Case Study: Kraft Heinz: A Former Taste Maker Now Struggles as Consumer Tastes Change (Appendix 1: Company Cases #5, pp. 551-553)
Please Note: The first part of question 2 is asking which of the four major characteristics that influence consumer buying behavior (cultural, social, personal, psychological) best describes Kraft/Heinz.
Each case study is attached to a chapter in your textbook. Kraft Heinz is attached to chapter five. You must support your answers to the questions with material from Chapter 5 of the Armstrong & Kotler, 2022 text and with details from the case study. Part of the grading rubric is to cite in APA format (Armstrong & Kotler, 2022) from the course material a minimum of 3-4 times and reference the textbook once at the end of your case study analysis: Armstrong, G. & Kotler, P. (2022) Marketing An Introduction (15th Ed.). Pearson. to receive the maximum 20 points in the grading rubric for citations and references and the 10 points for Spelling, grammar, and APA formatting. Remember, any idea, concept, or information that is not yours must be cited in your analysis and referenced at the end of your analysis of all questions.
Read the Case Study entitled, Kraft Heinz: A Former Taste Maker Now Struggles as Consumer Tastes Change. Then, answer questions 1-4 at the end of the case. Upload the answers in a Word Document via the assignment link above by Sunday night. Please be sure to answer the questions completely and to back up your answers with facts from the textbook. Look for key terms in each question which are defined in Chapter five. Define the key terms and then thoroughly answer the question adding detail and support from Chapter five or previous chapters.
Also please number each of your answers. This is very important so that I understand which questions you are responding to.
Case Assignment Grading Criteria:
Thoroughly answered all of the questions: 60 points possible
Citations & References to course material in APA format: 20 points possible (3-4 citations + reference to text to receive 20 points)
Quality and Length of answers: 10 points possible
Spelling/Grammar and APA formatting at the college level: 10 points possible