...Saxonville Sausage Case Study Analysis Saxonville Sausage is a private family owned company in Saxonville, Ohio, with 2005 revenues of approximately $1.5 billion. Their main focus is on pork sausage products that are always fresh. Saxonville’s main product is their bratwurst line, which makes up 70% of the company’s revenues, breakfast sausage that consists of 12% of their revenues and their small Italian sausage line which is called Vivio that only makes up 5%. Saxonville's sales in bratwursts have been flat and their breakfast sausage line has been steadily underperforming in the market resulting in a double-digit decline in revenue. However, the Italian sausage was the one category showing growth across producers in the retail sausage market, having an annual increasing rate of 9% in 2004 and 15% in 2005. Saxonville hired a new marketing director in Ann Banks to "make her mark" and launch a national Italian sausage brand that Saxonville needed to bring to market in order to achieve profit objectives for the next fiscal year. Company ‘s Goals Goal 1: Choose the best positioning strategy • Create a connection between the brand and the customer’s core values • Choose the best positioning strategy such as Family Connection, Clever Cooking, Appreciation, Quick and Easy, Tradition Goal 2: Freshness • By branching out nationally, freshness levels may be compromised because of the time length of delivery to west coast supermarkets. Goal 3: Cannibalization • Careful...
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...Case Study for Saxonville Sausage Company 1. What is the current situation? The current situation in the Saxonville Sausage Company case was their need to increase the awareness, customer base, and sales with their Italian Sausage products. The flat sales they were experiencing in their breakfast sausage and bratwurst sales influenced the company to try and expand the market they were offering their Italian Sausage products to. The company was unsure of the way they were positioning their product and before launching a new marketing strategy to a new market they needed to do some very essential research and analysis of consumers. The name of the Italian Sausage, the packaging on the product, the way they would advertise the sausage as well as the people they needed to target the sausage to were just a few of the objectives the company planned to focus on while conducting their marketing research. 2)How was the research methodology determined? The research methodology was determined by Ann Banks based upon her previous work experience. Saxxonville Sausage did not know who their target consumer was and the research methodology was chosen to learn this. In addition to gaining a better understanding of who the Saxxonville Sausage customer was Banks needed to find a way to link the Italian Sausage product with the "core values" of their target consumer. To accomplish this she chose a method that combined both quantitative and qualitative research. The qualitative steps would...
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...Saxonville Sausage Case Study Analysis Group 6 Robert Graham Arnold Jon Hardwick Rebecca Godwin Landon White Grant Guidroz Chris Gremillion Jeigh Hymel Michael Floyd Donald Derham Isaac Woo Christian Frierson Michael Gvoich Corey Roblin Dr. Roger Hinson Louisiana State University March 14, 2011 Table of Contents Subject Page Number * ------------------------------------------------- Background Information 3 * ------------------------------------------------- Goals 3-4 * ------------------------------------------------- Constraints 4-6 * ------------------------------------------------- Central Issue 6 * ------------------------------------------------- Alternatives 6-10 * ------------------------------------------------- Competitive Analysis 10-12 * ------------------------------------------------- Best Alternative 12 * ------------------------------------------------- Implementation Plan 13 * ------------------------------------------------- Executive Summary 13-14 * ------------------------------------------------- Bibliography 15 Saxonville Sausage Background Information Saxonville Sausage is a private family owned company in Saxonville, Ohio, with 2005 revenues of approximately $1.5 billion. Their main focus is on pork sausage products that are always fresh. Saxonville’s main product is their...
