Background
The CEO of a $30 million company, North American Produce, wanted to take his 124-year-old fresh produce packaging and distribution company in a new direction. He wanted to develop a business-to-business, customer relationship management system that could serve current and future large-scale, fast-food, franchise clients. We were asked to work with his senior management team to develop the company’s internet site and create an integrated, strategic marketing plan supporting the launch of this new business model.
Analysis
We conducted a two-day business review session with the client to gain an exhaustive understanding of the business, industry challenges, and environmental forces impacting the ability to launch this new business channel with flawless execution. Once the business review was completed, we designed a competitive matrix to determine market positioning and launched a market research study to gain greater insights on the produce business channel from the order/delivery process all the way to the retail store distribution center.
Results
Within six months, our client launched his new business channel which exceeded his initial goal. Simultaneously, we quickly established market awareness for the new product distribution and servicing through aggressive integrated communications and event promotions campaign.
As a result, within a year of launching the new business channel, the client was able to sell their holding, Taylor Farms, and negotiate a partnership with Goldman Sachs Urban Investment Group to acquire 37 Burger King restaurants in Chicago.
