Summary
Sunshine Foods Cooperative (SFC) is a dairy products processing and marketing organization. It is currently facing a situation where it has to make decisions that have wide ramifications. The decisions relate to various aspects, some of which are strategic and a few are operational in nature. The decision-maker seems to be enthusiastic about the future marketing plans of SFC. How to expand the market and become a dominant player in that? There are some alternatives, which have kept the decision-maker preoccupied. How can the growth in the revenue and profit of the organization be achieved? The decision-maker has depended on the market research report by two researchers for taking the decision.
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Extract
Sunshine Foods Cooperative
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In the second week of August 2004, the Assistant Marketing Manager of Sunshine Foods Cooperative (SFC) (hereafter referred as SFC in the text), Rajiv Jena was scanning through the market research reports submitted by a team of two researchers. Though he wak the same man who was responsible for marketing decisions taken in the past, he was deeply contemplating on certain important issues in the light of the recent research report. After reading some of the suggestions made in the reports, he was forced to think more on identifying the core problem faced by the organization. Jena always wanted to utilize the existing resources aligned with its core activities like procurement, processing and marketing. Pertaining to an important marketing decision, regarding the distribution channel and foray into new and existing markets Jena enthusiastically said, "Though the milk union was facing some resource constraints, but it was high time the organization took appropriate actions in order to face the stiff competition and increase its market share in milk in terms of volume. Looking at the revenue earned by other products, he could neither ignore the marketing of other milk products". He was proud of the fact that there were about 10,000 rural families in these districts directly participating in dairying and hence being benefited by this dairy cooperative.THE ORGANIZATION AND ITS OPERATIONSSFC was operating in the two districts of Orissa namely Ganjam and Gajapati. Jena narrated the process of formation of SFC; "SFC has originated from the merger of...See the full content of this document
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