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Case study Analysis for Culinarian Cookware

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Case Analysis for Culinarian Cookware
2006-2010
Submitted By:
Andrei Grechko
Shane Johnston
Nakia Lape
Kyle McDaniel
Kevin Niehaus
Prepared for Ned Jackson, MKT 625
March 28, 2010

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 Case Analysis for Culinarian Cookware 2006-2010 Submitted By: Andrei Grechko Shane Johnston Nakia Lape Kyle McDaniel Kevin Niehaus Prepared for Ned Jackson, MKT 625 March 28, 2010 Table of Contents Executive Summary Situational Analysis A. Environment I. Economic conditions and trends As evidenced by the case material, the US cookware market experienced growth by generating approximately $3.36 billion in revenues from 2002 to 2006. However, due to economic recession of the recent years (2008-present), cookware market faced new challenges and opportunities. The following developments appear to create several opportunities for cookware manufacturers. Due to slow economy and unemployment, consumers cut back on dining out and defer back to home meals. According to Cookware Manufacturer’s Association (CMA), consumers have re-discovered their kitchen during 2009. Thus, visits to restaurants, carry-outs and frozen entrees have been replaced by meals prepared in the home kitchen. This trend highlights the possibility of increased demand on cookware products. In the foreseeable future, economists predict growth in private and commercial real-estate markets (by 2013). This potential development could boost demand for cookware when consumers, for example, start to move in to newly bought houses. However, the demand for cookware products would not move in the same direction for all price ranges. Due to e ...
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