Actions that might provide viable solutions to the problem include a few alternatives. Marilyn can continue with the launch of the ad and see what that does for her business. She can also shift the focus of the business to where it is performing the best, in which case she could focus on getting into more Co-op type stores or growing her online sales. She could also investigate new markets where spicy foods are commonplace, and engage in a market analysis to see if she might see success in specific locations in the United States or even internationally. Additionally, Cowgirl Chocolates can conduct market research and launch the ‘mild mannered’ idea to try to adapt to the markets preferences instead of trying to get market preferences to adapt to her spicy chocolates.

These actions can be combined with others or eliminated. For example, while trying to launch her mild mannered chocolates locally, she can investigate foreign markets that could allow her to unload her current spicy chocolate inventory, and maybe even establish a new market for those spicy chocolates. If Marilyn sees success with mild mannered chocolates, but spicy chocolates oversees don’t catch anywhere, she can eliminate the spicy chocolates altogether and continue to grow the mild mannered chocolates.

When identifying alternatives, Marilyn must investigate the strengths and weaknesses of Cowgirl Chocolates, and understand what the market is like for these types of products. She has already tried many alternatives for her business, and needs to look at where she is already seeing success and build on that, or conduct an analysis of new markets and products that might allow the company to see the growth Marilyn seeks.

What criteria should be used to evaluate the options listed in the alternatives section? Examine each alternative in terms of each criterion. What are the relative advantages and disadvantages of each choice in terms of the criteria? Are the criteria the most valid to this company at this time in this situation?