Natureview farm harvard business case study

1. Nature View Farm
Harvard Business School
Case Study
Anant Arya
IIT Patna

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

3. Supermarket Channel
Dannon
Yoplait
Others
Private
Label
Natural Foods Channel
Natureview
Brown Cow
Horizon
Organic
White wave
Others

5. 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.

6. After long Discussion, three
options were suggested.

7. 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

8. Options
Option 1
Option 2
Option 3
35,000,000
5,500,000
1,800,000
Anticipated Incremental
Retail Unit Sales

9. Each option had its own
risks and challenges
along with benefits

10. Option 3 was recommended

11. Low risk factors
 Low cost
Take advantage of current
relationships and growth of nature
foods channel

12.  Executive Summery
Channel Analyses
 Organizational Objectives
Alternatives/Options
Recommendation

13.  Harvard Business Case Study
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