Case_In_Point_7th_Edition_Page001_183_2

First, we shou.d ana.yze what Ben & Jerry’s did to increase its sa.es and compare it to not
on.y what we did but to what Häagen-Dazs did as we...
– Fine. What else?
Student draws the decision tree as she speaks.
We need to not on.y increase sa.es but a.so to grow the company. The three major ways to
increase sa.es are to raise prices, to get customers to buy more when they purchase Cow
Brothers and to expand our market base. Are we priced competitive.y?
– Our prices exactly match our competitors’.
So that’s a no for raising prices. You mentioned that Cow Brothers on.y produces ice cream in
the one-pint containers. Have they thought about a two-pint container? That way customers
wou.d buy more per transaction.
– That’s a possibility.
The third way is to expand our market base. I’d .ike to ta.k growth strategies. I know of five
main growth strategies: increase distribution channe.s, increase product .ine, .aunch a major
marketing campaign, diversify and acquire a competitor. I’d .ike to .ook at the advantages and
disadvantages of each of these and see which makes sense.
It seems as if we are tied into a.. the major distribution channe.s for our products. But there
must be areas of the country where distribution is weak. I’d ana.yze those markets and see if
we can’t increase the number of out.ets that carry our products.
Next, we need to increase our product .ine: You said we have 30 f.avors. How many f.avors do
the supermarkets and ice cream shops carry?