Becel Margarine: Reinvigorating Growth 1. Problem Statement/IdentificationWhat changes should Becel make to its marketing strategy to increase sales, market share, profits and maintain rapidly growing trend in the long run?
The current strategic objectives and goals of the margarine giant Becel are to:


Deliver strong short and long-term growth
Sustain and consolidate current record market share
Deliver a brand that helps consumers meet their health heart needs

However, in order to achieve its strategic aims the firm must consider the following overriding factors:


Limited growth potential in a thoroughly competitive marketing environment.
Rapidly changing demographic landscape of Canadian consumer and households.
Tight and stringent federal and provincial government regulations stifling growth and innovation
Incompetent and grossly inefficient communications strategy failing to effectively target vital consumers.
The company’s pricing strategy......

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Title: Becel Case
Approximate Word Count: 3682
Approximate Pages: 15 (250 words per double-spaced page)

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