Course Meeting Date/Time: 09/16/2019 / 11:00AM

Case: Carolina Foods, Inc.

Name: Karla Moreno
Date: 09/14/2019

Key Issue/Issues:
New Products have not been introduced at Carolina Foods Inc. since before 1992.Top leading
brands in the industry such as Hostess Brands LLC, Flowers Foods, and Cloverhill Bakery carry
more well-known products and have multiple brands as well. CFI’s factory is so small that it
cannot accommodate the production of new products or new brands. CFI has not maintained on
top of the multiple factors that affect the baking industry, such as trends, consumer habits, and
many other critical factors. Among the issues is the absence of advertising. CFI has not
advertised since 2012, and before that the 80’s.
Recommendations:
1. Build a new bakery facility with up-to-date technology all while being energy efficient in
order to accommodate the addition of new brands and products.
2. Expand the current production facility to follow gluten-free and healthier snack trends.
3. Hire marketing personnel to focus on advertising and the promotion of current products
and any new brands or new products that will be added.
Rationale:
1. Currently the factory is too small to accommodate the production of new products or
brands. All major competitors have multiple, more well-known products and have two or
more well-known brands. CFI only has one brand, new brands and products are needed to
provide more control in the market.
2. In order to produce a product that is gluten-free, the product must be made in a factory
where there is no room for cross contamination. None of the competition carries healthy
alternatives or gluten-free products. Creating healthier products could potentially put CFI
on top of the competition.
3. There has not been any form of real advertising. Hiring marketing personnel will increase
the company’s chance for quality advertisement. Competitors have utilized social media
to increase sales and brand awareness, getting more involved on social media could
potentially bring more awareness to the Duchess brand. CFI’s facility is one of the few in
the industry to have certain certifications which can be used in advertising.
Course Meeting Date/Time: 09/16/2019 / 11:00AM
Case: Carolina Foods, Inc.
Name: Karla Moreno
Date: 09/14/2019
Course Meeting Date/Time: 09/16/2019 / 11:00AM
Case: Carolina Foods, Inc.
Name: Karla Moreno
Date: 09/14/2019