You are asked to analyze the attached case study “KRAFT FOODS – The Coffee Pod Launch (A)”.

. Most important is that you read the case and consider the following questions that must be addressed in your analysis.

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  1. What changes in the coffee industry led Kraft to consider a new product entry in the Canadian market? What future potential issues could impact the decision to move forward on the launch?
  2. Which theory from the marketing literature most informs the recommendation you made for the product launch? Explain the theory and the impact within the context of the case.
  3. How does the Canadian market differ from the US market? Does this difference affect the decision to launch the product?
  4. Why would someone buy a coffee pod system?
  5. How confident are you that enough consumers will buy this product to make it financially successful? Provide your projection for sales and profits for the launch and subsequent year(s).
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