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Lpu, Merger and Acquisition

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ENTERING THE ICE CREAM BUSINESS: A CASE STUDY OF KLEINPETER FARMS DAIRY
John James Cater III, Nicholls State University Ken Chadwick, Nicholls State University
CASE DESCRIPTION The primary subject matter of this case is strategic management for small business, specifically developing a new product and entering into a new competitive arena for an established small family business. Secondary issues examined include marketing strategy, human resource management, and operations management in the small family business. The case is appropriate for junior and senior level undergraduate courses. The case is designed to be taught in one class hour and is expected to require approximately three hours of outside preparation by students. The events described in this case are based on real world experiences. CASE SYNOPSIS Jeff Kleinpeter, fourth generation CEO of Kleinpeter Farms Dairy, has boldly led his family’s business into a new product/market area, specifically the production and distribution of ice cream. For nearly one hundred years, Kleinpeter Farms Dairy has served the south Louisiana area as the leading milk processor and distributor, but now the company has invested millions of dollars in a new, but related product. Jeff seeks to build on the loyalty and goodwill generated among consumers because of Kleinpeter’s excellent reputation for high quality milk products in the south Louisiana area. Kleinpeter appeals to local customers through cross-branding other Louisiana products, such as Ponchatoula strawberries, Bergeron pecans, and Elmer’s Gold Brick Eggs. After the new product is launched, the company experiences challenges in marketing, operations, and human resource management. Key words: small business strategy, new product development, marketing strategy, family business

Journal of the International Academy for Case Studies, Volume 16, Special Issue, Number

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