Essay

Marketing Analysis on Kayem Foods

Name of the Industry, Market, and Buyer Behavior
Kayem Foods, Inc., was famous as a privately held medium-sized and family controlled company which was processing meat and was located in Chelsea, Massachusetts. The firm had been experiencing the success as a distributor and processor of fresh delicate meats since almost 100 years. Their menu for processingwas comprised of the hot dogs, sausages, and delicatessen meats. The background of the trading and marketing area of the firm was come up primarily from New England and several other parts of the area of Mid-Atlantic. As per preceding year end of February 28, 2004, the annual sales of the Kayem Foods was around $140 million which was comprised of selling of meat products with several differentnames and of labeled super-market products which are made for other merchandisers and manufacturers which were considered as distributors of Kayem Foods Inc. meat selling with several brand names was contributed of about 60% in the overall revenue generation and the rest portion was generated from selling the products to several distributors. The top selling product of the Kayem Foods was hot dogsfrom a variety of other edible product line that included salami, bologna, kielbasa, hams, and sausages. The major advantage it was having that its several different types of edible products were selling under different brandings and this was probably the purpose of their increased fame and popularization.
Several brands among the many brands of the firm were price competitive against their marketcompetitors such as, MeisterChef. While some other brands of the Kayem Foods were holdovers from the company as it had retained and acquired because of some regional loyalty. For example, the products of McKenzie had a strong follow up of its product in the upstate New York and Vermont. The company was selling its items and products basically to big super-markets and several other retailing foodstores of the overall Northeast. As in the past decades, it had been making an effort to become a distributor of the retail stores of Southeast and Midwest as well. It had also succeeded in obtaining some of the share of super-market distribution in the Florida and California. That food firm was selling most of its sales volume to the major food wholesalers and food retail outlets directly as itmade full trucks deliveries weekly and at sometimes more rapidly to its frequent customers of New England. Not only this, but Kayem Foods used to sell its food services to several food industries as about $15 million per annum. The industries who were buying the services from the Kayem Foods were comprised of universities, office dining services, restaurants, and big hospitals of the area.Consequently, in just some years Kayem Foods Inc. had achieved its great success with the selling of sausages and hot dogs to all the big supermarkets of the country. As the company was undergoing with its highest selling advantage, beside this it placed emphasis keeping its deli counter consistent by maintaining its current position in the market with the features of high-quality and fresh products.However, because of its competitive strategies, many supermarkets never even thought to staple their wonderful delicatessen’s market offerings.

The Organization
The consumers of the Kayem Food Inc’s was using sausages as the most rapidly consuming food item since many years due to which its current market had been experienced with some modest growth. As in the year 2003, the average sales ofthe sausages had been increased about 2 percent as that were serving at breakfast more rapidly by consumers and the totaled retail sales of the sausages till the year 2003 was $2.4 billion approximately. It had become one of the fastest growing segment of the product as it was highly consuming in breakfast, dinner, and even consumer were purchasing a high amount of frozen sausages for anytime...