Brannigan Foods is an international food manufacturing company. The Brannigan Soup Division is faced with declining profits and a quickly changing market. In the past 16 years since the current Vice President, Bert Clark started with the company he cannot recall a more complicated challenge within his division. Brannigan is the market leader with 39.8% market share. Brannigan Foods sells approximately 63% of its soup products via Supermarkets. While they maintain the largest market share, the market (all customers) is becoming more diverse and restrictive. The Market Analysis report put forth by Brannigan’s Analyst in 2012 highlights the United States trends in soup consumption and sales. The analysis provides no real customer feedback however, it does report extensive sales data for Brannigan as well as the industry. Brannigan has core customers and core products (Ready to Eat (RTE) soups both wet and dry) that have supported their research, development and new growth opportunities for many years. These core products are reported to contribute 86% of the current profits to the division. Brannigan reports declines in sales of 1-2% per year. Despite the decrease in the sales of their core products Brannigan was able to maintain the profitability by increasing the cost to the customer. They are now at the point that competitors private label growth is surpassing their sales for the “same” products. Their core business is at risk. Bert Clark, over the years had built a Core Leadership Team of highly competent operators, leaders and lane owners. In an effort to solve the division’s problems he posed questions to his team alongside the data analysis as a means to provoke thought, solicit ideas and solutions. All four of his leaders proposed very thoughtful solutions with specific suggestions that considered their scope of influence. The best solution