Starbucks

Case: TruEarth

TruEarth is the first company to focus on whole grain products, they sell and produce healthy food such as fresh pasta. After the success of TruEarth’s healthy pasta, they are now thinking of launching another product line that is whole grain refrigerated pizza, which is healthy, high in demand, but not supplied by any.

Cucina Fresca Pasta succeeded because it was made with high quality durum wheat and was notoriously selective about ingredients for sauces. The product line featured standard pastas such as spaghetti, rigatoni and shells as well as pastas with blended ingredients. Moreover this product succeeded because the company became a supplier to a number of gourmet groceries throughout the Midwestern United States. The company had built loyal regional products. The company also raised consumer awareness through several promotional programs using coupons, magazine advertisements etc… The actual product development process for pizza and the pasta cover the same steps: first, they carried out some basic research, then after they found good results, they got a market research company to do market research on the products. After they found good results for the pasta they launched it. Therefore they both have same product development processes.

My recommendation is to launch the pizza product as I did the forecast calculation for the pizza and I got the volume sales equal to about 17 million. As this volume of sales exceeds 12 million, it should be launched successfully. The table B shows some facts about product specifications. The product will grow due to development process by the company, hence the company should exert the best offers and services to gain more consumers and increase sales rates. Moreover, the exhibit 6 indicates basic standard of pizza such as taste, and quality. TruEarth shows high quality ingredients (8.1) and healthy ingredients (9.1) so the consumer’s view about pizza product is good because it...