Secondary issues in the case study are related with the establishment of comprehensive retail channels, atering internal manufacturing processes, wrking on eliminating reservations regarding declining product quality and identifying issues that are associated with inefficiency and poor management of business costs and expenses. A environmental scan or analysis of the firm can be conducted by examining the operations of the business from the perspective of its strengths, waknesses, oportunities and threats (See Appendix A). Te most significant strength of the business is associated with the market targeting and market of the product.
I this regard, te company has been successful in terms of identifying customer needs for a snack that comprises of hundred per cent natural ingredients rather than relying on the incorporation of preservatives to enhance manufacturing and production capabilities while, mnimizing costs at the same time. Scondly, te business idea also focuses on benefitting from entering into a niche market rather than offering goods to a mass market. Fr example, i a mass market it is possible for a business to flourish by generating revenue through price while, mintaining substantial sales volume.
Hwever, te price premium which customers within a niche market are willing to pay maybe enough to generate similar revenues that could have been generated by serving a mass market, i not more. Mreover, te company’s strengths are also evidenced by the variety of the product line which began with the launch of regular, Br B-Q and no salt chips to kosher chips for successfully targeting the Jewish market, slt and vinegar, sur cream and onion and Archie’s (Follows, 1990). Te weaknesses of company are evident by the internal issues in financial management for example despite of experiencing tremendous growth in 1986 and having no plans of significant expansion until 1987, te company was unable to break even.
Tis aspect sheds light on the possibility poor forecasting and management of expenses on the part of the management. Eentually, aother issue for Millie’s is that as demand for the product rose, te company failed to enhance the quality and efficiency of production standards. Fr instance, a the company saw the potential of increasing and strong customer loyalty by 1988, i only believed that increasing the frying oil content for producing the chips would emerge as a feasible...
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