Spitz International Case Study
Spitz International Case Study
Tanya Latham-Corbett CBU ID 880745
Marketing Management 3301:76
Elaine MacNeil
February 2, 2015
Table of Contents
Background 3
Statement of Problem or Issue 3
Primary Issues 3
Secondary Issues 4
Situation Analysis 4
Analysis of Alternatives 5
Recommendations and Implementation 6
References 7
Background
Spitz International is a Canadian company which started out by supplying seeds to be used in bird seed. The company was started in 1982 by Tom and Emmy Droog, and remains a privately owned company. The company has grown tremendously since 1990 when it introduction roasted sunflower seed as snack food for humans in the Canadian snack market. This proved to be an immediately success for the company which continued to build on this foundation. Spitz International ensured a position in the market by purchasing the competition. Between 1990 and 1995 Spitz saw sales increases of 300 to 400 percent. The company was able to achieve several important milestones of success along the way. It controls 75% of the market for confection sunflower and pumpkin seeds, is Canada’s number one sunflower seed company and is the 3rd largest sunflower seed brand in the United States.
In 2006 the company brought on Myles Hamilton as Vice President to handle the day to day operations. Tom and Emmy Droog wanted to bring in someone with experience who could help continue its present rate of growth. Hamilton was given the task of doubling sales in three years as well as making Spitz the number one seed brand in North America. Myles Hamilton was chosen because of his prior experience in the snack business while working for Frito-Lay, and his marketing experience while with Proctor and Gamble. Tom and Emmy Droog were placing the future of their company in Hamilton’s hands.
Statement of Problem or Issue
Spitz International has set company objectives of double its sales over the next three years, thereby positioning Spitz
Tanya Latham-Corbett CBU ID 880745
Marketing Management 3301:76
Elaine MacNeil
February 2, 2015
Table of Contents
Background 3
Statement of Problem or Issue 3
Primary Issues 3
Secondary Issues 4
Situation Analysis 4
Analysis of Alternatives 5
Recommendations and Implementation 6
References 7
Background
Spitz International is a Canadian company which started out by supplying seeds to be used in bird seed. The company was started in 1982 by Tom and Emmy Droog, and remains a privately owned company. The company has grown tremendously since 1990 when it introduction roasted sunflower seed as snack food for humans in the Canadian snack market. This proved to be an immediately success for the company which continued to build on this foundation. Spitz International ensured a position in the market by purchasing the competition. Between 1990 and 1995 Spitz saw sales increases of 300 to 400 percent. The company was able to achieve several important milestones of success along the way. It controls 75% of the market for confection sunflower and pumpkin seeds, is Canada’s number one sunflower seed company and is the 3rd largest sunflower seed brand in the United States.
In 2006 the company brought on Myles Hamilton as Vice President to handle the day to day operations. Tom and Emmy Droog wanted to bring in someone with experience who could help continue its present rate of growth. Hamilton was given the task of doubling sales in three years as well as making Spitz the number one seed brand in North America. Myles Hamilton was chosen because of his prior experience in the snack business while working for Frito-Lay, and his marketing experience while with Proctor and Gamble. Tom and Emmy Droog were placing the future of their company in Hamilton’s hands.
Statement of Problem or Issue
Spitz International has set company objectives of double its sales over the next three years, thereby positioning Spitz
References: Armstrong, G., Kotler, P., Trifts, V., & Buchwitz, L. A. (2011). Marketing: an introduction (4th ed., canadian ed.). Boston, Mass.: Pearson. Donnelly, J. & Peter, J. (2014). A Preface to marketing management (14.th ed.). New York, New York. McGraw Hill Higher Education The Marketing Mix and 4 Ps. (n.d.). - Marketing Skills Training from MindTools.com. Retrieved from http://www.mindtools.com/pages/article/newSTR_94.htm