Stale Chips

ProHub Comment

This is a structured market entry case requiring candidates to analyze multiple geographic markets across three dimensions: market size, growth rates, and product profitability. The case combines quantitative analysis (growth calculations using compound rates) with qualitative business reasoning (selecting the optimal flavor-market combination). Success depends on systematic market evaluation followed by product-level profit analysis.

Estimated Time 15 minutes
Difficulty Medium
Source Duke
50 / 100
Bill’s Chips is a multination producer of snacks. Their largest snack by total sales volume are potato chips. Currently, they are losing market share to their competitors in certain regions of the world. The are attempting to determine which market is the best to enter with a goal to maximize profitability in year 3. They have hired you to help with their assessment.

Clarifying Information

  1. Headquartered in Durham, NC. They have an extremely established brand with high customer loyalty
  2. Industry is highly competitive. Consumers largest driver of choice is taste preference
  3. Sell chips globally across all segments
  4. Customers are grocery stores who resale to consumers
  5. There is no profitability margin they are seeking. Aiming to maximize profit over 3 years.