Summary:
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.
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Potential Discussion Topics:
target markets, marketing research, product management, distribution strategy, promotion decisions, pricing issues, marketing strategy