Case Solution Manual For Case 1 – Barbecue Blues Sauce Company | Chapter 1-18
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Case 1 – Barbecue Blues Sauce Company Case Perspective: Faced with no growth in sales over the last couple of years for its original style of barbecue sauce, Barbecue Blues Sauce Company has developed a second sauce recipe as a possible line extension. A marketing research study was commissioned to assess consumer reactions to the new sauce as well as two alternative sub-brands that could be used in a family branding strategy. An Executive Summary of the research findings is presented at the end of the case. Students are asked to utilize the data to recommend whether or not the company should offer the extension, and if it is offered, to recommend which of the two sub-brands should be implemented. Although it could be used at other times early in the term, this case was developed and has been used extensively as a first day opening exercise. When used on the first day, the case sets the stage for the remainder of the term by getting students to begin to recognize: (1) (2) (3) (4)
the vital ways research informs marketing decision making, the extreme importance of being able to evaluate the quality of research studies and the corresponding findings, how little they currently know about marketing research, and the value this course will bring to them as future marketing professionals.
Prior to this case becoming part of a copyright protected textbook, students were not required to read the case prior to coming to class, so they would learn the details and answer the questions within the context of an in-class group. Now, however, it will be necessary to notify students that they should bring their textbooks to the first day of class and/or read the case prior to coming. It is still recommended that you have students discuss their responses to the questions with other students before presenting their recommendations to the class. This helps set the stage for the group work that is prevalent throughout the term. But, they also really do share interesting ways to interpret the data with one another. Initially, the class discussion will focus on the case questions using the information provided in the case. Unlike most cases, however, additional information will be provided which will lead to a discussion that is intended to be the primary learning experience. This new information centers on the company’s market share performance following the implementation of its decision. The purpose of this will be discussed below. Case Questions: 1.
Based on the information provided in the Executive Summary below, would you recommend the new formulation of barbecue sauce be marketed, in addition to the original sauce, through retail grocery and specialty foods markets? Why or why not?
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