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Getting Organized : WARD COOKIE AND CRACKER COMPANY CASE STUDY

Nikhil Pahuja Saloni Jain Iti Bhadani Harshvardhan Joshi Venkatesh Padmanabhan Venkatachalam Satchidanandan

Case Summary

Inadequate knowledge about marketing process. Has a clear motive to increase profit. Appointed MR Director and VP Marketing to give a different and dynamic outlook.

Assumptions

Findings: 1. 2. Wrong organization structure No clear plan = Revenue Cost

Profit

Mission :

To reach the Hearts of our Consumers by offering high quality, mouth watering cookies & crackers at affordable prices.

Vision
To become a global leader in the food and beverage market with a distinctive range of Tasty, yet Healthy Ward cookies and crackers brands.

Why Organization Structure?


1. Business Organization: Social and Commercial Entity that provides structure to achieve the companys AIMS. 2. AIMS: Companys Core Value 3. Success depends = Product + Organization 4. A mix of Centralized , Decentralized, Formal and Informal Depending on the Core Competency

Suggested Organisation Structure


Director of Sales

Director of Distribution VP Marketing

Harry Ward
Founder and President

Director of Advertising
VP Manufacturing Director of Marketing Research

G r o u p

VP Finance

Structure: Marketing Research


Director Of Marketing Research

Analyst Team

Field Research

Research Team Transactional Leadership Style

Main Functions Problem Identification


Understanding customer needs. Understanding Environment. Consumer focus groups.

Problem Solving
Providing strategies which the company can adopt to reach its Mission.

Objectives
Identifying profitable segments
Give scope for new products. Understand the scope of existing products.

Positioning the 10 products in the product life cycle

Develop strategies based on their relative positioning.

Objectives
Ways to reduce costs.
Increases the profitability of the company. Generates funds for other products.

Analyzing the competition.

Understand where the market is headed. Anticipate new Industry trends

Branding Committee
Director Of MR VP President Consumer Focus Group Director of Advertising

Objectives: Focus on Branding Strategy to create/increase Brand Salience Organic Team Structure Regular input from Consumer Focus Groups (invite President and VP for sessions) Cross Functional, Informal, Team Structure

Organizational Structure
Director of Logistics and Distribution Centralized Structure (Distributor Wholesaler Retailer) Uniform execution of Company Protocol and distribution policy
Director of Sales Decentralized Team( Regionally, Subregionally) Self Managed Group : 10-15

Summary and Questions

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