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MGCR 352 Solving a case

MGCR 352 Solving a case - Solving a case 1 Define the...

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Solving a case: 1. Define the problem 2. ID decision factors CONTROLLABLES a. Price: $0.99 per case b. Advertising: going into the market (tv, radio, magazines, newspapers, coupons) (very costly); very few kennels (the current customer base) i. Promotion for the broker: sales package provided ii. Need to have brokers because they are a small company because they are trying to reach EVERY supermarkets; TPF will not have means of distribution channel, so they need to outsource it iii. Broker acts as the wholesaler 3. Analyzing the changes in distribution (the 4 P’s) a. Problems with distributing to supermarkets i. Shelf space is already very tight; if you are a retail manager: very bottom line conscious ii. People are not familiar with buying dogfood in the frozen section (education = advertise = costs) iii. Customers may not be receptive to getting human food next to dog food 1. Need to carry out research to prove that overall revenue generation will be continuous 4. Look at the market size now: (when there is numbers, always analyze them) a. Total market size: 3.5 billion dollars b. Boston market size: 1.5% = $52,500000
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c. Super market share: 2.9billion divided by 3.5 billion = 82.86% (they sell
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