Comprehensive Analysis: Logistic Management in Go Go Squeeze Company

This report provides a comprehensive analysis of the logistic management of Materne Go Go Squeeze, a consumer goods company specializing in snacks, grocery, and fruits, particularly in North America. The report begins with an introduction to the company and its products. It then explores key success factors such as site location, facility design, management depth, peak season management, and expert co-packing services. The report also identifies significant challenges faced by the company, including competition, distribution problems, and product mix limitations. Furthermore, the report suggests strategies for managing these challenges, including proper planning, effective distribution strategies, lower cost strategies, packing strategies, warehouse management, and efficient transportation. The conclusion summarizes the key findings, emphasizing the importance of innovation and strategic improvements to enhance the company's market position and customer satisfaction. The report uses references to support its arguments.

Running head: Logistic management
Logistic management

Logistic management
Introduction
The report talks about consumer goods case study. It is based on the Materne Go Go
squeeze company; the organization deals in various products such as snacks, grocery, and fruits.
Go Go Squeeze is a brand which serves its products in North America. The given case study
explains the key success factors of the Go Go squeeze company and it also explains the key
challenges which were faced by the such organization. The report also explains the logistics
management of the company.
Answer 1:
Kane team is offering various services to grocery and other individual customers. The
key success factors those were included in the case study. They are discussed as below.
Site location: The Kane team is making excellent strategies for expanding its business.
Therefore, one of the good success factors is site location which Kane team considers while
making a strategy. The site of the company is located at a place where the level of racking
increases its storage and expands its efficiency. Materne Go Go squeeze is the brand of French
applesauce which is distributed in North America. Now it is assumed that Kane team selects site
location according to its business (Dornier et al, 2008).
Facility design: The Kane engineers design the facilities such as a warehouse, stores in very
effective way. Go Go Squeeze deals in various products like fruits and snacks. So Kane
engineers design the warehouse in such way which can help to attract the market customers. The
facility design and site location help to reduce traffic and it promotes and enhances quicker
picking.
Management depth: The multi talented and potential managers were available in Kane team. It
is the important key success factor of the Go Go squeeze company. Apart from this, some trained
associates were also available in Kane team. The managers and associates of this company were
very helpful because they were always available on calls. So the management plays a significant
role in this company. The two large DCs were operated and managed by the Kane team in Go Go
squeeze (Hill, Jones & Schilling, 2014).
2

Logistic management
Peak season management: During peak season when school session starts then most of the
people prefer products of this company because many parents (father and mother) are working
together so they do get time for making food to kids so they prefer outside food. So the demand
for fruits and snacks of this company were increased. The company also provides the delivery
facility to its consumers. In peak season, the company increases its revenue and profits. So it was
the good success factor of this company (Compton, Wiggins & Keats, 2010).
Expert co-packing services: Kane team provided good packing services to its customers. So the
packing services of this company were very good and effective. Go Go squeeze packing services
dependent on the individual retailers. The customers were happy with the packing services of
this company. The products of Go Go Squeeze were also very healthy for kids so most people
prefer this company products and services. The packing style of this company attracts the many
customers in the market (Kapferer, 2012).
Answer 2:
Many key challenges associated with Materne Go Go Squeeze Company. So many
problems were faced by the company. There were many competitors of the company such as
Dole, Motts and Del Monte which affect the business of the company in the market. All these
competitors produce the same type of products as well Materne Go Go Squeeze Company. In
such way, there was a competition between Materne Go Go Squeeze Company and other
competitors companies. The Go Go Squeeze Company was new in the US market for doing
business so it faced many problems there. There was limited product mix of this company
compared with other competitors (Fernie & Sparks, 2014).
Now it is assumed that many problems were involved in Go Go Squeeze Company. In the
given case study company faced a problem when individual demanded its product exploded. It
was the very difficult situation for the company. The company faced many problems in
distribution and packing process. Then the company required rethinking on the distribution
strategy of the products and services. In this way, it made logistics management strategies for
solving the distribution problem. After sometimes a research was done by the researcher, then
Materne chosen a Kane team to relocate DC operation and management from St. Louis to the
Chicago area. The Kane team manages and operates 22,000 square foot warehouse and stores.
3

