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Casework
Kingsford Charcoal: overcoming the softening in the charcoal category
PROBLEM STATEMENT
Taking into account the slowdown in the overall charcoal category, the main problem of Kingsford Charcoal (KC) is how to determine the right strategy in order to improve its sales and profits and ensure future growth of the company. This strategy has the following issues:
1. How to overcome the penetration of gas grill usage?
2. Increasing advertising - will it help the company to improve the sales?
3. How to extend the seasonality of business?
4. How to choose the right pricing strategy?
RECOMMENDATIONS:
• In order to overcome gas grill penetration, the KC should organize an advertising campaign on and emphasis on charcoal market advantages versus gas market with an aim to increase total charcoal grill market, using results of blind taste test of food grilled on charcoal comparing to grilled on gas.
• The holiday weekends, e.g. the 4th of July celebration should be......
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Title: Kingsford Charcoal: Overcoming The Softening In The Charcoal Category
Approximate Word Count: 1058
Approximate Pages: 5 (250 words per double-spaced page)
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