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From banker to baker : Enjoy Life Foods / Cheryl Mayberry-McKissack, Ava Greenwell, Tracey Robinson-English.
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- Book
- Author/Creator:
- Mayberry-McKissack, Cheryl, author.
- Greenwell, Ava, author.
- Robinson-English, Tracey, author.
- Series:
- SAGE Knowledge. Cases.
- SAGE Knowledge. Cases
- Language:
- English
- Subjects (All):
- Enjoy Life Foods.
- Mandel, Scott.
- Small business--Growth--Case studies.
- Small business.
- Natural foods industry--United States--Case studies.
- Natural foods industry.
- Small business--Growth.
- United States.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : SAGE Publications Ltd, 2017.
- System Details:
- text file
- Summary:
- Having started Enjoy Life Foods with a classmate at the Kellogg School in the business plan writing class, Scott Mandell had grown from a business plan, Mandell was ready for the next step, a move onto the national stage with Whole Foods. He estimated product promotion would cost several thousand dollars more than revenues in the first year. If sales fell short of his plan, his losses would soar. If sales forecasts were met, the company would achieve profitability in the time period Mandell promised to investors. In the meeting with Whole Foods representative, Mandell spoke about the uniqueness of the hypoallergenic snacks and presented the companys ability to grow sales. When he finished his sales pitch, the Whole Foods representative told him he liked the product, but had no room for it on the shelves. Mandell was put on the spot and needed to think quickly. He might not get another chance to convince the Whole Foods representative to make room for Enjoy Life Foods. He had just seconds to think of a response before the representative walked out the door for another meeting. What could Mandell say to make the representative see the value in taking a chance on Enjoy Life Foods? What creative solutions to the "shelf space" dilemma could he offer?
- Notes:
- Originally published: Mayberry-McKissack, C., Greenwall, A., & Robinson-English, T. (2008). From Banker to Baker: Enjoy Life Foods. 5-208-250. Evanston, IL: Kellogg School of Management, Northwestern University.
- No ILL or scholarly sharing allowed.
- Description based on XML content.
- ISBN:
- 9781473994737
- OCLC:
- 1017728318
- Access Restriction:
- Restricted for use by site license.
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