A new line of chilled ready meals has been developed after significant technological breakthroughs in food processing by Maple Leaf Consumer Foods. In the (A) case in this four part series, the vice-president (VP) of innovation and brand development is convening a group meeting to finalize ambitious launch plans.

A new line of chilled ready meals has been developed after significant technological breakthroughs in food processing by Maple Leaf Consumer Foods. In this supplement to Maple Leaf Simply Fresh (A), the launch team is preparing for questions senior management is expected to ask (before giving the final go ahead) about how the team plans to mitigate risks during the launch.

In this supplement to Maple Leaf Simply Fresh (A), the results of the first year post-launch and the next challenges the team faces are discussed.

In this supplement to Maple Leaf Simply Fresh (A), the Simply Fresh team is preparing a formal debrief of the so far disappointing program.

Test marketing is an important aspect of market research. This technical note deals with why test marketing is undertaken and how to do it. Topics include test market design, selection of test markets, length of test and interpretation of results.

The chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, wants to convince retailers in Belgium and Germany (and, later, other parts of Europe) to change cherries from a bulk product to a higher-end luxury product packaged in small carry bags. The move from bulk to small packages has been highly successful in the United Kingdom where retailers reduced waste and increased margins. The German and Belgian retailers .....more

Marketing improves an organization's performance by establishing and fostering profitable relationships with customers. This note details the major choices faced by marketing professionals and the 10 steps for preparing a successful marketing plan.

The chief executive officer and the marketing director of Saku Olletehase AS of Estonia must decide on the company's product portfolio plan. Saku enjoyed market leadership in Estonia with its brand Saku Originaal; however, the strength in market share has weakened in recent years due to increasing competition and greater marketing acumen from other domestic producers. While domestic beer sales have fallen, the company has experienced increases .....more

A review of the dimensions and metrics marketers use to project and assess market and marketing performance.

Convenience is a key competitive benefit retailers can offer: ways to save customers time and effort. Retailers employ various strategies, including location, layout, merchandise arrangement, transaction processing, hours and delivery, to differentiate themselves from competitors. This note explains each of these strategies, and explore the growing importance of shopping convenience.