Exit ticket 8 Question for this week: In our case discussion on Montreaux Tuesday night, we worked through the “Sensitivity Analysis” using a model created by Nielsen’s BASES II research. This should...

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please check the attachment and it should be in memo format, thank you.


Exit ticket 8 Question for this week:  In our case discussion on Montreaux Tuesday night, we worked through the “Sensitivity Analysis” using a model created by Nielsen’s BASES II research.  This should influence (to some degree) your recommendation on the final case write-up for this case. I would like you to interpret and reflect on the results again, and explain how this analysis provides input: · Launch Plans and Timing · Marketing Mix (Promotion, Place/Distribution, Price, and Product) · Product Risk Profile Link to the model resource if you need to recreate: https://docs.google.com/spreadsheets/d/1_-ULt9qlSAMkIUJaWq-yV22DUgkFMfb2DEaPz4Bqsp4/edit#gid=2012309689 (Links to an external site.)   Instructions · Please use the "memo” Format addressed to me. · Please submit as Word Document or PDF.
Answered 1 days AfterFeb 25, 2022

Answer To: Exit ticket 8 Question for this week: In our case discussion on Montreaux Tuesday night, we worked...

Tanmoy answered on Feb 26 2022
115 Votes
Memorandum on Montreaux Chocolate                            1
Memorandum on Montreaux Chocolate                            1
MEMORANDUM ON MONTREAUX CHOCOLATE BASED ON SENSITIVITY ANALYSIS – NIELSEN’S BASES II RESEARCH
Table of Content

Background    3
Target Market    4
Launch Plan and Timing    4
Marketing Mix    5
Assumptions and Risks    5
References    6
Appendix    7
Appendix 1    7
To: Andrea Torres
From: Michael Frew
Date: 26th Feb’2022
Re: Montreaux Chocolate, USA: Do Americans consume dark chocolates?
It is Apollo Foods which will undertake the rights for selling and distribution of dark chocolate products of Montreaux’s European chocolate in United States. On 1st March, 2022 Andrea Torres will try to make a presentation for launching of Montreaux dark chocolate in the US market. There has been a product testing conducted through BASES II department of the renowned research company Nielsen. BASES is also known as Booz-Allen Sales Estimating System. It is a simulated test marketing (STM) used for qualitative research and helps to integrate the customer response data with the manufacturer’s marketing strategies. Further, it helps to evaluate the volumetric latency of the products and ideas before launching of the product (Charan, 2020)
Therefore, it is obligatory for Andrew Torres to evaluate various information along with the NPD team to decide if the launch of the dark chocolate for Montreaux in USA will be a viable option or not. Further, this data will help Torres to eliminate the dilemmas related to the product testing, testing the US market with respect to the Montreaux chocolate and then plan for rollout options on a regional and national scale.
Background
Apollo Foods in collaboration with Montreaux Chocolate has the ability to expand the brand throughout United States. Apollo Foods market share is 15.4% and is expected to grow 2% annually. The chocolate market in US has grown to $17.6 billion in 2016 and is expected to grow to $20.7 billion by 2025 (Statista, 2020).
Target...
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