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NATUREVIEW FARM

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by

Mouja Twisterius

on 24 May 2014

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Transcript of NATUREVIEW FARM

BY:
MOHAMMED GAMAL ABDULLAH
ZEINAB MORADPOUR
WANG SHAN SHAN
WAN HAMIZAH WAN MOHD AMIN

COMPANY
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)
AGENDA
Company background and issues
Natureview's products
Market trend for organic product
Market trend for yogurt product
SWOT analysis
Strategic options
Recommendation
MAIN ISSUES
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?
AND
AGENDA
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:
Package types
Flavor & Freshness
Price
Ingredient & Organic
Supermarket Channel Analysis
Competitor’s Segmentation
Strategic Options
SWOT Analysis
OPTION 1
Option 1
OPTION 2
Option 2
OPTION 3
Option 3
$
$
Option 1
Option 2
Option 3
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
Option 1
Higher revenue
Higher investor's confident
Accelerating growth rate
Market penetration
Strategy Implementation
Choose 6 best flavor that were sold from Natural Foods
Hire talent knowledgeable of supermarket channel
Start to develop relationships with supermarket distributors
Full transcript