Assignment H

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Situation Analysis

Prepared for

Tasty Baking Company

Flowers Foods Inc.

AACSB Assurance of Learning (AOL)

Ethical Reasoning ~ Written Communication ~ Critical Thinking

Topics

1) Discuss fully the 6 categories of new products and provide a detailed justification for how you would categorize the Tastykake Sensables line. Apply the concepts from chapter 1 and support your position with facts from the case.

2) Explain fully all aspects of the 5 stage new product development process. Evaluate the Tastykake Sensables new product development activities by comparing and contrasting to the process described in chapter 2.

3) Create a product innovation charter (P.I.C.) for Tastykake. Explain in detail all aspects of a product innovation charter discussed in chapter 3.

4) Develop a concept statement for Tastykake Sensables. Explain fully the 3 aspects of the product concept and 2 approaches to writing a concept statement discussed in chapter 4.

5) Discuss fully the 4 steps in the problem analysis procedure, reverse brainstorming. Chapter 5

6) Discuss fully the 3 types of attributes, analytical attribute techniques, and determinant gap maps for snack products. Chapter 6

7) Discuss fully adaptive conjoint analysis and the USA, Japanese, and German made car example. Chapter 7

8) a) Compare and contrast with examples, umbrella brand with individual brand strategies discussed in chapter 16. Go to http://www.tastykake.com/products/

b) List 6 product types featured on that page and provide your reasoning for classifying the Tasty Baking Company brand strategy as either umbrella or individual.

c) View the Tastykake packaging on www.amazon.com to get information to support your position. 9) Discuss the 6 categories of brand names identified in chapter 16 and explain which category best describes the Tastykake brand name.

10) Identify and discuss 6 changes at Flowers Foods (Tastykake) from 2016 to 2018.

Refer to the Fact Sheets I provided. For example, 2016 Sales $X vs 2018 Sales $Y

11) Identify and discuss 6 changes from the 2016 to 2019 Snack Food Industry Report.

Are Tastykake products Chips? Nuts? How does the report classify Tastykake products? What changes have occurred in this category?

12) How would you classify the sale and marketing of some snack food products:

· ethical and legal,

· ethical, but illegal,

· unethical, but legal,

· unethical and legal.

How would you classify the sale and marketing of Tastykake products?

What is the ethical dilemma? Imagine you are a consultant... what actions would you recommend to Tastykake executives?

Table of Contents

Categories of new products……………………………………………….……….5

New product development process………………………………………………5 - 6

Product innovation charter………………………………………………………...7

Concept statement………………………………………………………………..…7 - 8

Problem analysis procedure………………………………………………..…..…8

Analytical attribute techniques, and determinant gap maps……………..….8

Adaptive conjoint analysis……………………………………………………..….8 - 9

Brand Strategies and Packaging……………………………………………...….9 Categories of brand names…………………………………..………………..….9 - 10

Analysis of Flowers Foods (Tastykake) …………………………….………….10

Snack Food Industry Report…………………………………………..……….….11 - 12

Ethical Dilemma……………………………………………………..……………….11 - 12

The following are the six categories of new products: Cost reductions: Fresh products that solely replace present merchandises in the line, offering the consumer alike performance however at a lesser cost. Might be more of a “new product” in terms of production or design than marketing. Close to 11% of the fresh products. Repositioning: Merchandises that are retargeted for a fresh application or use. Likewise includes merchandise retargeted to fresh target markets or fresh users. Revisions and improvements to present products: Present products made improved. Additions to present product lines: These are “Flanker” line extensions or brands, fashioned to elaborate product line as presented to the firm’s present markets. “New-to-the-firm products, or new product lines”: Products that elevate a firm into a classification fresh it. The merchandise are not fresh to the globe, but are fresh to the firm. “New-to-the-world products, or really-new products”: These products are creations that generate a whole fresh market. I would classify Tastykake Sensables line as “additions to existing product lines.” Tasting Baking Co. was created over 90 years before. Nonetheless, because of stagnant sales, the company’s CEO resolved that a line extension for the company’s products would be the correct solution to increase performance. The company embarked to ride out the emergent inclination on healthier snacks and go on board the journey to launch and produce a fresh low-carb cake which later came to be known as Sensables.

