Product Development Diversification Strategy; Targeting a New Customer Base

Student Price: 
$11.00 (€9.76)
Area of Study: 
North America
Product Development, Diversification, New Market, Millennials, Competitive Advantage, Differentiation, Positioning, Segmentation
Distributed by the Global Jesuit Case Series
Average rating: 

Case Focus

This case focuses on a marketing manager’s search for new Spanish food import products to be developed that target a younger millennial consumer, with the goal of strengthening/broadening the corporate restaurant brand of Chef José Andrés


Case Introduction

Marisol Plata is the Senior Brand Manager for ThinkFood Products, José Andrés's curated line of co-branded premium Spanish culinary staples and gourmet foods imported to the US from the renowned chef’s favorite sources. Products are currently distributed across the US in natural grocers, supermarkets, gourmet wine and cheese shops, and online distributors (, The product line was created to elevate the cooking and preparation of Spanish cuisine by using the products José Andrés loves and endorses. As such, the products appeal strongly to Baby Boomers and Gen Xers who want to cook or prepare Spanish gourmet meals at home.

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