Tasty Snack Foods: Analysis of a Market Opportunity

 

Tasty Snack Foods, a small, start-up gourmet food business, has a new line of gourmet potato chips. The company has been testing the chips in California, and they are selling well. They are now planning to expand the market to another state or region and have hired XYZ Corporation to do some up-front research resulting in a presentation that outlines some options for the company’s involvement in this new market. You have been given this assignment by Michael Johnson, Director of Marketing for XYZ Corporation. He has asked you to put together a report that focuses on a specific state or region and explores the viability of a market opportunity for Tasty Snack Foods to sell its gourmet potato chips.

Refer to the Academic Writing Expectations for 2000/3000-Level Courses as you compose your Assignment.
Submit your report. Use the template provided to create your report, making sure to incorporate a minimum of four scholarly sources, properly formatted, as references.

Part 1: Situational Analysis
In this part of the report, you will perform a situational analysis relevant to the particular state or region you selected. Be sure to include the following:

A brief introduction in which you identify the components of a situational analysis (75–150 words, or 1–2 paragraphs)
An appraisal of the organization’s environment, including a description of how each of the five Cs pertain to the selected region or state (150–300 words, or 2–4 paragraphs)
Specifically, provide a detailed description for each C regarding the challenges that Tasty Snack Foods is facing for that component.
An analysis of how each of the Cs affects decision making for the company (150–225 words, or 2–3 paragraphs)

Sample Solution

guidelines for affirmative actions, it was far from ending the debate as to whether race should be used or not. The Supreme Court cases Gratz v. Bollinger is an example that affirmative action is still highly debated today. Jennifer Gratz, a white female, claimed her rejection from the University of Michigan was unfair as lees qualified minorities were admitted over her. The court sided with the University of Michigan claiming its admission policies were fair, and correctly adhered to the Bakke decision, admitting minorities in order to promote diversity. Justice O’Connor supports affirmative action in her majority opinion: “The hallmark of that policy is its focus on academic ability coupled with a flexible assessment of applicants’ talents, experiences, and potential “to contribute to the learning of those around them.” The policy requires admissions officials to evaluate each applicant based on all the information available in the file” (Moses, 14). The court’s decision in this case demonstrates that race can be used in admission decisions if the universities policy contributes to a better education.

A major question facing the use of race-based admissions is if affirmative action is truly benefiting minority students. According to a study done by the U.S. Department of Education, in 1980 the percentages of college graduates for Whites was 25%, 11.6% for Blacks, and 7.7% for Hispanics. Whereas in 2000 college graduates rates for Whites was 34%, 17.8% for Blacks, and 9.7% Hispanics. These statistics show that affirmative action has benefited minorities, though not to a great extent. Another study by the U.S. Department of Education in 2001 examines the percentages of whites and minorities at U.S. Universities. Blacks enrollment from 1976 to 1995 had risen from 6.3% to 7.6%, Hispanics went from 2.1% to 4.4%, Asians went from 2% to 4.9%, and Whites went from 89.2% to 86.2%. These stats illustrate that while race-based admission has raised the level of minority enrollment, its affect has been quite small. Proponents of affirmative action cite these studies as evidence that greater emphasis needs to be put on getting minorities enrolled, while opponents claim that affirmative action is an ineffective method for spurring proportional representation. Critics also point out that giving minorities admission advantages is racist and encourages stereotypes and discrimination. “Some critics, including a few African Americans also say racial preferences stigmatize the intended beneficiaries by creating the impression that they could not be successful without being given some advantage over whites” (Jost, 742). While affirmative action has increased minority enrollment in colleges, it can also lead to racist ideas and trivialize minority’s achievements.

Another issue within affirmative action is if race-based admission policies should be used to remedy past discrimination toward minorities. There was conflicting evidence about whether or not the Supreme Court believes providing a remedy for past discrimination should be a role of affirmative action. The article by Kenneth Jost in CQ Researcher, says “The Supreme Court, in Bakke, said that racial classifications were constitutional if they were used as a remedy for proven discrimination” (Jost, 741). Contradictorily, David A. Harvey’s paper claimed that the Supreme Court said race-based admissions used to remedy past discrimination was unconstitutional. These contradicting views are a result of the various interpretations people have concluded from ruling regarding affirmative action. These pieces of scholarly research demonstrate that people, who have different opinions toward affirmative action programs, can look at the same evidence, and come to different conclusions. Those who favor race-based admission would support the idea that providing

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