Montreaux Chocolate Case
Order Description
While the exact solution of a case depends on the situation, the solution itself is not so much important as is the decision making process used to arrive at a
solution. In this sense, there is not one correct solution to a case, nor even is identifying a good solution without using a solid decision-making process important.
Instead, the focus should be on arriving at a defensible solution that is well thought out and supported by facts.

All submissions are expected to be well-structured and well-written (logic flow of writing, using appropriate headings, citation of evidence to support argument,
spell-checked) and 3-4 pages long (12-point font, double spaced, excluding bibliography), not including exhibits.

Grading will be based on the quality of the analysis, quantitative support, and decision-making process and intellectual contribution made in the paper. Points will be
deducted for spelling and grammar mistakes and lack of citations or citations not properly done. DO NOT REHASH THE CASE! This is NOT a Book Report.

You are to use the timeline for this case (2011/2012) and not rely on current market facts.
Exhibits should be created by you using information from the case to support your analysis if applicable —they should not be photocopies or mere replications of
exhibits from the case. Only use data and information provided in the case or during this timeframe when creating your exhibits. Refer to your exhibits in the text of
your document. Exhibits can support your analysis or to demonstrate your recommendations. Examples are spreadsheets, graphs, pros/cons list and demand forecast
analysis. Exhibits you create should be clearly labeled.
Questions to address in your analysis:

What are the key challenges and marketing issues that must be addressed?
Based on the product concept test results, what is your recommendation and rationale supported by the case facts or other sources for the product? Specifically:
What is the product and packaging?
What is the brand positioning including which brand name?
Who is the target audience you will go after?
What is your forecast of the demand for the chocolate product using the attached template? Please include High, Mid, Low analysis as discussed in class. Montreaux Case
Student template.xlsxPreview the documentView in a new window
Why were the BASES test results mediocre? What do you recommend that the company do with this product? Launch nationally or further test and if so, what how/what would
they test? Be specific and support your answers.
You will need to back up your recommendations with support from the case and cite the support, such as (Quelch,Badame, p.4)