New Product Development at Schwan Food Company- Innovation through Communication

  
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:

Price:
Case Code : MKTG082 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

Innovation
Case Length : 17 Pages
Period : 1952-2003
Pub Date : 2004
Teaching Note : Available
Organization : Schwan Food Company
Industry : Food & Beverages
Countries : USA

Abstract:

In 2003, the world's largest frozen pizza processing company, the US-based Schwan Food Company (Schwan), won a lot of recognition for one of its new products, Red Baron Stuffed Pizza Slices. In the light of this, the case discusses how new product development was carried out at this company, focusing on its unique 'innovation through communication' formula. After providing information on Schwan's history, it examines the reasons why companies in the US frozen pizza industry were forced to look at product development as a differentiating factor in the early 21st century. Thereafter, it describes in detail Schwan's new product development approach with respect to Red Baron Stuffed Pizza Slices.

Finally, the case provides some information on the company's product innovation led future plans. The teaching note provides detailed guidelines as to how this case can be used for explaining the new product development process.

Issues:

• Analyze the frozen pizza industry in the US and study the evolution of Schwan as one of the leading players

• Understand the reasons why product development became a tool for deriving competitive advantages for players in this industry

Contents:

  Page No.
An Effort Well-Rewarded 1
Background Note 2
The Need for Product Innovation 5
The Red Baron Style of New Product Development 7
Innovating its Way into the Future 10
Exhibits 13

Keywords:

2003, world largest, frozen pizza, US, Schwan Food Company, Schwan, Red Baron, Stuffed Pizza, Slices, new product development, innovation through communication formula, Schwan's history, differentiating factor , 21st century, Red Baron Stuffed Pizza Slices, product innovation, future plans

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