Submitted by: John Louel Cabote CBET-19-501E

Submitted to: Prof. Leonila Crisostomo October 6, 2020

Procedures or steps in solving case analysis:

Before you begin writing, follow these guidelines to help you prepare and understand the case
study:
1) Read and Examine the Case Thoroughly
a. Take notes, highlight relevant facts, underline key problems.

2) Identify the key problems and issues in the case study.

a. Formulate and include a thesis statement, summarizing the outcome of your
analysis in 1–2 sentences.
3) Uncover Possible Solutions/Changes Needed
a. Review course readings, discussions, outside research, your experience.
4) Select the Best Solution
i. Consider strong supporting evidence, pros, and cons. Is this solution
realistic?
5) Recommendations
a. Determine and discuss specific strategies for accomplishing the proposed
solution.
b. If applicable, recommend further action to resolve some of the issues.
c. What should be done and who should do it?
 Case Study 1
Marketing and Distribution of Mushroom

Sachin and Virag are two enterprising youth. They have passed out from IIM, Bangalore. They
thought instead of doing a job, they will launch fresh vegetables in Indian markets. Having learnt of the
future conventional foods, they decided to venture into cultivation of mushrooms. Mushrooms are
known to be the best alternative food for vegetarians. For Sachin and Virag fund raising was a serious
handicap for mass production. However, the first trial batch of mushrooms that they produced was
bought by Star Hotel in Bangalore. Further, the hotel placed orders for supply of 20 kgs every day. Now
mushroom industry is run by small entrepreneurs, like Sachin and Virag. Another big player M/s
Ashtavinayak Mushrooms, equipped with cold storage facility was more interested in the export market.
Sachin and Virag have set their sights high. They aim to sell mushrooms in a very big way all over India.
Mushrooms have a great market potential and is a perishable food.

Questions

A.How will you advise Sachin and Virag, as how to increase the consumer awareness about this new
food?

B. What would be your suggestions for distribution channel for mushrooms?

Problem or Issues

 How they will market mushrooms in all over India?

 How they can compete to M/s Ashtavinayak Mushrooms?

Possible Solutions

A.

• Consumer awareness can be created by test marketing. Through sales persons and customer response
to the product.

• Samples can be distributed in big malls and Variety stores.

• Awareness can also be created through outdoor publicity such as wall hoardings, banners, insertions in
news papers etc.

Targeted Customers:

 Hotels
 Household sector
 Restaurants
 Industrial canteens
• Brand name of the company along with the product can also be highlighted to the customer by using
the concept of event marketing.

• For different kinds of selling modes they can target different customer’s Institutional sale: Hotel /
Restaurants/Industrial canteens

Individual sale: Household

• Approach to hotel industry can be made and product benefit can be shown to convince the customer.
Mushroom related recipe booklet can be given to them for use.

• Can approach the T.V programs for Khana Khazana to show different recipes of Mushrooms in their
shows.

• Dealer push through sales promotion campaign.

• Press meetings can be a way to consumer awareness. Editors, journalists of newspapers having
maximum circulation can be contacted and samples to be distributed to them (such as 250 gm or 100
gm packs).

• Packaging should be attractive.

B.

Distribution network:

• Product having being perishable, company should go for faster and effective distribution network
having cold storage facility.

• Distribution through company delivery vans in local market and distribution through rail or road
transport to urban markets.

Network:

Sales person Manufacturer

Chain Store Telemarketing Supplier Order

Retailer

Customer
Recommendation:

Sachin and Virag should also focus on the packaging on their product so they can attract more customer.
The more they can improve their packaging the more their product will be popular among consumer.
And also make a great advertising promotion to gain recognition because they are a small entrepreneurs
and they will launching a new product to the market where target market are barely recognized their
product.

References:

https://fba.aiub.edu/Files/Uploads/MKT110009.pdf

https://writingcenter.ashford.edu/writing-case-study-analysis