1. Market entry context and positioning
– Discovery: Kopparberg successfully identified a gap in the Australian market for fruit-flavored cider and quickly entered the market through its success in the UK and Europe. The main competitors in the market, Strongbow and Bulmer’s, focused on apple flavors, and Kopparberg used its fruit-flavored cider product to differentiate its positioning.
– Key points: Fruit-flavored cider is an emerging category in Australia, and Kopparberg has successfully filled this gap by focusing on young consumers aged 18-24 and building brand awareness through events and promotions.
2. Rapid decision-making and streamlining the Stage-Gate process
– Finding: Kopparberg made a quick decision through a streamlined Stage-Gate process, omitting the consumer testing phase and relying on its success in international markets for product introduction. This streamlined process helped the company capitalize on market opportunities and get to market quickly.
– Key Point: The Stage-Gate process played a key role in accelerating decision making and streamlining market entry, helping the company reduce development time and ensure rapid product introduction and market penetration.
Each group looks at their product selection and manufacturer/distributor. The manufacturer’s product portfolio is scrutinized. This will allow the group to decide if the product they choose is an incremental or radical innovation.
2. this will allow the group to place the product into a risk matrix such as (the actual example document from week 4 or the material covered in the Ansoff matrix). This will determine the choice of the type of Stage Gate to follow. You can then write your assignment as you would recommend it to the company, stating the reasons for your recommendation
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