Natureview Farms Case Analysis.docx - Natureview Farms is a small successful yogurt manufacturer based in Cabot Vermont Their success can be attributed

Natureview Farms Case Analysis.docx - Natureview Farms is a...

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Natureview Farms is a small successful yogurt manufacturer based in Cabot, Vermont. Their success can be attributed to having a superior product and a strong brand position within their current distribution channel. Natureview Farms yogurt has a unique flavor and texture, created by a special process that allows it to be produced without artificial ingredients. This emphasis on natural ingredients, its strong reputation for high quality and great taste, and utilizing creative, low-cost “guerilla marketing” tactics, allowed the brand to grow quickly to national distribution and shared leadership within the natural foods channel. Yogurt is an important product in the overall dairy portfolio of natural food retailers, as yogurt sales grew 20% per year in the previous five years. This growth helped the company develop strong relationships with merchandisers within the growing organic foods market. Despite their success, Natureview Farms is considering departing from their established channel strategy to expand into the supermarket channel. They have a goal to grow revenues to $20 million before the end of 2001, a $7 million increase from the previous year. They are considering three potential options:Option One: Select 8oz. product line items into one or two selected supermarket channels

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