Marketing analysis of Famous Amos (Singapore)

Essay by Crazy101B, December 2008

download word file, 15 pages 0.0

Executive SummaryFamous Amos was established in the year 1983 in Singapore. It is now under Kellog's Company since it was bought over in year 2001. Famous Amos offers cookies with nine varieties of flavours. It products also includes muffins and brownies. They serve the consumer with its finest and freshly made cookies. They believe in making the chip for the future generation. Famous Amos Cookies are also recognised as the best chocolate chip cookies in the world. Their cookies also meet the needs and wants of the audience. Famous Amos is also widely distributed in the island.

Famous Amos targets audience are mainly the cookies and chocolate lovers. However, they segment their products Geographically; around the world, Demographic; targeting kids, young adults and adults, Psychographic; interest in chocolate cookies, and Behavioral Segmentation; can be used in any occasion.

Famous Amos strength is mostly on its superior quality product and its weakness is mainly on its marketing skills, which is promotion.

This is because, they did not advertise as frequent to inform the consumer about its existence. Famous Amos opportunity is having international expansion and threats that it may face is the increase in aging population when its target audience are mostly young adults.

Famous Amos competitor is Mrs. Field and Little Jerry's Place. Mrs. Field is its major competitor as they are selling mostly the same and it is also known.

However, Famous Amos still stays competitive by continuing to produce new products and packaging designs to strengthen their competitive positions.

Company Profile of Famous AmosFamous Amos was found by Wally Amos. He was a veteran who worked as a talent agent with William Morris Agency. He started with sending home-baked chocolate cookies to celebrities mainly to attract them before opening a store in Los Angeles, California on 10 March...