Abstract
The aim of this report is to find how A.1 can retain its position as the market leader in the steak sauce segment in the face of growing competition with the impending launch of, the new Lawry's Steak Sauce. The report touches upon the different factors that must be kept in mind in order to be prepared for the eventuality of facing such competition. This report is divided into three distinct parts. The first part presents a Marketing Audit with the internal and external analysis of the company. It is a summary of the company's positioning and its environment (customers, market and competitors).
