Abundant Harvest, a processor in the canning industry, is located in Wisconsin. They package and sell seasonal vegetables such as canned beans, peas, carrots, corn, peas and carrot mix, and kidney beans. The seasonal vegetable canning company uses food brokers to sell throughout the Midwest to merchant wholesalers and supermarket chains under the retailer or wholesaler’s label and are known for the steady quality and cutthroat pricing. Robert Skye, former CEO of Abundant Harvest, created solid agency relations and was instrumental in Abundant Harvest’s purchase of a continuous process cooker. Upon Roberts retirement Chelsea Skye-Rice, his daughter, was named president of Abundant Harvest, although, Robert still remains controlling stockholder. Since Chelsea was named president Abundant Harvest has seen many changes, such as, rising minimum wage costs and increased competition, which have resulted in profit margins decreasing. Chelsea has proposed removing food brokers and selling direct to eliminate the 5 percent commission the brokers receive for sales. Don Bartley, a nephew of Robert, was chosen for the sales position. He is the only outside sales representative and has put in a lot of effort into selling direct, but has experienced disappointing results. Don has become discouraged and would like Chelsea to hire a sales team that will be able to provide the needed time and energy to win over clients, rather than do it on his own. Along with Don’s disappointing results in Abundant Harvests attempt to sell direct, the processing company has experienced a decrease in sales compared to the previous year. A meeting with the board of directors has been scheduled by Robert and Chelsea has no idea what to propose. To help Chelsea figure out what to propose to the board of directors a SWOT analysis is conducted. The SWOT analysis identifies and list’s a firm’s