Chobani, LLC: Executive Summary
I. Executive Summary Chobani was founded a mere nine years ago, in 2005. Their founder, Hamdi Ulukaya, a then recent immigrant from Turkey had found the yogurt selection in the United States lacking a high quality alternative to the traditional American type yogurts that so dominated the super market aisles. Seeking to fill this niche of a high quality yogurt produced domestically, the Chobani Limited Liability Corporation was formed.
II. Environmental Analysis
In the summer of 2013, the yogurt company, Chobani, LLC introduced their most recent product, which was called the Chobani Flip. While it was not exactly a new product for the yogurt market, it allowed the company a vehicle into a new aspect of the yogurt market. Although new, the Chobani Flip is in keeping with the high …show more content…
Chobani is still a privately held company, limiting the amount of capital it can raise compared to publicly traded competitors.
4. Some higher end supermarkets such as Whole Foods have stopped selling Chobani due to the decision to not exclusively use organic milk, thus potentially damaging Chobani’s overall reputation amongst higher end consumers (Cazentre, 2013).
C. Opportunities
1. Continuation of favorable consumption patterns of 18-34 demographic to their young families.
2. Positioning of the Flip as an all- in- one meal replacement that includes protein, vitamins, and fiber to those adhering to diets or a more regimented eating pattern.
3. Emphasizing the protein content and healthful features of Greek style yogurt to athletes and those seeking a proper recovery meal after physical activity.
4. Capitalizing on Chobani’s strong social media presence with existing consumers of Chobani products.
5. The company is opening stores in high profile metropolitan areas such as the SoHo District in New York City, and other cities such Chicago, and San Francisco (Owens, 2013).
D. Threats
1. Increased costs in materials which results in a price too high for many
II. Environmental Analysis
In the summer of 2013, the yogurt company, Chobani, LLC introduced their most recent product, which was called the Chobani Flip. While it was not exactly a new product for the yogurt market, it allowed the company a vehicle into a new aspect of the yogurt market. Although new, the Chobani Flip is in keeping with the high …show more content…
Chobani is still a privately held company, limiting the amount of capital it can raise compared to publicly traded competitors.
4. Some higher end supermarkets such as Whole Foods have stopped selling Chobani due to the decision to not exclusively use organic milk, thus potentially damaging Chobani’s overall reputation amongst higher end consumers (Cazentre, 2013).
C. Opportunities
1. Continuation of favorable consumption patterns of 18-34 demographic to their young families.
2. Positioning of the Flip as an all- in- one meal replacement that includes protein, vitamins, and fiber to those adhering to diets or a more regimented eating pattern.
3. Emphasizing the protein content and healthful features of Greek style yogurt to athletes and those seeking a proper recovery meal after physical activity.
4. Capitalizing on Chobani’s strong social media presence with existing consumers of Chobani products.
5. The company is opening stores in high profile metropolitan areas such as the SoHo District in New York City, and other cities such Chicago, and San Francisco (Owens, 2013).
D. Threats
1. Increased costs in materials which results in a price too high for many