Sorrell Ridge
Contemporary Marketing Channels Assignment 3. Sorrelle Ridge: Slotting Allowances
a.
What are Sorrell Ridge's sources of negotiating power and weaknesses? What about Bromar’s? Sorrell Ridge’s power: Sorrel Ridge was the first manufacturer that provides all-‐ fruit products over sugared jams, giving SR first-‐entry advantages. With the aggressive marketing expansion, SR achieved “a 60% market share in health food store nationwide” in 1984. SR hired an outstanding sales talent, Carol Pressman, to launch the supermarket expansion in the New York metropolitan area extremely successful. In addition to its previous success, SR has a potential in the Southern California area, due to California consumers have growing health consciousness.
Sorrell Ridge’s weakness: SR has limited network or resources in the Southern California, making it dependent on distributors or brokers. On the other hand, the Southern California market has little awareness of SR’s brand, and majority “jam and jelly consumers were single brand users”. Another major weakness comes from competitors. Polaner and Smucker have both introduced their all-‐ fruits products, and are
a.
What are Sorrell Ridge's sources of negotiating power and weaknesses? What about Bromar’s? Sorrell Ridge’s power: Sorrel Ridge was the first manufacturer that provides all-‐ fruit products over sugared jams, giving SR first-‐entry advantages. With the aggressive marketing expansion, SR achieved “a 60% market share in health food store nationwide” in 1984. SR hired an outstanding sales talent, Carol Pressman, to launch the supermarket expansion in the New York metropolitan area extremely successful. In addition to its previous success, SR has a potential in the Southern California area, due to California consumers have growing health consciousness.
Sorrell Ridge’s weakness: SR has limited network or resources in the Southern California, making it dependent on distributors or brokers. On the other hand, the Southern California market has little awareness of SR’s brand, and majority “jam and jelly consumers were single brand users”. Another major weakness comes from competitors. Polaner and Smucker have both introduced their all-‐ fruits products, and are