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Essay / Research Paper Abstract
This 3 page paper considers a solution to a problem faced by Mama Mancini Inc. who need to decide whether or not to increase the range of sauces they manufacture. The paper advices expansion and justifies the advice given by looking at the market the core competences and the way the change will fit in with the company. The bibliography cites 1 sauce.
Page Count:
3 pages (~225 words per page)
File: TS14_TEmamait.rtf
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Unformatted sample text from the term paper:
the company was founded by Bruno Mancini the aim was to expand into other areas of cooking sauces other than Italian, but this did not occur as the company was
stretched. Now, fifteen years later, the company is successfully internationally and has experiences in many countries as well as strong core competences in the creation, marketing and distribution of sauces.
The current mission statement and vision are focused on Italian cooking so would need to be adapted. We will assume there are several options that the student has not
given, with these being expanding the range under the MM Inc. brand, to carry on with the Italian sauces only, or a third option to expand the range to other
international sauces but to develop a different brand label. The option we will recommend is to go ahead with the imitational range if sauces under the companies own
brand label, but at a limited pace. There are several aspects of the decision that need to be considered and the justification can be explained. The company have a
well established brand and good sales. However after 15 years there is limited expansion in the existing markets. Ansoffs marketing expansion shows us there are two dimensions along which companies
can increase sales, selling more of the same goods, either to the same or new customers, or developing new goods, to sell the same or new customers. In the past
the same goods have been sold to the same market and then to an expanding market moving outwards (Kotlker, 2003). However this strategy has now been maximised, so further
increases need to look for a different approach. The company has a core competence in making sauses, the jump from making Italian sauces to other sauces will incur only
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