Logistic management
The Kane team is very dedicated, passionate and talented which focuses on the management of
the company. In this way, the company is expanding its business day by day. It is providing
nutrition education and healthy snacks to the parents and children (Wheelen & Hunger, 2011).
Answer 3:
The strategies which should be implemented by the Materne Go Go squeeze to manage
the key challenges, they are discussed as below.
Proper planning: It is the first step to achieve organizational goals and objectives. The
organization should make a proper strategy for the procurement of goods and products, storage
facility and the delivery of the products.
Distribution strategy: The Company should make effective and unique distribution strategy to
distribute the products and services to customers. In the given case study, it seems that the
company faces many difficulties due to inappropriate distribution strategy. In such way, the
consumers faced many problems. They could not get the products and services on time. The
distribution strategy was affected by the market competitors. If the company makes unique
distribution strategy then it can attract the more customers. So the company should focus on the
distribution strategy to make the good position in the market (Gonzalez-Feliu, Semet & Routhier,
2014).
Lower cost strategy: The Company should make a strategy to reduce the prices of fruits and
snacks so the customers purchase the products at the reasonable prices. In such way, the demand
of the Materne Go Go Squeeze products will be increased. The lower cost strategy helps to build
good relations between customers and management of the company (Kumar & Steenkamp,
2013).
Packing Strategy: The Company should make the effective and attractive packing strategy to
attract the customers for buying the products and services.
Warehouse management strategy: Logistics management is incomplete and imperfect without
warehouse management. Warehouse management mainly depends on the types of products and
goods. Development and improvement of warehouse goods and products are the main objectives
of logistic management. The company should maximize the storage capacity of the storehouse.
4

Logistic management
The workers of the warehouse should be educated and well trained for providing products and
services to customers (Christopher & Tatham, 2014).
Efficient and effective transportation strategy: The Company should make effective
transportation strategy for achievement of organizational goals and objectives. It can also reduce
the expenses of the logistics firm. It makes easy the faster delivery of the products and goods
(Peppers & Rogers, 2016).
Conclusion
Now it is concluded that Materne Go Go Squeeze Company was providing the excellent
products and goods to the customers. The company should adopt some innovative techniques and
strategies to attract the more customers in the market. It should improve the efficiency of
operation and it provides the satisfaction to customers. In such way, the organization can
increase the production of the company. The company should improve the distribution and
packing strategy to provide the excellent products and services to customers. In this way, the
company can overcome on the competitors and it can make a good position.
5

Logistic management
References
Christopher, M. and Tatham, P. eds., 2014. Humanitarian logistics: Meeting the challenge of
preparing for and responding to disasters. Kogan Page Publishers.
Compton, J., Wiggins, S. and Keats, S., 2010. Impact of the global food crisis on the poor: what
is the evidence. London, ODI, 99, p.99.
Dornier, P.P., Ernst, R., Fender, M. and Kouvelis, P., 2008. Global operations and logistics: Text
and cases. John Wiley & Sons.
Fernie, J. and Sparks, L., 2014. Logistics and retail management: emerging issues and new
challenges in the retail supply chain. Kogan page publishers.
Gonzalez-Feliu, J., Semet, F. and Routhier, J.L. eds., 2014. Sustainable urban logistics:
Concepts, methods and information systems. Springer Berlin Heidelberg.
Hill, C.W., Jones, G.R. and Schilling, M.A., 2014. Strategic management: theory: an integrated
approach. Cengage Learning.
Kapferer, J.N., 2012. The new strategic brand management: Advanced insights and strategic
thinking. Kogan page publishers.
Kumar, N. and Steenkamp, J.B.E., 2013. Brand breakout: How emerging market brands will go
global. Springer.
Peppers, D. and Rogers, M., 2016. Managing Customer Experience and Relationships: A
Strategic Framework. John Wiley & Sons.
Wheelen, T.L. and Hunger, J.D., 2011. Concepts in strategic management and business policy.
Pearson Education India.
6