There are five stages of product development. “Phrase 1: Opportunity identification and selection”: This stage is tactical in nature and is hard to describe or define. Nonetheless, from the case, it’s evident that there was previously an existing inclination in healthy low-carb merchandise. The decision to develop a low-carb product extension originated from an internal mandate, precisely from the CEO, because of stagnant trades. The selection process wasn’t there since an alternative opportunity lacked. “Phase 2: Concept Generation”: The tendency offered in the case was rather precise being low-carb merchandises. Whereas it’s suggested to have consumer involvement in this stage, it’s observed in the case that Tasty Company was already decided on the idea they wanted to integrate. Though there was no manner of proper or formal consumer involvement, Melchiorre further wanted their product addition to be sugar-free to handle their aged consumers. Schutz and Sawicki further brought in dealer participation on board the merchandise design in its early phases. “Phase 3: Concept/Project Evaluation”: This stage was avoided by Tasty Company. Since the topmost management was obstinate about generating low-carb product extensions of their merchandises, there appeared to be no space for letdown or no way to pull out of development. Indication is missing in the case of any business or financial plan being reviewed or made. If their fresh product extension required to solely have one ingredient, low-carb count. Through the case, any manner of evaluation appeared to be implemented by taste testing. “Phase 4: Development”: This is the stage which the product obtains finite form, a palpable good or a particular sequence of activities and resources which will perform an imperceptible service. It’s further the stage during which the advertising planes sketched and progressively flashed out. Since the company was to perform a product extension, preparation of resources wasn’t an issue. Encompassing their suppliers in the previous phases further aided case the load. No business plan wasn’t involved. Nonetheless, it’s apparent from the start that Sawicki and Schutz have been hectic periodically developing samples of their fresh product. Due to this, the correct minor nips were made with doughnuts being discontinued. Schutz repeatedly considered how to advertise the brand extension. On the other hand Schultz is hectic developing a merchandise following protocol. “Phase 5: Launch”: This is the stage where commercialization of the prototypes and plans from the development stage and the sale and distribution of fresh product start. The case doesn’t investigate the specifics of after the presentation. From the analysis in the case, necessary arrangements were made by Schutz by preparing the trades force for the institution of the brand extension. Upon presentation, it was further stated that the local radio shows and newspapers were covering the Sensables line.

3) Create a product innovation charter (P.I.C.) for Tastykake. Explain in detail all aspects of a product innovation charter discussed in chapter 3.

The aspects of “product innovation charter” are guidelines, goal-objective, focus and background. Guidelines: Any “rules on the road” necessities imposed by the upper management or situation. Comprises miscellaneous, cost/quality/time, order of marketplace entry and innovativeness Goal-Objectives: This states what the project will attain, either lasting as goals or immediate as objectives. Focus: At least one strong market dimension and one strong technology aspect. They equal and have a good prospective. Background: Significant thoughts from situation analysis, distinctive forces like managerial data and motives for preparing a fresh PIC at the moment. The P.I.C. for Tastykake would be as follows: Background; the company was having sales that were stagnant; Focus: The market was full of such products but they wanted something unique; Goals-objectives: The short-term objective was to generate good sales while the objective was to dominate the industry using their new healthy product. Guidelines: Team work among members to attain the goals and objectives.

4) Develop a concept statement for Tastykake Sensables. Explain fully the 3 aspects of the product concept and 2 approaches to writing a concept statement discussed in chapter 4.

The three features of product concept are need/benefit, technology and form. Form: The physical thing developed, or in the situation of a service, it’s the order of steps for creating the service. In the situation of a fresh steel alloy, rod or bar of material is the form. Technology: This is the foundation by which the form was achieved. It’s the ability to perform the work. For the steel situation it can be cutting machines, mixing the steal with chemical to generate the alloy among others. Need/Benefit: The merchandise has value solely as it offers some benefits to the consumer that he/she sees a desire or need for. For Sensables, the concept statement will be: Form- The cake, Technology- Mixing the cake with other products to develop the low-cab which is healthier and Need/Benefit- The consumers will have a healthier cake with low-carb. The two approaches for writing a concept statement are receiving product thoughts developed by others and managing the procedure run by the group.

