Natureview Farm Case

2405 WordsJul 23, 201310 Pages
TABLE OF CONTENT 1. INTRODUCTION 2 1.1 CASE SUMMARY 2 2. OBJECTIVE/MAIN ISSUES 4 3. MARKET TREND ANALYSIS 4 3.1 ORGANIC PRODUCTS 4 3.2 YOGURT PRODUCTS 5 4. SWOT ANALYSIS 5 5. FINDINGS AND DISCUSSION 6 6. RECOMMANDATION 12 6.1 MARKETING STRATEGIES 12 6.2 PROMOTIONAL SUGGESTION 14 INTRODUCTION 1.1 Case Summary Natureview Farm Inc. is a small yogurt manufacturer that manufactured and marketed refrigerated cup yogurt under the Natureview Farm brand name. It was founded in 1989 in Cabot, Vermont. In 1999, it was reported that the growth of Natureview Farm is $13 million in revenues (see Table 1.1) and by 2000, Natureview Farm has becomes a leading national yogurt brand with 24% of the…show more content…
Natureview Farm want break into the mainstream supermarket channel to meet this goal ($20 million by the end of 2001). 3. MARKET TREND ANALYSIS 3.1 Market Trend for Organic Products The prediction of organic products’ market growth is from $6.5 billion in 1999 to $13.3 billion in 2003. Generally, there are few characteristics of shoppers who purchased organic products regardless of channel which are higher income, more educated person and mostly live in the Northeast and West. 46% of them bought organic products at the supermarket, 25% at a small health foods store and 29% at a natural foods supermarket. Organic dairy products were bought by 74% of heavy organic food buyers and 29% of light organic food buyers. 3.2 Market Trend for Yogurt Products There were top four competitors that were fairly concentrated in the market which are Dannon, Yoplait, Breyers and Columbo. The top two competitors controlling over 50% of market share. There are two dominant distribution channels for yogurt product which are supermarkets and natural foods store. Supermarkets had sold 97% of all yogurt consumed and natural foods store only sold 3%. 4. SWOT ANALYSIS SWOT (Strength, Weakness, Opportunity, and Threat) was done to serve as the external and internal environmental analysis behind the background of Natureview Farm current product and market situation. The summary of the SWOT analysis is as below: [pic] Figure 4.1 SWOT Analysis 5. FINDINGS AND

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