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Marketing Cases Problem Solving
Pages 4 (1004 words)
The market dominance of A.1. Steak Sauce is apparent through its 54 percent of the steak sauce sales in dollars (Kerin and Peterson 631). Apart from Heinz57 which generates only 16 percent of the steak sauce sales in dollars (Kerin and Peterson 631); A.1 had no other competitors till Lawrya's decided to launch its own product of steak sauce…
A.1. can also try to develop its own tie-ups with the distributors of its product, like the grocery stores and restaurants.
For instance, A.1. could concentrate on building up a superior communication network between itself and its distributors and suppliers so that they can understand each others' needs. It is very crucial for A.1. to retain the major percentage of shelf space within grocery stores since this has an express correlation with the sales level of an item. The company can carry out a small research to find out the exact optimal position for its products within the shelf layout. It can then quest for that position to be granted by its distributors. A.1. should guarantee that the situation of its product's kiosks is in elevated traffic areas and that they are easily reached.
When the firm is trying to obtain partnerships with restaurants, it should emphasize the fact that "9 out of 10 steakhouses serve A.1." (Kerin and Peterson 631). Also, the display of A.1. Steak Sauce on a table motivates 70% of consumers to think about steak (A.1. Sauce Derives Its Name From Utterance of a King, 15).
The firm can also go in for promotion of its product by offering a free product such as a spatula with a bottle of A1. ...
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