Gardenburger Case Summary
Section 1 - Situation Analysis
1.0 Internal Conditions
There has been an evolution in the vision for the Gardenburger Company. This vision was originally to:
Pursue visionary ideas that are helping to sustain the health and integrity of our planet. We are committed to offering healthy food choices to the world, supporting meatless concerns and advocating the benefits of meatless eating.
Current management has built on this vision and has adopted the following direction:
1.1 Objectives
1. To bring the highly profitable Gardenburger into the mainstream consumer market
2. To become the leading developer, producer, and branded marketer of great tasting, convenient meat replacement alternatives in all major distribution channels.
3. To make the brand the premier name in the category. …show more content…
X Major ingredients more discernible. A more interesting taste experience that is more healthy than meat.
Harvest Burger X Simulate the taste and texture of real meat.
X Contain no animal products.
X Protein replacement.
X No cholesterol, saturated fat, reduced fat, animal fat. A healthy meat replacement that tastes like meat.
Boca Burger X The great taste of a hamburger with no meat. A great tasting hamburger that contains no meat.
Conclusions: Preference appears to be driven by segment needs. Adjusting Gardenburger¡¦s benefit set could result in alienation of their current core of loyal users.
3.4 Where Consumers Buy
Currently consumers are able to buy meat substitutes at specialty food stores, healthy menu restaurants, smaller grocery chains, and into the mainstream grocery channel. Gardenburger¡¦s particular strengths are in the secondary and tertiary channels. This is consistent with their segment strength among the ¡¥cultural creatives¡¦.
Intermediary Description
1.0 Internal Conditions
There has been an evolution in the vision for the Gardenburger Company. This vision was originally to:
Pursue visionary ideas that are helping to sustain the health and integrity of our planet. We are committed to offering healthy food choices to the world, supporting meatless concerns and advocating the benefits of meatless eating.
Current management has built on this vision and has adopted the following direction:
1.1 Objectives
1. To bring the highly profitable Gardenburger into the mainstream consumer market
2. To become the leading developer, producer, and branded marketer of great tasting, convenient meat replacement alternatives in all major distribution channels.
3. To make the brand the premier name in the category. …show more content…
X Major ingredients more discernible. A more interesting taste experience that is more healthy than meat.
Harvest Burger X Simulate the taste and texture of real meat.
X Contain no animal products.
X Protein replacement.
X No cholesterol, saturated fat, reduced fat, animal fat. A healthy meat replacement that tastes like meat.
Boca Burger X The great taste of a hamburger with no meat. A great tasting hamburger that contains no meat.
Conclusions: Preference appears to be driven by segment needs. Adjusting Gardenburger¡¦s benefit set could result in alienation of their current core of loyal users.
3.4 Where Consumers Buy
Currently consumers are able to buy meat substitutes at specialty food stores, healthy menu restaurants, smaller grocery chains, and into the mainstream grocery channel. Gardenburger¡¦s particular strengths are in the secondary and tertiary channels. This is consistent with their segment strength among the ¡¥cultural creatives¡¦.
Intermediary Description