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Introduction Performance Summary Fudge Cottage is a relatively poor performer Sales have flatlined at around 200000 in recent years and show no signs of improving The main problems for The Fudge Cottage are low net income and sales While profits are declining expenses are skyrocketing Christine North the owner has had no formal education in management The only things she knows about store management she has learned from her parents In addition North has no clear objectives for the business The Overhisers have tried different marketing and operations strategies to grow their business However nothing has been particularly successful in taking their business to another level Strategic Posture Although the Fudge Cottage has no formal mission statement or list of objectives its main goal is to establish itself as the dominant fudge store in Michigan Some objectives are to raise profits by increasing market share attract corporate clients and strengthen customer loyalty Strategies Offer outstanding customer service and free services gift wrap etc emphasize freshness and natural ingredients compare the fudges quality to other retailers more inferior fudge sell non-fudge candy introduce new foods seasonally unique line of handmade chocolates including a dietetic version and develop new distribution channels Concentration current corporate strategy based on differentiation current generic strategy Policies Provide excellent customer service maintain its high reputation in the community and apply the highest standards of excellence to its fudge Strategic Managers North the current strategic manager is performing poorly Mr and Mrs Fred Overhiser previously owned the Fudge Cottage in 1981 Both of them made packaged and sold the fudge to local drugstores and supermarkets Soon afterwards the whole family was involved in producing the stores goods Due to the Overhisers health problems North took over most of the stores responsibilities Although she is a dedicated worker she lacks the necessary skills to expand the companys operations She feels unmotivated working at the store and seeing no improvement On the
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