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Carolina Foods, Inc. Marketing Strategy Consulting Project January 15, 2014

Carolina Foods, Inc. Marketing Strategy Consulting Project January 15, 2014. Bakery Industry – Overview. 2,800 commercial bakeries (CFI) $30 billion annual revenue Highly concentrated – 50 largest companies generate 75% of revenue Competitive advantage – economies of scale

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Carolina Foods, Inc. Marketing Strategy Consulting Project January 15, 2014

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  1. Carolina Foods, Inc. Marketing Strategy Consulting Project January 15, 2014

  2. Bakery Industry – Overview • 2,800 commercial bakeries (CFI) • $30 billion annual revenue • Highly concentrated – 50 largest companies generate 75% of revenue • Competitive advantage – economies of scale • 6,000 retail bakeries • $3 billion annual revenue • Highly fragmented – 50 largest companies generate 15% of revenue • Competitive advantage – specialty goods and superior service

  3. Bakery Industry – Product Categories • Commercial Bakery Products • Baked Breads • Rolls, Buns, Muffins, Bagels, Croissants • Pies, Pastries, Donuts, Sweet Goods (CFI) • Soft cakes

  4. Industry Brands and Key Players • Brands • Entenmann’s, Mrs. Freshley’s and Tasty Cake (Flowers), Sara Lee, Little Debbie, Hostess, Cloverhill • Companies • Bimbo Bakeries (Entenmann’s, Sara Lee) • Flowers (Mrs. Freshley’s, Tasty Cake) • McKee Foods (Little Debbie) • Hostess • Cloverhill

  5. Company History • Carolina Foods, Inc. (CFI) was established in 1934 as a sandwich company • CFI expanded its product line to include yeast raised donuts and pies in the 1950’s • The company was sold to Hardees in 1968 and bought back in 1970 • In 1987 CFI was the first bakery in the United States to use modified atmospheric packaging on single serve sweet goods • The sandwich business was discontinued in 1992 to focus solely on baked goods

  6. Future Plans

  7. Products • Honey Buns • Glazed and iced • 2oz, 3oz, 4oz, 5oz • Gem Donuts • Powdered, chocolate, crunch, cinnamon • Bag, 4, pack, 6 pack, 8 pack • Pies • 3 inch – pecan and coconut • Fried – apple, cherry, lemon, peach, chocolate, sweet potato • Pastries • Cinnamon rolls • Apple fritters • Institutional • Frozen dough sheets • Baked and frozen tart shells

  8. Markets and Distribution Channels

  9. Assignment – New Product • Given the state of the current baked and fried sweet goods market and CFI’s current product portfolio, identify the best new product for Carolina Foods to produce.

  10. Assignment – Details • The new product may be something that already exists in the market that could be improved upon or it could be a novel product. • The only criteria are that the product appeal to a mass market and have the potential to generate significant revenues. • Once the product has been identified, Carolina Foods will determine the equipment needed for manufacturing.

  11. Carolina Foods looks forward to working with you!

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