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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?