Diamond Foods Case
Diamond Foods Case – Final Exam
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MKTG 4100-12
Jeffrey Moore 6/4/2013
Diamond Foods Case – Final Exam
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MKTG 4100-12
Jeffrey Moore 6/4/2013
Introduction & Problem Statement
Since Diamond Foods (DF) became public in 2005, they have experienced positive growth in both stock price and sales. The management is extremely focused on expansion by capturing market share and increasing product offerings. Their concerted effort to grow is ensuring Diamond and its brands are in the forefront of consumer’s minds and their snacking habits. DF has recently acquired Harmony and Pop Secret, and is considering future growth opportunities. Diamond must choose wisely with potential strategic opportunities and may miss out if the proper moves are not made, and if they do make a mistake they may end up in a bind financially.
Situation Analysis
(see Appendix A)
External Analysis
DF’s customers are becoming more inclined to choose sensitive to healthy, organic options that are easily eaten on the go. They do not like to be told what to eat, and want to seek out new alternatives on their own. In addition, the younger consumers seem to have their hand on the pulse of technology which could bode well for opportunities in the future.
DF’s main competition includes more recognizable brand names in their popcorn and nuts segments. In addition, numerous smaller companies and generic products can potentially steal market share from them. DF needs to concentrate and focus on the pretzels and potato chips segments to compete with other companies as well. Lastly, even with Emerald’s unique packaging, they must be cognizant and cautious as the market is saturated with competitors and threats of new
-------------------------------------------------
MKTG 4100-12
Jeffrey Moore 6/4/2013
Diamond Foods Case – Final Exam
-------------------------------------------------
MKTG 4100-12
Jeffrey Moore 6/4/2013
Introduction & Problem Statement
Since Diamond Foods (DF) became public in 2005, they have experienced positive growth in both stock price and sales. The management is extremely focused on expansion by capturing market share and increasing product offerings. Their concerted effort to grow is ensuring Diamond and its brands are in the forefront of consumer’s minds and their snacking habits. DF has recently acquired Harmony and Pop Secret, and is considering future growth opportunities. Diamond must choose wisely with potential strategic opportunities and may miss out if the proper moves are not made, and if they do make a mistake they may end up in a bind financially.
Situation Analysis
(see Appendix A)
External Analysis
DF’s customers are becoming more inclined to choose sensitive to healthy, organic options that are easily eaten on the go. They do not like to be told what to eat, and want to seek out new alternatives on their own. In addition, the younger consumers seem to have their hand on the pulse of technology which could bode well for opportunities in the future.
DF’s main competition includes more recognizable brand names in their popcorn and nuts segments. In addition, numerous smaller companies and generic products can potentially steal market share from them. DF needs to concentrate and focus on the pretzels and potato chips segments to compete with other companies as well. Lastly, even with Emerald’s unique packaging, they must be cognizant and cautious as the market is saturated with competitors and threats of new