From: Stan Wouters

To: Liz Jansen

Date: January 11, 2024
Subject: the difficulty of Merlin Foods Ltd and suggest some advices for the company
Dear Liz Jansen,
I hope this email finds you well. I am writing this email to present to you the obstacles that
based on the current state of the company also I have come up with some ideas to deal with
them.
First of all, the largest supermarket chains sell it own brands of soup at much lower prices so
that will be challenging for us if we still keep that price. Besides our product does not display
correctly, so customers cannot find it.
Secondly, our packaging is very similar to the current market leader in Germany, so it does not
create high brand awareness. Moreover, the competitors frequently offer discounts on products,
therefore the number of customers increases which means they visit their supermarkets
frequently.
Nevertheless, we should hire a specific role that will help Jan Kluis tackle problems more
efficiently and improve productivity and performance of the business value. It is necessary to
redesign the packaging in unique ways and highlight the brand’s quality by using natural
ingredients. In addition, we should offer the managers incentives for them to put our product on
the top shelves. The last one is that we should often run a promotional campaign such as a
discount weekend or a 10% discount for the next purchase.
I hope the information I have provided is useful to you. If you have any questions, please reply
to this email.
I am looking forward to your response .
Yours sincerely,
Stan Wouters
Sunnyvale Brand Manager - Merlin Foods Ltd