E/B/166. Case Study: Fisherman’s Friend: A Friend in need is a Friend indeed

The paper reports on the performance of Fisherman’s Friend reviewing the company’s history, describing their products, discussing technological changes in production, marketing strategies, etc. This paper answers the following questions: Summarise the STEP factors that might have affected Lofthouse of Fleetwood’s marketing decisions. Why is market research so important to this company? Why should Lofthouse of Fleetwood want to reach a younger market? What is it doing and what more could it do to reach this audience? Lofthouse of Fleetwood contracts its marketing activities to an independent company, Impex, so that it can focus on manufacturing. Does this make Lofthouse of Fleetwood a production or product-orientated company?