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Giant Consumer Products (Gcp)

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| Giant Consumer Products (GCP) | | | | A. Situation Analysis: 1. Context: In early September’08 Giant consumer Products, Inc. (GCP) realized that Frozen food division, which had been growing at 2.8% (compounded annual growth) rate since 2003 to 2007 and accounted for almost 33% of GCP’s overall business volume, is not doing well now. The sales as well revenue volume is around 3.9% behind the target. Most specifically marketing margin (key parameter for GCP business) was also under plan by 4.1%. GCP had been doing well in wall-street but performance of past couple of quarters has increased the worries of GCP i.e. whether GCP will able to maintain its profitable growth. GCP is expecting FFD to deliver the sufficient growth to …show more content…

| * Retailer may not put extra effort to sell the product quickly, as he would have already received his profit margin. * As mentioned in the case “Daft” is expected to launch his product in January’09, the retailer may promote Daft’s product more if received extra margin than GCP. * The retailer may not sell the product at lower rate during the promotion period and keep the margin with him. * The retailer may keep selling the product at promotional price even after the promotion week is over. This may damage the brand value of the product. | Pay for Performance | * The retailer will try to promote our product to get more and more incentive. * We need to pay based on the performance of the retailer => Saves money. | * There is a risk of Daft coming into the market and getting edge over GCP’s product in the same way mentioned above. | Prefixed target | * The retailer will be incentivized to sell more products of GCP quickly to get the conditional profit margin. * The competitor may not be entertained by the retailer as he already has a particular product with target sales. * The risk of stock piling will be less. | * The retailer may not like this option as it binds him to achieve a specific target to get incentive. * If the retailer is lagging behind the target, he may lose interest in

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