This is the analysis of Harvard Business Case - "Natureview Farm" of 1999.

3. Founded on 1989
Manufacturer & Marketer of refrigerated cup yogurt.

5. Natural Ingredients.
Longer shelf life.
Reputation for high quality & good
taste.

6. Strong Brand.
Effective low cost “Guerrilla
Marketing”.
National distribution in natural food
channel.

8. Concentrated: 4 competitors control over
50% share.
Supermarkets: 97% of total sales (3% annual
growth).
Natural Food Stores: 97% of total sales (20%
annual growth).
Factors in purchasing decision: Package

16. Concentrated: 8 –oz
cups represent largest
dollar & unit share of
market.
Supermarkets fear
losing market share to
natural food competitors.
First-mover advantage.
They may authorize
only 1 organic yogurt
manufacturer.
Highest level of
marketing expenditure.
Possible channel
conflict
Promotion of lower
price at supermarkets
may hurt the brand.
No experience in
supermarket chain.
Balance between shelf
presence & slotting

18. 32-oz cup generate
above average gross
profit margin.
Fewer competition in
this size.
Long shelf life of
product.
Lower promotional
expense.
Higher slotting fees.
National distribution
challenging within 12
hours.
No guarantee of
growth.
Possible channel
conflict.
Promotion & lower
price may hurt the brand.

20. Strong relation with
leading natural food
chain retailers.
More time to prepare the
company to move into
supermarkets.
Company’s positioning
ideal for given proposal.
Financially attractive.
Low sales & marketing
expenses.
Fast growth of natural
foods channel will lead
demands equal to those
of supermarkets.
Miss opportunity to
enter supermarkets
before competitors.

24. Financials
Only a regional distribution instead
of national, which makes it easier to
implement.
Higher slotting fee but more
visibility of the product.
Competitors moving into
supermarkets, te first mover

25. Company
Differentiators
Success Factors.
Organic/Natural Market
Trend
Yogurt Market Trend
Challenges & Goals
Options Available
Pros & Cons of each option.
Financials of each option