Route 11 Chips, a regional potato chip company, is struggling with whether to decrease the amount of flavors it marketplaces. Added flavors add operational cost, but management believes that a number of the flavors are significant to the brand image of Route 11 and that cutting the line might damage the brand.
Route 11 has also taken a price increase recently and direction is interested in finding out if there is additional room to raise costs. To examine these problems in the case, pupils have access to five years of data on sales by flavor and package size in addition to real cost and gross profit information (in a supplementary Excel spreadsheet).
Route 11 Potato Chips case study solution
PUBLICATION DATE: August 02, 2011 PRODUCT #: UV5770-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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