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Winkler has about 50% market share with an average of 25% contribution margin. Notably, Winkler leads in the fiber container used for packaging snack food products with a 52% market share
This case study analyzes Winkler's marketing and manufacturing strategies and how the two can be aligned for greater operational efficiencies.
Review of Winkler’s marketing initiatives
Winkler’s objectives are to increase their sales volume by 25% and to increase their total market share by 35% in the next 3 years, while maintaining contribution margins at 25%. To achieve these objectives and to retain their position as market leader in fiber container manufacturing business, they came up with 3 marketing initiatives – Just In Time (JIT), New product innovation and Competitive pricing...
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