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Chobani

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by

Megan Fitzgerald

on 26 January 2015

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Transcript of Chobani

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SWOT Analysis

History of the Company
Solution 1: Expand Chobani SOHO
Solution 2: Expand Internationally
Solution 3: Expand the Target Market
1. Expand beyond breakfast
2. Market to men
3. Promote to children
How can Chobani improve?
Our Recommendation: Expand the Target Market
Men, Children, and Non-breakfast
Conclusion
Founded 2005
Hamdi Ulukaya
Purchase Dairy Factory
Six Employees to 2 million cases per week
New Plant in Idaho in 2011
Test Kitchen
Expanded to Australia
(Carper)
Quality Product
Competitors
Weaknesses
Market Plateauing
Recalls due to swelling and mold issues
Difficulty meeting demand
(Mintel) and (Kerin)
Opportunities
International markets
Europe 5x consumption of U. S.
More factories and plants for new products
Increase target market
Expand Chobani Soho
(Carper) and (Gasparro)
Threats
Competitors: Dannon, General Mills, PepsiCo
Cheap Greek Yogurt
Unknown profitability of new product lines
(Carper)
Chobani's Exponential Growth
38% Greek market share (MRI+)
Highest growth rate
Continues to top the Greek yogurt sales, despite competitors efforts
Is there a problem?
Greek yogurt accounted for
44%

of US Yogurt sales
in 2013
vs.

4%

in 2008

(Watson)

How can Chobani stay on top?

How can Chobani continue to grow?
By expanding...
1) Chobani SoHo
2) Internationally
3) Target Market
4) New Product Promotion via Social Media
Pros and Cons
Larger target market, more customers, more sales, higher market share
Differentiate from competitors
New products could succeed, but also fail
Market Expansion Strategies
Market Development
Diversification
Product Development
The next steps
Invest in new promotional material, new products
Based on Jim Harvey's speech structures
Solution 4: Promote via Social Media
CONS
PROS
Develop close customer relationships
loyal consumers
product development
selling new popular
yogurt flavors
all over the
country
CONS
Fage already has high market share
PROS
Selling to larger group of consumers
CONS
Alienation of current target market
Failure of new products
PROS
Company growth
Increased sales
Higher market share
CONS
Stays within target market
Losing money with giveaways
PROS
Increased awareness
Attract new customers
Establish customer loyalty
http://www.chobani.com/culture/recipes
Gluten free, rBST-free, extra protein
CHO Mobile
Word of Mouth
Dips, 100-calorie, full fat, desserts
Target market
Shepherd's Gift Foundation
(Carper) and (Kerin)
Dannon (Oikos) and General Mills
16% yogurt market share, 38% Greek
Highest growth rate at 6.3%
Chobani Soho restaurant
Harris Poll EquiTrend Study
("Yogurt")
1. Recipe of the day
2. Contests & coupons
Product Strategy
"Nothing but Good"
Vibrant colors
Price- $1.29/$5.99
Place- traditional supermarkets, schools
Promotional- traditional advertising, social media, direct communication
(Kerin)

Strengths
Cost of upkeep
#TasteOff
Differing popular
regional tastes

56,352/147,259
In the long-run future exports
around Europe will be less costly
Cost of building factories abroad would be expensive
Diversification
Photo Bibliography
Photo Bibliography
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Photo Bibliography
David Arney, Anne Chan, Megan Fitzgerald, Katie Wood
Competition is strong, so expand the target market
(MRI+)
Full transcript