reliance on retailers, the firm markets and promote the