Natureview

In: Business and Management

Submitted By romyraman
Words 1244
Pages 5
SITUATION ANALYSIS

EXTERNAL ANALYSIS

Opportunities: • Margins are high in organic food industry as organic food consumers are not price sensitive. • Organic food market is expected to grow double in size in 4 years. ($6.5 billion in 1999 to $13.3 billion in 2003). • Yogurt consumer market base is growing as sales had grown at 3% through supermarket and 20% through natural food stores. • High future growth expected in Children multipacks market segment as it is growing at 12.5%.

Threats: • Yogurt market is very concentrated as top two controlling over 50% of the market. • Yogurt market has a limited revenue generation potential through channels other than supermarkets. • It has high S, G & A and marketing expenses.

INTERNAL ANALYSIS

Strengths:

• Natureview needless number of distribution centers as its yogurt has longer shelf life 50 days. • It has a Strong branding in market. • Natureview product is more attractive to consumers because its recipe uses natural ingredient and no artificial thickeners. • Company has creative low cost guerilla marketing. • Strong relationship with brokers.

Weaknesses:

• Natureview has a limited marketing budget. • Natureview depends heavily on brokers for its product promotion and distribution. • Company has limited resources and staff.

KEY MARKETING ISSUE
Natureview needs to attain highest possible valuation to find a new VC or position itself for acquisition. To achieve that company has to increase revenue by over 50% before end of 2001 while maintaining premium brand positioning in marketplace.

OBJECTIVES • Achieve short-term growth and increase sale volume to take revenues to 20 million by end of 2001. • Increase market share. • Maintain brand value. • Implement revenue growth strategy with limited staff and…...

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