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SINCE 1989
Harvard
Business
Review
what is the
situation?
Yogurt Market Share by Packaging Segment, 1999
9%
8%
9%
74% 8-oz. cups and
smaller
Children’s
multipacks
Other
32-oz. cups
Yogurt Distribution Channel, 1999
Natural Food Stores 3%
Supermarkets 97%
27%
25%
22%
26%
Midwest
West
Southwest
Northwest
Yogurt Market Share by Region, 1999
Length of Channel to Market
Distributer
Retailer
Manufacturer
Customer
Natural Foods Wholesaler
Natural Foods Distributer
...
Yogurt Production Costs and Retail Prices by Channel
Natural Food
Channel
Supermarket
Food Channel
Manufacturing
Cost
8-oz...
what is the goal?
Find a way to grow revenues to
$20 million by the end of 2001
analysis of options
option1
1999
2000
2001
$13M
$23.4M
$27.2M
6 SKUs of 8-oz into Eastern and
Western supermarket regions
80%
109%
option2
1999
2000
2001
$13M
$18.8M
$21.3M
Expand 4 SKUs of 32-oz nationally
into supermarket regions
45%
64%
option3
1999
2000
2001
$13M
$16.5M
$17.1M
Introduce 2 SKUs of children
multipack in natural foods channel
26%
31%
making decision
Since, option3 does not help us
achieve our goal, it is eliminated.
Since, Horizon Organic raised a lot of
cash from the recent IPO, it is already
planning to move to super market.
In addition to that, many supermarkets
are trying to get natural foods with
their private labels.
Opting for option2 and coming on
shelves with 32-oz products is risky as the
competitors with lots of cash will built a
lo...
Inspite of the risk, option1 gives first
mover advantage with the 8-oz product
having the highest demand. Even if we
perfor...
As the CEO says emotionally, "we can’t
loose the sight of what has made this
company great", when the company will
go bank...
Hence, the strategic decision that should
be taken is option1.
thankyouverymuch
this presentation was made by
soham zemse, iiest shibpur
during a marketing internship by
prof. sameer ma...
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Natureview Farm - Harward Business Review Case Study Analysis created during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.

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Natureview Farm - Harward Business Review Case Study Analysis

  1. 1. SINCE 1989 Harvard Business Review
  2. 2. what is the situation?
  3. 3. Yogurt Market Share by Packaging Segment, 1999 9% 8% 9% 74% 8-oz. cups and smaller Children’s multipacks Other 32-oz. cups
  4. 4. Yogurt Distribution Channel, 1999 Natural Food Stores 3% Supermarkets 97%
  5. 5. 27% 25% 22% 26% Midwest West Southwest Northwest Yogurt Market Share by Region, 1999
  6. 6. Length of Channel to Market Distributer Retailer Manufacturer Customer Natural Foods Wholesaler Natural Foods Distributer Manufacturer Customer Retailer Supermarket Channel Natural Foods Channel 15% 27% 35% 9% 7%
  7. 7. Yogurt Production Costs and Retail Prices by Channel Natural Food Channel Supermarket Food Channel Manufacturing Cost 8-oz. cup $0.88 $0.74 $0.31 32-oz. cup $3.99 $2.70 $0.99 4-oz. cup multipack $3.35 $2.85 $1.15
  8. 8. what is the goal?
  9. 9. Find a way to grow revenues to $20 million by the end of 2001
  10. 10. analysis of options
  11. 11. option1 1999 2000 2001 $13M $23.4M $27.2M 6 SKUs of 8-oz into Eastern and Western supermarket regions 80% 109%
  12. 12. option2 1999 2000 2001 $13M $18.8M $21.3M Expand 4 SKUs of 32-oz nationally into supermarket regions 45% 64%
  13. 13. option3 1999 2000 2001 $13M $16.5M $17.1M Introduce 2 SKUs of children multipack in natural foods channel 26% 31%
  14. 14. making decision
  15. 15. Since, option3 does not help us achieve our goal, it is eliminated.
  16. 16. Since, Horizon Organic raised a lot of cash from the recent IPO, it is already planning to move to super market.
  17. 17. In addition to that, many supermarkets are trying to get natural foods with their private labels.
  18. 18. Opting for option2 and coming on shelves with 32-oz products is risky as the competitors with lots of cash will built a lot of brand loyalty with their small quantity 8-oz products. If we are even 10% less the projected target, we fail to achieve our goal.
  19. 19. Inspite of the risk, option1 gives first mover advantage with the 8-oz product having the highest demand. Even if we performed 20% less than our projected target, we at least do achieve our goal.
  20. 20. As the CEO says emotionally, "we can’t loose the sight of what has made this company great", when the company will go bankrupt after the end of 2001, those people aren’t gonna give you bread.
  21. 21. Hence, the strategic decision that should be taken is option1.
  22. 22. thankyouverymuch this presentation was made by soham zemse, iiest shibpur during a marketing internship by prof. sameer mathur, iim lucknow
  • PattyLee25

    Nov. 30, 2021
  • AmarbirSandhu1

    Sep. 24, 2018

Natureview Farm - Harward Business Review Case Study Analysis created during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.

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