Markteting 5000

I. Executive Summary

Chobani was founded a mere nine years ago, in 2005. Their founder, Hamdi Ulukaya, a then recent immigrant from Turkey had found the yogurt selection in the United States lacking a high quality alternative to the traditional American type yogurts that so dominated the super market aisles. Seeking to fill this niche of a high quality yogurt produced domestically, the Chobani Limited Liability Corporation was formed.

II. Environmental Analysis

In the summer of 2013, the yogurt company, Chobani, LLC introduced their most recent product, which was called the Chobani Flip. While it was not exactly a new product for the yogurt market, it allowed the company a vehicle into a new aspect of the yogurt market. Although new, the Chobani Flip is in keeping with the high standards that Chobani sets for all their products.

The Flip is Chobani’s method of providing an assortment of solid ingredients to a suitable flavor of yogurt. The package is plastic, square in shape on the top, and houses two separate compartments covered by foil below. After the foil is removed, the package is bent in half, introducing the solid components, such as nuts, chocolate, graham cracker crumbles, seeds, and such to the yogurt compartment. Other competitors have similar products, mainly ones that add jelly or fruit mash. Chobani’s unique and healthful blends of organic components make it distinctive.

A. The Marketing Environment

Competition in any section of a food aisle can be intense. Chobani is a Greek style yogurt, much different from traditional American style yogurts. Straining removes water content and results in a denser product with higher protein content (Hiatt & Haupt, 2011). Chobani has seen great increases in sales of their yogurt, which has nudged or inspired competitors to move into the Greek style market as well, while there still remains competition from traditional yogurt in the dairy case.

Economically, Greek style yogurt faces a...