Saxonville Sausage Company

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Current situation: Saxonville Sausage Company’s business basically consists of bratwurst, breakfast sausage and an Italian sausage, Vivioaccounting for 70%, 20% and 5% of revenues respectively. While sale of bratwurst and breakfast sausage for over 5 years have been flat with little or no growth expected in short term, Italian sausage has been showing growth across producers in the retail sausage market and Vivio has managed to match that level of category growth as well. However, Vivio is available in just 16% of the nation’s large supermarkets only. The company is planning to launch a national Italian sausage brand the current year. The current situation of the company can be best explained with the help of a SWOT analysis. How was the research methodology determined? The research methodology was designed with a key priority of understanding the positioning concept that would be ideal to launch the product nationally. The research methodology was designed as a four step process. The first step was a round of qualitative research with target customers to understand their behavior and needs. The second step is a sequential round of consumer sessions, where the researchers used the language they have heard to develop and gain reactions to different positioning ideas. In the third round they refined all the new learning into actual concepts and had the respondents to prioritize and improve on them. In the fourth round, the customer’s purchase intent score was analyzed and final positioning concept was selected. My research design: My research design would also be based on the similar lines. At the ground level, it would first involve qualitative research to understand the customer’s reactions towards the product. I would also like to go for quantitative research i.e conducting customer surveys in order to understand their attitude towards Vivio. My next step would be to understand how my product is performing in terms of sales figures and how

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