Uncovering causes of stagnating product sales of a healthy snack: A system dynamics group model building project in a food processing company

Product life cycle (PLC) analysis studies patterns of sales over time and the reasons behind those patterns. Such can be challenging because interconnected effect technical product characteristics, marketing mix elements, environment (e.g. competition, consumers). Moreover, employees from different functions have backgrounds perceptions about origins patterns, which constrains mutual understanding hampers decision-making. The group model building (GMB) approach an effective method to support teams in solving complex dynamic problems, such as a PLC sales. This study uses GMB presents system dynamics model, supported cross-functional collaboration analysing causes stagnating healthy snack food processing company. Through multiple sessions with company team, was developed, several strategies were analysed. has proven useful explaining stagnation studying possible interventions. successful increasing participants’ insight into problem, improving communication, creating shared vision problem.