Natureview Farm Case
TABLE OF CONTENT
1. INTRODUCTION 2
1.1 CASE SUMMARY 2
2. OBJECTIVE/MAIN ISSUES 4
3. MARKET TREND ANALYSIS 4
3.1 ORGANIC PRODUCTS 4
3.2 YOGURT PRODUCTS 5
4. SWOT ANALYSIS 5
5. FINDINGS AND DISCUSSION 6
6. RECOMMANDATION 12
6.1 MARKETING STRATEGIES 12
6.2 PROMOTIONAL SUGGESTION 14
INTRODUCTION
1.1 Case Summary
Natureview Farm Inc. is a small yogurt manufacturer that manufactured and marketed refrigerated cup yogurt under the Natureview Farm brand name. It was founded in 1989 in Cabot, Vermont. In 1999, it was reported that the growth of Natureview Farm is $13 million in revenues (see Table 1.1) and by 2000, Natureview Farm has becomes a leading national yogurt brand with 24% of the market share compare with the other competitors like Brown Cow, Horizon Organic, White Wave and others as shown in Figure 1.1.
Natureview Farm produces two main types of cups size; 8-oz. cup, and 32-oz. cup. The company first entered the market with only two flavors, plain and vanilla. After the success of these two flavors, the company added flavors to both size. By 2000, Natureview Farm has produced twelve refrigerated yogurt flavors in 8-oz cup and four flavors in 32-oz cups. The company also planned to produce children’s multipack yogurt with 4-oz cups. As a major brand in the natural foods channel, Natureview Farm had developed strong relationships with leading natural foods retailers, including the chains Whole Foods ($1.57 billion revenues in 1999) and Wild Oats ($721 million revenues).
The goal of Natureview Farm is to achieve its revenue to $20 million in two years before the end of 2001. It is a large jump from the $13 million the company reported in 1999. The strategy to achieve its goal is considering expanding into the supermarket channel. Natureview Farm had developed three options to expand into supermarket channel which is expand into supermarket with 8-oz cup, expand into supermarket with 32-oz cup and
1. INTRODUCTION 2
1.1 CASE SUMMARY 2
2. OBJECTIVE/MAIN ISSUES 4
3. MARKET TREND ANALYSIS 4
3.1 ORGANIC PRODUCTS 4
3.2 YOGURT PRODUCTS 5
4. SWOT ANALYSIS 5
5. FINDINGS AND DISCUSSION 6
6. RECOMMANDATION 12
6.1 MARKETING STRATEGIES 12
6.2 PROMOTIONAL SUGGESTION 14
INTRODUCTION
1.1 Case Summary
Natureview Farm Inc. is a small yogurt manufacturer that manufactured and marketed refrigerated cup yogurt under the Natureview Farm brand name. It was founded in 1989 in Cabot, Vermont. In 1999, it was reported that the growth of Natureview Farm is $13 million in revenues (see Table 1.1) and by 2000, Natureview Farm has becomes a leading national yogurt brand with 24% of the market share compare with the other competitors like Brown Cow, Horizon Organic, White Wave and others as shown in Figure 1.1.
Natureview Farm produces two main types of cups size; 8-oz. cup, and 32-oz. cup. The company first entered the market with only two flavors, plain and vanilla. After the success of these two flavors, the company added flavors to both size. By 2000, Natureview Farm has produced twelve refrigerated yogurt flavors in 8-oz cup and four flavors in 32-oz cups. The company also planned to produce children’s multipack yogurt with 4-oz cups. As a major brand in the natural foods channel, Natureview Farm had developed strong relationships with leading natural foods retailers, including the chains Whole Foods ($1.57 billion revenues in 1999) and Wild Oats ($721 million revenues).
The goal of Natureview Farm is to achieve its revenue to $20 million in two years before the end of 2001. It is a large jump from the $13 million the company reported in 1999. The strategy to achieve its goal is considering expanding into the supermarket channel. Natureview Farm had developed three options to expand into supermarket channel which is expand into supermarket with 8-oz cup, expand into supermarket with 32-oz cup and