RSM415H1 Lecture Notes - Lecture 5: Charcuterie, Retail, Culinary Tourism
Document Summary
Difficult start, come close to closing down operations 2008. Maintain a presence at farmers" markets and gaining significant media coverage, brand awareness. Customers: businesses and consumers (b2b+c), farmers" market shoppers, chefs/restaurants and sommeliers wineries, mid-high power. Suppliers: landlord, raw materials supplier, labor suppliers, all local, high power, highly skilled labor. Competitors: mass produced cheese and imported artisanal cheese, low power due to high shipping costs or low quality. Sales: 7 sales steps, klahsen in charge: target. Demographic: consumers (b2c), more local, increasingly affluent, health-oriented and socially conscious individuals, businesses that were concerned with the origin and processing of food, loyal: benefit/present. Market size: small, targeted (50% sales from farmers" markets) Sommelier recommendations: close: become a loyal customer, deliver, report/refer: brand recognition, loyalty, referral. 30/30/30 pricing model: 30% food costs, labour costs, fixed costs, 10% profit. Doubling of sales every year until monforte reached almost million sales in fiscal 2007.
