An executive at Freezer Foods Company has been informed by a major customer that it needs one of its two providers of frozen food to take over as group head. The group head is the third party, normally a producer, who handles a category of goods for a retailer.
Managing the Competition Category Captaincy on the Frozen Food Aisle Case Study Solution
The executive must think through the aims of category captaincy from the retailer's perspective and develop an attractive bid to win the group captaincy. In the process, the executive develops an opinion on the advantages and challenges related to class captaincy from the perspective of four parties: the manufacturer whose rival becomes the group captain, the retailer, the winning category captain and consumers
PUBLICATION DATE: April 10, 2015 PRODUCT #: W15113-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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