Marketing Case Study - Ken Davis Products

Paper Summary:

This paper discusses how, despite numerous attempts to differentiate its product, Ken Davis Products still strives to increase their market share. It looks at how although there is fierce competition in the BBQ sauce market, the company aims to increase their loyalty base through the development of new high end sauces intended for the inexperienced cook.

From the Paper:

"Ken Davis Products, Inc.(KDPI) is a marketer, manufacturer, and distributor of barbecue and marinating sauces. The company has been in business for over 30 years, but has failed to reach customers outside of its home base region in the Northern Midwest: "Minnesota, Iowa, North and South Dakota, and Wisconsin". Despite an attempt to "go nationwide between 1986 and 1991 through the formation of a partnership with Ken Sherman and the creation of Ken Davis Worldwide", the company has not been able to break out of it's current target market and into the national and international marketplace. (MNHS, Business Records)"

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