Complete Case details are given below :
Case Name : Maple Leaf Consumer Foods–Fixing Hot Dogs (A)
Authors : Allen Morrison, Sam Hill, Scott Hill
Source : Ivey Publishing
Case ID : 903M17
Discipline : Strategy
Case Length : 16 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Maple Leaf Foods is Canada’s largest and most dominant food processor. The recently appointed senior marketing director discovers on her first day on the job that the hot dog business at the company has serious problems: market share is down, profits are in a free fall, the products taste bad, there is a proliferation of brands, and her team is a mess. To make matters worse, market data in the files is scarce and there is little to go by to help guide her decisions. She must prepare a short-term plan and a clear strategy for the future.
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