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Tru Earth Essay

827 words - 4 pages

Case Study TruEarth
By
Michele McKimmy

Marylhurst University
July 5, 2012
Professor S


Abstract
In the fight for competitive market share it is important for a company to bring new product to the market. TruEarth Healthy Foods, a maker of 100% whole grained gourmet Italian meals achieving great success with Cucina Fresco pasta, observed a decline in market share due to competitors offering like products. The company looking for new venues looked into launching a new fresh made pizza line in order to be competitive with its leading competitor as well as subsequent companies with a lower grade product such as Kraft and Nestle. TruEarh took great care in their research and ...view middle of the document...

Is there a first mover advantage in pizza similar to fresh pasta?
Looking at the competitive market and that TruEarth is known to be a leader in the fresh pasta market it would be to their advantage to initiate a new product such as pizza into the market. In a competitive business such as grocery shelf product innovation and new ideas are important. According to Keller brand association is a key element in marketing. If TruEarth chooses to launch the pizza product as an addition to their already well know brand of Cucina Fresca they would tap into a loyal customer base already.
The other advantage of launching first is to have the competitive edge; consumers often look at leaders and copiers. The brand that comes out frost is a leader or innovator while the others are often considered followers.
6. Would you launch the pizza, why or why not?

1) Introduce the problem (APA 2.05)
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2) Explore importance of the problem (APA 2.05)
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3) Describe relevant scholarship (APA 2.05)
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4) State hypotheses and their correspondence to research design (APA 2.05)
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Method
Describe in detail how the study was conducted. (APA 2.06)
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Participant (subject) characteristics
Detail the sample's major demographic characteristics (APA 2.06)
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Sampling procedures
Describe the procedures for selecting participants (APA 2.06)
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