HEINZ IS INTRODUCING 400 NEW PRODUCTS IN THE NEXT TWO YEARS. TO KN...

88. Heinz is introducing 400 new products in the next two years. To know which markets to reach, Heinz

should first perform a:

a. market diversification analysis

b. market audit

c. social audit

d. market opportunity analysis

e. niche analysis

ANS: D

An market opportunity analysis (MOA) is the description and estimation of the size and sales potential

of market segments that are of interest to the firm.

PTS: 1

REF: 38

OBJ: 02-8

TOP: AACSB Reflective Thinking

KEY: CB&E Model Research

MSC: BLOOMS Level III Application