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Getting Organized :

WARD COOKIE AND CRACKERCOMPANY CASE STUDY

Nikhil Pahuja

Saloni Jain

Iti Bhadani

Harshvardhan Joshi

Venkatesh PadmanabhanVenkatachalamSatchidanandan

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Case Summary

Inadequate knowledge about marketing process.

Has a clear motive to increase profit.

Appointed MR Director and VP Marketing to give a different anddynamic outlook.

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Assumptions

Findings:

1. Wrong organization structure

2. No clear plan

Profit = Revenue Cost

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Mission :

To reach the Hearts of our Consumers by offering highquality, mouth watering cookies & crackers at affordableprices.

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Vision

To become a global leader in the food and beveragemarket with a distinctive range of Tasty, yet HealthyWard cookies and crackers brands.

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Why Organization Structure?

1. Business Organization: Social and Commercial Entity thatprovides structure to achieve the companys AIMS.

2. AIMS: Companys Core Value3. Success depends = Product + Organization

4. A mix of Centralized , Decentralized, Formal and InformalDepending on the Core Competency

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Suggested Organisation Structure

Harry Ward

Founder andPresident

VP Marketing

Director of

Sales

Director ofDistribution

Director ofAdvertising

Director ofMarketingResearch

VPManufacturing

VP Finance

Gro

up

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Structure: Marketing Research

Director OfMarketingResearch

AnalystTeam

FieldResearch

Research Team Transactional Leadership Style

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Main Functions

Problem Identification

Understanding customer needs.

Understanding Environment.

Consumer focus groups.

Problem Solving

Providing strategies which the

company can adopt to reach itsMission.

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Objectives

Give scope for newproducts.

Understand thescope of existingproducts.

Identifyingprofitablesegments

Develop strategiesbased on theirrelative positioning.

Positioningthe 10

products in

the productlife cycle

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Objectives

Increases theprofitability of thecompany.

Generates funds forother products.

Ways toreducecosts.

Understand where themarket is headed.

Anticipate new

Industry trends

Analyzingthe

competition.

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Branding Committee

Objectives: Focus on Branding Strategyto create/increase Brand Salience

Organic Team Structure Regular input from Consumer Focus

Groups (invite President and VP forsessions)

Cross Functional, Informal, TeamStructure

VP President

Director Of

MR

ConsumerFocus Group

Director ofAdvertising

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Organizational Structure

Director of Logistics and Distribution Centralized Structure (Distributor

Wholesaler Retailer) Uniform execution of Company Protocol and

distribution policy

Director of Sales Decentralized Team( Regionally, Sub-

regionally) Self Managed Group : 10-15

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Summary and Questions