Case study on Marie Jackson :

Revitalizing Reinfied Farms

Submitted by :Roll No.

Bibek Gogoi

Chinmoy Das

1000

Pranjit Kalita

8544

Susmita Das

54545

Preeti Das

5545

Alakesh Phukan

58

Renfields History

1964 : Founded by Donald Franklin as an organic farm and dairy in

Maine.

Distributed organic milk an cream to retailers in Northeast under the

brand Nourish.

1990 : Acquired a series of regional dairies.

1991 : Became the first company to supply organic milk nationwide.

2002 : Franklin retired.

Donald Franklin as a Leader?

Followed the principle of decentralization in the organisations

structure.(decentralization lead to competition among the managers and
business unit. Made the employees feel more to be part of the organisation.)

Innovation driven.

Flexible to market strategies.(became first company to supply organic milk

nationwide. In 1993 it transformed the yogurt category with its Seasons
harvest all natural yogurt line).

Motivated the employees. (As the organisation grew the employees were
motivated and passionate for improving)

Believed in its high brand value.

Established supremacy over the under developed dairy market.

Problems during the organisations

downfall

Lack of leadership after Franklins retirement. (Bland and uninspiring

leadership)

Not proactive.

Lack of indulgence in social media strategies.

Lack of marketing innovation by Conrad Lee.

No learning processes.

Insecurity among employees (leading to senior leaders leaving the

organisation)

Low job involvement.

Marie Jackson as a leader

Transactional leadership.

Transformational leadership

Innovations for entering into new products.

Facilitated learning process.

customer survey(Connected with the core customers again to build up
customer.
She felt customers should help shape the brands & companys direction).

followed SWOT and McKinsey 7S model.

CONCLUSIONS

Few factors that drive the workforce

1.

Motivation

2.

Learning

3.

Positive two way attitude

Flexibility in strategies to market condition.