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Mkt 715 Week 2 Team Assignment

In: Business and Management

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Business Proposal: Sweet Crush By:
Richard Stewart
ECO/561
February 17, 2015
Bob d’Alessio
Selected good: Yael's Healthy Dessert “Sweet Crush”
Introduction
Sweet Crush is lighter than ice cream and more refreshing than frozen yogurt. A revolutionary dessert, inspired by Asian shaved ice and snow desserts, with an exquisite, unique taste sculpted into a work of art. Your healthy, low calorie alternative to frozen desserts contains only natural ingredients with no artificial colors, flavors or preservatives. Frozen dessert, particularly ice cream, is one of the most prominent sectors of production due to its wide market scope and popularity. However, it is threatened by the increasing concern for healthy diets due to its fat, calorie, and sugar content. As a result, the demand for a healthier version of ice cream with retained or even improved sensory properties arises. Yael responds to this demand by launching a new kind of frozen dessert which is based on non-fat milk and fruit, therefore improving the nutrient content. Economical analysis of the product, including market structure, associated costs, elasticity of demand, and pricing and non pricing strategies is provided below.
Market Structure In order to identify the suitable strategies for the product launch, it is essential to identify the type of market structure in which the product will engage in. The product is a differentiated version of conventional frozen desserts. In essence, the product is expected to compete in the market by means of value added attributes. Furthermore, there is relatively large number of sellers which could enter and exit the industry easily based on the market conditions. From the mentioned characteristics, it could be inferred that the type of market structure for the product is a monopolistic…...

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