個案總覽

A new line of chilled ready meals has been developed after significant technological breakthroughs in food processing by Maple Leaf Consumer Foods. The chilled ready meals category in Canada is expected to exceed $200 million by 2011, and plans call for Maple Leaf to own more than half the category by that time. In the (A) case in this four-part series, the vice president of innovation and brand development is convening a group meeting to finalize ambitious launch plans for Maple Leaf Simply Fresh.

In this supplement to Maple Leaf Simply Fresh (A), the launch team is preparing for questions that senior management is expected to ask (before giving the final go-ahead) about how the team plans to mitigate risks during the launch.

In this supplement to Maple Leaf Simply Fresh (A), the results of the first year after the launch and the next challenges the team faces are discussed.

In this supplement to Maple Leaf Simply Fresh (A), the Simply Fresh team is preparing a formal debrief of the program thus far.