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Transcript of NATUREVIEW FARM
MOHAMMED GAMAL ABDULLAH
WANG SHAN SHAN
WAN HAMIZAH WAN MOHD AMIN
Small yogurt manufacture
Founded in 1989 (in Cabot, Vermont)
Gained 24% market share of the Natural Foods channel
Used natural ingredient and special process
Organic yogurt with longer shelf life (50 days)
Company background and issues
Market trend for organic product
Market trend for yogurt product
Venture Capital firm is asking for money
Need to increase 50% revenues within 2 years ($13million in 1999 to $20million in 2001)
Should Natureview expand into the supermarket channel to achieve the revenues' target?
What are the best marketing plan in order to grow revenues by 50% in 2 years?
Offers 2 main products:
8-oz cup (86% of total revenues)
32-oz cup (14% of total revenues)
* Planning to add 3rd product: Multi-pack of 4-oz for children
Market Trend for Organic Products
Prediction of organic foods market growth is $6.5 billion to $13.3 billion
Characteristics of organic products' shoppers:
Have higher income
Have more education
Live in Northeast and West
Market Trend for Yogurt Products
Concentrated: 4 competitors and top 2 competitors control over 50% of market share
Factors in purchasing decision:
Flavor & Freshness
Ingredient & Organic
Supermarket Channel Analysis
We suggest to mix with option 1 and 2
To reduce of risk ,cost and take the both strength
The 3rd option:
High risk &can not achieve the target, so we don’t recommend this option
Length of Channels to Market
Higher investor's confident
Accelerating growth rate
Choose 6 best flavor that were sold from Natural Foods
Hire talent knowledgeable of supermarket channel
Start to develop relationships with supermarket distributors