MARKETING MANAGEMENT
Case Study
Review this week’s case, Kookie Kutter Bakery – Crunch Time.
After your analysis of the case, prepare a response to the following questions:
1) Can Ceretti afford to develop new cookies?
2) Would developing new cookies and investing in more marketing potentially reap sufficient benefits for Kookie Kutter Bakery?
3) What should be recommended to Ceretti to continue growing his business and to succeed in the future?
4) What is data percolation? How did the marketing agency hired by Ceretti use data percolation?
5) If Ceretti were to reconduct the marketing agency’s experiments, what changes or improvements to the experiment would you suggest?
In your response to these questions, be as thorough as possible. In case analysis, you always want to support your answers with a cited source. In addition, utilize material from the chapter readings in your response.
Post your 5+ page (double-spaced) response to these questions.
Answer preview
A case is introduced to an entrepreneur, who decides to ask for help from a marketing agency, to make decisions on the way forward. He states that his finances are not good and he has to keep on begging for help to get a breakthrough. He also complains of high expenses related to marketing, purchase of equipment and labor costs. The support he needs from the marketing agency is to decide whether he needs to make new products, the different flavors of the product, how to distribute the product, and the new markets he should consider selling to. This is what the marketers seek to help him do.
Cost of Developing New Cookies
Ceretti, states that one of his long-term goals is to add more flavors to the market, which will be accompanied by opening up a new location…
(1990 words)