Read Case Study that is provided below. In this case, theresearch firm suggested marketing Kolander’s Creamy. Think abouttheir decision and write down your own opinions. You need toprovide evidence and logics to your answer. You should add yourreferences, if you have any.
New England Soup Company manufactured Kolander’s Clam Chouder inthe Boston market in the late 1970’s which they sold to bothconsumers and institutions. Two new competitors entered the marketwhich led to a gradual decline in Kolander’s sales and share of theclam chowder market. Consumers of Cape Cod and Fisherman’s Delight,the new competitors, claimed that focus group interviews showedconsumers’ preference of the new brands because they were thickerand creamier. New England Soup Company, therefore, commissioned ataste test assessing the three current brands on the market plus aKolander’s Creamy and a Kolander’s Extra-Creamy version. The tastetest was conducted scientifically. 200 respondents were randomlyselected from the Boston market and given multiple tastes of eachof the five chowders. Each respondent ranked the chowders from mostliked (rank=1) to least liked (rank=5). On the next page is a tableof 20 respondents selected because they are perfectlyrepresentative of the 200 respondents in the sample. The researchfirm suggested marketing Kolander’s Creamy because of its higheraverage rank and because of a trend in taste preferences towardcreamier chowders.
Do you agree or disagree based on the following assumptions, andwhy? i. Due to production constraint, New England Soup Company canproduce only one of the two new chowders they are testing. ii. Thedata in the table are perfectly representative of the Bostonmarket. iii. The Chowder will be marketed only within the Bostonmarket.
