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Donatos: Finding the New Pizza - Essay Example

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Map the research design used by Donato’s for new product development. The pizza segment is a competitive segment with players in the market ensuring that their product attracts more clients to their brands that the competition…
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Donatos: Finding the New Pizza
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CASE STUDY: DONATOS: FINDING THE NEW PIZZA Map the research design used by Donato’s for new product development. The pizza segment is a competitive segment with players in the market ensuring that their product attracts more clients to their brands that the competition. The research design evaluates research questions that shape the overall results of the research. In mapping the research design, the research questions should be formulated. In this case, the research should evaluate the trends in the fast food market. With health issues on the increase, the clients tend to prefer low carbohydrate foods. The company’s should formulate a strategy to meet this market. The product design team should design a product that meets the needs of the customers. Testing is a vital component in launching a new product. Testing refers to evaluating the qualities of the new product to meet the standards of the company. The company should also plan on when to release the product into the market. Timing is essential to create product awareness in the market for a new product. The new product should also be monitored to check its status in the market. Adjustments can be made to the product after evaluation. The process of introducing a new product into a new market requires adequate research to ensure that the new product is profitable to the organization (Cooper, & Schindler, 2005). 2. Evaluate the WASSUP meetings as an exploratory methodology to help define the research question. In the WASSUP meetings, the workers evaluate the challenges that the company is exposed to and come up with provisional solutions that may work. The diverse work force contributes knowledge which the workers evaluate its possible effect on the company’s chain of distribution. The organization filters the information they get from the workers to fit the research criterion. The problem in this case is whether the low carbohydrates diet a flash craze or a trend. From the media, the workers in the organization are exposed to, their contribution to the research question will enable the management to formulate a research design that will cover the question. The work force in the organization is the link between the organization and the customers. The contributions of the workers will ensure that all the market treads in the fast food segment are taken into consideration. WASSUP meeting provide credible and refined information. The workers contribute to situations that directly affect Pizza market. With this form of market research, the work force is involved in the preliminary decision making thus implementation of the new product is facilitated. The change in the market and tracking of the new product is also monitored by the workers. 3. Evaluate the test market Donatos used. What were its advantages and Disadvantages? The company decided to use the two stores in Columbus as the test sample. For a company with 184 outlets for its products, this is a small sample size. A small sample size may alter the results of the research. The demerits associated with a small sample size are that the results of the research may be skewed to the region. The restaurants were located in the same area, thus there is no diversity in the opinion in the sample. There is a need to expand the sample size and sample diversity by introducing the sample to various locations to ensure that the results are accurate (Cooper, & Schindler, 2005). The advantage of having a small sample size is that collection and analysis of results is easy. The decreased analysis time enables the management to save time needed to do research and release the product into the market. Releasing a new product in one area creates the buzz needed to attract customers to the new product. The company can control the supply to increase the demand. The company can control the competition by ensuring that they do not have access to the new product and produce a counter product. In the competitive food industry, the competition conducts research on competitor’s products to ensure that counter products sell in the market. 4. What measurement scales would you have used on the survey that was part of the in-restaurant product tests? Research parameter refers to the features that gauge the success of the research. Positive comments can be used as a measurement for the prototype designed by the company. The parameters to use would be the attractiveness in terms of the looks of the prototype. The prototype should have a strong design to attract the new market. The nutritional content can also be used to rate the prototype. In a rapidly changing market oriented towards healthy living, the nutritional value of the prototype is crucial in rating the final product. The taste of the product is required as a parameter to consider in evaluating the new product. The pricing of the product is another parameter that needs to be evaluated for the prototype. The pricing should be relative compared to the other products in the market and its value. Quality final product should meet all the parameters evaluated to ensure the products success in the competitive market (Cooper, & Schindler, 2005). Reference Cooper, D. R., & Schindler, P. S. (2005). Business Research Methods (McGraw-Hill. London, UK: Mcgraw Hill Book Co Of Aust P/l. Read More
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