Saxonville Sausage Case Saxonville Sausage Company is a 70-year-old privately held family business headquartered in Saxonville‚ Ohio. Saxonville produces a variety of fresh pork sausages including bratwurst‚ breakfast sausage‚ and an Italian Sausage named “Vivio”. Since 2004 bratwurst and breakfast sausages have been flat seeing a 0% volume increase nationwide‚ with little or no growth expected in the short-term. However‚ Italian sausage was the one category showing growth with a 9% increase in
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MKT 520: Fall 2010 October 4‚ 2010 Case 1: Saxonville Sausage Company The Problem Saxonville Sausage Company has hired a new Ann Banks as product brand manager. Steven Sears‚ VP of Marketing‚ has given Ms. Banks the Vivio Italian sausage. This product is on a slow gain and awareness among consumers. The company has recently released their branding company and needs Banks to increase awareness in the new product. Yet‚ Banks needs to do some heavy research before she can make a decision
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information presented‚ I would recommend that Saxonville pursue the “Family Connection” positioning territory as it is more closely aligned with consumer’s core values. As we have found through our research‚ female heads-of-household are the primary purchasers and preparers of Italian sausage products and what these women value above all else is the ability to create happy memories with their families around the dinner table. By positioning Saxonville’s Italian sausage product line with this core value in
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STATE COLLEGE Winter Quarter 2015 Business Innovation and Stewardship (BIS) Case study: Saxonville Sausage Company TRUNG NGUYEN Questions: 1. What is the current situation? 2. How was the research methodology determined? Develop a research design and explain what behaviors‚ demographics and lifestyle components you deem important and why. 3. What were the research results? Select two different positioning territories in case Exhibit 6. Trace back through the case‚ using Exhibit 4 and other embedded
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2085 JUNE 15‚ 2007 KATE MOORE Saxonville Sausage Company On a sunny March day in 2006‚ Ann Banks‚ new product marketing director at Saxonville Sausage Company‚ stood waiting outside the executive conference room. The owner‚ president‚ chief financial officer‚ and three functional vice presidents—including her manager‚ Vice President of Marketing Steve Sears—would soon hear her plan for launching a national Italian sausage brand that Saxonville needed to bring to market in order to achieve
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Giuseppe’s Original Sausage Company Case Analysis Giuseppe’s Original Sausage Company is a company that formed in late 1991 by Joe Cotrone in Memphis Tennessee. Because of USDA regulation issues the company did not did not open its doors right away but the sausages did make their way to the Memphis in May festival that highlighted Italy and Italian food. Finally‚ Giuseppe’s opened their doors in late 1992 after all the government regulations were complete. This was a gourmet sausage company that specialized
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1. What is Giuseppe Sausage Company’s Strategy? Giuseppe’s Sausage company strategy is to start small and work up to a larger clientele by initially concentrating on high quality‚ unique specialty sausages customized for clientele in their local region. Smaller companies are able to offer a wider variety of specialty sausages because they are only concentrating on a smaller client base whereas larger companies tend to focus on producing a few varieties to cover a larger customer base.
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Case Analysis – Saxonville Sausage Company Background Saxonville Sausage Company is a seventy year old family owned business located in Saxonville‚ Ohio; the company manufactures a variety of fresh pork sausages which are sold throughout the United States. The company produces a form of Italian sausage under the Vivio brand that accounted for five percent of the company’s revenues‚ the Italian sausage line has been growing steadily
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Johnsonville Sausage – Quality Improvement through Change Situation Post 1980‚ Ralph Stayer began to observe decline in quality due to inattention of the workers as well as ill-maintenance of the equipment in the production unit. With the help of Mr. Lee Thayer‚ Stayer has planned to implement a major change in the company’s philosophy. Transition from old philosophy purged Stayer’s responsibilities of decision making by decentralizing the power of decision making. The new philosophy was implemented
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Segmentation‚ targeting‚ and positioning strategy are important because it provides the information the business needed about the market and the consumers out there. By segmenting the market‚ the company can know about what each market segment needs and wants. Then they analyze whether the company’s resources are enough to meet those needs and wants. Resources are limited‚ and this will help the company to carefully target to the right market segment. Positioning helps the company to analyze competitor’s
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