Abstract

The case ‘The Tasty Bite Story’ is intended to give insight into how a small ready-to-serve food company, Tasty Bite, was able to achieve a turnaround by focusing on its marketing efforts. Tasty Bite was running into huge losses and its products were not being acce-pted in Indian markets. The case examines how the company managed to overcome its problems with the help of a 4 ‘C’ strategy and other marketing initiatives. The case is so structured as to enable students to understand how TBEL was able to achieve a turnaround and emerge as a major food brand in the US market. The students should understand the 4 ‘C’ strategy and its implementation, as well as the company’s other initiatives for increasing customer focus.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing strategies for food products, turnaround strategies.

Keywords

The Tasty Bite Story, ready-to-serve, food company, Tasty Bite, marketing efforts, huge losses, Indian markets, 4 'C', TBEL, turnaround, major food brand, customer focus