A. Current Situation (4 points possible)
Why was Cucina Fresca pasta successful? How would you compare the pizza opportunity to that for pasta? How would you compare the actual product development process for each?
B. Forecast (4 points possible)
Using the forecast model for pasta shown in Exhibit 5, what is your forecast of demand for pizza?
C. Consumer Perceptions (4 points possible)
What can the TruEarth team learn from Exhibit 6 about how consumers view pizza?
D. Marketing Research Results (4 points possible)
How do the pizza concept test results (Exhibits 7 and 8) compare with the findings for pasta (Exhibits 3 and 4)?
E. First Mover Advantage (4 points possible)
Is there a first-mover advantage in pizza similar to fresh pasta?
F. Interest in Pizza (4 points possible)
How do you interpret the findings in Exhibits 9 and 10 to evaluate interest in pizza?
G. Recommendation (6 points possible)
Would you launch the pizza? Describe your strategy giving consideration to all parts of the marketing mix. Be specific and complete.
If you decide not to launch the pizza, provide a plan to increase the sales of TruEarth’s other products. Again, describe your strategy giving consideration to all parts of the marketing mix. Be specific and complete.
Note: In all areas of your analysis, you should use a balance of qualitative and quantitative analysis.
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