Student ID #206138
Consumer Behavior BUS330
TJ Hanratty
28th May 2012
Case compendium of Giant Consumer Products: The Sales Promotion Resource Allocation Decision
command Overview of Market
In early September of 2008 Giant Consumer Products, Inc. (GCP) the Frozen victuals Division (FFD), which constituted almost a third of GCPs general business volume, was not delivering as expected. FFDs sales volume and pure(a) revenue were 3.9% and 3.6% respectively, be blue expected levels. More importantly, the associations marketing gross profit was also 4.1% below plan. Historically, GCPs stock had been favored by Wall Street forecasters, but recently, those same analysts were wondering whether GCP could hold in its above average growth. As a result, the companys immediate objectives were clear: (1) generate much needed exact in the Frozen Foods Division (FFD) without undermining the long-term health of GCPs brands; (2) cast up GCPs numbers to a point where they at least sift the low end of Wall Streets expectations.
The achievement of these objectives heavily depended on GCPs marketing strategy, and. GCPs senior management was highly do to reach the planned numbers.
They were considering undertaking a sales furtherance as a means of achieving the identified objectives and several company executives were tasked to determine whether a national sales promotion would be the right decision for the company, and if it was which products should be considered for promotion.
Supporting Facts
Dinardos TM brand generates over $425 million in revenue each year and is available in three sizes: D32 which is an inexpensive way to extend a family of four, D16, convenient for two people and D6 and D8, for single consumers. innate(p) meals TM, generates $150 million annually and is an organic frozen food, low in fat, additives, and preservatives. It is considered a healthy meal and available in 16 ounce packages only. The Chief Executive...If you want to get a full essay, order it on our website: Orderessay
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