Get Full Essay Get access to this section to get all help you need with your essay and educational issues. Get Access Saxonville Sausage Case Analysis Essay Sample Saxonville Sausage Company, a year-old privately held family business, produces a variety of pork sausage products, thus already having a loyal customer base. Their Italian sausage, presently branded as Vivio, became part of the Italian sausage market inyet has experienced flat sales. Therefore, the company needs to increase their awareness, customer base, and sales with their Italian Sausage products.
They must now find an ideal name for their line of Italian sausage. In order to derive a clear apprehension of the merchandise benefits.
External Situation See Appendix 1 for full listing The figure of people eating sausage for breakfast is diminishing. Saxonville has the possible to go a national class leader and do their merchandise popular amongst every major food market shop in the U. Despite this slow advancement of the market.
Italian sausage showed growing across manufacturers in the retail sausage market. The Saxonville squad believes Italian sausage has an untapped potency market with male cooks. Achieving more shops in the northeasterly markets is another chance for the company.
The company underperformed the market in breakfast sausage. The Bratwurst division fired their ad bureau midway through the twelvemonth. They besides did non make plenty in positioning Vivio or making a typical individuality. Equally far as selling goes.
Saxonville merely supported the Vivio trade name with base trade disbursement. They besides have non spent the clip to carry on market research on the Italian client. Strategic Alternatives See Appendix 2 for pros and cons of each option After much research and scrutiny.
In order to find the best placement scheme. Banks conducted qualitative and quantitative research from mark consumers to understand their behaviours and demands.
The best beginning for penetration on how the company should place itself is females.
Research showed that the company has two feasible options to take from in nearing a placement construct to prosecute. A 2nd option would be to place the sausage with the phrase. It was easier to supply tactical support for Clever Cooking.
Recommendation To optimise trade name individuality.
This thought is more typical and lasting holding resulted in the highest figure of purchase purpose when compared to the other construct. This placement thought besides received the highest ballots in a canvass of consumers.Current situation: Saxonville Sausage Company’s business basically consists of bratwurst, breakfast sausage and an Italian sausage, Vivioaccounting for 70%, 20% and 5% of revenues respectively.
Case 1: Saxonville Sausage Company The Problem Saxonville Sausage Company has hired a new Ann Banks as product brand manager. Steven Sears, VP of Marketing, has given Ms.
Banks the Vivio Italian sausage. Saxonville Sausage Case Analysis Essay Sample. Saxonville Sausage Company, a year-old privately held family business, produces a variety of pork sausage products, thus already having a . Saxonville Sausage Case Analysis Essay Sample.
Saxonville Sausage Company, a year-old privately held family business, produces a variety of pork sausage products, thus already having a loyal customer base. Saxonville Sausage Case Study Analysis Saxonville Sausage is a private family owned company in Saxonville, Ohio, with revenues of approximately $ billion.
Their main focus is on pork sausage products that are always fresh. Saxonville is a family company from Ohio has existed for seventy years, it produces a range of pork sausage, and they have three types of products: breakfast sausage, bratwurst and Vivio sausage.
Products are sold in all the United States, through national and regional distributors.