商品敘述：

When students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Explores channel management issues in the U.S. food industry. Natureview Farm, a Vermont-based producer of organic yogurt with $13 million in revenues, is the leading national yogurt brand (24% market share) sold into natural foods stores. It has achieved this through its special yogurt manufacturing process and through cultivating personal relationships with dairy buyers in the natural foods channel. Set in 2000, when the company faces financial pressure to grow revenues to $20 million by the end of 2001 due to a planned exit by its venture capital investors. The immediate decision point that the protagonist, Natureview''s vice president of marketing, faces is whether to achieve this revenue growth by expanding into the supermarket channel.

涵蓋領域：

Brand equity;Financial analysis;Growth strategy;Marketing channels

相關資料：

HBS Brief Case Teaching Note, (2074), 26p, by Karen Martinsen Fleming, Greg Bonner, Indra Reinbergs;
Spreadsheet Supplement, (2285), 0p, by Karen Martinsen Fleming;
, (7869), 0p, by Karen Martinsen Fleming;
Spreadsheet Supplement, (9-920-574), 0p, by Karen Martinsen Fleming

哪些人也有訂購？