Growth, Strategy and Slotting At No Pudge! Foods, Inc.
商品編號：9B03M033
出版日期：2003/06/08
再版日期：2009/10/22
商品來源：
商品主題：General Management/Strategy
商品類型：Case (Field)
涵蓋議題：Market Strategy;Growth Strategy;Women in Management;Food and Drug;Northeastern
難易度：4 - Undergraduate/MBA
內容長度：9 頁
地域：United States
產業：Manufacturing
事件年度：2002
The health and fitness trend that started in the 1980s and became a staple of American lifestyle in the 1990s created numerous opportunities for new firms to introduce niche products. The founder of No Pudge! Brownies worked with a consultant to develop a fat-free brownie mix. She then designed a lean organization where production, distribution and Internet orders were all outsourced. Immediately she is faced with her Achilles heel, the slotting fees required by supermarkets to obtain shelf space. After two years of negotiating with supermarkets, an important grocery chain finally agrees to carry her product without any slotting fees. By 1997 sales totaled a meager $250,000. Aggressive lobbying with the National Food Distributors Association and a multi-pronged strategy for dealing with slotting eventually pushed sales above the $2 million mark. No Pudge! is at a major decision point. New growth opportunities, such as muffin mix and fast-food distribution of pre-made brownies are abundant. Slotting continues to be a source of frustration for the firm, and No Pudge! is now on the radar screen as a possible acquisition target by major food purveyors.
教學手冊：Growth, Strategy and Slotting at No Pudge! Foods, Inc. - Teaching Note
補充材料：