M4A3 AllStarFoodsCase

10833 words 44 pages
MODULE 4, ASSIGNMENT 3
August 2014

ALL STAR Foods Canada Ltd.

Overview
ALL STAR Foods International (ALL STAR) is a large international manufacturer of snack foods, including potato chips, nacho chips, and pretzels, that are sold under the
Tasty Crunch brand name. ALL STAR has operations throughout North America and
Europe, and its international head office is located in Chicago. Consolidated net sales are in excess of US$1 billion, and ALL STAR’s shares are traded publicly on the New
York Stock Exchange.
In Canada, ALL STAR operates through its wholly owned subsidiary, ALL STAR Foods
Canada Ltd. (ASFC or the Company). ASFC has facilities located across Canada and sales in excess of CDN$150 million. Its head office is located in Toronto,
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Gerard holds an MBA in Marketing from a
Canadian university and has championed several highly innovative marketing programs successfully over the course of his career. There is a strong possibility that he will become the next vice-president of marketing at ALL STAR’s international head office in
Chicago.
In his role at ASFC, Gerard oversees the three product managers, all of whom have been at ASFC for less than five years. Gerard works closely with the product managers to develop promotional materials, advertising campaigns, and marketing strategies for the three product lines, keeping in mind the parameters established by ALL STAR to ensure relative consistency in product branding throughout the world.
Nicole Gagnon, Vice-President, Sales:
Nicole Gagnon was hired as Vice-President, Sales in late 2010 after Bruce Tate had terminated her predecessor, whom he believed would be unable to drive top-line results to his satisfaction. Prior to joining ASFC, Nicole was the vice-president of sales at
Supreme Snacks Incorporated (SSI), a direct competitor of ASFC. Bruce Tate was impressed with SSI’s strong sales performance in recent years and believed that Nicole could achieve similar results for ASFC. Nicole holds a Bachelor of Commerce Degree with a major in Marketing.
In her role at ASFC, Nicole is responsible for the Company’s direct

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