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Netra Shetty
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Marketing Research of Silicon Graphics - April 8th, 2011

Silicon Graphics, Inc. (commonly initialised to SGI, historically sometimes referred to as Silicon Graphics Computer Systems or SGCS) was a manufacturer of high-performance computing solutions, including computer hardware and software, founded in 1981 by Jim Clark. Its initial market was 3D graphics display terminals, but its products, strategies and market positions evolved significantly over time.
Initial systems were based on the Geometry Engine that Clark and Marc Hannah had developed at Stanford University, and were derived from Clark's broader background in computer graphics. The Geometry Engine was the first very-large-scale integration (VLSI) implementation of a geometry pipeline, specialized hardware that accelerated the "inner-loop" geometric computations needed to display three-dimensional images.
SGI was headquartered in Sunnyvale, California; it was originally incorporated as a California corporation in November 1981, and reincorporated as a Delaware corporation in January 1990. In April 2009, SGI filed for Chapter 11 bankruptcy protection and announced that it would sell substantially all of its assets to Rackable Systems, a deal finalized on May 11, 2009, with Rackable assuming the name "Silicon Graphics International".


The industry is built upon the large manufacturing communities that import grain and other needed materials. Materials such as grain are brought in from areas of the central US and food additives are imported from around the globe.

This generally is a recession resistant industry. It was impacted significantly, however, in the middle of 2008 with the dramatic rise in commodity prices. Not only did breakfast food manufacturers face high fuel costs, but basic raw material costs had almost doubled or even tripled on some commodities. A staple raw material, corn for example, had been negatively impacted as it was used as a component of ethanol, a basis of alternative fuels. With the price of oil exceeding $140 per barrel in mid 2008, the demand of corn (i.e. as a basis of ethanol) shot up and manufacturers took a hit to the bottom line. In many cases, companies passed on the price increases to consumers and many products, such as breakfast cereals, saw significant price increases at the retail level.

Late 2008 saw a reversal of fortune for basic commodities. With the global recession hitting in the 3rd quarter, commodities price hikes reversed and prices have plummeted. This has benefited breakfast food manufacturers, but they now bear the burden of a shrinking consumer spending pattern in 2009. At the retail level, some firms have continued to do well. The consumer needs to eat, but will continue to shift their spending. It is likely that brand names will suffer some erosion as consumers shift to lower priced generic alternatives. In the related dining-out segment, the effects are quickly seen. Starbucks continues to face headwinds while it reformats its approach, while McDonalds has continued to gain ground.


Contents
[hide]
1 Industry Definitions
2 Market Metrics
3 Industry Players
4 Recent Trends and Developments
5 Sources
Industry Definitions
Cereal - a plant (as a grass) yielding starchy grain suitable for food
Ready to eat meal – Meal that requires no preparation
Snack-bar – Mostly nutritious bar made from breakfast food items, granola, fruits, dry milk
Toaster Pastry – Pastry filled with sweet filling that can be warmed in the toaster
Waffle - a crisp cake of batter baked in a waffle iron

Market Metrics
The following data is from 2006 sales figures:

Top 10 Ready-to-eat-cereal vendors

Vendor Dollar Sales Unit Sales

Kellogg Co. $6,835,080,704 2,226,265,856
General Mills $2,238,298,624 637,755,840
Kraft Foods Inc. $1,029,982,560 344,343,328
Quaker Oats Co. $581,412,928 200,987,632
Private Label $554,467,648 240,552,928
Malt-O-Meal Co. $141,202,352 56,953,272
McGee Foods Corp. $16,902,996 8,102,399
Nature's Path $14,225,237 3,878,437
Barbara's Bakery $13,527,515 3,703,454
Health Valley $10,293,783 2,914,930

Top 10 Toaster pastries/tart Brands

Brand Name Dollar Sales Unit Sales

Kellogg's Pop-Tarts $331,125,248 152,558,304
Private Label 60,536,288 40,977,328
Thomas 26,194,058 12,188,326
Quaker Fruit & Oatmeal Toastables 19,126,590 10,875,227
Kellogg's Pop-Tarts Snak Stix 15,686,995 8,245,920
Kellogg's Pop-Tarts Pastry Swirls 13,733,399 5,952,282
Thomas Toast R Cakes 6,191,238 3,676,394
Flavorkist Toastem 5,513,212 3,768,763
Kellogg's Pop-Tarts Limited Edition 5,354,647 2,061,914
Cobblestone Mill 1,363,860 676,101

