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Nature View Farm

Develop a response to the following questions about Nature View Farm:

1-How has Nature View succeeded in the natural foods channel?
2-What are the two primary types of growth strategies under consideration by Nature View?
3-What are the strategic advantages and risks of each option?
4-What channel management and conflict issues are involved?
5-Which option should Nature View Farm adopt and explain why?

Solution Preview

1-How has Nature View succeeded in the natural foods channel?
Nature View has succeeded in the natural foods channel through the use of sales brokers that sell its yogurt to natural food retailers. The sales brokers are intermediaries and the natural food retailers buy Nature View yogurt from the intermediaries. Nature View has succeeded by capturing 25% of the natural food market. Through this channel of natural food retailers, Nature View has been able to increase the sales of its 8 ounce and 32 ounce servings. The target market that Nature View focused on through the natural food channels was health conscious women. Of these women those that are targeted, earn higher incomes, are education, and located in the Northeastern or Western USA.
2-What are the two primary types of growth strategies under consideration by Nature View?
Nature View is considering two primary types of growth strategies. The first strategy is to remain in the natural/healthy foods channels of distribution. The second type of growth strategy is to enter chosen supermarkets.
The first strategy would be to increase the market share of Nature View in the natural foods market itself. Nature View would have to focus its marketing efforts on its target audience, namely the healthy food consumer. Nature view would have to modify its product to satisfy the needs of this segment, it would have to use price differentiation within this segment, and it would have to launch advertisement campaigns/promotions in this segment.
The second strategy is that of entering supermarkets ...

Solution Summary

This answer provides you an excellent discussion on Nature View Farm

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