Fyne Piece of Marketing Case Study

CASE STUDY 1. 1 A FYNE maculation OF MARKETING As the strode purposefully into the board room to make his showing to the firms monthly directors meeting, Fred Fahr, General theatre director of Fyna Foods Ltd, felt just great. His confidence was that of whatever cardinal who knows he has faced a problem and come up with the right answers. Ladies and gentlemen, he began, as you be aware, two months ago we were addicted the opportunity to add the Beefies Hamburger chain with their current Supa-Long French fries.At the time, we every last(predicate) agreed this was great potential line of business for Fyna Foods, but that it also posed a major problem for us what to do with the excess white potato left over after we supply Beefies with the extra-length fries. Unfortunately, we solace slangnt been able to come up with a perfectly square potato To dump this excess material would retrieve almost certainly making a loss on the Supa-Long Fires business. I am very delightful t o be able to report to you now however, that my team has come up with what we feel is a pretty comely solution. Fred deliberately paused as he sensed the increased air of prediction slightly the table. Even old Thomas Fynaski, the firms octogenarian founder, seemed to rouse himself from his doze. We found the answer by combining the excess potato material with other vegetables to create a breakfast burger, Fred went on. I have to say the lab boys have done a really right job and created a product that Fyna Foods fundament be proud of. My family doesnt usually eat hot breakfasts, but we all tried some the other morning and agreed they were really quite nice.Once we had the product true I gave it to our securities industrying people and theyve decided to call it blab and snivel its what we used to call leftovers back in the 1960s. I am sure we all remember when we were kids, he joked, how good leftovers used to perceptiveness the next morning. Weve decided to advertise it as The delicious breakfast alternative to bacon and eggs. What about the factor? one of the director asked. This product doesnt look like anything we produce at moment. Well, you know how our Production segments managers are, replied Fred. If the factory had its way, wed never produce anything that wasnt debauched and cheap to run through the machines. Anyway, we have agreed to pack the new line in boxes of 24 burgers, which nicely fits our packaging machinery. The factory were pleased with that. How do the numbers stack up, Fred? asked Daphne Green, the Finance Director. Pretty good, actually, Fred replied as he flicked up a chart. See, we start with the excess potato tonnage from the Supa-Long contract. Thats equivalent to sales about 400,000 packs of Bubble and Squeak in the send-off year. We think the Supa-Long contract is going to grow at about 10 percent per annum, so we also need to budget to increase Bubble and Squeaks sales by that amount each year. We do have a bit o f problem with price, which Im still working on. The Sales Department is concerned it wont be able to move these volumes of product at the price the accountants have given us.Im not too worried about that, though, because the product suppuration people, in their normal way, have produced a super premium shade product in the test kitchen a bit too good, really, for the market were aiming at. Im confident that we can play around with some of the ingredients and quantities and get the product costs down to a train that Sales can live with. Weve got a few rough edges to bland off, concluded Fred. But, overall I think weve come up with an tenuous solution that lets us take on the Supa-Long contract and gives us a great new product for Fyna Foods. There was a general choke of approval around the table. As it subsided, however, Fred noticed that Bill Wyse, the recently retired merc sacrificeise Director of a large transnational food business had his hand raised waiting to catch the chairmans eye. As serenity returned to the room he spoke for the first time during the meeting. Well, Fred, he state quietly. Youve obviously put a lot of work into this. I can tell you feel youve done a great job. But in my humble opinion, you dont seem to appreciate what marketing is all about. Questions 1.Collect three descriptions of marketing, one from a text, one from a marketing practitioner, and one form someone who does not work in the marketing fied. Which perception seems the closes to Fyna Foods teams activities on the Bubble and Squeak project? prune your choice. 2. From the perspective of Bill Wyse, what differences are there between the production stage, the sell stage and the marketing stage of marketing management evolution? 3. In what areas might a food manufacturing company such as Fyna Foods be subject to societal criticisms?