FIRM IMPACT OF CAL PACIFIC SPECIALTY FOODS ESTABLISHING A DIVERSE CUSTOMER BASE
BS in Agricultural Business
When Cal Pacific was established it was imperative to establish a diverse customer base. This study proved through empirical evidence that Cal Pacific's establishment of a new and diverse customer base, after being founded, paved the way for the vast success of the company in past years. The sales reports, balance sheets, income statements, and depth interview responses exemplify the correlation of Cal Pacific's success to its customer base. As a result of the Company having many customers, sales increases were recorded and exemplified in the sales reports. Sales increases occurred over multiple one year periods. Overall firm value has been vastly expanded since the Company's establishment, and the analysis presented in this study highlighted how customer satisfaction will undoubtedly lead to repeat business and increased volume in terms of orders; as long as order specifications and requirements are met by Cal Pacific. Hypothesis two did not test true as a result of the calculations. The covariance of all sales in 2009 was greater than the covariance of all sales in 2004. However, the difference was minimal since 2009's covariance of all sales was only 0.2699027 greater than the covariance of all sales in 2004. Hypothesis three also did not test true as result of the calculations. The standard deviation of all sales in 2009 was greater than the standard deviation of all sales in 2004. All statistical testing was conducted using formulas shown in Ch. 4. If this study were to continue, more attention would be paid to marketing tactics and other strategies used in the past by Cal Pacific that also have had an impact on the success of the firm and the sustainability of the business.