Top Breakfast Cereal/Snack Bars

Brand name Dollar Sales Unit Sales

Kellogg's Nutri-Grain Bars $112,995,544 37,568,624
General Mills Milk 'n Cereal Bars 72,969,512 24,903,248
Quaker Fruit & Oatmeal 45,790,644 15,056,827
Kellogg's Special K Bar 41,592,280 16,511,071
Slim Fast Snack Options 40,400,032 12,556,218
Quaker Fruit & Oatmeal Bites 30,394,774 9,951,549
Kellogg's Nutri-Grain Yogurt Bars 26,241,644 8,599,982
Kellogg's Nutri-Grain Minis 22,287,612 7,223,768
Kellogg's Cereal & Milk Bars 22,199,434 8,937,802
Top 10 Frozen Waffle Brands

Brand name Dollar Sales Unit Sales

Kellogg’s Eggo $257,925,376 109,776,856
Pillsbury Hungry Jack 63,555,440 32,862,080
Aunt Jemima 40,508,572 27,991,208
Kellogg's Nutri-Grain Eggo 24,798,514 9,564,246
Kellogg's Eggo Waf-Fulls 15,751,381 5,974,836
Kellogg's Special K Eggo 13,526,839 4,209,630
Kellogg's Eggo Minis 9,205,334 2,964,179
Vans 6,805,205 2,370,983
Kashi GoLean 2,291,406 908,463
Industry Players
The following list of key players represents the majority of the manufacturing in the breakfast food industry. Even the generic brand Malt-O-Meal is represented due to its popularity with consumers.

Major Breakfast Food Manufacturers Location Revenue Market Cap

1. General Mills USA 12.44B 19B
2. Kellogg Co. USA 11.38B 22.22B
3. Quaker Oats Co.1 USA 36.66B 112.4B
4. Kraft Foods, Inc. USA 35.41B 57.33B
5. Ralcorp USA 1.85B 1.48B

1Owned by Pepsi Co.
2Private companies, data not available.

Recent Trends and Developments
The future of breakfast food is hinging more and more on commodity prices and the health of the global economy. It is unlikely the global recession will cause a marked drop in consumption, although high end brands with premium pricing will likely suffer. The greater impact could likely come with any return to inflation in commodity prices over the new few years.

At the same time there is significant opportunity in new markets such as China and India. If there is a considerable increase in consumer consumption in these markets, there may be a relatively high boost in the growth of breakfast foods worldwide.
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Re: Marketing Research of Silicon Graphics
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Jitendra Mazee
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Re: Marketing Research of Silicon Graphics - August 1st, 2016

Quote:
Originally Posted by netrashetty View Post
Silicon Graphics, Inc. (commonly initialised to SGI, historically sometimes referred to as Silicon Graphics Computer Systems or SGCS) was a manufacturer of high-performance computing solutions, including computer hardware and software, founded in 1981 by Jim Clark. Its initial market was 3D graphics display terminals, but its products, strategies and market positions evolved significantly over time.
Initial systems were based on the Geometry Engine that Clark and Marc Hannah had developed at Stanford University, and were derived from Clark's broader background in computer graphics. The Geometry Engine was the first very-large-scale integration (VLSI) implementation of a geometry pipeline, specialized hardware that accelerated the "inner-loop" geometric computations needed to display three-dimensional images.
SGI was headquartered in Sunnyvale, California; it was originally incorporated as a California corporation in November 1981, and reincorporated as a Delaware corporation in January 1990. In April 2009, SGI filed for Chapter 11 bankruptcy protection and announced that it would sell substantially all of its assets to Rackable Systems, a deal finalized on May 11, 2009, with Rackable assuming the name "Silicon Graphics International".


The industry is built upon the large manufacturing communities that import grain and other needed materials. Materials such as grain are brought in from areas of the central US and food additives are imported from around the globe.

This generally is a recession resistant industry. It was impacted significantly, however, in the middle of 2008 with the dramatic rise in commodity prices. Not only did breakfast food manufacturers face high fuel costs, but basic raw material costs had almost doubled or even tripled on some commodities. A staple raw material, corn for example, had been negatively impacted as it was used as a component of ethanol, a basis of alternative fuels. With the price of oil exceeding $140 per barrel in mid 2008, the demand of corn (i.e. as a basis of ethanol) shot up and manufacturers took a hit to the bottom line. In many cases, companies passed on the price increases to consumers and many products, such as breakfast cereals, saw significant price increases at the retail level.

Late 2008 saw a reversal of fortune for basic commodities. With the global recession hitting in the 3rd quarter, commodities price hikes reversed and prices have plummeted. This has benefited breakfast food manufacturers, but they now bear the burden of a shrinking consumer spending pattern in 2009. At the retail level, some firms have continued to do well. The consumer needs to eat, but will continue to shift their spending. It is likely that brand names will suffer some erosion as consumers shift to lower priced generic alternatives. In the related dining-out segment, the effects are quickly seen. Starbucks continues to face headwinds while it reformats its approach, while McDonalds has continued to gain ground.


