... growth rate due to a number of competitive factors. The most significant competition Beccel Margarine faces is butter. The Dairy Bureau is aggressively marketing butter as the natural, better tasting choice. The butter industry leads the category in advertising spending, with annual spending of nearly $7 million. Butter companies are adding fuel to the fire by entering the margarine business as well. Though these category extensions hold a relatively low market share, they do pose a threat to Beccel. SWOT Beccel's strength as a company lies heavily in its marketing. Beccel took its brand recognition to very high levels through its "Young at Heart Campaign". Beccel's product is a healthier product, and is typically less expensive than butter, its counterpart. Beccel has a very high level of customer loyalty, presenting a significant strength to the company. Beccel's weaknesses lie in the fact that they market their product mostly to those 65+, stressing that ...

See this essay or coursework document in full right now