Alternative Analysis

Certainly, here's the evaluation of the chosen alternatives against the selected criteria in matrix format:

Further Launch in Stage a

Launch
Criteria Weightage Product Selected Test Regional
Nationally
Testing Markets Rollout

Competitive
30% 2 3 4 5
Advantage
Market Risk 20% 4 3 3 2
Current Growth
30% 1 3 3 5
Potential
Alignment with
20% 2 3 3 4
Company Goals
Total 100% 2.1 3 3.3 4.2
Ranking 4 3 2 1

Explanation:

1.Further Product Testing

Competitive Advantage: Further product testing allows Montreaux to gather more data and
insights about consumer preferences and market dynamics. This information can help the
company better position itself against competitors. However, it also gives competitors more
time to react and potentially launch similar products, which is a moderate risk.
Market Risk: Additional testing can uncover potential issues with consumer preferences,
allowing Montreaux to refine its product. However, there's a risk of not being able to satisfy
all consumer preferences fully, as individual tastes can vary widely.
Current Growth Potential : While further testing may delay the product launch, it can also
enhance the product's appeal, potentially leading to stronger growth once it's introduced.
However, the delay could hinder immediate growth opportunities.
Alignment with Company Goals : Further product testing aligns with the goal of ensuring
product success and achieving $115 million in annual sales but may delay the goal of national
distribution.

2.Launch in Selected Test Markets

Competitive Advantage: Launching in selected test markets allows Montreaux to gain a
competitive advantage by being one of the first movers in those areas. This strategy
minimizes direct competition initially.
Market Risk:By testing in selected markets, Montreaux can gather valuable data on consumer
preferences and adjust the product accordingly, reducing the risk of a nationwide product
failure.
 Current Growth Potential : This approach balances growth potential with risk. It allows
Montreaux to capture growth opportunities in specific markets while mitigating potential
losses from a nationwide launch.
Alignment with Company Goals : Launching in selected test markets aligns with the goal of
achieving $115 million in annual sales, and it's a strategic step toward national distribution.

3.Stage a Regional Rollout

Competitive Advantage: A regional rollout gives Montreaux some competitive advantage in
the chosen region. However, competitors may still respond quickly when they see success in
those areas.
Market Risk: Montreaux can gather valuable data from a regional rollout to refine the
product further. It's a moderately safe approach to ensure consumer satisfaction.
Current Growth Potential : While a regional rollout captures growth in specific areas, it
doesn't maximize nationwide growth potential. It's a measured approach.
Alignment with Company Goals : A regional rollout aligns with the goal of achieving $115
million in annual sales and can be seen as a step toward national distribution.

4.Launch Nationally
Competitive Advantage: A national launch positions Montreaux as a major player in the
market, potentially establishing a significant competitive edge. It puts pressure on competitors
to catch up.
Market Risk: A nationwide launch carries the risk of a product failing to meet consumer
preferences on a large scale. However, Montreaux can mitigate this risk through
comprehensive testing.
Current Growth Potential : A national launch offers the highest growth potential, as it
targets the entire market right away.
Alignment with Company Goals : Launching nationally aligns with the goal of achieving
$115 million in annual sales and national distribution.