Hector Guerra was sharing the challenges faced by his company with his living group of General Management Program (GMP 16) in HBS in April 2014. Guerra was VP of Operations at Evans Food, a $ 100 million business, which produced pork rinds - salty snacks made from pork skin - and sold at a few of the biggest US retailers including HEB, Meijer, ALDI and WalMart. During a few previous years, the price of pork skin had grown drastically but the selling price to its customers of Evans Food hadn't kept pace together with the increase in raw material prices.
The business was losing money on a few of the biggest accounts but it appeared hard, maybe impossible, to seek price increase from multibillion-dollar retailers.
PUBLICATION DATE: March 18, 2015 PRODUCT #: 515095-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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