Analyse St Michel / PESTEL

External analysis : PESTEL, 5 forces de PORTER

Political analysis: The Minister of Health in France, Roselyne Bachelot wanted to pass a law to ban sweet products from some supermarkets shelves and innovative products could avoid this new law.

Economic analysis: The biscuit market is humongous with a revenue reaching 2.1 billion € in 2016 (+3.2%) for 1.3 billion of packs sold (+0.5%) = the afternoon snack market represents a 1;61€ billion.

Social analysis: the consumption of the St Michel’s products is high and reflects the trends of the market : “total yearly consumption of 8;48kg per household” + large choice of products : “85 000 types of regional biscuit and cakes” + French people usually snack, especially children and teenagers (“the afternoon snack [...] is the fourth meal”, “the afternoon snack is the children’s favorite meal.”) + however the parents try to limitate the biscuits to their children due to the obesity studies published + on-the-go/snacking trends for adults especially + healthy trends (more cereals than biscuits)

Technological analysis: innovation in order to impulse purchases ? For example, new designs of the biscuits, healthier recipes, new ingredients, new texture (sweet cookies of Granola for example), new sizes (Kinder Bueno mini, Twix Mini Cubes etc.), new packaging, news making process (example of Nature Addicts ! page 24) etc.

innovation and investments in communication/advertising with sponsorships, games, TV and outdoors advertising

Ecologic analysis: Healthier recipes than before

Legal analysis: The french government initiated the NNHP making it compulsory for the food industry to display one of the following captions in their ads: "For your health, eat at least five fruits and vegetables a day" and "for your health, avoid snacking between meals"

Strengths

Weaknesses

Internal analysis

French know-how : high value for the consumer, Original traditional and authentic recipes

Ethical values :, sustainable agriculture, strict production conditions and sustainable packaging

The brand also has a large heritage since it was created

offer a Large range of products

Aging brand image

lack of communication

Packaging not really innovative

Opportunities

Threats

External analysis

29% of french households (adults) bought a product from st michel

there was 1.2 billion sweet snacks bought in france in 2016

Competitors : a lot of product / healthy trend and new healthy snacking brand entering the market (Gretel, Nakd, N.A., Materne)

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