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Get Full Essay Get access to this section to get all help you need with your essay and educational issues. As of OctoberAndrea Torres, director of new product development at Montreaux Chocolate USA, needs to recommend whether or not the company should pursue a new product launch in the United States.
In OctoberAndrea Torres needs to make several decisions which include: Other important decisions for Torres involve deciding whether to name the product Montreaux or Apollo and also whether to develop production facilities and processes in the US.
She must also consider the following objectives when making these strategic decisions: Torres needs to make these imperative decisions for a board meeting scheduled to take place on December She must present her decisions to her boss, David Raymond, and the board who both expect her research and recommendations as vitally important in launching and promoting the Montreaux Chocolate company in the US.
Should the company purchase a new manufacturing plant in the US?
How much should the company spend on advertising the new product line? Because Montreaux will face competition in the dark chocolate with fruit category, the company should plan to introduce the new product gradually, evaluate the success of the new product, and then increase or decrease the product infiltration accordingly.
In addition, test marketing will enable the company to determine which markets will provide the greatest profit so that the company will not waste additional time and money on unsuccessful endeavors.
Therefore, the company needs to conduct further test marketing ideally with a more conservative budget. As a result, the company would then be able to maximize profits and produce its product in optimal amounts so as to satisfy consumer demand effectively. This strategy would enable the company to evaluate consumer buying patterns so that the company could determine future production levels and future marketing strategies that benefit both the company and the consumer.
Financial information given in the case also indicates that the company needs to introduce this product very conservatively.
Exhibit 1 informs that with 5. Exhibit 3 shows a slightly improved situation: The case discusses four major alternatives that can be implemented in reference to Montreaux Chocolate USA. As previously stated, additional product testing will enable the company to determine how aggressively it should infiltrate the US market.
Montreaux needs further information to determine the degree of success or failure of this new product line as well as how other product lines will be purchased by the general public. Additional testing would also enable the company to determine which markets will provide the greatest profit and then to target these markets accordingly.
Additional research would also allow the company to address issues related to product formulation, positioning, size, and packaging so that the company can produce and market a product that not only appeals to consumers but that also generates a significant profit.
A second alternative involves launching the Montreaux products in selected test markets. This alternative would give Montreaux Chocolates USA real-world information concerning its products which will be more beneficial and preferred in developing effective marketing strategies than information derived from laboratory studies.
A third alternative requires that the company stage a regional rollout. This alternative would benefit the company because regional markets are smaller than national markets, thus costing less while still providing valuable information concerning how the product will be received in target markets.
A fourth alternative necessitates that the company launch its product lines on a national scale.Situation Analysis: Montreaux Chocolate is a Swiss chocolate producing company that is trying to penetrate into the United States chocolate market.
Andrea Toreres is the director of new product development at Montreaux Chocolate, USA and is trying to figure out how to launch the chocolate in the United States%(16). Andrea Torres is the director of new product development at Montreaux Chocolate USA.
She is in charge of delivering a comprehensive presentation to the Board of the company regarding her and her team’s research and findings about the purchase of the rights to distribute Monteaux’s European chocolate in the US, as a way to increase the .
Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate? Case Questions 1. Discuss the key challenges and marketing issues Andrea Torres must address at this time. Why do you feel these issues and challenges are key to the success of the new product line?
2. Evaluate the achievability of the company objectives for Montreaux . Montreaux Chocolate USA Essay Sample. 1. Discuss the key challenges and marketing issues Andrea Torres must address at this time. There are many challenges and marketing issues that are standing ahead of Torres that she must address.
Montreaux Chocolate Report Essay Sample. Executive Summary: As of October , Andrea Torres, director of new product development at Montreaux Chocolate USA, needs to recommend whether or not the company should pursue a new product launch in .
Essay on Case Study Choclate. achievability of the company objectives for Montreaux, USA. Identify the most salient aspects of the chocolate confectionary industry, globally and domestically, the bear on a new product introduction.