This case takes place in 2010 and your analysis, alternatives & recommendations must reflect the situation at that point in time. You are Isabel Eckstein, Brand Manager – Cucina Fresca, and your business decision deck must be written from that perspective. As Isabel Eckstein, you are preparing a deck that will be presented and discussed with the company’s CEO, CFO and Chief Marketing Officer.
You are required to identify and clearly state “the” problem. Once that is done, your task is to provide a recommendation on what TruEarth should or should not do. This recommendation must be built on a through analysis and assessment of the situation and consumer research that leads you to the identification of appropriate and relevant insights which then can be used to determine the actual problem, generate potential solutions and provide your recommendation. In fact, it is impossible to develop a recommendation without transforming the information that you have been provided into meaningful insights.