Learning Objective

Possible alternatives for cookware case

* 1. In reviewing Culinarian Cookware’s current problem, there are three alternatives that should beconsidered. The three alternatives consist of Culinarian Cookware creating new opportunitiesfor market share, create and introduce a lower level of cookware under a different name, andfinally, introduce a brand extension, where Culinarian Cookware could introduce othercookware items needs for culinary success under the Culinarian Cookware name.Alternatives: 1) Create Market ShareCulinarian Cookware has an opportunity to find untapped target markets to create need fortheir current products. Possible areas consist of school cafeterias, small restaurants/cateringcompanies, or small hotel restaurants, areas that currently have a need for high qualitycookware. These areas also play into Culinarian Cookware’s high quality specialty brandimage. If the commercial areas used Culinarian Cookware products, this would add to thebrand image, Culinarian Cookware could further position their products as favored by the newcommercial areas.Culinarian Cookware has an opportunity to cross over into a more commercial market.Currently, they target a more private/public consumer market. Creating new market sharewould allow Culinarian Cookware to gain market share in other areas of the cookware industry.The new areas would also allow the sales team new opportunities to distribute the products. This alternative fall logically with the company’s marketing priorities and would be the easiestfor Culinarian Cookware to adapt. To take advantage of this alternative, Culinarian Cookwarewould only have to research the need of the possible new areas. The current product linescould be offered, and packaged in a way that is better suited for the commercial needs.The costs to Culinarian Cookware would include more than market research. CulinarianCookware would have to ensure that commercial areas are a viable market to try to enter.Culinarian Cookware would...