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英国留学作业:Natureview Farm战略案例分析

时间:2016-12-27 16:14来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
Natureview Farm 是一个生产有机酸奶并且以24%市场份额的行业龙头公司。其制造工艺包括特殊配方,保质期较长,无任何人工成分,产品品种差异化的品牌定位鲜明。酸奶在佛蒙特州生产,只在天然食品商店出售.。目前的困境是他们创造的战略计划,主要基于面向分布选项,超过2000万美元的收入在2001财年结束的标志。这得益于风险资本家公司的撤出.。分销策略围绕着留在天然食品商店或进一步扩大到超市渠道。因此,问题的定义是,有必要扩大和增加客户群,以推动销售,这将导致收入增加,以满足企业目标。附录1中有一个SWOT分析,将有助于指导后续的讨论。
 
Natureview Farm is a company that manufactures organic yogurt and is the industry leader with 24% market share. Its manufacturing process including the special recipe, longer shelf-life, no artificial ingredients, and product variety differentiated the brand and positioned it distinctively. The yogurt was produced in Vermont and sold in natural food stores only. The current predicament is for them to create a strategic plan, based primarily on distribution-oriented options, to exceed the $20 million revenue mark by the end of FY 2001. This was fueled by the withdrawal of the venture capitalist firm. The distribution strategies revolve around staying in the natural foods stores or further expanding out in to the supermarket channel. Therefore, the problem definition is that there is a need to expand and increase customer base to drive sales which would result in increases in revenues to meet corporate objective. Appendix 1 has a SWOT analysis that will help guide the rest of the discussion.
 
Appendix 2 briefly explains the three options in question and has a financial forecast for all three options if they were pursued. Option 1 seems to attain the highest revenue and profit. The firm however would be risking entering the mass market distribution channel which would be a significant shift with its current operations i.e. both the marketing and operations of the firm would need to be re-aligned to meet the large distribution channel. Setting up and effective execution may not be reliably predicted given the 12 month implementation plan. Moreover, horizontal channel conflicts would also possibly be occur due to the customers buying the same product at a cheaper price at a more accessible location. This would give the supermarkets more channel power due to them being able to drive higher sales. Overall, the 8oz market has a 3% expected growth rate, and this number needs to be taken into account as well since it’s not as high as some of the other realized trends which will be discussed below.
 
Option 2 has the next best revenue but not a great profit margin. Again, similar to the previous option, the firm would be entering the mass market distribution channel with all the risks highlighted above including horizontal channel conflict. With this option, the growth rate of the size of the yogurt is at 2% per year; however, the gross profit per sale is relatively high at 43.6%. Again, there is a slower growth rate present here but what’s more important to note is the lack of support provided by retailers for this size of the product. Given that a significantly smaller population purchases the larger tubs, the supermarkets place it in the lowest shelves in-stores and thus, may be overlooked in most scenarios.(责任编辑:BUG)


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