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Natureview Farm
Bhirakarn 5180372 Patdanai 5180676Taveechai 5280388Nuttanun 5280514 Thanawat 5280542
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GOAL Soluti onProblem
- Increase its revenue by over 50% before the end of 2001
- Increase its 1999 revenue from $13 million to $20 million before the end of 2001.
- Has to increase at least $7 million.
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GOAL Soluti onProblem
Goal defense
-Venture capital has to cash out of its investment in Natureview, therefore the company is looking for new investor and a possibility for acquisition (new financial source).
- Natureview must achieve its goal in order to attain the highest possible valuation of the company.
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GOAL Soluti onProblem
“Natureview should expand their business into the supermarket channel or not”
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GOAL Soluti onProblem
Current situation- 2 main channels for Natureview to sell its
productsSupermarket and Natural food stores- In the proportion of 97% to supermarket
and 3% to natural food stores. Problem Defense
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GOAL Soluti onProblem
“Even though supermarket is more attractive, there are some reasons behind this and that should be considered” - Depend heavily on broker's knowledge - Broker's fees, slotting fees, promotional allowance bring high risk and high cost to Natureview.
- Conflict (Final price)
Problem Defense
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GOAL Soluti onProblem
Option 3: Introducing two SKUs of a children’s multi-pack into the natural foods channel
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GOAL Soluti onProblem
SolutionDefense
• Competitive advantage– Strong relationship with natural foods
retailers ex: Whole Foods and Wild Oats.– Sustainable competitive advantage– Main profit comes from natural foods
channel.
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GOAL Soluti onProblem
• Power and conflict– If stays with natural foods stores, there will
be no conflict.– Option 1 and 2 could potentially create
conflict between the firm and natural foods channel.
SolutionDefense
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GOAL Soluti onProblem
• Brand Image– Organic yogurt– Shoppers at natural foods stores earn more
income, more educated and not price sensitive.
– Natural foods store shoppers are more concern on health issue, not price.
– If expand to supermarket, its brand image will be doubted by current consumers.
SolutionDefense
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GOAL Soluti onProblem
• Financial and Risk Analysis– No extra slotting fees and advertising expense– Option 1 and 2 creates more expense – Lowest risk and cost if choose option 3– Will not have to compete with two main
competitors in supermarket channel which are Dannon and Yoplait
SolutionDefense
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Financial StatementYear 2000 Financial Forecast
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Option 1
Advertising Cost is abundance, Natureview would have paid
4,800,000 on ads by year 2001
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Option 2
The slotting fee is too much, Nature view would have to enter 64
supermarkets
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Option 3
No SG&A, Broker Fee, and Slotting Fee
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Solution Financial Forecast 2001
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