1. Bhirakarn 5180372
Patdanai 5180676
Taveechai 5280388
Nuttanun 5280514
Thanawat 5280542

2. - Increase its revenue by over 50% before the end of 2001
- Increase its 1999 revenue from $13 million to $20 million
before the end of 2001.
- Has to increase at least $7 million.

3. Goal defense
-Venture capital has to cash out of its investment
in Natureview, therefore the company is looking
for new investor and a possibility for acquisition
(new financial source).
- Natureview must achieve its goal in order to
attain the highest possible valuation of the
company.

4. “Natureview should expand their business
into the supermarket channel or not”

5. Current situation
- 2 main channels for Natureview to sell its
products
Supermarket and Natural food stores
- In the proportion of 97% to supermarket
and 3% to natural food stores.
Problem
Defense

6. “Even though supermarket is more attractive,
there are some reasons behind this and that
should be considered”
- Depend heavily on broker's knowledge
- Broker's fees, slotting fees, promotional
allowance bring high risk and high cost to
Natureview.
- Conflict (Final price)
Problem
Defense

7. Option 3: Introducing two SKUs of a children’s
multi-pack into the natural foods channel

8. Solution
Defense
• Competitive advantage
– Strong relationship with natural foods
retailers ex: Whole Foods and Wild Oats.
– Sustainable competitive advantage
– Main profit comes from natural foods
channel.

9. • Power and conflict
– If stays with natural foods stores, there will
be no conflict.
– Option 1 and 2 could potentially create
conflict between the firm and natural foods
channel.
Solution
Defense

10. • Brand Image
– Organic yogurt
– Shoppers at natural foods stores earn more
income, more educated and not price
sensitive.
– Natural foods store shoppers are more
concern on health issue, not price.
– If expand to supermarket, its brand image
will be doubted by current consumers.
Solution
Defense

11. • Financial and Risk Analysis
– No extra slotting fees and advertising expense
– Option 1 and 2 creates more expense
– Lowest risk and cost if choose option 3
– Will not have to compete with two main
competitors in supermarket channel which are
Dannon and Yoplait
Solution
Defense

12. Financial Statement
Year 2000 Financial Forecast

13. Option 1
Advertising Cost is abundance,
Natureview would have paid
4,800,000 on ads by year 2001

14. Option 2
The slotting fee is too much, Nature
view would have to enter 64
supermarkets

15. Option 3
No SG&A, Broker Fee, and Slotting
Fee 

16. Solution Financial Forecast 2001