Giant Consumer Products

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Case Study I Giant Consumer Products: The Sales Promotion Resource Allocation Decision Oct. 29, 2013 Table of contents Executive Summary..................................................................................................................2 I. Key Issues..............................................................................................................................3 II. SWOT Analysis....................................................................................................................3 III. Alternatives & Recommendation........................................................................................4 IV. Implementation & Action Plan...........................................................................................7 V. Conclusion............................................................................................................................8 Executive Summary Giant Consumer Products, Inc. (GCP) is a multi-million dollar consumer products manufacture. In the past years, GCP always rely on the Frozen Foods Division (FFD), which is accounted for almost one third of GCP’s overall business volume, to deliver its annual targets. FFD had successfully grown over the past 30 years, and had a 43% national market share (by sales) in the “Italian frozen dinners and entree offerings” subcategory. There are 2 main product lines, the key contributor to FFD’s bottom line was Dinardo’s TM, and another is the organic frozen foods “Natural meals”. However, in early Sept. 2008, the sales volume and gross revenue of FFD had both found a shortfall, almost 4% behind the plan, and even the market margin, which was the key metric for evaluating business at GCP, was 4.1% under plan. And the shortfall in FFD would certainly impact GCP’s financial stature. To increase the revenues, Byron Flatt,

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