Professional Documents
Culture Documents
-A Market Analysis
HISTORICAL ANALYSIS
Woven into the fabric of the United
Kingdom of Great Britain is a rich history
defined by wars, rebellions, royals, social
upheaval and the rise and fall of what was
once the biggest empire in the world
Wales was
formally united
with England
by the Acts of
Union of 1536
and 1542
Scotland ruled
from London
since 1603, was
joined with
England and
Wales in 1707 to
form The United
Kingdom of
Great Britain
Ireland came
under English
control during the
1600s and was
united with Act of
1800 to form
United
Kingdom of
Great Britain
and Ireland
The republic of
Ireland gained its
independence in
1922, but a part
remained as
Northern Ireland
UK joined
European Union on
1st January 1973
and recently it
decided to leave
EU
Henry VIII
Elizabeth I
Winston Churchill
CULTURAL ANALYSIS
LANGUAGE
First spoken in early medieval
England, the English language is
the de facto official language of the
UK, and is spoken monolingually by an
estimated 95% of the British
population
Welsh is also officially recognised and
is spoken mainly in Wales.
Gaelic is spoken in some parts of
Scotland
SOCIAL NORMS
Handshaking is customary when
introduced to someone for the first time
The British are very reserved and private
people
There is a proper way to act in most
situations and the British are sticklers for
adherence to protocol
RELIGION
Power
Distance
Individualism
Masculinity
Uncertainty
Avoidance
Long term
orientation &
Indulgence
The UK lies between the north Atlantic and north sea and
separated from France by English channel in the south
Landscape can be divided roughly into two kinds of terrainshighland and lowland
Source: Euromonitor
POLITICAL ANALYSIS
Type of Government
Devolved Governments
Constitutional Monarchy in
which Monarch is the head of
the state and the PM of United
Kingdom is the head of the
government
Executive Power is exercised
by her Majestys government on
behalf of and by the consent of
Monarch
House of Commons
House of Lords
Theresa May
Queen Elizabeth II
ECONOMICAL ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
2.849
43700
2.0%
1.5%
2011
2012
2013
2014
2015
Source:
Gross Value
Added by
Sector:
2005 & 2015
2005
2015
0%
100%
World Bank
Activities of Household
In 2015, Financial Intermediation
Euromonitor
Education, health, social work
and Education, health, social
Public administration
work were the largest sectors in
Financial intermediation
the UK, accounting for 35.1% &
Transport, storage & Communications
17.9% of total GVA, respectively
Hotels and restaurants
Wholesale and Retail trade
Construction
Electricity, gas & water supply
Manufacturing
Mining & quarrying
MONETARY INDICATORS
Inflation rate
GVA BY REGION
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
2010
2011
2012
2013
2014
2015
2016
Source: ONS UK
Source: ONS UK
REGULATORY ENVIRONMENT
10
10
4.5
10
Source: Euromonitor
SILVER SURFERS
CONVENIENCE
SHOPPING
WEBROOMING
ETHICAL
CONSUMPTION
Source: Euromonitor
TRADE PATTERNS
IMPORT PROFILE
EXPORT PROFILE
Source: Euromonitor
The UK's exports are relatively diverse with the main product
groups in 2015 being machinery and electrical equipment
(19.9%), transportation (14.4%) and chemicals (13.3%)
Source: Euromonitor
The H. J. Heinz Company, or Heinz, is an American food processing company with world
headquarters in Pittsburgh, Pennsylvania founded by Henry John Heinz in 1869
Heinz is the leading seller of baked beans in the UK, with its beans product lines referred to as Heinz
Baked Beans
The first Beanz were sold in the UK as a luxury item at London fine grocers Fortnum & Mason in
1901 and today it is among the top 10 FMCG brands in UK
Main reasons for the success of Heinz in UK apart from its image of being a global brand is the
adaption to local needs and unique campaigns
For UK markets, Heinz came out with 70 different flavour blends, with unusual ingredients like
beetroot, pomegranate and chilli in vogue
Heinz introduced Hot Sauces for UK market like Peri Peri, Hot Pepper which added to its success
there
To make the favourite convenience meal healthier Heinz introduced Reduced Sugar and Salt Baked
Beanz with 50 per cent less salt and 25 per cent less sugar than standard beans in UK market
Heinz adapted quickly to social media marketing and some of the campaigns like Red vs. Brown and
Grow your own campaign became viral and added to its brand equity