CASE PROBLEM: You are the CEO of SH Confectioners and have requested your market

Question

CASE PROBLEM:

You are the CEO of SH Confectioners and have requested your marketing department to devise a marketing plan for your new line of Grand Marnier filled (a potent orange flavored liquor), chocolates.

The chocolate line is touted to be high-end, high-quality, gourmet confectioners chocolate with imported and premium ingredients.

You are located in San Francisco, California and intend on marketing to the western market (Nevada, Washington, Oregon, California, Arizona, Idaho and Utah); to begin by Valentines Day.

What should your strategic goals be?

What will you require of the marketing department's plan to market your new product?

Will you have any regional concerns with your product?

Should you make a substitute available to the liquor component of the filled candies? Explain your decision.

Explanation / Answer

Strategic goals in order to introduce new line of Grand Marnier filled (a potent orange flavored liquor), chocolates in San Francisco, California and intend on marketing to the western market (Nevada, Washington, Oregon, California, Arizona, Idaho and Utah); to begin by Valentines Day:

1. proper study of the geographical area should be done to forecast the expected sales of the new product.

2. Strategic goals should be to maximise advertisement for this new product to gain popularity at leats in the western region.

3. Marketing department must also suggest the proper pricing policy based on their market research for the western market.

In order to market new product, we should extract all possible information and data from the marketing department in the form of research reports, etc.

Marketing department should provide information about the customer tastes, trends, competitors, etc of the western market.

Yes, there will be a region concern for the new product. Some of the goods have high demand in a specific market or region. Also the time of it's introduction in the market that is Valentine's day is the best day to be launched aqs the sale of chocolates is at the peaks in these days.

Yes, there should be made a substitute for this liquor component of the filled candies. There may be a possibility that the new product may not gain good market as it may take time to penetrate into the new western market. Therefore, there must be a back up plan ready with the company as a substitute in order to maintain it's revenue and market in those regions.

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