Question

Read the case study and do “ you make the call “question answers. For question 9-36 I need two factors and for question 9-37 I need two alternatives

Marketing in Action Case Real Choices at Blue Diamond Do you know how many different ways there are to enjoy an Summer Olympic Games. Almond Breeze was available for the almond? According to agricultural cooperative Blue Diamond USA Volleyball team members, coaches, trainers, chefs, and nu- Growers, quite a few! After a price spike for almonds earlier in tritionists as a good alternative to dairy beverages this decade, a market correction has occurred, prices have fallen, and demand has risen. Mark Jansen, Blue Diamond Growers The snacks are baked, not fried, and contain no genetically President and CEO, says "I think almonds are more appropri modified organisms (GMOs), gluten, artificial ingredients, or ately valued from a price standpoint, and I think we're in a place fs. They are promoted as ideal for snacking or as a where we can get back to encouraging and growing fundamen- tasty appetizer. Examples of flavors include Smokehouse, tal consumer demand for almonds around the world." Much ofPepper Jack Cheese, Cheddar Cheese, and Hint of Sea Salt that growth will likely be through product development Nut Thins are a crunchy cracker made with rice and nuts. A recent growth approach for Blue Diamond is a line of The California Almond Grower's Exchange began in 1910, hoey-flavored products. The new theme is applied across its and today it represents the world's largest tree nut processing Snack Almonds, Nut Thins, and Almond Breeze brands (exam- companies, serving more than 3,500 growers. The cooperative ples: Honey Dijon Almonds, Honey Almond Milk). Al Greenlee, produces over 80 percent of the world's almond supply. TheDirector of Marketing at Blue Diamond Growers, asserts, "Honey cooperative offers almonds in a range of forms and markets its is growing in popularity as a great natural alternative to sugar products through the Blue Diamond Growers, which is dedi- cated to discovering and building customers by establishing new cessfully to spark new growth opportunities. The question is, products, finding new uses, and creating new opportunities how do they keep up the momentum? Core brands include Blue Diamond roasted almonds, Almond Breeze almond milk, and Nut Thins nut and rice cracker snacks You Make the Call Clearly Blue Diamond is using products and branding suc- The original product, snack almonds, already comes in many tasty varieties but that doesn't stop Blue Diamond from seeking out 9-35. What is the decision facing Blue Diamond? new ways to grow the brand. The latest family of flavors is branded 9-36. What factors are important in understanding this dei- Bold," with tastes described as "bold, brash and daring enough to stand out in any crowd." Example flavors include Sriracha, 9-37. What are the alternatives? lalapeno Smokehouse, Wasabi &Soy Sauce, and Habanero BBQ. sion situation? 9-38. What decisions) do you recommend? 9-39. What are some ways to implement your recommen- Because of growing consumer desire for lower fat and more nutritious alternatives, milk drinkers have been seeking al- ternatives to dairy. Almond Breeze Almondmilk is low in calories and saturated fat, and is a good source of calcium and vitamin E. These benefits are one of the reasons why USA Volleyball adopted the product as its Official almond milk for the 2016 dation?

Answer 1

cing Blue Diamond is how they can keep the momentum 9-35: The decision fa d, in the past successfully developed going for the products. Blue Diamond, ha the recent price different products around the core ingredient of almond. Wit mond wants to corrections the market is ripe for a demand uptick and Blue Dia take adva ntage of this opportunity. They want to decide on new product offerings tha t will suit the changing needs and requirements of customers and will help Blue Diamond to increase demand. 9-36: The factors that are important in understanding this decision situation are the strengths of the company and the opportunities that are present in the market. Blue Diamond is already known for products like Almond Breeze milk, Nut Thins etc. They should now use their expertise in a manner that optimally satisfies the needs and requirements of the consumers. Consumers have developed a preference for consuming healthy and low fat food products. Thus the factor that is important in understanding this decision situation is how best can Blue Diamond can use its strengths and how these strengths will help the company satisfy the preferences of consumers on one hand and create new products that cater to these needs and preferences on the other hand. 9-37: Several alternatives are available for the company. They can concentrate on the existing range of products being offered by them and strengthen them by offering more options and varieties. Alternatively they can offer new innovative products and thus create new markets for their products. For instance they can tap the gluten-free market and offer different taste and flavor options like chocolate coated or honey coated etc. 9-38: My recommendation is that the company should focus on the gluten-free market. The consumers are becoming more health conscious by the day and so the gluten-free market will grow bigger each day. The company can even develop desserts that have almonds as the core ingredient. They can innovate and provide new products like almond flour as well. Thus my recommendation is that the company should concentrate solely on the gluten-free market and offer products accordingly. 9-39: To implement my recommendation the company will have to invest in research and development (R&D). They should also do market research to gauge the requirements of the customers and which products can be developed by them to satisfy those requirements. The company should also a commercial to spread the word about their new products, after the product has been developed.