Business Objective and Market Analysis The business objective for Natureview is to reach $20 million in revenue by the end of 2001. To achieve this goal‚ we need to critically assess the placement of Natureview in the two dominant distribution channels to date. Supermarket Currently‚ 97% of all yogurt consumed is distributed through supermarkets ‚ representing a large consumer base and revenue generation opportunities. Research shows that 46% of organic food consumers purchase organic products
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Nature view Farm is a small yogurt manufacturer with annual revenue of $13 million. It produces three different size cups – 8 oz. cup‚ 32 oz. and 4 oz. cup multipack and operates through the natural foods channel. Nature view has established its brand as a premium yogurt brand in the natural foods market and is now considering expanding its operations into the supermarket channel to reach its revenue target. The company is faced with the strategic marketing decision to increase its revenues from
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NATUREVIEW FARMS Introduction Go big‚ or go home! This is a saying that is heard in all different fields. Its meaning is far more than the five words it contains. Go big‚ as in everything you do‚ do it to the best of your ability. Go home‚ means that you are throwing in the towel when things get tough‚ more or less‚ just giving up. My dad said those words to me when I was too afraid to get on stage at my first ballet recital‚ and he would say those same words to the management team at
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The first alternative that Natureview Farm can take in an attempt to increase revenues is to expand six SKUs of the 8-oz yogurt cup product line into one or two selected supermarket channel regions. It is important to note that this option is strongly advocated by the vice president of sales‚ Walter Bellini. The 8-oz cups represents almost 86% of Natureview Farms revenues and the segment is growing at an annual rate of 3% per year. In respect to customers‚ the 8-oz cups represent the most popular
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Founded in 1989‚ Natureview Farm‚ Inc. is a small yogurt manufacturer. The current management team consists of‚ Barry Landers‚ CEO‚ Jim Wagner‚ CFO‚ Christine Walker‚ VP of marketing‚ Walter Bellini‚ VP of sales‚ Jack Gottlieb‚ VP of operations‚ and Kelly Riley‚ assistant marketing director. In 1997‚ Natureview received equity from a venture capital firm to help fund strategic investments. With proper management and necessary strategic investments‚ Natureview was able to grow its revenue from
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Tam Minh Nguyen MKTG 6200 Summer 1 2015 Natureview Farm Summerise Issue Identification: Natureview Farm was founded in 1989 as a small yogurt manufacturer‚ after 10 years‚ their revenues had grown from less than $100.000 to $13 million. The issue was that Christine Walker‚ vice president of marketing and his team needs to find a path to grow the revenues to $20 million in the end of 2001 from Feb 2000. Factors to Be Considered: Yogurt used natural ingredients and a special process that made the
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32 Oz 4 flavors. Customer and competition Customer Brand sensitive Natural foods customer Taste savvy Less price sensitive Woman (single and with kids) take 74% market share Customer loves Natureview yogurt Competition Main competitor Recent IPO Flush with Cash Bigger than Natureview Already uses supermarket channel SWOT Strengths Major and trusted brand in natural foods Product quality Strong relationships in natural food market Channel leader Relatively rapid revenue
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of Natureview Farm | | | Natureview Farm and its management are at a juncture where growth is a must. The strategy and decisions used during this important juncture can have lasting effects on Natureview. This article will examine how Natureview succeeded in the natural foods channel‚ what the strategic advantages and risks of the three options presented along with management and conflict issues and finally making an informed decision on how Natureview should proceed. Natureview Farms
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Natureview Farm Case – Executive Summary Objectives 1. Grow Natureview’s revenue to $20M by calendar year end 2001. 2. Position Natureview for acquisition and / or find a new investor. Our Solution With opportunities such as the one presented in the Natureview Farm case‚ executives and corporate leaders have a tendency to focus exclusively on the stated revenue objective. We believe that doing so is short sighted and will not best position Natureview for acquisition or additional
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Natureview Farm Case Study Report Background Natureview Farm‚ a Vermont-based organic yogurt manufacturer with annual revenues of 13 mln. USD and 24% of market share‚ is a major brand in the natural foods channel. Company’s leadership in this channel was achieved through its emphasis on natural ingredients‚ strong reputation for quality and great taste‚ creative marketing techniques and established relationships with leading natural foods retailers. Company now faces financial pressure to grow
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