Question

After working for a few years to formulate just the right Greek yogurt product, Chobani decided it eventually wanted to mass-market through grocery stores. After distributing through smaller stores, their word-of-mouth promotions and online presence began driving customer demand. Hamdi Ulukaya made a pricing decision early on to offer the yogurt for around $1. He made the marketing mix pricing decision based on what assumption?

Answer 1

Answer:

Chobani would be successful and have economies of scale

Explanation:

After working for a few years on its Greek yogurt product, Chobani decided it eventually wanted to mass-market through grocery stores. After distributing through smaller stores, their word-of-mouth promotions and online presence began driving customer demand. Hamdi Ulukaya made a pricing decision early on to offer the yogurt for around $1. Hamdi Ulukaya made that decision purely to achieve economies of scale. He wanted take advantage related with the cost of the product. By increasing the sales, scale of operation therefore, can be increased and enhanced which in turn definitely will decrease the per unit cost of the yogurt. In this way, he wanted to go for market control as well. He wanted to be the market leader therefore, it could have been very hard for the competitors to chase his sales down eventually. He applied this phenomenon to the whole company from its pant to production and then to overall company as well. Economies of scale mostly are very much effective particularly for the convenience consumer goods.