Montreaux Chocolate Report
MONTREAUX CHOCOLATES USA MEMORANDUM
TO: DAVID RAYMOND, MONTREAUX USA DIVISION MANAGER ANDREA TORRES, DIRECTOR OF NEW PRODUCT DEVELOPMENT
CC: JENNIFER FITZGERALD
FROM: MARIA TROPIANO
SUBJECT: MONTREAUX USA PRODUCT LAUNCH
DATE: APRIL 10, 2015
Executive Summary:
As of October 2012, 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 the United States. The new product, a 70% cocoa dark chocolate with fruit product, has been tested because of “its heightened revenue potential, better alignment with health and wellness initiatives, and strong consumer acceptance of the proposition” (Quelch 7). This memo will address the reasons why Andrea will recommend more product testing for the new product line at a cost of $3 million and for a time frame of one year before actually launching the product either regionally or nationally. This memo provides an Ellet’s Five Phase analysis which includes a statement of the situation, a list of questions, a hypothesis, an explanation of proof and action, alternatives, and final recommendations as to why the company should pursue more testing of the new product line before implementing either a regional or national rollout.
Analysis: Ellet’s 5 Phases
Situation:
In October 2012, Andrea Torres needs to make several decisions which include: “should the company conduct further product testing, launch the product in selected test markets, stage a regional rollout, or launch nationally” (Quelch 1). 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:
The company should achieve first-year sales of at least $30 million;
The company should nationally distribute Montreaux product line by year-end 2015;
The company should
TO: DAVID RAYMOND, MONTREAUX USA DIVISION MANAGER ANDREA TORRES, DIRECTOR OF NEW PRODUCT DEVELOPMENT
CC: JENNIFER FITZGERALD
FROM: MARIA TROPIANO
SUBJECT: MONTREAUX USA PRODUCT LAUNCH
DATE: APRIL 10, 2015
Executive Summary:
As of October 2012, 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 the United States. The new product, a 70% cocoa dark chocolate with fruit product, has been tested because of “its heightened revenue potential, better alignment with health and wellness initiatives, and strong consumer acceptance of the proposition” (Quelch 7). This memo will address the reasons why Andrea will recommend more product testing for the new product line at a cost of $3 million and for a time frame of one year before actually launching the product either regionally or nationally. This memo provides an Ellet’s Five Phase analysis which includes a statement of the situation, a list of questions, a hypothesis, an explanation of proof and action, alternatives, and final recommendations as to why the company should pursue more testing of the new product line before implementing either a regional or national rollout.
Analysis: Ellet’s 5 Phases
Situation:
In October 2012, Andrea Torres needs to make several decisions which include: “should the company conduct further product testing, launch the product in selected test markets, stage a regional rollout, or launch nationally” (Quelch 1). 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:
The company should achieve first-year sales of at least $30 million;
The company should nationally distribute Montreaux product line by year-end 2015;
The company should
Cited: MarketLine, Global Confectionary, 0199-0710, November 2012, pp. 8, 10, and 12.