Assume that you work for the Chief Marketing Officer (CMO) of California Pizza Kitchen. Your
boss had a recent success in Chile and wants to you to explore new territory in Latin America.
This time, Mexico. Her idea is to start small and test that market by selling frozen pizzas, not
opening a restaurant yet. She is giving you seven weeks to come up with a report that tackles
the following topics:
a) Product: In this part, you must identify market segmentation and target market. It must also contain a summary of the key features of CPK as a product (frozen pizza) and how we would need to adapt it to the Mexican culture in relation to Brand Name, Variety, Quality, Features, Packaging, Sizes, etc.
b) Promotion and Price: What strategies would you use to promote, and advertise (push vs. pull) the product? How would you determine the price? What tools would you use in this case? At the end, you need to conclude whether or not Mexico is a good market for CPK.
