PRODUCT MIX STRATEGY AT GOLDEN GRAINS

N Chandrasekaran, V. G. Venkatesh and Eric Deakins
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N Chandrasekaran: IFMR Graduate School of Management, Krea University, Sri City, Andhra Pradesh, India
V. G. Venkatesh: Associate Professor, Supply Chain Management, EM Normandie Business School, France
Eric Deakins: Digital Business & Supply Chain Management) School of Management and Marketing Te Raupapa - Waikato Management School, University of Waikato, New Zealand

Asian Case Research Journal (ACRJ), 2023, vol. 27, issue 04, 265-281

Abstract: Golden Grains was a Chennai-based industrial bakery producing large volumes of bread, cakes, and confectionary items for sale to contract manufacturers and retail outlets. An emphasis on being a localized city brand and contract manufacturer made its business model unique among the brand- and market-focused competition. A city-market bakery’s challenge was to ensure freshness, availability, and financial viability in a low-margin and operationally intensive industry. The operations management challenges included production planning, deciding the optimal product mix, and establishing an operational plan to ensure profitability and effective cost management of resources. Investor anxiety due to poor financial performance required top management to turn the business around, but identifying a product mix and implementation plan that satisfied operational needs while dramatically improving operating margins would not be easy.

Date: 2023
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DOI: 10.1142/S0218927523500128

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