Case | HBS Case Collection | 1992 (Revised from original version)

MCI Telecommunications Corp. (C): Data Communications Market Opportunity Assessment

Keywords: Market Entry and Exit; Communication Technology; Telecommunications Industry;

Format: Print

19 pages

Citation:

Cady, John F., and Frank V. Cespedes. "MCI Telecommunications Corp. (C): Data Communications Market Opportunity Assessment." Harvard Business School Case 585-097, May 1992. (Revised from original August 1984 version.)

Pemberton Products is a U.S. market leader in the cookie and bakery snacks segment of the sweet snack market. Looking to expand into the salty snack market, the company acquires Krispy Inc., a maker of salty snack crackers located in the southeastern U.S. To compete with premium cracker brands, Pemberton plans to reformulate and re-launch the Krispy brand as "Krispy Natural," which offers natural ingredients, improved taste, and revised packaging. Market tests in Columbus, Ohio show market share results that are double the company projections while results in 3 cities in the southeastern U.S. fall well below expectations. The marketing director must interpret the market test results, consider possible competitive responses to the new brand, and present his recommendation for a national rollout to the VP of sales and marketing.

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MCI Telecommunications Corp. (C): Data Communications Market Opportunity Assessment

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