Strengths and Weaknesses: Farm bake & Earnest Adams

	Farmbake	Ernest Adams
Strengths	• Trusted, known, honest brand • Focuses on classic, simple flavours (quality over quantity) • Appealing to families • Wide range of flavours (7) • Reminiscent of home baking: “the taste of home” • Appealing, timeless, homely packaging • Packaging design = illusion of more product that Earnest Admas • Own biscuit brand of Farmbake, as opposed to just having Arnott’s biscuits	• Simple flavours that still work: e.g apricot choc cookies, butter shortbread • Slightly better value than Farmbake bagged biscuits (although price isn’t very relevant in this case) Earnest Adams = $2.99 Farmbake = $4.00
Weaknessess	• Has had the same flavours for years • Just 2/7 flavours don’t have chocolate • More expensive	• Has had the same flavours for years • Only has 4 flavours versus FB 7, not much variety • Product/ingredients/brand isn’t linked to a place. E.g, cookies aren’t a well known NZ product, packaging shows no other ingredients or scenery that help to explain the product • Relies solely on the logo to sell their product • Looks old fashioned as opposed to Farmbake • Doesn’t have a strong brand name, is just Earnest Adams
Opportunities	• add more variety and non-chocolate flavours  • update classic flavours with new ingredients  • Macro trend - disposable income, increase in luxury spending	• An actual brand separate from EA • Updated packaging that appeals to a wider demographic (currently appears old) • A product concept that is unique to Farmbake  • Macro trend - disposable income, increase in luxury spending
Threats	• Home baking • Tray biscuits • Macro trend: Healthy lifestyles • Macro trend: Environmentalism, consumers only buying recyclable/compostable packaging	• Home baking • Tray biscuits • Farmbake has a long history/customer loyalty  • Macro trend: Healthy lifestyles • Macro trend: Environmentalism, consumers only buying recyclable/compostable packaging