Case 9 Snacks to Go Learning Objectives Through analyzing this case, students will 1. identify and examine stages in the new product development process for a snack nuts product, including product objectives, research, strategy formulation, roll-out, and monitoring; 2. examine product-market selection strategy as it applies to a particular company’s new product introduction; 3. evaluate how marketing research may contribute to new product introduction strategy; 4. evaluate the implementation of new product introduction strategy; 5. evaluate market performance for a new product; 6. decide whether or not intervention or adjustment after roll-out is warranted and design the adjustment program. Questions for Analysis 1. What were Sathers’ objectives in producing Snacks to Go? 2. Explain and evaluate the product-market selection strategy employed by Sathers in developing Snacks to Go. (Base your analysis on the product-market strategy matrix for new and existing products and markets.) 3. Identify important information about snack nuts consumption that Sathers gained from its pre-introduction marketing research. 4. Describe and evaluate the Snacks to Go introduction strategy as it was implemented in the Southeast. 5. Evaluate the market performance of Snacks to Go, at both the retailer and distributor levels. 6. Identify the strategic alternatives available to Jill for the Snacks to Go product line. Provide advantages and disadvantages for each alternative. 7. What should Jill recommend for the Snacks to Go product line? Develop implementation plans for the strategy that you suggest.