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CASE ANALYSIS ASSIGNMENT
(MULTIPLE-CHOICE TYPE QUESTIONS AND ESSAY QUESTIONS)
Multiple-Choice Type Questions
1. C
2. B
3. C
4. A
5. A
6. C
7. C
8. B
9. A
10. C
11. C
12. B
13. B
14. A
15. C
16. B
17. A
18. B
19. C
20. C
Essay Questions
1.
Donatos planned to develop their new product based on the market research they conducted in order to know their American customers better. They followed a primary research methodology, where they initiated the process by determining a product prototype. For example, they conducted a research will the employees as their test sample to identify a suitable prototype of the new variant. The mapping of the steps could be done such as the first step was to make the crust, followed by the second step to get the pizzas tasted and finally ending with the last step of product development research. The primary research method used was of experimental research strategy. According to Foss and Pedersen (2016), experimental research strategy is a primary research method, where a new product is developed and tested for its effectiveness so that it can be introduced in the market to gain success.
They, first, made a low-card crust; however, it did not taste good, thus, deteriorating their quality. Finally, they opted for crust-less pizza, with protein crisps for the texture, which helped them design the pizza prototype. The second step was employee taste testing, wherein they found that high protein crisps helped to maintain the pizza quality, for which the company was famous; nevertheless, solved the issue of high-carbohydrate content that made people avoid eating pizzas.
The last step in the product development research was gathering consumer opinion, for which they conducted concept screens, in-restaurant tests, self-administered survey of visiting customers and call telephonic surveys for delivery customers. In the concept screen method, they showed pictures to customers at central locations, regarding the uniqueness, price attraction, customer preference to buy and brand fit of the depicted food product. Apart from this, the survey methods also helped them collect information about the preferences of the customers in terms including or excluding carbohydrates from their diet.
In terms of secondary research, they only conducted literature review. For example, they searched for the prevailing data for the health trends of the US customers and derived an idea from it in order to understand the preferences they were having in terms of consuming fatty foods (Donatos, 2004). For example, Donatos referred to Health Focus Trend Report to understand the fact that people are becoming “carb aware”, to determine their prototype.
2.
Donatos, as a premium pizza company, was already known in the market for its high quality and abundance of toppings. However, according to Krebber (2017), remaining high on quality or quantity...