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Essay / Soren Chemical Case Analysis – 2912 | | Jen Mortiz, a Soren Chemical employee responsible for marketing the Coracle residential brand of clarifier, failed to achieve targeted volume and sales. There are several issues regarding branding, channel strategy, push and pull strategy, and shelf space that challenge this particular individual. However, the biggest problem was finding a way to resolve its failure to achieve its target volume/sales by rebuilding its distribution channel to successfully push Coracle through the residential market to end consumers. With a thorough situational analysis of the internal environment versus the external environment and a SWOT matrix, a set of organizational objectives is created for the company to achieve the best result in resolving issues and problems. These objectives concern:1. Gain market share with annual growth2. Define a channel structure that can reduce operational costs3. Generate higher margin for growth.To achieve these goals, the document includes several possible alternatives from which the company can choose, with each alternative carrying several benefits and losses.These alternatives include:1. Elimination of wholesale distributors2. Accept Moritz3’s proposal. Opt for private label After analyzing all the alternatives, the most suitable alternative would be alternative #1. Reasons why Soren Chemical can benefit the most from all suggested options...... middle of paper ......s Sold 335.0 339.0 345.0 345.0 Gross profit 103.8 105. 0 105.0 105.0 Selling, general and administrative expenses 29.5 29.9 30.6 30.6 Research and development 7.7 7.9 9.0 9.0 Marketing expenses - - - 0.6 Depreciation 15. 0 16.0 15.0 15.0 Operating expenses 52.2 53.8 54.6 55.2 Operating income 51.6 51.2 50.4 49.8 Provision for tax 11. 8 10.9 12. 0 13.0Net result 39.8 40.3 38.4 36.8• Alternative 2: Continue with the increase in operational costs due to the execution of a mailing and advertising campaign which is added below on it as a marketing expense. The additional $600,000 budget makes a huge difference to the company's bottom line. SourceRangan, V. Kasturi and Sunru Yong. "Soren Chemical: Why is the new pool product leaking?". Harvard Business Publishing. Harvard Business School, November 30, 2011. Web. March 17. 2014.
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