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...Saxonville Sausage Company On a sunny March day in 2006, Ann Banks, new product marketing director at Saxonville Sausage Company, stood waiting outside the executive conference room. The owner, president, chief financial officer, and three functional vice presidents—including her manager, Vice President of Marketing Steve Sears—would soon hear her plan for launching a national Italian sausage brand that Saxonville needed to bring to market in order to achieve its profit objectives for the next fiscal year. Banks reflected back over the lessons of the past six months. Saxonville’s Background Saxonville was a 70-year-old, privately held family business headquartered in Saxonville, Ohio, with 2005 revenues of approximately $1.5 billion. The company produced a variety of pork sausage products, predominantly fresh sausage as opposed to smoked or semi-dried. The heart of the business consisted of branded products: bratwurst (70% of Saxonville’s revenues); breakfast sausage, both links and patties (20% of revenues); and an Italian sausage named Vivio (5% of revenues). Storebrand products accounted for the additional 5% of revenues. While the bratwurst and breakfast products were sold throughout the United States via both national and regional brokers and distributors, the products had very little distribution in stores in the Northeastern markets. Since 2004, both the bratwurst and breakfast categories across all sausage producers had been flat (0% volume increase)...
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...2013 | Yonathan Mulugeta Woldearegay | Saxonville sausage co. Case study | Overview What is the current situation? Saxonville Sausage company is currently loosing it market share on its various leading product lines produced except for one Italian sausage brand namely Vivio. However Vivio represents 5% of the company's total revenues. A new marketing director, in the company is currently in the process of undergoing a research to identify opportunities and possible market expansion strategy. The research result ended up with two marketing concepts that are almost equally viable and thereby put the management team in a dilemma on which of this two option to consider. TOWS matrix strenght weakness- Entire family enjoys the product - Weak brand name ( Vivio )- Rivals offer frozen sausage - Consumed rarely on special occasion- Easy to cook and quick - Niche segment on the northeast - Meal maker Threat Opportunity - cannibalisation - many local rivals ? | * The TOWS matrix helps us identify the possible opportunities embedded in this market. When cross analyzing strength, weakness and opportunity we can understand that the company finds itself with the following opportunities...
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...Case Study 1 1. What is the current situation faced by the company? In order to find out the current situation of Saxonville, I conducted a SWOT analysis: StrengthsHas a national distribution network.Is already recognized as a national brand.They offer a variety of quality products. | WeaknessesSelling Italian sausage from a German company.There is no product differentiation.No positioning in the market.Vivio is not a popular Italian name. | OpportunitiesNo national Italian sausage brand.Can sell easier because Saxonville is recognized nationally.The Italian sausage market is growing. | ThreatsCan cannibalize sales of their brats. Face the competition of 29 locally established brands. | 2. How was the research methodology determined?(pay attention to exhibit 3, exhibit 9 and 11) The research methodology was determined by Bank’s four step process. The first step is conducting qualitative research to understand behaviors and needs of the target consumers. The second step is a consumer sessions where they use what they have “heard to develop and then gain reactions to different positioning ideas.” The third step they refine what they have learned into concepts and have consumers prioritize and improve them. The fourth step, concepts are put into monadic testing, which puts out a test score that is then used to decide whether or not the idea is profitable (If people are willing to buy it or not). 3. What were the research results? (hint: exhibit 4, 6, 9,11) Research...
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...Case Overview/Selection/Assignments BrandScape Dates and Assignments Because of the tight seven-week scheduling of this course, we need to arrange for teams and team assignments for both the BrandScape and Case Assignments right away. To facilitate this process, the assignments and dates are outlined here. Please, as soon as is possible, sign up for the BrandScape date as well as the case of your choice. Please indicate your team by name, names of all team members, and your preferences with #1 (Most Desired) through and including - #5 (Least Desired.) If you’re not yet on a team, please let me know, along with your preferences. I’ll try to accommodate preferences as much as I can. (On the other hand, I will need your forbearance, because it usually is not possible to give everyone their first choice.) Team Name: _______________________________________________ Team Members:____________________________________________________ _____________________________________________________________ BrandScape Dates/Assignments. (Be Sure to check the brand you select with Dr. Oliva) BrandScape 1, Wednesday, November 7, 2012 Preference # _______(1Most Desired-5 Least) BrandScape 2, Monday, November 12, 2012 Preference # _______ BrandScape 3, Monday, November 26, 2012 Preference # _______ BrandScape 4, Monday, December 3, 2012 Preference # _______ BrandScape 5, Monday December 10, 2012 Preference # _______ BrandScape 6, (7) Wednesday...
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