When a US chocolate manufacturer decided to expand into the pastry business the top managers had assumed that chefs in large hotels were frustrated by the wildly fluctuating and unpredictable quality of available baked goods and would provide a sizeable market for fresh, individually packaged pastry. A world-renowned pastry chef was hired to develop a line of baked goods and desserts and to help launch the new business. As it turned out the assumption the strategy was based on was wrong - the co...

BPIR Categories

4.1.1 Identify market segments & target customers
8.2.1 Leaders communicate with employees

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