5) Discuss fully the 4 steps in the problem analysis procedure, reverse brainstorming. Chapter 5

Step one: Decide the suitable activity or product category for examination. This already has been performed if the product innovation charter has a product category aspect, user or use in the focus statement. Step two: Recognize a group of activity participants or heavy merchandise users within than classification. Heavy customers are likely to have a better comprehension of the issues, and they signify the unpackaged of the sales prospective in most marketplaces. A variation is to explore non-users to view if a soluble issue in locking them out of the market. Step three: Collect from these heavy participants or users a set of issues linked with the category. The entire system of the activity or product use is studied. Step four: Ranking and sorting the issues according to their importance or severity.

6) Discuss fully the 3 types of attributes, analytical attribute techniques, and determinant gap maps for snack products. Chapter 6

The three forms of attributes are benefits, functions and features. Benefits can be things like price, materials, components, trademarks, performance, manufacturing process, esthetic characteristics, structures, services, source ingredients and dimensions. Benefits can be things like economic gains, nonmaterial well-being, sensory enjoyments, savings and uses. Benefits can be indirect like romance after eating a cake or direct like a full customer. Functions are how merchandises work like a tool that mixes the ingredients of the cake. They are limitless in variety but not utilized as often as features and benefits. The analytical attributes methods use different attributes like numerous methods, trade-off exploration, and checklist use every attributes and dimensional examination uses features.

7) Discuss fully adaptive conjoint analysis and the USA, Japanese, and German made car example. Chapter 7

This is a technique that is more normally utilized in concept evaluation, nonetheless, it can be utilized in developing high-potential ideas for future assessment, and so is instituted at this stage. It’s the analysis of the procedure by which consumers evaluate and compare brands based on feature or attributes. Conjoint analysis is the designation of one of the most public analytical apparatuses used to examine tradeoffs. In adopting conjoint analysis, we presume we can represent a merchandise as a bundle or set of attributes. Conjoint analysis places every of the determinant characteristics together in new identities and sets that sets of attributes which would be more preferred or liked by consumers. The “choice-based conjoint analysis” is where the respondent is presented numerous alternative merchandise choices and is queried which she/he would favor. As an instance, the responded might be queried if she/he would favor: “A red, two-door, rear-wheel-drive USA-made car” priced at $16,000; “A blue, four-door, front-wheel-drive Japanese-made car” priced at $18,000; “A green, two-door, all-wheel-drive German-made car” priced at $18,000 or none of the selections above”.

8) a) Compare and contrast with examples, umbrella brand with individual brand strategies discussed in chapter 16. Go to http://www.tastykake.com/products/

b) List 6 product types featured on that page and provide your reasoning for classifying the Tasty Baking Company brand strategy as either umbrella or individual.

c) View the Tastykake packaging on www.amazon.com to get information to support your position.

Umbrella brand strategy is where the business places their corporate designation on each product they develop. For instance, Kellogg has its name on every cereal they develop as part of the name of the brand like Kellogg Rice Krispies among many products. The corporation’s name is identical with quality and excellence in cereal, and the form of the company designation on a fresh cereal. Conversely are firms which appear not to mention the organization name in the product. For instance, Procter & Gamble doesn’t include P&G in the numerous cleaning and detergent products it manufactures.

9) Discuss the 6 categories of brand names identified in chapter 16 and explain which category best describes the Tastykake brand name.

The six classifications of trademark protection and brand names are generic, descriptive, suggestive, arbitrary, fanciful and famous names. Generic names: Are synonymous with the product classification and the original brand holder mislays the exclusive rights. Descriptive names: Are tougher to safeguard since they are by description not characteristically descriptive. These designations go onto a dissimilar trademark list initially, nonetheless if the proprietors can develop adequate awareness within a five-year phase, they can get a greater level of lawful safeguard. Suggestive names: Those that need some imagination to connect them to the nature of the merchandise. They can communicate a merchandise benefit to consumers, but may be difficult to safeguard through trademark laws. Arbitrary names: Are true words that seem to have been selected as brand names minus apprehension for the nature of the industry or product. Fanciful names: Are made up designations either as parts of words or encompassed of real words. Famous names: The famous trademarks are safeguarded by federal regulations that precludes other corporations from adopting similar designations, even on unconnected items. I would classify Tastykake as a suggestive name. This is because once a consumer hears of the name, they will start imagining the nature of the Sensables. The name communicates the benefits of the product which apart from being tasty was low in carbohydrates.

