TruEarth Healthy Foods Harvard Case Solution & Analysis

TruEarth Healthy Foods

1)      What does research say about the consumption of pizza?

The research regarding the consumption of pizza revealed that 77% of consumers consumed pizza at least once during a period of a month and more than two-third of pizza was sold from three of the selling channels that included take away, home delivery and it was served through different restaurants. Meanwhile, the research revealed that sales volume of refrigerated pizza accounted for $5.8 billion out of which 11% that is $0.638 billion was sold through stores and such a huge sales volume of $5.8 billion positioned the refrigerated pizza as a larger market than the refrigerated pasta, which had the sales volume of around $4.4 billion during the year 2007. In addition to this, the research also revealed that the demand of pizza had fallen in important areas due to the fact that unhealthy pizzas were becoming unpopular among the public and people were becoming more diet conscious and TruEarth had the opportunity to capture the growing demand of healthy pizza.

truearth healthy foods case solution

truearth healthy foods case solution

Furthermore, the results of research also revealed that the Americans were more interested in the pizza and 33% of the American population had strong interest in whole grain crust.

Furthermore, TruEarth had conducted a research for the consumption of its whole grain pizza and other substitute pizza products available in the market, however, the analysis of research results presented in exhibit 6 reveals that consumption of all type of substitute pizza products is decreasing with deferent percentage, meanwhile, the consumption of TruEarth’s whole grain pizza product had increased by 17%, which means that the whole grain pizza would be successful product because its initially launched test research had shown positive results.

2)      What are the comparisons of the results of the concept of pizza (Exhibit 7 and 8) with the results for mass (Exhibit 3 and 8) tests?

The two researches were based on the instances of 300 candidates where research for Pasta was conducted in different cities, meanwhile, the research for Pizza was conducted in the malls and candidates were interviewed for the purpose of research. However, the data relating to pasta and pizza shown in exhibit 3 and 7 clearly indicated that the pasta concept test results were more stronger than the concept test results of pizza and an over view of the comparison between the intercept has been reproduced in Appendix-A.

The “Top Two” box measure represents the total number of buyers, who expressed their willingness as they would either definitely buy or they would probably buy which means that in case of pasta 76% of candidates showed that they were willing to buy pasta and out of total 300 candidates 27% candidates, i.e. 81 candidates showed that they would definitely buy pasta, meanwhile, 49% candidates, i.e. 147 candidates, showed their interest that they would probably buy pasta. On the other hand, 60% candidates were willing to buy pizza, which means that out of 300 interviewees 18%, i.e. 54 candidates were willing that they would definitely buy pizza, meanwhile, 43%, i.e. 129 candidates were willing that they would probably by a pizza.

Furthermore, the mean likeability is a measure that how much pasta or pizza was liked by the total number of candidates and their likeability was ranked between lowest value of 0 to the highest value of 5, however, the concept test results revealed that pasta was more liked by the candidates than the pizza with the higher ranking of 4.1 in comparison to the ranking of 3.7 for pizza. In addition to this, the mean price/value rating is also scaled between 0 to 5 with most desirable ranking of 5, however, mean price/value rating measure also shows that mean price of pasta has higher ranking of 3.2 score in comparison to the score of 3 for pizza.

Furthermore, the exhibit 4 and 8 show participants, who were in favor of the introduced concept and those who were not in the favor of that concept, meanwhile, these exhibits also measured their response to the different elements of pasta and pizza that whether they liked or disliked a particular fact or element of each and a summary of the comparison between the two food items has been reproduced in Appendix-B.

Results of the research show that participants liked the whole grain with 32% ranking as a key ingredient in the pasta and rated it as more freshly made and dated ranked at 38%. On the other hand, they did not consider the whole grain as a key ingredient in pizza, which ranked at 19%. In addition to this, pasta was more liked due the fact that it was easy to prepare so it was ranked at 21%; whereas, the pizza was considered to be less easy for preparation and was ranked lower than pasta, i.e. 16%. Additionally, other key elements of pasta was its price that was more liked by the participants and they ranked the price at 18% in the list of their likes about ..................

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