Complete Case details are given below :
Case Name : By-the-Sea Biscuit Company: A Decision in New Venture Analysis
Authors : Sherry Finney
Source : North American Case Research Association (NACRA)
Case ID : NA0361
Discipline : Marketing
Case Length : 14 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Paul Finney and Pat Jobe, long-time friends and future business partners, are proposing the establishment of a frozen biscuit manufacturing operation in the now defunct Clearwater Seafood plant in North Sydney, Nova Scotia. Cape Breton Innovation and Research Council (CBIRC), a private corporation, had recently assumed ownership of the plant and wanted to expand and develop local business by creating an incubator within the facility. Finney and Jobe presented a business proposal to CBIRC in August 2006 and the organization was very excited and believed the idea had promise. Finney and Jobe, although convinced of the merits of the product concept, still had some questions that needed answering before they could make a final assessment on the feasibility of the business. Both were employed full-time and the decision to leave their jobs to pursue this business was not a decision that could be made lightly. The case includes detail on the market structure and demand within the bakery/frozen dough industry. Additionally, the proposed marketing mix, selected target markets, and production/operation plans are covered in depth. Finney and Jobe now need to sift through the information and make a decision on the market size and sales potential for By-the-Sea Biscuit Company. The immediate task facing Finney and Jobe is to determine the sales potential for By-the-Sea Biscuit Company. Based on the projected sales and expenses, the partners must also make an assessment on the feasibility of the business.
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