10) Identify and discuss 6 changes at Flowers Foods (Tastykake) from 2016 to 2018.

Refer to the Fact Sheets I provided. For example, 2016 Sales $X vs 2018 Sales $Y

The sales grew from $3.9 billion in 2016 to $4.0 billion due to the company adopting numerous fresh products and strategies. The company’s strength grew from 2016 to 2018 because the company got more opportunities in the market and expanding his horizon. The company introduced broad product variety like tortillas, snack cakes, rolls, buns and breads which is due to the consumer demands in the market. The company started to implement an operating archetypal to deliver long-term, sustainable growth. At the start the company use warehouse delivery which later changed to independent distributor partner ideal which was due to growth in the company and this would motivate the IDPs to upsurge sales through merchandising and outstanding service.

11) Identify and discuss 6 changes from the 2016 to 2019 Snack Food Industry Report.

Are Tastykake products Chips? Nuts? How does the report classify Tastykake products? What changes have occurred in this category?

There are six trends that influence the food industry presently. Cannabis: Both manufacturers and consumers have been bustling about comprising cannabis in beverage and food. The Farm Bill of 2018 made products generated from plants recognized for their relaxation and psychoactive qualities will soon be part of the grocery. Acquisition and mergers: Beverage and food companies have been involved in acquisitions and mergers with the aim of overhauling their portfolios to better replicate growing customer interest in consumption and snacking. Functional foods: The growing concern of consumers on what they consume and the ever-increasing medical charges have led to many Americans adopting functional foods in their diet. Better-for-you: The companies have been forced to adopt healthier products due to new eating habits among consumers like the Sensables. Plant-based meat: Manufacturers like Impossible Foods and Beyond Meat are manufacturing vegetarian merchandises designed to offer customers another option which is healthier and sustainable without sacrificing the look, feel and taste of meat. Sustainability: Companies have started to alter their practices of beverages and food in order to boost profits and gain competitive edge.

12) How would you classify the sale and marketing of some snack food products:

· ethical and legal,

· ethical, but illegal,

· unethical, but legal,

· unethical and legal.

I would classify the sale and marketing of some snack food products as unethical but legal.

Many firms producing products that are in high sugar, fat, and high calories are marketing their products to influence the buyers more so children. Children become easily swayed by the marketing ploys since they have not yet mature based on their cognitive abilities based on the information processing to make the differences between television programs and the commercials. There are ethical questions are raised about health-related to childhood obesity. Children are being exposed to these diseases since they cannot comprehend marketing techniques. Nonmaleficence ethical principle demands that the intervention should not inflict harm. The provision of the foods with high sugar and fat content is causing harm to the children and other adults who are not aware of the harm associated with these products (Wheeley, Edmondson, & Ward, 2018).

How would you classify the sale and marketing of Tastykake products?

Obesity is one of the serious public health challenges of the 21st century; therefore the sale and marketing of Tastykake products are unethical and illegal too. The Federal Drug Administration (FDA) has recommendation made on the amount of sugar on the food products. According to the FDA, there should be no more than 10 percent of the daily calories from the added sugar. This means that the production of the food products with more than the recommended amount of sugar is illegal as well as being unethical (Boyland & Whalen, 2015).

What is the ethical dilemma? Imagine you are a consultant... what actions would you recommend to Tastykake executives?

The ethical dilemma for Tastykake is ensuring their product is worthy. The recommendations would be: Discussing ethics in every marketing decisions in an honest and open manner; ensuring marketers should comply with regulations and standards set by the government and professional organizations; uphold and respect consumer privacy; treat consumers unfairly; exercise transparency in on who gets payment to endorse their merchandise and observing common ideals in every form of marketing communication. The company can adopt external affairs and consumer education, use of market and marketing analysis, product testing, control systems and policy and strategy (Merle Crawford, 2010).

References

Merle Crawford, A. D. (2010). New Products Management (10th ed.). The McGraw-Hill Companies.

Boyland, E., & Whalen, R. (2015). Food Advertising to Children and Its Effects on Diet: Review of Recent Prevalence and the Impact Data. Pediatric Diabetes, 16 (5), 331-337.

Wheeley, A., Edmondson, D. R., & Ward, C. (2018). Marketing Unhealthy Foods and Beverages: Our Children at Risk. Atlantic Marketing Journal, 7 (1).