Case_Study_Cooking_with_Ease

Case_Study_Cooking_with_Ease - Cooking with Ease 1 Cooking...

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Cooking with Ease 1
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Cooking with Ease is a direct sales corporation that sells a quality line of cookware and other kitchen/cooking products. Cooking with Ease uses “consultants” to demonstrate their cookware in a party atmosphere in the consumer’s home. The company believes that there is a resurgence of cooking at home due to the increased popularity of The Food Network and Martha Stewart. They believe that consultant parties provide an opportunity to teach people cooking techniques in a fun, relaxed atmosphere that facilitates the sales process. Their company tag line is “Make cooking an everyday activity .” Along with cookware, Cooking with Ease also sells dinnerware, kitchen gadgets, epicurean foods, and other kitchen accessories, such as bowls, storage containers, and bakeware. The company purchases their products from both domestic and foreign-based vendors. Last year, they purchased a manufacturing facility that now makes their Ultra Light Anodized Steel collection. This collection is an extremely popular cookware set that consists of 1 skillet, 1 sauté pan, 2 sauce pans, and 1 Dutch oven. The success of this line is partially attributed to the company’s invention of a lighter weight steel that is anodized with a durable protective coating. This year’s sales of the Ultra Light collection are up 25% over last year’s sales. Cooking with Ease is an eight-year-old company based in New York, and they are experiencing a tremendous growth surge. They are a lean corporation, and the employees frequently feel that the company is severely understaffed. As such, they do not have time for some of the administrative tasks of the business. The company currently imports approximately 30% of their product line, and the rest is purchased domestically or manufactured by the Northeast facility. They estimate that over the next five years their import volume will rise to 55%. Cooking with Ease sells primarily in the United States, but they do have about 250 consultants in Canada. The CEO, Greg Boheame, started the company with his brother Stan, but Stan has since left to open up a muffler shop. Greg has recently allocated funds for an additional position, Director of International Operations , because recently the company has experienced some problems with Customs and Border Protection (CBP) and the Food and Drug Administration (FDA) . An Import Specialist in the New York port has warned Cooking with Ease that they will likely be audited in the next few months. The only person on staff with some prior international experience is Thomas Wickerly , Director of Domestic and International Transportation, and he is currently responsible for the import and export functions. He came to Cooking with Ease from Vicky’s Imports, a small importer of furniture and home gift items.
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