Strengths
- Consistent packaging with suttle differences to identify flavour to flavour
- Been around since the 1920’s so it is a trusted brand
- At $3.69 as an average price per 350g bag, it is a decent price compared with Farmbake which is the same size at $4.49
- Their tagline which is ‘Tastes like homebaked’ so they’re not advertising falsely by saying they are actually homemade. Also in another small piece of text they say, the recipes are ‘inspired’ by family favourite recipes
- NZ made, people like to support NZ brands so will encourage them to buy
Weaknesses
- Packaging isn’t really visually suitable for Earnest Adams as it looks quite cheap, old fashioned and doesn’t go with the rest of Earnest Adams products
- Packaging isn’t easy to open or reseal which means the food could go off
- No health benefits in the biscuits are promoted (health is a rising macro trend)
- Not a very big range of flavours
Opportunities
- Have opportunity to create and sell more flavours as they currently have a minimum
- They use NZ and imported ingredients so they could spread internationally
Threats
- Currently not a lot of variety in the biscuit range
- Not as big as the competitors brand (Farmbake) as they are internationally recognised
Strengths
- Packaging is nicely designed and consistent for their biscuits
- Huge range of flavours, double the amount Earnest Adams have
- They have been around for a very long time since 1869
- Has a true slogan
- Internationally sold which shows it is a very successful and popular brand
Weaknesses
- Biscuits fall apart easily and are covered in fine crumbs when they near the bottom of the bag
- Superficially similar
- Being too commercial may take the homeliness feel away from the brand
- Some of the flavours aren't really true to the name e.g. chocolate fudge is just like the normal chocolate chip biscuit just a darker brown
Opportunities
- They have room to expand the company as it is as internationally known
- New Zealanders like 'homegrown' products and brands so if Farmbake set up a factory here, it would provide people with jobs e.t.c. and might make New Zealanders appreciate and support the brand more.
Threats
- The macrotrend of natural and organic is becoming popular which may not be a good thing for sweet products like Farmbakes biscuits. Maybe if they replaced the sweet parts of the recipe with a healthier alternative it would keep up with this trend
