Route 11 chips, a regional potato chip company, is with whether the number of flavors is struggling to reduce markets. Add additional flavors operating costs, but believes that some of the important flavors, Route 11, the image of the brand and trimming the line could be damaging the brand. Route 11 has also included a price increase recently and management is interested in finding out whether additional room to raise prices. To analyze these issues in the case, the students have access to … Read more »

Route 11 chips, a regional potato chip company, is with whether the number of flavors is struggling to reduce markets. Add additional flavors operating costs, but believes that some of the important flavors, Route 11, the image of the brand and trimming the line could be damaging the brand. Route 11 has also included a price increase recently and management is interested in finding out whether additional room to raise prices. To analyze these issues in the case, the students have access to five years of data on sales of flavor and package size as well as current price and margin information (in an additional Excel spreadsheet).
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from
Ronald Wilcox T,
Michael Carlos Santos
Source: Darden School of Business
8 pages.
Release Date: 2 August 2011. Prod #: UV5770-PDF-ENG
Route 11 Potato Chips HBR case solution

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