You are asked to analyze the attached case study “KRAFT FOODS – The Coffee Pod Launch (A)”.
. Most important is that you read the case and consider the following questions that must be addressed in your analysis.
- What changes in the coffee industry led Kraft to consider a new product entry in the Canadian market? What future potential issues could impact the decision to move forward on the launch?
- Which theory from the marketing literature most informs the recommendation you made for the product launch? Explain the theory and the impact within the context of the case.
- How does the Canadian market differ from the US market? Does this difference affect the decision to launch the product?
- Why would someone buy a coffee pod system?
- How confident are you that enough consumers will buy this product to make it financially successful? Provide your projection for sales and profits for the launch and subsequent year(s).