Business Strategy in Making Carrots Cool
Kelly M. Buschke
Eastern Oregon UniversityAbstract
How to get consumers to eat carrots more? To make carrots cool so that people want to eat them and buy them more often. Bolthouse, CEO Jeffrey Dunn, came up with a slogan of, “Eat’Em Like Junk Food.” Taking the business to a new level and being able to grow with the consumers for a company that has been around for 93 years. How to take things to the next level without letting the original part of the company, the carrots, lose momentum. Developing a new vision by adapting demand creation, the same as junk food industries use. The strategic concept that was being used in this business plan was to create a new mission statement and have good strategic management.Business Strategy in Making Carrots Cool
How to get consumers to eat carrots more? To make carrots cool so that people want to eat them and buy them more often. Bolthouse, CEO Jeffrey Dunn, came up with a slogan of, “Eat’Em Like Junk Food.” Taking the business to a new level and being able to grow with the consumers for a company that has been around for 93 years. How to take things to the next level without letting the original part of the company, the carrots, lose momentum. Developing a new vision by adapting demand creation, the same as junk food industries use. The strategic concept that was being used in this business plan was to create a new mission statement and have good strategic management.The CEO of Bolthouse, Jeffrey Dunn wanted to be able to take the company to a new level and expand its marketing. He was aimed towards consumers eating healthier and he wanted to be able to get the products to them in a single serving. He was able to expand the juice industry for them by making the single serving size available. But, the carrots department had sales continuing to decrease. They needed to be able to produce carrots in a new innovative way to turn sales around.
They…

Business Strategy