1. Discourse the key challenges and selling issues Andrea Torres must turn to at this clip. Why do you experience these issues and challenges are cardinal to the success of the new merchandise line?
( 1 ) Although the research tell us the 70 % chocolate dark cocoa with fruit with healthy messaging and new stand-up pouch construct would be most attractive to the clients, and besides built a gross revenues prognosis with it. But the company still do non cognize the existent market reactions. So it should be better make a selling trial.
( 2 ) the Apollo should be better to maintain its original trade name, Montreaux Chocolate, it can supply extra intangible plus once the clients in USA become familiar with it.
( 3 ) And besides, Apollo had non cod adequate information for the whole merchandise lines, so launch instantly was non proper.
2. Measure the attainability of the company objectives for Montreaux USA. Identify the most outstanding facets of the cocoa confectionery industry, globally and domestically, that bear on a new merchandise introductiom. Supply support for your decisions. The one-year compound growing rate is 2.8 % between 2007 and 2011 in the US, for the section of cocoa, entire gross was $ 17.664 billion. For the Company Apollo itself, $ 54.4 billion and net income of $ 3.5 billion were generated in 2011. Besides, more than 80 trade names exceed $ 100 million yearly, some of which even exceeded the $ 1 billion every twelvemonth. Although the research in consumer attitudes, uses, motives, and wellness benefits had provided much utile information for the merchandise design, it was still non plenty to cover the entire 4 moneymaking sections. Another research with each sections covered should be done thenceforth to hold a better understanding how profitable for each group of clients. ( mentioning from Textbook, Chapter 4: Making Long-term Loyalty Relationships/ Customer Profitability, pp.38-39 )
3. After analysing consumer attitudes, use, motives, and benefits of cocoa merchandises to consumers, how feasible are the recommended new merchandise constructs? Should others be explored? Please explain. Consumer’s Attitude:
The Research predicts until 2020 the demand for chocolate would increase by 30 % surpassing the supply, taking to higher monetary values of the cocoa, particularly the Dark cocoa, consumer involvement in cocoa as portion of the larger nutrient civilization will go on.
In the US, clients are attracted towards the Dark cocoa over the antique favorite Milk chocolate.Dark chocolate’s portion of the U.S. market for cocoa bars will near 20 % this twelvemonth, from merely over 18 % in 2008. The recommended new merchandise constructs of Montreaux USA mark audience were: The Montreaux construct of coming up with mini bars were besides favorable and feasible. Educated college childs who conscious about wellness and fittingness and in conclusion consumers holding household income of $ 50000 and aged 45-65. 4. Using the prognosis theoretical account for the healthy dark cocoa merchandise with fruit tested in the BASES II trial in August 2012, what is your prognosis of the demand for the cocoa merchandise?
5. Measure the effectivity and efficiency of the new merchandise development procedure to this point. What, if anything, would you alter? Develop a comparative appraisal of the research options under consideration. Which one or which combination of research techniques would you urge? Please explain. SWOT Analysis:
BenefitsHazardsInternalStrengthFailing
1. Apollo strong selling ability.
2. Original trade name equity.1. Apollo do non hold a high budget and experience on cocoa market.2. Unacceptable trade name in this marketExternalOpportunitiesMenaces
1.New market to research2.The wellness benefits of dark cocoa1. A new merchandise from rival were fixing the debut 2. Nation broad Acceptance of the dark cocoa
