Saxonville Sausage Case Study Saxonville Sausage has been faced with the task of attempting to counteract their financial woes in the sausage market. While they have a star product‚ Vivio‚ it only represents % of their income and is only available in select cities in the northeastern portion of the United States. Saxonville and now trying to figure out how to expand their product throughout the rest of the country and make sure that it is differentiated from other sausage brands out there and
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Current situation: Saxonville Sausage Company’s business basically consists of bratwurst‚ breakfast sausage and an Italian sausage‚ Vivioaccounting for 70%‚ 20% and 5% of revenues respectively. While sale of bratwurst and breakfast sausage for over 5 years have been flat with little or no growth expected in short term‚ Italian sausage has been showing growth across producers in the retail sausage market and Vivio has managed to match that level of category growth as well. However‚ Vivio is available
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Saxonville Sausage Company I. SITUATION ANALYSIS Saxonville Sausage Company (“Saxonville” or “the Company”) is a privately-held‚ family owned business specializing in fresh pork sausage products. The Company’s 2005 revenues were roughly $1.5 billion driven by the following business lines: bratwurst (70% of revenues); breakfast sausages (20% of revenues); Italian sausage (5% of revenues); and store-branded products (5% of revenues). Since 2004‚ the overall market demand for sausage products
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SAXONVILLE SAUSAGE COMPANY CASE SUMMARY Saxonville sausage‚ a privately held company has been doing business for 70 years. In 2005‚ the company had revenues of approximately $1.5 billion from a variety of its fresh pork sausages. The company is producing three main types of products namely: bratwurst‚ breakfast sausage and an Italian sausage Vivio. The main source of revenue for the company is bratwurst (70%) followed by breakfast sausage (20%). But since 2004‚ the company is experiencing problems:
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Running head: SAXONVILLE SAUSAGE CASE ANALYSIS Saxonville Sausage Case Analysis Paul Connolly‚ Dmitry Kolesnikov‚ Sergio Wilson Creighton University Marketing Management MBA 761 Dr. Matt Seevers March 25‚ 2009 Saxonville Sausage Case Analysis Client’s Objective The objective of Saxonville Sausage Company is to achieve its profit objectives for the next fiscal year. To meet this objective‚ they plan to launch its regional Italian sausage brand nationally. This strategy will allow
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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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4100 Saxonville Sausage Company Case Analysis Problem Definition Saxonville Sausage Company‚ a 70-year-old privately held family business‚ produces a variety of pork sausage products‚ thus already having a loyal customer base. Their Italian sausage‚ presently branded as Vivio‚ became part of the Italian sausage market in 2002‚ yet has experienced flat sales. Therefore‚ the company needs to increase their awareness‚ customer base‚ and sales with their Italian Sausage products. They must
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Marketing Plan: Saxonville Sausage Company 1. Business Overview With the history of 70 years‚ Saxonville‚ the privately held family business is one company of revenues of approximately $1.5 billions in 2005‚ the main products are the variety of predominately fresh pork sausage consisted of branded products: bratwurst‚ breakfast sausage and an Italian sausage named Vivio‚ which occupied 70%‚ 20%‚ 5% of Saxonville’s revenues respectively. Store brand products accounted for the rest of 5% revenue
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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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Bratwurst‚ 20% Breakfast sausage‚ 5% Vivio‚ and 5% other -Target- Mainly Female head of house‚ with Bratwurst targeting men through women head of house -Positioning-Bratwurst-mainly outdoor BBQ and grilling‚ between May and September majority of sales. Breakfast Links-special occasions or weekends. Vivio-piggyback the Italian(family) theme. -Sales-Bratwurst for the past 2 years have been non existent‚ with little potential growth in the near future. Breakfast sausage has actually seen a decline
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