Natureview Farm

In: Business and Management

Submitted By krishnan15288
Words 329
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PROBLEM FORMULATION
NATUREVIEW FARM CASE
SUBMITTED BY: UNNIKRISHNAN V 1. Organization: Natureview farm, Inc.
Protagonist : Walter Bellini, Vice president of sales. Jack Gottlieb, vice president of operations Kelly Riley, the assistant marketing director

2. The strategic marketing dimensions to the company’s situation : * Growing revenue of the firm from current value by the end of 2001 fiscal year to avoid cash out. * Expanding the market share.

3. What is the significance of the problem to the subject? * Strengths: Major and trusted brand in natural foods, Product Quality, Strong relationships in natural food market, Channel leader, Relatively Rapid revenue growth, longer product shelf Life. * Weakness: Owns Small portion of the yogurt market, not ventured into supermarket channel, High dependence on brokers for distribution and promotion, inefficient nature foods distribution channel. * Opportunities: Supermarket channel provides significant potential of growth, Natural food’s sales expected to grow by 20%, Opportunity for lowering customer cost. * Threats: Lack of Capital, Main competitor (Horizon) is getting stronger, No expertise in supermarket channel, Company may have to reposition, Risk Inter Product cannibalization.

4. What are the decision options? * To expand six SKUs of 8-oz product line into one or two selected supermarket channel regions. * Expand 4 SKUs of the 32-oz. size nationally * Introduce 2 SKUs of a Children’s Multi-Pack into the Natural Foods Channel

5. What does he/she need to know to make a decision? * Potential in emerging/untapped market for the current product. * Costs, profitability, purchase intention in the new market. * Demand of the refrigerated yoghurt. * Costs, forecasted sales, intention to purchase the…...

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