marketing / management CASE STUDY

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2.5 -3 pages long, well understand 

Case study on TruEarth Healthy Foods

two files :


b. Spreadsheet

Review the case study on the TruEarth Healthy Foods Company including all the exhibits and tables in the spreadsheet.

Ultimately, you are expected to provide recommendations on the following topics: 

1. Whether to launch the pizza product

2. What the volume would be

3. What the price (price range) would be

What you will learn in this case study?

(1) Analyze and interpret data to inform a “go/no go” decision with BASES analysis

(2) Understand the assumptions and techniques for estimating markets and projecting sales

(3) Recognize the importance of perceived value to prospective consumers of a new product 

The grading of case study includes two components. The written report is 7.5%, and the discussions in class are 2.5%. 

(1) a written report with tables summarizing the results of the BASES analysis 

Grading on the written report:

•Brief summary of the case 10 points

•Bases analysis and synthesis 50 points

•Description of the assumption 10 points

•Clarity of the calculation 20 points

•Presentations of the results 20

•Recommended strategies based on the analysis         20 points

•Grammar 10 points

•Readability/organization 10 points 

You are expected to provide answers to some of these questions in your written report on this case as well, although you do not need to follow the orders of these questions when you write your report.

1.        -What are the consumer trends in the market of TruEarth Health Foods?

2.        -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?

3.       -Using the forecast model for pasta shown in Exhibit 5, what is your forecast of the demand for pizza? What are you assumptions when making this forecast?

4.       -What can TruEarth team learn from exhibit 6 about how consumers view pizza?

5.       -How do the pizza concept test results compare with the findings for pasta?

6.     I -s there a first-mover advantage in pizza similar to fresh pasta?

7.        -How do you interpret the findings in exhibit 9 and 10 to evaluate interest in pizza?

8.        -Would you launch the pizza? What would be the sales volumes and your recommended prices? To support your arguments, you are required to provide your own forecasted sales, and compare the forecasted sales under various scenarios (assumptions). Remember the wholesale volumes needed to exceed $12 million to meet the company’s return requirement (paragraph 2, page 7). Essentially, following the examples of exhibit 5 and Table A, you need to make your own calculations for pizza under various assumptions. Please include these two tables with your own calculations in your final report.

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