rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Chobani's oat expansion
    sub title: marketing in the emerging oat beverage category in the United States
  name:
    name part: Osland, Asbjørn
    role:
      role term: creator
    role:
      role term: author.
  type of resource: text
  genre: bibliography
  genre: Electronic books.
  genre: Case studies.
  origin info:
    place:
      place term: enk
    date issued: 2022
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource.
  abstract: Chobani developed a dominant presence as a Greek yogurt maker, but decided to expand beyond dairy options in 2017 with a move into coconut-based yogurts and later into oat-based products. The company's CEO, Ulukaya, wanted to diversify to protect the firm against a downturn in dairy products. Growing from that philosophy, Chobani introduced oat products to the U.S. market in 2019. Sherdonna Williams, the product manager for the company's oat products, is examining how to compete against other oat- and plant-based beverages in the United States. Sherdonna's dilemma is identifying how to target key market segments and developing a strategy to compete against leading oat brands. Oat products offer less protein than dairy and more added sugar but some consumers have an aversion to dairy due to lactose intolerance or concerns about global warming or animal rights. Chobani tries to appeal to varied segments.
  target audience: specialized
  note: Asbjørn Osland.
  note: Includes bibliographical references and index.
  subject:
    topic: Branding (Marketing)
    genre: Case studies
  subject:
    topic: Environmental responsibility
    genre: Case studies
  subject:
    topic: Oats industry
    genre: Case studies
  subject:
    topic: Stratégie de marque
    genre: Études de cas
  subject:
    topic: Responsabilité environnementale
    genre: Études de cas
  subject:
    topic: Avoine
    topic: Industrie
    genre: Études de cas
  subject:
    topic: Branding (Marketing)
  subject:
    topic: Environmental responsibility
  subject:
    topic: Oats industry
  classification: HF5415.1255 .O85 2022
  classification: 658.827
  related item:
    title info:
      title: SAGE Business
      part name: Cases
  identifier: 9781529774863
  identifier: 1529774861
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record content source: SGPBL
    record creation date: 211005
    record change date: 20240923172050.5
    record identifier: in00005500225
    language of cataloging:
      language term: eng