Maple Leaf Foods is the largest and most dominant food processor in Canada. The newly appointed senior director of marketing discovers on her first day at work, the hot dog business in the company have a serious problem: the market share down, arrived in a free fall, food taste bad, there is a proliferation of brands, and her team is a mess. What's worse, the market data in files small and not enough to go through to help solve it. It should prepare a short-term plan and a clear strategy for the future. "Hide
by Allen Morrison, Sam Hill, Scott Hill Source: Richard Ivey School of Business Foundation 16 pages. Publication Date: April 30, 2003. Prod. #: 903M17-PDF-ENG
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