Discuss the key challenges and marketing issues Andrea Torres must address at this time. Why do you feel these issues and challenges are key to the success of the new product line?
Andrea Torres should concentrate on marketing issues that is positioning, size, and packaging. The quality of the product which indicated health benefits as a potential strong basis for positioning over state. Perception consumers should have of Montreaux chocolate USA versus its primary competitors. Credibility issues because of the brand name. Some consumers preferred the smaller squares for portion control while others preferred 3.5 …show more content…
The new product seems to be faced by some challenges and not so well accepted by the consumers. Unlike the earlier product whereby the consumers understand the benefits of the chocolate like for women they say it lowers the blood pressure and the much awareness they had of health and wellness issues from eating the chocolate. Based on the various challenges the new development product has faced before its establishment I don’t find it wise to explore another product though the customers seem to appreciate new ingredients but not completely new brands.
4. Using the forecast model for the healthy dark chocolate product with fruit tested in the BASES II test in August 2012, what is your forecast of the demand for the chocolate product?
The forecast for the BASES 11 test was a sales forecast that would meet or exceed the $30 million hurdle rate, a retailer gross margin of 35% and a retail price of $4.49 but in the real sense the forecast would be sales of $15 million hurdle rate, a retailer gross margin of 20% and a retail price of $2.5 since the product is still very new in the market.
5. Evaluate the effectiveness and efficiency of the new product development process to this point. What, if anything would you change? Develop a comparative assessment of the research alternatives under