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This project aims to evaluate KitchenAid's current Toaster product line by analyzing market trends, competitive landscapes and company competency. The resulting report provides feedback for new product development, portfolio planning, and to realign or install new business goals and strategies.

Approach: conducted secondary and market research for toasters. Analyzed KitchenAid's toaster line, its current marketing strategy, and identified its competency through SWOP analysis. Generated insights and opportunity space from studying the competitive landscape and KitchenAid's current consumer segments. Evaluated ideas by assessing capabilities and considering the immediate, mid and long-term goals and business strategy.

Faculty Advisor: Matt Mayfield