Project Feasibility Study 2014 Essay Example | Topics and Well Written Essays - 2000 words

Project Feasibility Study 2014 - Essay Example With regard to the current scenario, the company incorporates four major brands that include Kingsmill, Allinson, Burgen and Sunblest, altogether playing a pivotal role for Allied Bakeries to build its long-term sustainability in the global food processing and retailing industry (1Allied Bakeries, 2014). In relation to the recent observation, the company has been facing a significant level of difficulties regarding the operational functions and performance of its leading brand, Kingsmill. Kingsmill of Allied Bakeries has long been identified as one of its leading brands, principally because it is capable of providing a wide range of food items ranging from the Little BIG Loaf to 50/50. Its primitive aim has therefore been focused on sufficing the nutritional needs of the consumers in the national baking industry (2Allied Bakeries, 2014). In its recent performance, the company has introduced the Great White loaf with the brand name of Kingsmill and has collected the attention of the global consumers within a short-run (Ritson, 2014). However, the market research conducted by Allied Bakeries has demonstrated a different scenario regarding the newly launched White loaf in the UK markets. Although marketers may gain success by altering the preferences or demands of the customers, in various cases, the changes may convey severe risks for the organisations to maintain its long-term sustainability. In relation to the business strategy of Allied Bakeries regarding its innovative Great White, the intention of changing consumption habit or attitude of the customers may lead the company to cause a negative impact on its brand positioning. Therefore, major changes regarding the innovative concept of Great White has emerged as an essential practice for the company to preserve the brand position of Kingsmill and the reputation of Allied Bakeries as well (Askew, 2014). Change in the business strategies is a common and widely accepted