3. There are several ways to increase sales of a product. On page four of the case, Guillen acknowledges increasing frequency of purchase (selling more to the same people). increasing household penetration (selling more to more people), or a combination of both as his available options. a. Which of the four types of product growth strategies discussed in class (ie, the Ansoff Matrix) would be most appropriate to use to achieve each of these objectives? You may choose the same strategy for both if you believe it to be appropriate. Briefly explain your choices, being sure to identify which strategy goes with which way to increase sales if you do not use the supplied table. (4 marks - 7 each for sound strategy / each for sound explanation grounded in course concepts) Brief explanation Type of product growth strategy to use Increase frequency of purchase Increase household penetration b. Which of the three main types of repositioning strategies discussed in class would be most appropriate to use to achieve each of these objectives? You may choose the same strategy for both if you believe it to be appropriate. Briefly explain your choices, being sure to identify which strategy goes with which way to increase sales if you do not use the supplied table. (4 marks - 1 each for sound strategy 1 each for sound explanation grounded in course concepts) Brief explanation Type of repositioning strategy to use Increase frequency of purchase Increase household penetration Given that the research identified that frequency of use among current refrigerated users in Canada and the Unites States is already the same, trying to increase usage frequency in Canada is unlikely to be particularly effective. Instead, use your knowledge of the case along with your responses to parts a and b above to offer a specific recommendation to increase household penetration for refrigerated cookie dough usage in Canada. (3 marks -1 for a specific applied recommendation, 7 for a conceptually sound recommendation, 0.5 each for being grounded in your responses to parts a and b.) 3. There are several ways to increase sales of a product. On page four of the case, Guillen acknowledges increasing frequency of purchase (selling more to the same people). increasing household penetration (selling more to more people), or a combination of both as his available options. a. Which of the four types of product growth strategies discussed in class (ie, the Ansoff Matrix) would be most appropriate to use to achieve each of these objectives? You may choose the same strategy for both if you believe it to be appropriate. Briefly explain your choices, being sure to identify which strategy goes with which way to increase sales if you do not use the supplied table. (4 marks - 7 each for sound strategy / each for sound explanation grounded in course concepts) Brief explanation Type of product growth strategy to use Increase frequency of purchase Increase household penetration b. Which of the three main types of repositioning strategies discussed in class would be most appropriate to use to achieve each of these objectives? You may choose the same strategy for both if you believe it to be appropriate. Briefly explain your choices, being sure to identify which strategy goes with which way to increase sales if you do not use the supplied table. (4 marks - 1 each for sound strategy 1 each for sound explanation grounded in course concepts) Brief explanation Type of repositioning strategy to use Increase frequency of purchase Increase household penetration Given that the research identified that frequency of use among current refrigerated users in Canada and the Unites States is already the same, trying to increase usage frequency in Canada is unlikely to be particularly effective. Instead, use your knowledge of the case along with your responses to parts a and b above to offer a specific recommendation to increase household penetration for refrigerated cookie dough usage in Canada. (3 marks -1 for a specific applied recommendation, 7 for a conceptually sound recommendation, 0.5 each for being grounded in your responses to parts a and b.)
