Welch Foods, Inc.

Running Head : Welch Foods Inc

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Introduction

Welch 's is the world 's leading marketer of concord and Niagara grape based products , including grape juice and jelly . The company produces a variety of other fruit-based products , including 100 percent juices and juice cocktails in the following forms : bottled , refrigerated single-serve , and frozen and shelf-stable concentrates . In addition Welch 's produces a number of fruit spread products ( HYPERLINK "http /www .prnwire .com /cgi-bin /stories .pl ?ACCT 104 STORY /www /story /03- 07-2000 / EDATE

http /www .prnwire .com /cgi-bin /stories .pl ?ACCT 104 STORY /www /story /03-0 7-2000 / EDATE

Welch Foods Inc commonly known as Welch 's is a wholly owned subsidiary of the National Grape Cooperative Association , Inc (National Grape . It is a cooperative owned food processing company . It processed concord grapes and Niagara grapes produced in the United States into juice , jams and other products . It was the leading marketer of concord and Niagara based products in the world . The company produced a variety of other fruit-based products , including 100 percent juices and juice cocktails The company owned the Welch 's and BAMA brand names , using the latter in marketing of its jams , jellies and preserves in the south . Its products were available in bottled , refrigerated , single serve and frozen and self-stable formats . Additionally , it served the industrial market supplying concentrates to further processors and other manufacturers ( HYPERLINK "http /www .prnwire .com /cgi-bin /stories .pl ?ACCT 104 STORY /www /story /03- 07-2000 / EDATE http /www .prnwire .com /cgi-bin /stories .pl ?ACCT 104 STORY /www /story /03-0 7-2000 / EDATE

International business

In the year 2003 , Welch 's had found a market in 40 international markets . The principle export markets were Japan , Canada , South Korea and the Caribbean Latin America area . In 2002 , the company was able to introduce seven new products in the UK through an alliance agreement that allowed it to process and distribute varieties of shelf-table products . It also launched a marketing campaign of approximately 8 million to support them . The campaigns entailed public relation campaigns , television advertisements , and radio promotion encompassing tactical sampling . To improve its stake in the South Eastern market , it signed an agreement on distribution with a South Korea consumer products company known as Nong Shim . It also enhanced its competitive advantage and reduced costs of new market entry in Japan by using a similar strategic alliance . in 2002 to 120 million ( HYPERLINK "http /www .prnwire .com /cgi-bin /stories .pl ?ACCT 104 STORY /www /story /03- 07-2000 / EDATE http /www .prnwire .com /cgi-bin /stories .pl ?ACCT 104 STORY /www /story /03-0 7-2000 / EDATE

Past and present strategies being pursued

Innovation in products and packaging

From its early days , Welch 's had continuously looked to product and packaging innovation as a competitive strategy . For instance it introduced the squeezable containers for jelly and jams in 1985 to improve the feasibility of kids preparing their own sandwiches and launched the shatter proof jelly jar in 1999 to minimize accidents when kids took the...