Glen’s Cookies (GC) produces a variety of baked goods that it sells to grocery stores (the grocery channel) or to food service providers (the food service channel). GC is trying to analyze the profitability of its cookie line of products. GC charges the same prices and provides the same promotions to its customers, whether the customer was in the grocery store channel or the food service channel.
GC has recently studied the food service channel and has discovered that this channel can be further refined into specialty cookie shops and industrial providers (cafeterias, hospitals, etc.). GC noticed that sales dollars for its products were relatively constant, but that profits were declining. The company sensed that specialty cookie shops might be more profitable than industrial providers, but really didn’t know.
