This preview shows pages 1–2. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: Major case issues Saxonville Sausage Company needed a new plan for launching a national I talian sausage brand in the current market that would achieve its profit objectives for the next fiscal year. o Grow the companys bottom line Develop a national product under Vivio or as a new brand, needed a detailed positioning plan to gain the success of being in every major grocery account in the United States o Before starting the research the following case issues must be addressed researched and solved. Very minimal distribution in Northeastern markets o This area needed to be targeted to expand their potential market, further research is needed. o Vivio was not available to most potential customers. It was accessible in just 16% of the nations large supermarkets. Boston, New Jersey, New York, Maryland, and South Carolina No prior market research was done on the I talian sausage customer o Senior management and the previous marketing team felt that was the current double digit growth the brand has been sufficient. They claimed it was fine without research and were skeptical of the positioning Unknown positioning for the Vivio brand...
View Full Document
This note was uploaded on 04/08/2011 for the course MKT 350 taught by Professor Hannah during the Spring '11 term at Suffolk.
- Spring '11