1.Saxonville Sausage company was launched 70 years ago with 2005 revenues of approximately $1.5 billion. However, since 2004, the main products of bratwurst and breakfast categories across all sausage producers has been flat, and the company themselves were struggling to position one of their Italian sausages in the market in order to achieve its profit objectives for the next fiscal year.
Products: The company produced ...view middle of the document...
Store-brand products accounted for the additional 5% of revenues.
Sales: The flat sales they were experiencing in their breakfast sausage and bratwurst sales influenced the company by tapping and expanding the market of Italian Sausage products category.
Sales promotion: The company prepares to use “Product Development” organizational growth strategy, seeking to create new product to meet their profit goal, while the company was unsure of the way they were positioning their products. And before launching a new marketing strategy to a possibly new market, they needed to do some very essential research and analysis of consumers.
Competitors: There are some competitors according to market segmentation. For example, “Mama Mia”, that shares the same implied angle as Vivio, is a direct competitor offering the same products; “Hertfordshire” and “Paglia Brothers” are replacement competitors that are someone could do instead of choosing your product, they’re using the same resources they could have committed to Vivio.