From Pike Place to “World’s Best”: Unlocking the Growth Potential of Beecher's Homemade Cheese
Faculty Information
Mathew Isaac | Project-in-progress
Presentation Type
Individual
Presentation Format
Oral presentation
Start Date
10-5-2024 3:00 PM
End Date
10-5-2024 4:00 PM
Abstract or artist statement
Launched in 2003, Beecher's Homemade Cheese is the flagship brand of Seattle-based Sugar Mountain. Over the past two decades, Beecher’s has established a leadership position and built a strong reputation in the Pacific Northwest by delivering on its goal of redefining the culinary experience through a diverse range of high-quality products. It has expanded from selling gourmet cheese in its branded Pike Place market store to selling frozen foods, such as its self-declared “World’s Best Mac & Cheese,” in grocery chains and club stores throughout the region. Yet, Beecher’s has not yet been able to replicate its strong regional success outside of the Pacific Northwest. This research uses a case study approach and describes three non-exclusive options actively being considered by the Sugar Mountain leadership team to expand its geographic presence in the frozen food market and encourage product trial: (1) Reducing prices and/or offering temporary promotions, (2) Extending and deepening partnerships with retailers and distributors, and (3) Increasing brand awareness through direct-to-consumer advertising and company-owned/franchised cafés. The case study outlines the potential advantages and disadvantages of each option, drawing insights from in-depth interviews with members of the Sugar Mountain executive team, market research reports, competitor benchmarking, sales data, and publicly available information (e.g., company website, news articles). It can be used by students in an undergraduate or graduate business course who are charged with identifying the optimal growth strategy for Beecher's Homemade Cheese as it seeks to expand its geographic footprint. By examining the company's strategic options in-depth, students will gain crucial insights into the challenges and opportunities inherent in expanding a differentiated food brand beyond its regional roots.
Keywords: Case study, market expansion, marketing, applied business research
From Pike Place to “World’s Best”: Unlocking the Growth Potential of Beecher's Homemade Cheese
Launched in 2003, Beecher's Homemade Cheese is the flagship brand of Seattle-based Sugar Mountain. Over the past two decades, Beecher’s has established a leadership position and built a strong reputation in the Pacific Northwest by delivering on its goal of redefining the culinary experience through a diverse range of high-quality products. It has expanded from selling gourmet cheese in its branded Pike Place market store to selling frozen foods, such as its self-declared “World’s Best Mac & Cheese,” in grocery chains and club stores throughout the region. Yet, Beecher’s has not yet been able to replicate its strong regional success outside of the Pacific Northwest. This research uses a case study approach and describes three non-exclusive options actively being considered by the Sugar Mountain leadership team to expand its geographic presence in the frozen food market and encourage product trial: (1) Reducing prices and/or offering temporary promotions, (2) Extending and deepening partnerships with retailers and distributors, and (3) Increasing brand awareness through direct-to-consumer advertising and company-owned/franchised cafés. The case study outlines the potential advantages and disadvantages of each option, drawing insights from in-depth interviews with members of the Sugar Mountain executive team, market research reports, competitor benchmarking, sales data, and publicly available information (e.g., company website, news articles). It can be used by students in an undergraduate or graduate business course who are charged with identifying the optimal growth strategy for Beecher's Homemade Cheese as it seeks to expand its geographic footprint. By examining the company's strategic options in-depth, students will gain crucial insights into the challenges and opportunities inherent in expanding a differentiated food brand beyond its regional roots.
Keywords: Case study, market expansion, marketing, applied business research