marketing 493
1. What are the key challenges and marketing issues that Andrea Torres must address at this time? Be sure to explain why you feel these challenges and issues are key to the success of the new product line.
Key marketing issues Andrea must address at this time are product positioning, size, and packaging. I believe that these challenges are key to the success of the new product line because it is how the consumer views that product. Positioning a product so that it is marketed as healthy or tastes great is a struggle that this class has encountered reading the case of Coca-Cola, and when they created four products each positioned differently. That just goes to show you how nearly identically-tasting products can be positioned differently and with completely different results on market share. Size and packaging are closely tied together, they provide the quantification of which the product is available for purchase as well as perishability and looks. No one wants chocolate that you can only buy in bulk it's more marketed as a snack or a last-minute purchase your pickup in the checkout aisle. Packaging and perishability are huge should the company decide that they want to sell a family-size bag of chocolate that may want to make the package resealable so that the product doesn't stale because it's not all consumed in one sitting.
2. i) What are Montreaux USAs objectives? State at least three of them.
ii) Evaluate the achievability of their objectives.
iii) As part of your discussion, identify the most important aspects of the chocolate confectionary industry (globally and domestically) that impact/influence a new product introduction. Provide support from the case for your conclusions...
