The Energy Bar Industry
1. Conduct a thorough analysis of this category’s customer, competitors, market, and environment from the perspective of PowerBar. What are the key strategic questions? What additional information would you like to obtain? How would you obtain it? What are the threats and opportunities? In particular address the following issues:
a. How is the market segmented? What are the key customer motivations and unmet needs? What are the similarities and differences among the segments? How might a company link customer motivations to value propositions?
The market for PowerBar’s was once segmented to only athletes, is now also segmented towards a much larger segment. This segment now includes on the go and …show more content…
We live in a fast paced society and people are always looking for nutrients on the go. Eating an energy bar with the nutrients and vitamins one needs instead of a meal when you’re on the run fits great in today society.
There is also a great concern over kids and obesity over the past few years and the concern is constantly growing. Nutritious bars with the vitamins kids need would be a good market to get into as more and more parents are looking for healthier options for their children. 2. How would you go about evaluating emerging submarkets? What criteria would you use to enter each? Consider PowerBar’s reactions to Clif organic bar.
Powerbar split into many submarkets over the years which include Luna, a bar designed to meet women’s needs; Balance, a high protein bar; Pria, a low calorie bar, and Balance Gold, a bar that tastes like candy. What caused Powerbar to get into these submarkets? PowerBar saw a success in, with other energy bars put pressure on Powerbar to get up to speed. To get up to speed they researched the other company’s products and created something similar if not better, with Powerbar’s unique touch.
Customers needs and wants create these emerging submarkets. What are the new “fad” and