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Section 1 - Situation Analysis

1.0 Internal Conditions

There has been an evolution in the vision for the Gardenburger Company. This vision was originally to:

Pursue visionary ideas that are helping to sustain the health and integrity of our planet. We are committed to offering healthy food choices to the world, supporting meatless concerns and advocating the benefits of meatless eating.

Current management has built on this vision and has adopted the following direction:

1.1 Objectives

1. To bring the highly profitable Gardenburger into the mainstream consumer market
2. To become the leading developer, producer, and branded marketer of great tasting, convenient meat replacement alternatives in all major distribution channels.
3. To make the brand the premier name in the category.

1.2 Strategies

Growth Strategy

1. Brand the veggie patty category
2. Leverage the brand into new channels (achieve a min. of 70% penetration for six SKU¡¦s)
3. Support......

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Approximate Word Count: 3401
Approximate Pages: 14 (250 words per double-spaced page)

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