Case Monster Chomp
THE MONSTER CHOMP COOKIES
I. SUMMARY
Beatrice Companies, Inc., is a highly diversified producer of processed foods, beverages, consumer products, chemicals, and other products in thirty countries, with sales offices and licensees in more than 120 more. They want to enter the market of Brazil. Ailiram was a local manufacturer of cookies and candies in the State of Sao Paulo. Beatrice intended to use Ailiram as a base for entering the national market in Brazil.
II. THE PROBLEM
Finding a way for Beatrice company becomes a market leader in Brazil.
III. CHARONOLOGY
Beatrice and Ailiram start to sell a Monstrinho Creck in the Sao Paulo.
After the acquisition, managers of the subsidiary were planning a strategy to break into the highly competitive market for sales of cookies to supermarkets.
Beatrice acquisition Ailiram.
Beatrice want to enter the market of Brazil.
IV. CAST OF CHARACTERS
Beatrice Companies, Inc.; Ailiram manufacturer.
V. ISSUES
1. Different market, taste
2. low market share
3. Crisis of Brazil
VI. OPTIONS
1. Focus on the supermarket
+ quickest step; many consumers
- high cost; high competition.
2. School food
+ it's not competitive market; some kind of advertisement.
- small audience of consumers; expensive for school; long time for negotiations.
3. Mergers and Acquisition
+ chance to be a competition.
- costly; no guarantee to get a profit.
4. Small shops
+ low cost; still a big market.
- frequent deliveries. VII. PLAN OF ACTION.
I think the best option is small shops. Try to sell product in small shops. If it will be profitable then go to the supermarket.
I. SUMMARY
Beatrice Companies, Inc., is a highly diversified producer of processed foods, beverages, consumer products, chemicals, and other products in thirty countries, with sales offices and licensees in more than 120 more. They want to enter the market of Brazil. Ailiram was a local manufacturer of cookies and candies in the State of Sao Paulo. Beatrice intended to use Ailiram as a base for entering the national market in Brazil.
II. THE PROBLEM
Finding a way for Beatrice company becomes a market leader in Brazil.
III. CHARONOLOGY
Beatrice and Ailiram start to sell a Monstrinho Creck in the Sao Paulo.
After the acquisition, managers of the subsidiary were planning a strategy to break into the highly competitive market for sales of cookies to supermarkets.
Beatrice acquisition Ailiram.
Beatrice want to enter the market of Brazil.
IV. CAST OF CHARACTERS
Beatrice Companies, Inc.; Ailiram manufacturer.
V. ISSUES
1. Different market, taste
2. low market share
3. Crisis of Brazil
VI. OPTIONS
1. Focus on the supermarket
+ quickest step; many consumers
- high cost; high competition.
2. School food
+ it's not competitive market; some kind of advertisement.
- small audience of consumers; expensive for school; long time for negotiations.
3. Mergers and Acquisition
+ chance to be a competition.
- costly; no guarantee to get a profit.
4. Small shops
+ low cost; still a big market.
- frequent deliveries. VII. PLAN OF ACTION.
I think the best option is small shops. Try to sell product in small shops. If it will be profitable then go to the supermarket.