Marketing Research Topic – Case I-1 Clover Valley Dairy Company on your textbook at the end of Chapter 4, pages 93-95 and answer the following questions:
Can you help me answering the following questions?
What information should Clover Valley Dairy obtain before making the decision?
How do customers buy yogurt? What influences their choice?
Should the new multipack carrier be tested?
If a test is necessary, what should the criteria be for success?
Conduct a break-even analysis.
Based on your analysis, evaluate whether a 50% decrease in sales volume is likely or not?
Would you accept the new package if you knew that even a 30% drop in sales volume were possible given the risks associated with the loss of goodwill in the distribution channels?
Is the proposed test any good? What changes, if any, would you recommend?
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