C4 Assignment: TruEarth Healthy Foods: Market Research for a New Product Introduction Case Analysis

October 5, 2024October 5, 2024 Discipline: Marketing

Please answer all seven questions separately!!!!!!

Instructions

Read the case TruEarth Healthy Foods: Market Research for a New Product Introduction thoroughly, then answer the case questions. When drafting your answers, consider the information presented in the case as it relates to your learning objectives for Module 6, key course themes, and the steps of new product development.

Before submitting the Case Analysis, ask yourself:

  1. Is my analysis clearly written?

  2. Have I provided direct answers to the questions?

  3. Do my answers incorporate proper analysis of the case?

  4. Have I provided logical support for my answers?

  5. Are the answers practical (if an answer contains a recommendation)?

Questions for Analysis

  1. Why was Cucina Fresca pasta successful? How would you compare the opportunity for pizza to that for pasta? How would you compare the actual product development process for each?

  2. Using the forecast model for pasta shown in Exhibit 5, what is your forecast of the demand for pizza? (Hints: The necessary data are contained in Table B and Exhibit 7. The optional Excel supplements might prove useful.)

  3. What can the TruEarth team learn from Exhibit 6 about how consumers view pizza?

  4. How do the pizza concept test results (Exhibits 7 and 8) compare with the findings for pasta (Exhibits 3 and 4)?

  5. Is there a first-mover advantage in pizza similar to fresh pasta?

  6. How do you interpret their findings in Exhibits 9 and 10 to evaluate interest in pizza?

  7. How would you launch the pizza?

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