2013 Natureview Farm Case Study Overview Natureview Farm‚ a small yogurt manufacturer‚ has performed very well and increased its revenues by more than 130 times in one decade. Despite this growth‚ they had struggled to maintain a consistent level of profitability and in 1997 had an equity infusion from a venture capital firm to fund strategic investments. However‚ the VC firm has now (2000) needed to cash out of its investment in Natureview. As a result‚ the president of Natureview Farm
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Natureview Farm is the brand name organic yogurt company that began manufacturing in 1989. Currently it is the leading natural yogurt brand in the market because its sales make up 24% of the natural foods channel. Natureview has been successful for a few reasons. Firstly‚ Natureview uses milk from cows that are not treated with rGBH (artificial growth hormone that increases milk production). Because of this difference along with production techniques‚ Natureview is able to create a yogurt with
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SUMMARY: Natureview Farm‚a Vermont-based producer of organic yogurt with a $13 million revenue ‚is the leading yogurt brand sold in natural food stores and has a 24% market share. it has achieved this through its special yogurt manufacturing process and a good rapport with the dairy buyers in the natural foods channel. As of the year 2000‚ the company faces a financial pressure to increase its sales to $20 million by the end of 2001 due to a planned exit by its venture capital investors .Natureview’s
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NATUREVIEW FARM‚ INC. CASE WRITE-UP I. Address Who You Are and Who You Are Writing To This analysis is provided by the members of the marketing team at Natureview Farm‚ Inc.‚ on behalf of Christine Walker‚ Vice President of Marketing. The purpose of this analysis is to provide a recommended course of action for the company to grow their revenues by 50% by the end of the 2001 through the use of SWOT analysis on the three recommendations proposed by the senior leadership at Natureview Farms
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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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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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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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