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Contadina Pizza

Decision Problem

The Nestle Refrigerated Food Company (NRFC) has the opportunity to extend its Contadina brand name into the refrigerated pizza market. NRFC must determine whether adding a pizza, with or without extra toppings, will meet specific financial objectives and increase sales.
Possible Decision Alternatives

Our analysis shows that NRFC can 1) maintain the status quo, 2) introduce the refrigerated pizza without toppings, or 3) introduce the refrigerated pizza with toppings.
Analysis of Industry
Pizza is part of the large and rapidly growing Italian ethnic food category. Restaurants like Pizza Hut and Domino’s capture 88% of the $18.4 billion pizza market. Although 75% of the last 10 incidences of pizza consumption were delivered/takeout, 25% of the pizzas were purchased from a grocery store [frozen (16%), fresh (5%) or homemade (4%)]. Globally, NRFC competes primarily with Kraft and Unilever; within the United States, Kraft poses the largest threat. At present,......


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Approximate Word Count: 1152
Approximate Pages: 5 (250 words per double-spaced page)

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