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• Case | HBS Case Collection | 2013

  Brannigan Foods: Strategic Marketing Planning

  John A. Quelch, James T. Kindley, John A. Quelch and James T. Kindley

  The soup division at Brannigan Foods contributes over 40% of the firm's revenue. The general manager is concerned that the soup industry is declining and that the soup division shows declining profits and market share, especially among the important baby boomer segment. Hoping to reverse these trends, he asks four key managers to review a consultant's analysis of the soup industry and recommend a turnaround strategy. Each manager presents a different plan, from investing in core market segments and products to acquiring new product lines and customers. Students must perform a quantitative analysis of each proposal while considering the feasibility and risks associated with each option before making a final recommendation.

  Keywords: United States; Consumer marketing; Acquisitions; Forecasting; Quantitative analysis; strategic planning; risk management; decision making; product development; Budgeting; Supermarkets; food; Strategic Planning; Demand and Consumers; Marketing Strategy; Food; Resource Allocation; Acquisition; Product Development; Retail Industry; Food and Beverage Industry;

  Citation:

  Quelch, John A., and James T. Kindley. "Brannigan Foods: Strategic Marketing Planning." Harvard Business School Brief Case 913-545, January 2013.

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• Supplement | HBS Case Collection | 2013

  Brannigan Foods: Strategic Marketing Planning, Spreadsheet for Instructors (Brief Case)

  John A. Quelch, James T. Kindley, John A. Quelch and James T. Kindley

  Citation:

  Quelch, John A., and James T. Kindley. "Brannigan Foods: Strategic Marketing Planning, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 913-547, January 2013.

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  Related

• Case | HBS Case Collection | 2013

  Brannigan Foods: Strategic Marketing Planning

  John A. Quelch, James T. Kindley, John A. Quelch and James T. Kindley

  The soup division at Brannigan Foods contributes over 40% of the firm's revenue. The general manager is concerned that the soup industry is declining and that the soup division shows declining profits and market share, especially among the important baby boomer segment. Hoping to reverse these trends, he asks four key managers to review a consultant's analysis of the soup industry and recommend a turnaround strategy. Each manager presents a different plan, from investing in core market segments and products to acquiring new product lines and customers. Students must perform a quantitative analysis of each proposal while considering the feasibility and risks associated with each option before making a final recommendation.

  Keywords: United States; Consumer marketing; Acquisitions; Forecasting; Quantitative analysis; strategic planning; risk management; decision making; product development; Budgeting; Supermarkets; food; Strategic Planning; Demand and Consumers; Marketing Strategy; Food; Resource Allocation; Acquisition; Product Development; Retail Industry; Food and Beverage Industry;

  Citation:

  Quelch, John A., and James T. Kindley. "Brannigan Foods: Strategic Marketing Planning." Harvard Business School Brief Case 913-545, January 2013.

  CiteView DetailsPurchase

  Related