Nature View FarmHarvard Business School

Case StudyAnant AryaIIT Patna

Organic Yogurt

In 10 years, Natureview Farm’s revenues had grown from less than $100,000 to $13 million with 12 refrigerated yogurt flavors

Supermarket Channel

Dannon YoplaitOthers Private

LabelColumbo

Yogurt Market Share & Its Competitors

Natural Foods Channel

Na-ture-view

Brown Cow

Horizon Organic

White wave

Others

Natureview’s have to make strategic marketing decisions to grow revenues to $20,000,000 from their current $13,000,000 before the end of the 2001 fiscal year.

After long Discussion, three options were suggested.

Option 1

• Expand into the supermarket channel with 6 SKUs of 8oz yogurt in two regions

Option 2

• Expand into the supermarket channel with 4 SKUs of 32oz yogurt in all regions

Option 3

• Introduce 2 SKU of children multi pack into natural foods channel

Options

Option 1 Option 2 Option 3

35,000,0005,500,0001,800,000

Sales Projections for Natureview’s Strategic Options Anticipated

IncrementalRetail Unit Sales

Risks and challenges

Each option had its own risks and challenges along with benefits

But…..

Option 3 was recommended

Because….Low risk factors Low cost Take advantage of current relationships and growth of nature foods channel

Executive Summery Channel Analyses Organizational Objectives Alternatives/Options Recommendation

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