Selling price and Sales volumes
Our stategy is to drive sales through penetration marketing, using competitive pricing. Gourmet Selects will do this by utilizing Hellmann’s brand equity and offering an all natural product, in which we will command a higher price. Our competitors in the spreads category, with the same target demographic, average a selling price of $8 for a 4-6oz jar. They are smaller niche brands that do not have the brand recognition and supply chain as Hellmann’s. We feel that we have a competitive advantage and will be able to price our product at a lower price. Based on our current manufacturing operations and variable cost, we predict that we can price Gourmet Selects for roughly $5.99 for a 9 ounce jar. This will place
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• Management of performance commitments with suppliers
• Financial reviews and strategic planning with management team
• Lead exploration of new opportunities to ensure the product line maintains a sustainable advantage over competition
• 2 Direct Reports: Supply Chain Leader, Manufacturing Leader
Quality Control Manager
• Drives implementation of Unilever specifications standards and Quality Management System for quality assurance and controls
• Identifies gaps in systems and procedures and actively drives remediation efforts
• Leads decision making process directly impacting consumer safety and quality of Gourmet Selects product line.
• Drives implementation of HACCP, hazard controls and pre-requisite programs such as pest controls, allergen management, hygienic controls, etc. to support efforts in mitigating consumer safety risks
• 1 Direct Report: Quality Control Technician
Sales Manager
• Manage sales team and ensure ambitious target setting to achieve KPI set.
• Leads strategic partnerships with retail customers to develop win/win business solutions for Gourmet Selects product line
• 3 Direct Reports: Regional Sales
Kudler Fine Foods is a store unlike any in the grocery industry. Kudler Fine Foods represents a store that could possibly spark a new era within the grocery world. The owner of Kudler Fine Foods, Kathy Kudler, has watched her dream of owning and operating a grocery store that specializes in fine quality food grow within a short period of time. The success of Kudler Fine Foods can be attributed to the innovative ideas, effective leadership, and organizational structure. The overall mission of Kudler Fine Food's "is to provide our customers the finest in selected foodstuffs, wines, and related needs in an unparallel consumer environment. Our selections coupled with our experienced, helpful and knowledgeable staff, merge to offer each customer a delightful and pleasing shopping outing" (Apollo Group, 2003). Kudler has managed to maintain its mission statement by providing its customers with the best and as a result the company has flourished. "Kathy considers one of her key responsibilities to be that of identification of new gourmet items that can be offered in her stores (Apollo Group, 2003)." Therefore, Kathy is considering plans to contract with local growers of organic produce to yet obtain the best in quality products for her consumers and take her business to the next step. If Kathy makes the decision to contract with local growers then changes could be introduced into the company's overall structural organization. Each aspect of Kudler Fine Food's organizational structure from basic business process to the supply chain and quality control process will be affected by the formation of a contractual relationship with local organic growers.
Nevertheless, it must “defend” its current market share if not increase it, by maintaining premium quality and develop innovative products. The marketing mix strategies will effectively achieve targeted revenue and profitability in the near future.
However, because of its demographic it was losing a high customer base because of its prices. The text book Chapter 10 emphasized the importance of pricing and creating profit. The investor Marcus Lemonis showed the owners how to evaluate demand and the price sensitivity of their products. He introduce product that could be brought in with lower price points that would compete with their competitor and still crate the high-end prestige the company wish to create. Taking advantage of the income statues of the company’s customer with in their demographic. One major problem the company had was the price point of a bag of dog food was around $100 per bag that was a high price for the consumers within the area. By bring in a brand that had high quality and prestige at a price point of $20 allowed for a greater customer
According to Aaker (1990), two-thirds of the food product found on store shelves, are brand extension, which suggest the competitiveness of the business. It becomes imperative that marketers stay abreast of the shifts: who purchase the products; focus on the ideal target or segments; involve band loyalties on planning,
Due to the saturated and cut-throat nature of the grocery business within the United States, the level and extent to which any mis-step could potentially create a crisis for the firm is extremely high. With this in mind, any strategy that would be put forward must be thoroughly vetted as a means of ensuring that competitive rivalry is accounted for; and the behavior of other grocers is expected based upon the strategic move that Whole Foods might make.
