Case: TruEarth Healthy Foods: Market Research for a New Product Introduction
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?
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2. Taking inspiration from the forecast model for pasta shown in Exhibit 5, what is
your forecast of the demand for pizza? (Hint: Complete the excel spreadsheet
provided on Sakai under Lessons tab using data in Table B and Exhibit 7)
3. What can TruEarth learn from Exhibit 6 about how consumers view pizza?
4. How do the pizza concept test results (Exhibits 7 and 8) compare with the findings
for pasta (Exhibits 3 and 4)? Is there a first mover advantage in pizza similar to fresh
pasta? How do you interpret the findings in Exhibit 9 and 10 to evaluate interest in
pizza?
5. Would you launch the pizza? </p>
Only use information provided in the attached Case Study article .</p>