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TruEarth Healthy Foods

 

In a written memo, teams should: 1) discuss the current position of TruEarth and the problem that the company is currently facing; 2) discuss the information and data found in the case that form the basis of the team’s analysis; and 3) make a recommendation about whether or not the company should launch the pizza.  It is essential that teams support their analysis and recommendations with data from the case and exhibits.  The questions listed below should help to guide your analysis of the case. 

 

 

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.  The Excel supplement might prove useful here.

§  There is a significant difference in the “likeliness to buy” results for pasta customers and non-customers.

 

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

 

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

 

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

 

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