Contents
[hide]
1 Industry Definitions
2 Market Metrics
3 Industry Players
4 Recent Trends and Developments
5 Sources
Industry Definitions
Cereal - a plant (as a grass) yielding starchy grain suitable for food
Ready to eat meal – Meal that requires no preparation
Snack-bar – Mostly nutritious bar made from breakfast food items, granola, fruits, dry milk
Toaster Pastry – Pastry filled with sweet filling that can be warmed in the toaster
Waffle - a crisp cake of batter baked in a waffle iron

Market Metrics
The following data is from 2006 sales figures:

Top 10 Ready-to-eat-cereal vendors

Vendor Dollar Sales Unit Sales

Kellogg Co. $6,835,080,704 2,226,265,856
General Mills $2,238,298,624 637,755,840
Kraft Foods Inc. $1,029,982,560 344,343,328
Quaker Oats Co. $581,412,928 200,987,632
Private Label $554,467,648 240,552,928
Malt-O-Meal Co. $141,202,352 56,953,272
McGee Foods Corp. $16,902,996 8,102,399
Nature's Path $14,225,237 3,878,437
Barbara's Bakery $13,527,515 3,703,454
Health Valley $10,293,783 2,914,930

Top 10 Toaster pastries/tart Brands

Brand Name Dollar Sales Unit Sales

Kellogg's Pop-Tarts $331,125,248 152,558,304
Private Label 60,536,288 40,977,328
Thomas 26,194,058 12,188,326
Quaker Fruit & Oatmeal Toastables 19,126,590 10,875,227
Kellogg's Pop-Tarts Snak Stix 15,686,995 8,245,920
Kellogg's Pop-Tarts Pastry Swirls 13,733,399 5,952,282
Thomas Toast R Cakes 6,191,238 3,676,394
Flavorkist Toastem 5,513,212 3,768,763
Kellogg's Pop-Tarts Limited Edition 5,354,647 2,061,914
Cobblestone Mill 1,363,860 676,101

Top Breakfast Cereal/Snack Bars

Brand name Dollar Sales Unit Sales

Kellogg's Nutri-Grain Bars $112,995,544 37,568,624
General Mills Milk 'n Cereal Bars 72,969,512 24,903,248
Quaker Fruit & Oatmeal 45,790,644 15,056,827
Kellogg's Special K Bar 41,592,280 16,511,071
Slim Fast Snack Options 40,400,032 12,556,218
Quaker Fruit & Oatmeal Bites 30,394,774 9,951,549
Kellogg's Nutri-Grain Yogurt Bars 26,241,644 8,599,982
Kellogg's Nutri-Grain Minis 22,287,612 7,223,768
Kellogg's Cereal & Milk Bars 22,199,434 8,937,802
Top 10 Frozen Waffle Brands

Brand name Dollar Sales Unit Sales

Kellogg’s Eggo $257,925,376 109,776,856
Pillsbury Hungry Jack 63,555,440 32,862,080
Aunt Jemima 40,508,572 27,991,208
Kellogg's Nutri-Grain Eggo 24,798,514 9,564,246
Kellogg's Eggo Waf-Fulls 15,751,381 5,974,836
Kellogg's Special K Eggo 13,526,839 4,209,630
Kellogg's Eggo Minis 9,205,334 2,964,179
Vans 6,805,205 2,370,983
Kashi GoLean 2,291,406 908,463
Industry Players
The following list of key players represents the majority of the manufacturing in the breakfast food industry. Even the generic brand Malt-O-Meal is represented due to its popularity with consumers.

Major Breakfast Food Manufacturers Location Revenue Market Cap

1. General Mills USA 12.44B 19B
2. Kellogg Co. USA 11.38B 22.22B
3. Quaker Oats Co.1 USA 36.66B 112.4B
4. Kraft Foods, Inc. USA 35.41B 57.33B
5. Ralcorp USA 1.85B 1.48B

1Owned by Pepsi Co.
2Private companies, data not available.

Recent Trends and Developments
The future of breakfast food is hinging more and more on commodity prices and the health of the global economy. It is unlikely the global recession will cause a marked drop in consumption, although high end brands with premium pricing will likely suffer. The greater impact could likely come with any return to inflation in commodity prices over the new few years.

At the same time there is significant opportunity in new markets such as China and India. If there is a considerable increase in consumer consumption in these markets, there may be a relatively high boost in the growth of breakfast foods worldwide.
Hey netra, thanks for the information on Silicon Graphics and i read all your report. After reading your report, i thought i should also contribute something useful so that going to upload a document which would give related information on Silicon Graphics.
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