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.