Porter (1997) suggests in order to gain competitive advantages in the changing business environment, it is essential to design a generic strategy for the business: product differentiation or cost leadership. The competitive strategy is determined at round 2, when recognised our rivals held whole product profile which was the product differentiation strategy. To differentiate our strategy from rivals for competitive advantages, Digby designed to imply the cost
As an Omni-channel retailer, Cabela’s customers have full access to the company’s global inventory. Customers can shop in-store and have their order shipped to the location of their choice. Customers can also shop online and choose to collect their order at a store of their choosing. To maximize product availability, Cabela’s distribution network allows any one of its seventy-one stores and three distribution centers to fulfill customer orders via direct shipment.
To most consumers Whole Foods is known as a chain grocery store specializing in organic and natural foods. Some may go as far as say the name is synonymous with quality. This comparison is the result of Whole Foods’ marketing their brand successfully to consumers demanding their specialized foods. As with any organization, Whole Foods may consider evaluating their strategic objectives and decide if necessary course corrections are needed to reach their objectives and goals. Through a fundamental and technical analysis, I will discuss Whole Foods’ mission, vision, and goals, their competitive environment, and some factors within their strength, weakness, opportunity, and threat analysis. With such data and information I will recommend, if needed, and strategic changes in order to sustain a competitive advantage.
The total quality management is valuable asset for Longxi providing it was an competitive edge over most of other competitors. However Longxi needs to improve the quality control system further to meet industry accept standard, i.e. ISO9002 to expand further into the overseas markets.
Some dominant economic features of this industry include the number of rivals, the number of buyers, vertical integration, and supply/demand conditions. The number of rivals in this industry varies on the scope of how large or small the firm is. Larger rivals include Whole Foods and Walmart and smaller rivals include Lucky’s Food Market and Pathmark. For example, Walmart has a highly differentiated product selection. it offers various forms of products that are ‘identical’ to better convenience its consumers. Walmart also has large channels of distribution where its “shippers are always on the lookout for ways to speed product from source through supply chains to the consumer” (Walmart, 2014 Pg.1). The number of buyers in this industry is consumers who are buying large volumes of products, where these buyers do not necessarily have any buying power. The majority of of grocery stores are in the retail industry, where larger involvement occurs from integrating operations, and suits the industry as a competitive
Pricing is an important aspect of every business. Chief Financial Officer’s (CFO) use pricing to create financial projections, establish a break-even point, and calculate profit and loss margins (Power Point, 2005). It is the only element in the marketing mix that produces revenue. Price is also one of the most flexible elements of the marketing mix as it can be changed very quickly. This is usually done to beat competitor prices in an attempt to fix the product’s market value position very low (Anderson & Bailey, 1998). After all, high prices make it difficult to become the market share leader. The leading US retailer, Wal-Mart, is an expert at low product pricing as evident in 2004 with $250 billion dollars in sales to their 138 million weekly shoppers. However, they are also responsible for reducing prices so low that it drives specialty stores out of business. This is the effect Wal-mart has had on many toy stores and has almost closed the doors of the famous toy store Toys “R” Us Inc.
A key part of an organizational strategy is to identify market opportunities by finding a niche or a gap in the marketplace that they can pursue to take their company ahead of all their competitors. An organiz...
The threat of new entrants is moderately strong. Incumbents do not strongly contest entry of newcomers, but existing industry members are consistently looking to expand their geographic reach and offer a broad product assortment. Brand awareness and customer loyalty are high and greatly important i this industry.
It is known as ISO 9000 family and the ISO 9001 is the one which is concerned about the requirement of the QMS. Of course, that creates the needs for understanding these standards in order to get the certificate from the organization which is authorized by the ISO. That also creates the need for the training which is very important for companies to implement the QMS. The standards have been developed the course of the quality history from needing a quality control to a quality assurance. Basically, implementing a Quality Management System is important for companies to succeed in today’s market, and will enhance customer satisfaction, and improve internal process. It becomes more and more a necessity for international companies because it saves a lot of money in one hand and time in the other. Nevertheless, implementing such system requires an effort, training, and using consultant companies to ease the establishment of the system and to get the certificate eventually.
...leader in its selected markets through creativity and superior customer service. The Group is continuing to focus many efforts to expand its presence in global food and ingredients markets and its consumer foods businesses in Europe and abroad.