Marketing Audit

Organization : Vemco Ltd.

Introduction

Vemco is a food and beverage company, founded in 1958, a local

organization operating both locally and exportally throughout other Caribbean
regions. They are also a conglomerate of CDP also known as Caribbean
Distribution Partners Limited. They are based in San Juan, Trinidad and Tobago
operating their food services.
Mission Statement

Vemco’s mission upon being founded is to deliver life-enriching experiences

to the world, they strive to create brand winners that represent the core values of
sincerity, excellence, respect, valour and empowerment.

This company didn’t have a mission statement, from observations the above
statement was rooted from their values and a reflection of their leaders’ qualities.
After further research, the organization has lived up to their initial values.

Financial Statement
From 2018-2019 all CDP companies finished the year with $2.1 billion, with
54% of the turnover coming from business in Barbados and Guyana, and the
remaining 46% was generated from Trinidad and Tobago owned businesses.
Mckinsey 7s’
Hard Elements
Strategy - At Vemco, Barry lee, IT manager,
is responsible for the plannings. Making sure
sure necessary systems are in place to respond
to customers internally and externally.
Through creative thinking and dynamic
interaction between customer and supplier,
Mr. Lee believes it can tackle the company
objectives. Insisting on higher quality of
customer services.
Structure - Retail Distribution, Human
Resource Management, Brand Development
and Brand Development.
Systems - Vemco’s manufacturing facilities
have recently been positioned to operate
independently from its frontend business.
This has allowed deeper focus on both the
manufacturing operations as well as the
marketing and distribution operations.
Soft Elements
Style - there is apparent democratic
leadership existing within Vemco, they
empower their staff with knowledge, passion,
positive thinking and tools necessary to fuel
and engage the team. Among the four fields
within this organization, they all work
collectively to “deepen the company’s
legacy”.
Skills - judging from Vemco’s board of
executives and their descriptions, they all
share similar skills and values. These values
strong analytical and planning skills, passion,
consistency and being proactive in the
process.
Staff - 500+ employees across all locations,
upon observing the organisational leaders,
these employees should reflect the same
values within the workplace. Vemco is made
up of 4 cross - collaborating fields ; Retail and
Distribution, Human Resource Management,
Brand Development and Foodservices.
Shared Values - Sincerity, Excellence,
Respect, Valour and Empowerment
From an outside perspective, their team seems
to be collaborative and proactive.
 Marketing Mix
Product - This organisation offers a wide range of food
and beverage such as; Swiss, KerryGod, Cafe
Brasil, Quaker, Otis Spunkmeyer, Pepperidge
Farm, Doe, Tropicana, Kara, Campbell’s,
Prego, Swanson, Carbonell, Dujardin, Ardo,
Basilur, Bruggeman, Kretshmer, Ghirardelli,
Red lobster, Royal Dansk. They provide
distribution to Caribbean regions such as
Jamaica, St. Kitts and Nevis, Antigua and
Barbuda, Monserrat, Dominica, Barbados and
many more recently adding Panama, Cuba
and Domincan Republic to their list.
Additionally they manufacture all their Swiss
products locally in Trinidad

Place - Vemco products are being distributed both

locally and across other Caribbean regions.
Locally they operate out of 4 locations to
provide international and manufacturing
brands, and give service to 4,000 accounts
directly throughout Trinidad and Tobago.
Exportly, Vemco is one of the Caribbean’s
leading manufacturers and distributors of Fast
Moving Consumer Goods (FMCG) whilst
expanding and exporting our manufactured
brands to places such as the USA and more
Caribbean regions.

People - At Vemco, their retail and distribution team is in charge of most of the
dealings with existing customers and/or potential relationships.

Process - As mentioned before Vemco operates out of 4 locations and is estimated

to have over 70,000 sq. ft. of distribution facilities to bring customers their favorite
international and manufactured brands.

Physical Evidence - Vemco products are widely available at supermarkets in

Trinidad such as; Xtra Foods, PriceSmart and Massy Stores.
SPICC Factors

Suppliers - Vemco locally manufactures a Swiss products

and is said to use the freshest ingredients and
apply remarkable techniques to make sure
their products are produced to the highest
quality.

Public - Vemco is owned by Caribbean Distribution

Partners Limited, a subsidiary of Agostini’s
Limited, a leading public company and the
Goddard Enterprises Ltd. residing in Barbados
entered into a partnership agreement in order
to utilize their conglomerate strengths to
support a great distribution network in the
Caribbean region. Resulting in the formation
of Caribbean Distribution Partners Limited
(CDP), 50/50 joint venture.

Intermediary - At Vemco the supermarkets such as the ones

listed above, Xtra Foods, Massy Stores and
PriceSmart

Customers : The final users of these products vary as Vemco has diverse
productions and services, their target bracket is broad and not singled out, making
their products more widely available to more consumers.

Competitor : Vemco’s competitors are more indirect. An example of a competitor

is PepsiCo. Vemco also took over the marketing and distribution of the Pepsi
beverage range for the last two months of the existing beverage division as well as
their growing penetration of the food service industry.
Angostura being one of the leading food and beverage companies in Trinidad,
producing alcoholic beverages, Carib Brewery being right behind them as
CARICOM’s biggest beer producer, Blue Waters being an indirect competition
and finally Vemco.
Pestle

Political - Government involvement in trades,

health and safety
Economical - Consumer behaviour, banking,
employment factors, partnerships,
regulation switch
Social - Buying habits, lifestyle, family size and
structure
Technological - Limited information on website, little
to no online presence
Legal - Consumer law, health and safety law
and import/export law
Environmental - Workplace efficiency, pollution,
availability of renewable goods
References

Books

Weeks. P 2007. Managing People, Finance and Marketing. Chester: Pearson.

Websites

Anon (2019) Vemco, A CDP Company. [online]

Available at: https://www.vemcott.com/ [Accessed: 12 April 2020]

www.agostini's limited.com. (n.d.). Welcome to Agostini’s Limited. [online]

Available at: http://www.agostinislimited.com/ [Accessed 10 Apr. 2020]