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Learning Goal: I’m working on a management discussion question and need an explanation and answer to help me learn.
I am interested in knowing what was valuable to you in this course. Please share two to three main takeaways from the learning – be specific.
I continue to try to refine it so it addresses some of the key issues we all may be facing in our complex world. Your comments are valuable for future classes.
What can we learn from this case study? Route 11 Potato Chips. Wilcox, Ronald T.; Santos, Carlos Michael. Case No. UVA-M-0810. Published 8/2/2011, Revised 1/19/2012. Darden Business Publishing, 2011. (8 pages).
Route 11 potato chips started without a lot of planning or marketing. It was started almost on a whim, as an aside to running a restaurant (Wilcox & Santos 2012). It was able to find its niche in the market with its organically grown potatoes. With what seems like little effort put into marketing its product Route 11 has succeeded moving from a small facility to a state-of-the-art facility producing potato chips. A similar process happened to its owner who was not planning on working for film industry. This company almost seems to have been lucky in its positioning. With the support of its community and surround areas the company has been able to succeed. Overtime the company has had to make changes to product lines, but it has remained resilient. With a quick google search I found that the company has used distribution channels that are already in place to expand its audience. A consumer can purchase the chips on Amazon and have them delivered to their door. It’s an example of thinking outside the box to remain competitive and continue to meet the demands of its niche market.
Wilcox, R. & Santos, C. (2012). Route 11 potato chips. Darden Business Publishing.
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