Case 1 Barbecue Blues Sauce Company 1. As small companies such as The Barbecue Blues Sauce Company achieve success, they inevitably move toward more formulated marketing, where they utilize all marketing tools at their disposal. Marketing strategy focuses on long-term company objectives and involves planning marketing programs so that they help a company realize its goals. Companies rely on marketing strategies for established product lines or services as well as for new products and services. Base on the information provided in the Executive Summary, I recommend the new formulation of barbecue sauce be marked, in addition to the original sauce, through retail grocery and specialty food market because, in the Executive Summary, 83% of study participations claim to use barbecue sauce at home and the average number of times in the last month barbecue sauce was used while cooking at home was 2.67.
Affect According to Chapter Two in our textbook, “affect refers to (people’s) feelings about stimuli and events, which whether they like or dislike.” We also learn in Chapter Three that there are four types of affective responses: emotion, specific feeling, moods, and evaluation, in which those affective responses are especially important for so called feeling products. In the case we are looking at right now, Saxonville’s Italian sausage may be a feeling product because the Italian foods are associated with family, which might influence people’s opinions positively when the consumers consider “family” as an important component when they prepare meals. Our target market is women who not only want to prepare healthy, easy and creative food, but also want their families to enjoy the meal. We want to make them feel good about our product, and the most important goal we are trying to achieve is making them feel good and confidence about themselves after using Saxoville’s sausage when they see how their families love the meals they prepared. One of the most important and the most basic thing we need to do is to make sure that our sausage quality is good and consistence.
For example their mission statement could be “To provide authentic and great tasting food at in a clean, friendly and convenient environment.” Next they will need a vision statement that will provide them a future destination for the company. A sample vision statement could be “To be the best Italian restaurant in the region, provide our customers the most authentic Italian food in an Italian style family oriented atmosphere at a practical price.” After the mission and vision statements are established, GIFC can develop the strategic goals, which are based off of the statements. Each one of the children has a goal that could, for the most part, be derived from the mission and vision statements. This first step is the most important as it will be the board and all employees a foundation to conduct its operations as well as a sense of purpose for their work. The next two steps can be done concurrently to gather the appropriate information for the strategic management process.
Saxonville Sausage Company is experiencing a decline in revenue and in order to rise to a national category leader that has products in every major grocery account in the US they need a strong and feasible positioning plan. In order to develop a national Italian sausage brand they should continue with the Vivo brand name to help establish brand equity. The Family Connection theme and concept offered in Exhibit 8 will reinforce the family aspect the company is striving for. Exhibit 2, The Vivo 2005 Sales Performance sheet, shows that the Mild and Hot 24.41 oz links out sell all other flavors and sizes making almost 75% of the sales volume. I think they should cut the Vivio Italian Hot Sausage Ground 14 oz and Vivio Italian Pepper Sausage Link 14.9 oz since the sales volume for both is considerably lower than the other flavors/sizes and introduce other flavor varieties such as those mentioned in Exhibit 10.
They can either launch a new product or enhance the market of Vivio. For this they have to determine the market strategy that they are going to develop in order to maintain their brand in the market and also the level of profit. They have hired Ann Banks to assess the Italian opportunity and develop a national product under the name of Vivio or a new brand. Saxonville needs a positioning plan that will link the core values of the customers with the product and make the product a national category leader. Research Methodology: Banks was hired for her expertise to match the “core values” of customer with the attributes of the product.
They were selling premium roast coffee when Howard Schultz came back from a trip to Italy enchanted by the Italian coffeehouse experience. A lesson that can be learned it that something that you love from another country may work here in the U.S. and vice versa. Because of increasing globalization, people have become more open to the concept of trying new things. It is even popular to eat and drink exotic foods from other countries. Schultz saw the opening in the U.S. market to capitalize on the coffeehouse experience that was undervalued at the time.
The objective is to increase organizational performance in order to maximize profits for Mario’s Pizzeria. Learning Curve Concepts Applying the learning curve concepts to assist in improving and streamlining the process will allow Mario’s grandson to recognize the transformations of the company when each decision is considered and acted upon. In business it is important to understand that, “Learning curves are also an integral part in planning corporate strategy, such as decisions concerning pricing, capital investment, and operating costs based on experience curves” (Chase, Jacobs, & Aquilano, 2006). Mario’s grandson must understand a very important concept; it is not only about managing the waiting time for the customers but also maintaining the balance between the demand in service and the capacity to provide that service. Whenever there is a change to an element in the service system there must be attention made to the services capacity, the gains must be compared to the overall costs of the system.
These communicative strategies serve the ultimate goal of commodifying the Italian ethnic identity and promoting its symbolic consumption. Through a semiotic analysis, the article identifies a core group of seven themes that constitute the basic structure of the myth of Italian food in the United States. The analysis highlights an unobtrusive use of stereotypes, a mass phenomenon of identity construction, and the depletion of a cultural capital. At the same time, it is recognized that the myth has some positive aspects-namely, the celebration of personal relations (romance and family) and the enjoyment of a more expressive and slow-paced lifestyle. [ABSTRACT FROM AUTHOR] Copyright of Journal of Communication Inquiry is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple
TMA 01: Zinn’s Burgers and Pizza case study The concept I chose for this case study is from session 2. I would like to demonstrate what problems Chris Pike has and how to help Chris Pike using the SWOT analysis. The reason for choosing this concept is that it clearly arranges the problems that Zinn’s Burgers and Pizza has and so helps to identify and solve those problems. The following SWOT analysis captures internal factors like strengths and weaknesses and describes external factors like the opportunities and threats that Zinn’s Burgers and Pizza is facing at the moment. The SWOT analysis helps to identify where the company stands today and where it wants to be in the future.
Starbucks Case 23 Assignment Questions 1. What was Howard Schultz’s original strategic vision for Starbucks? Schultz’s strategic vision for Starbucks was to geographically expand the Seattle, Washington based operations so that Starbucks stores were prominent across the United States and Canada. After traveling to Milan, Italy Schultz realized that the secret to Starbucks’ success would be its differentiating factor in recreating the authentic Italian coffee bar culture in the United States. Schultz was passionate about creating an experience for Starbucks’ customers—providing a space that was a special treat where people could meet friends and visit.