Case | HBS Case Collection | 1995 (Revised from original version)

MCI Vision (A) (Condensed)

Abstract

Concerns the development, introduction, and first-year sales performance of Vision, a telecommunications service aimed at small- and medium-sized businesses. Introduced in 1990, Vision surpassed goals in that year, but was significantly below target in the first quarter of 1991. A divisional vice president must analyze the situation and recommend appropriate actions.

Keywords: Change Management; Cost vs Benefits; Decision Choices and Conditions; Goals and Objectives; Management Analysis, Tools, and Techniques; Marketing Strategy; Product; Sales; Competitive Strategy; Valuation;

Format: Print

21 pages

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Citation:

Cespedes, Frank V. "MCI Vision (A) (Condensed)." Harvard Business School Case 594-057, February 1995. (Revised from original October 1993 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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