A regional supplier of pasta products is facing declining sales despite a 60-year history of offering affordable products that appeal to working and middle class families. The head of marketing, Denise Alexander, believes a complete review of the firm’s marketing strategy is required and that both short-term and long-term plans are needed to address the situation.
Content Type: Downloadable PDF file – 7 pages
Students and others can purchase this case by clicking here.
Information For Educators:
Eligible educators can request a Free Educator Review Copy of this case by clicking here.
Potential Discussion Topics:
target markets, marketing research, product management, distribution strategy, promotion decisions, pricing issues, marketing strategy