Case study on TruEarth Healthy Foods
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.
-What are the consumer trends in the market of TruEarth Health Foods?
-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?
-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?
-What can TruEarth team learn from exhibit 6 about how consumers view pizza?
-How do the pizza concept test results compare with the findings for pasta?
-Is there a first-mover advantage in pizza similar to fresh pasta?
-How do you interpret the findings in exhibit 9 and 10 to evaluate interest in pizza?
-Would you launch the pizza? What would be the sales volumes and your recommended prices?