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Case setup (facts offered by interviewer):
 Your client is a U.S. based manufacturer of branded cookies (cookies that carry the name of the manufacturer)
 Recently private label cookies (those carrying the name of the retailer) have emerged and threatened branded cookies
 Private label cookies emerged five years ago
 Two and one-half years ago they made up 10% of the overall cookie market (brand being the other 90%)
 Today they make up approximately 20% of the overall cookie market (i.e., there has been a steady, linear increase of private label portion of the overall cookie market during the past five years)
 The overall cookie market has been relatively flat over the past five years
 Private label cookies are made by the same manufacturers who make branded cookies, they are just sold under the name of the retailer
 There are essentially three major competitors to consider:
 Your client, who makes only branded cookies
 A second major player, that makes both branded cookies and supplies cookies for private labelers
 A collection of small outfits, that make both branded cookies and supply private labelers
 Distribution occurs primarily through one of two types of outlets:
 Grocery outlets: all grocers sell branded cookies, most also carry their own private label cookies. This represents approximately 90% of total cookie sales
 Mass merchandisers (ex. Walmart, Sam’s, etc.): sell only branded cookies

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