I. Address Who You Are and Who You Are Writing To
This analysis is provided by the members of the marketing team at Natureview Farm, Inc., on behalf of Christine Walker, Vice President of Marketing. The purpose of this analysis is to provide a recommended course of action for the company to grow their revenues by 50% by the end of the 2001 through the use of SWOT analysis on the three recommendations proposed by the senior leadership at Natureview Farms. The findings will serve as the recommendation for Christine Walker to present to the CEO, Barry Landers.
II. Business Overview
Natureview Farm, Inc., founded in 1989, is a small yogurt manufacturer based in Cabot, Vermont. The company has done rather well since its inception, growing revenues from $100,000 to $13 million annually. Natureview Farm caters to a niche market, namely consumers of organic and sustainable foods. Since it’s founding, Natureview Farm’s product offerings has grown from 2 flavors in 2 sizes to the current assortment of 12 flavors in the 8 oz. size and 4 flavors of the 32 oz. size. Natureview Farm has done a great number of this correctly to grow their business substantially since their founding 10 years ago. In order to continue to thrive however, the company must also correct or amend processes that are considered weaknesses. These strengths and weaknesses are outline below.
Natureview Farm has gained the largest single market share for yogurt in the Natural Foods Channel (See, Exhibit 5). These impressive results are be attributed, in part, to the strong relationships they have forged with leading nature foods retailers, including big name chains like Whole Foods and Wild Oats. This is great news for Natureview, as they have poised themselves nicely in the marketplace with the organic foods market predicted to more than double in revenue by 2003 (to an estimated $13.3 billion). Another success for Natureview Farm is...