Frito Lay

Frito-Lay, Inc. MKTG 610: grocery store Strategies Davenport University Terry OConnor. Ph.D. June 15, 2009 Abstract Frito-Lay, Inc. is engaged in a establish foodstuff simulation for Sun Chips. They mustiness at present decide the upcoming plan of action mechanism for the brand. The following recommendations were proposed: 1) inveterate the test market for an additional sestet months in Minneapolis-St. Paul, 2) extending the test market to include early(a) geographical areas, 3) national piece of Sun Chips, 4) increasing the budget to $30 million, and 5) adding a larger, 15-ounce case size. This paper outlines the advantages and disadvantages to each recommendation. Frito-Lay, Inc. In October 1989, Frito-Lay Vice-President of Marketing Research and pertlyfangled Business, Dr. Dwight R. Riskey, began a simulated test market of Sun Chips Multigrain Snacks in Minneapolis-St. Paul. After 10 months of this test market, Riskey watchful a first appearance to the Frito-Lay executives with recommendations for the future of Sun Chips. The theatrical role of this paper is to discuss quintet of these recommendations. The advantages and disadvantages to the following proposals for Sun Chips future will be discussed: 1. prolongation of Minneapolis-St. Paul test market for another half-dozen months 2. wing of test market to other geographical areas 3.

National introduction 4. affix budget to $30 million 5.Addition of a larger, 15-ounce package First, Riskey has the option of recommending to the executives at Frito-Lay the protraction of the test market for another six months in the selfsame(prenominal) location. The f! ollowing explores the advantages and disadvantages to pursuing this plan of action. Advantages to extending test market for six months in Minneapolis-St. Paul Additional interrogatory in an already favorable test market will justify the considerable capital that is, and will be, invested into launching the product nationally nevertheless testing will enforce Frito-Lays ideation of developing new opportunities that are...If you desire to get a full essay, order it on our website: OrderCustomPaper.com

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