You have been hired by Kawartha Dairies a Canadian manufacturer of traditional ice cream with retail locations
Question:
You have been hired by Kawartha Dairies a Canadian manufacturer of traditional ice cream with retail locations focused in Ontario and a healthy wholesale network selling their products nationally in the major chains such as Costco, Sobeys, Zehrs, Food Basics, & Longos.
Kawartha Dairy focuses on traditional ice creams and sorbets along with the basics of milk butter and cream. Their products are positioned and perceived to be of high quality.
The vice president of Marketing is contemplating extending their product line into the Gelato segment. Gelato is an ice cream originating in Italy and seems to be an emerging segment. He is trying to decide if Kawartha Dairy should extend its product line into this segment and if so how to approach the product line extension.
You have been tasked with conducting an environmental assessment of the Gelato Market for Kawartha Dairy and make a recommendation as to whether you believe they should enter the market segment and if so the best way.
Management Accounting Information for Decision-Making and Strategy Execution
ISBN: 978-0137024971
6th Edition
Authors: Anthony A. Atkinson, Robert S. Kaplan, Ella Mae Matsumura, S. Mark Young