Maple Leaf Consumer Foods--Fixing Hot Dogs

by Allen Morrison, Sam Hill, Scott Hill

Source: Richard Ivey School of Business Foundation 

Maple Leaf Foods is Canada's largest and most dominant food processor. The recently appointed senior marketing director discovers on her first day on the job that the hot dog business at the company has serious problems: market share is down, profits are in a free fall, the products taste bad, there is a proliferation of brands, and her team is a mess. To make matters worse, market data in the files is scarce and there is little to go by to help guide her decisions. She must prepare a short-term... Read More »

Maple Leaf Foods is Canada's largest and most dominant food processor. The recently appointed senior marketing director discovers on her first day on the job that the hot dog business at the company has serious problems: market share is down, profits are in a free fall, the products taste bad, there is a proliferation of brands, and her team is a mess. To make matters worse, market data in the files is scarce and there is little to go by to help guide her decisions. She must prepare a short-term plan and a clear strategy for the future.

 

Students click here for full case (will need to request permission for access) >>

 

Case Questions & Points of Focus:

1. What is the root of the issue?
2. What are the 5 P considerations and how do they relate to the issue(s)?
3. What is the total offering and where has it gone wrong?
4. HINT: work through the slides from today and for Thursday and see how each term would be reflected in the case.
5. And don't forget to use the identifying, diagnosing,and recommending model for gathering your thoughts.
 

Notes and discussion due Thurs, May 9.