OUR TEAM

NICOLE G. ROSARIO- GAUTIER ROCIO MUÑOZ ORTIZ ASHLEY ORTIZ ROSARIO

FINANCE & ECONOMICS MARKETING & OPERATIONS AND HUMAN RESOURCES MANEGEMENT
SUPPLY CHAIN MANAGEMENT

PAOLA LEBRÓN FIGUEROA GABRIELA RAMOS MARTINEZ

MARKETING MANAGEMENT & MARKETING & HUMAN RESOURCES

APPLIED STATISTICS MANAGEMENT
WHAT WE KNOW

Situation
• World Foods wants to expand the company’s business
into new category. 1
• They want to expand the Rocky Mountain spices line
to create an 18 oz BBQ Sauce.

Additional Insights
• When they enter the market, the competitors will be
upscale. 2
• Target Market should be mothers/ or millennials.
• Introductory price of $2.49

Ken Wilson
Complications
• The marketing team is unaware of the tendencies that
influence the food and beverages categories or what 3
consumers are looking for in this product.
KEYS TO ADDRESS

Establish the target market

of the product

Provide insights about the

price, distribution, product
and process of the new

Establish an overview of
product’s introduction in the
market

Strategy for BBQ line reception

for Rocky Mountain
SWOT ANALYSIS
STRENGTHS
• Unique flavors in the new
product line
• Consumers of Rocky
Mountain seasonings already
know the brand
• Take advantage of existing
business alliances to add the
product to the stores
• The recent popularity of
organic products
• The market of BBQ Sauces is a
mature one and is growing
OPPORTUNITIES
WEAKNESSES
• The company is overestimating
the price, and as a result, the
future profits
• Possible lack of capability to
achieve the production goals
• Entering a market that is
unknown to the company
• Launch a new product in a
market that already has leading
brands.
• Competing brands have a
greater variety of flavors
THREATS
INDUSTRY ANALYSIS

Industry Variation (Gráficas)

Market Share
Behavior Scape
 INDUSTRY ANALYSIS

Tendency of World Foods Seasoning

Tendency in Consumers that are Young &
Consumers that Live in Suburban and Older bustling families
Country Areas 210
130
201195
189 189
128 157.5
168175
Behavior Index

125 126
155
Value Axis 152 148 154
120 122 138
120 120 121 105
127
119
115
112 52.5
St

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al

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t-U

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0
Bu
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p

ca

st
Fa

Bu
le

Younger Bustling Families Older Bustling Families

lin
m

st
Fa

g
ilie

lin

Fa
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Category Axis
s

s
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s

Behavior Stage
RECOMMENDATIONS

1
Dive into the “premium” market
with World Foods seasoning
consumers, whose lifestyle are
Affluent Suburban Spreads and
Comfortable Country, as the
target market.

2
Dive into the consumers that buy
BBQ sauces focusing on Younger
and Older Bustling Families as the
primary target market considering
Small Scale Families as a secondary
target market.
WHY RECOMMENDATION #1?

These are the consumers that know the

brand, so there’s a certain loyalty to the
brand.

They are used to upscale prices

60% of global consumers with Internet

access prefer to buy new products from
a familiar brand

The Behavioral Scape Index demonstrate

they have a high tendency to buy World
Foods products.
WHY RECOMMENDATION #2?

It represents an opportunity to obtain more

customers to the Rocky Mountain brand.

According to Behavioral Scape, consumers

hace even higher chance of buying this
product because of their susceptibility of it.
OPTIMAL RECOMMENDATION
PRICING STRATEGY FOR NEW
SAUCES & EXPECTED INCOME

FLAVOR- CHIPOTLE

Comparable Suggested Expected

Suggested Suggested
Sauce From Unit Volume ACV Unit Price Average Income per
Price %ACV
Competitors Unit Volume Month

KC Honey
540,945.00 0.24 $1.94 583,927.50 $1.89 25.00% $1,103,622.98
Teriyaki

BE
Smokehouse 626,910.00 0.26 $1.84
Hickory
PRICING STRATEGY FOR NEW
SAUCES & EXPECTED INCOME

FLAVOR- RED PEPPER

Comparable Suggested Expected

Suggested Suggested
Sauce From Unit Volume ACV Unit Price Average Income per
Price %ACV
Competitors Unit Volume Month

BE Raging
Bull Spicy 549,362.00 0.2 $2.01 955,942.00 $1.93 37.00% $1,844,968.06
Hot

KC Spicy
1,362,522.00 0.54 $1.85
Original
PRICING STRATEGY FOR NEW
SAUCES & EXPECTED INCOME

FLAVOR- SPICY STEAK

Comparable Suggested Expected

Suggested Suggested
Sauce From Unit Volume ACV Unit Price Average Income per
Price %ACV
Competitors Unit Volume Month

BE Texas
Style 493,038.00 0.18 $1.92 564,780.00 $1.85 19.00% $1,044,843.00
Mesquite

KC Mesquite 636,522.00 0.2 $1.78

PRICING STRATEGY FOR NEW
SAUCES & EXPECTED INCOME

FLAVOR RECOMMENDED- ORIGINAL

Comparable Suggested Expected

Suggested Suggested
Sauce From Unit Volume ACV Unit Price Average Income per
Price %ACV
Competitors Unit Volume Month

KC Original 6,573,894.00 0.97 $1.81 5,768,620.50 $1.83 94.50% $10,556,575.52

BE Original 4,963,347.00 0.92 $1.85