Practical Management Science
6th Edition
ISBN: 9781337406659
Author: WINSTON, Wayne L.
Publisher: Cengage,
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Case Study: Launching a New Product in the Beverage Industry
Background:
ABC Beverage Company is a leading player in the beverage industry with a wide range of products such as soft drinks, juices, and bottled water. The company has been operating in the market for the past 15 years and has a strong distribution network across the country. Recently, the company has developed a new product - a low-calorie energy drink targeted at fitness enthusiasts and health-conscious individuals. The product is expected to hit the market in six months, and the company is currently in the process of determining the market potential and sales forecast for the new product.
Guide Questions:
1. What is the market potential for the new product?
2. What are the factors that will impact the demand for the new product?
3. What is the target market for the new product?
4. What is the size of the target market for the new product?
5. How will the new product be priced in the market?
6. What will be the distribution strategy for the new product?
7. What is the competition like for the new product?
8. How will the company position the new product in the market?
9. What are the expected sales for the new product in the first year?
10. What are the assumptions and risks associated with the sales forecast for the new product?
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