American Egg Board Case

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American Egg Board Case SITUATION ANALYSIS The Product and Organization As a consumer product, few products are as undifferentiated as eggs. Despite a few minor variations in size and shell color the differences between all varieties of eggs is miniscule compared to most products. The majority of consumers looking to purchase eggs would think of eggs as a homogeneous product, with no differences in variety or quality.

The American Egg Board is the industry association responsible for marketing eggs on behalf of all independent American egg farmers and producers. The key goal of the American Egg Board is to stimulate increased demand for eggs among consumers, particularly by increasing awareness of eggs, emphasizing the health benefits, combating fears about inaccurate health risks, and combating indirect competitors like cereal makers.

The Market and Competition Who buys eggs? In terms of age demographics, consumers aged 18-54 are above average consumers of eggs.

Heavy use is found in the 18-54 age group, and is strongest among the 35-54 age group. Light use is also common among the 18-34 age group. The 55+ age group have below average egg consumption, especially for heavy use. Light use in this group is slightly below average. Education demographics reveal that consumers with some degree of college education are more often users of eggs than are consumers with less education, although those lower educated consumers are more likely to be heavy users. The college educated consumers more often fall into the light user category.

Occupational demographics indicate that Professional and Managerial/Administrative consumers tend to be light users whereas Precision/Craft and Other Employed consumers tend to be heavy users. Ethnic Group demographics show that Whites are more likely to be light users of eggs whereas Blacks and Hispanics tend to be heavy users. I hesitate to draw a conclusion...