This is a Case Analysis Assignment on a case from Harvard Brief Cases called TruEarth Healthy Foods – Market research for a New Product Introduction…case # 4065
Two parts to this assignment (A & B)……
Part A. One paragraph of background/situation
Part B: Please address the following case questions and also attached please find a copy of an excel spreadsheet guideline “hint” for determining demand levels.
1. 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?
2. Using the forecast model for pasta shown in Exhibit #5, what is your forecast of the demand for pizza?
Hints: the necessary data is contained in Table B and Exhibit 7. There is a significant difference in the “likeliness to buy” results for past TruEarth customers and non-customers. Actual penetration of the Cucina Fresca parent brand may range from 5% to 15% so sensitivity analysis will be useful. The template for determining demand levels based on case details and to assist your sensitivity (demand) forecast analysis is listed under Week 3 icon.
3. What can the TruEarth team learn from Exhibit 6 about how customers view pizza?
4. How do the pizza concept test results (Exhibits 7 & 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. Would you launch the pizza, why or why not?
Please write this essay in APA format. Thank you so much!
