WEEK 3 CASE 5-1
To complete this week's assignment, please refer to the case
study entitled, Barkley's Foods found at the end of Chapter 5 in your textbook.
You are the Marketing Research Manager for Barkley Foods; you just left an
emergency meeting with the firm's president. There is an opportunity to buy an
established line of gourmet (high-quality/high-priced) frozen dinners had
arisen. Because there were other interested buyers, you need to make a
strategic decision so Barkley's Food could achieve a competitive advantage over
Please consider the
following four topics to help guide your decisions as the manager of the
Write a three- to five-page report addressing the following
What is your target market and the importance of your target
market to competitors?
What are the potential drawbacks for Barkley Foods entering
a particular marketing environment of your choice?
Does the industry contain markets that are suitable for
innovation or do Barkley Foods need to take advantage of an emerging market?
Are there any secondary entrants that could impact Barkley
You can also use resources like US Census (Links to an
external site.)Links to an external site., Nielsen Company (Links to an
external site.)Links to an external site., and IBIS World (database found in
the DeVry Library (Links to an external site.)Links to an external site. ) to
help you gather relevant data.