Case Studies

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Food Giant’s Entrance into Herbal Supplement Market

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Situation

A major food company sought to expand their well-known seafood brand in response to challenges in a commodity-driven market and rising costs of goods. They had been presented with a potential new product opportunity but needed a comprehensive evaluation of its business case. The company engaged MCAworks to conduct an in-depth analysis of several key areas. These included market dynamics, trade and channel dynamics, supply chain considerations, and various launch scenarios. This thorough assessment was crucial for making an informed decision about whether to proceed with the new product and how best to position it within their existing brand portfolio.

Our Approach

MCAworks conducted a comprehensive evaluation of the business case. They analyzed market data, interviewed industry experts, and assessed retailer dynamics. A promotional analysis was performed to develop marketing support assumptions and anticipate competitor responses. The team created a comprehensive business case assessment, including a flexible financial model for scenario evaluations and five-year P&L estimates. This model integrated both consumer-driven "top-down" estimates and retailer-based "bottom-up" projections, providing a thorough financial perspective for decision-making.

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Results

The consulting team's work led to a detailed launch recommendation that gained senior leadership approval. Following this, the new product underwent regional testing before a successful national launch, resulting in 10 varieties now available across the country. The business model developed during this process has since become a best practice within the company for assessing the viability of new products and improving forecasting accuracy. Furthermore, the model is now being utilized to refine inputs and assumptions prior to final BASES testing and volumetric analyses, enhancing the overall product development and launch process. This comprehensive approach has not only led to a successful product launch but has also improved the company's overall methodology for evaluating and introducing new offerings to the market.