MANA 298 : mgt1203-2003-2[1].pdf
Document Summary
Question one (1) is compulsory and answer any other two (2) Note: students are expected to use conceptual models, theories and diagrams to support their arguments wherever appropriate. Joyce stevenson, the marketing manager for barkley foods had just left an emergency meeting with the firm"s president. An opportunity to launch an established line of gourmet (high quality/high price) frozen dinners had arisen. This decision to launch a new product line is dependent on judgments about the future prospects of the gourmet frozen dinner market and whether barkley could achieve a competitive advantage. Because of prior work on frozen fruit juices, joyce had some knowledge of the gourmet frozen market. It was pioneered by stouffer, who introduced the lean. Since then, other firms have entered the industry with complete gourmet dinners (including swanson"s le menu and armour"s. The distinction between entrees, dinners, and the three main types of food offered conventional, ethnic or low calorie define relevant sub markets.
