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Hatsu: From Start-up to Megabrand
內容大綱
The Hatsu brand of tea beverages and healthy food products emerged from the idea of two Colombian entrepreneurs in 2010 and evolved, in just over five years, to capture the interest of the leading company in the Colombian beverage market, Postobón SA (Postobón), which acquired it. In this context, Hatsu faced the challenge of consolidating itself in the tea beverage market while also venturing into other product categories (e.g., cereal bars, nuts, infusions, and sodas) and multiplying its sales without losing the lifestyle concept on which it was built and through which it had succeeded. By late 2020, Postobón’s premium business unit director needed to determine how Hatsu could be turned into a megabrand without losing its essence.
學習目標
The case is intended for use in undergraduate-level strategy, entrepreneurship, and marketing courses. It is designed to familiarize students with the challenges that arise during the branding process and help them understand the main elements of the marketing mix. Students have opportunities to recognize the importance of these elements in constructing an adequate positioning strategy and analyzing growth strategies and are also asked to analyze the motivations behind a large company’s decision to acquire a start-up and the possible implications of this decision.<br><br>After working through the case and assignment questions, students will be able to do the following:<ul><li>Analyze Hatsu’s marketing strategy based on the marketing mix and the unique characteristics of the brand.</li><li>Identify and assess the main strategic growth alternatives for a brand.</li><li>Analyze the marketing implications for a large corporation acquiring a start-up.</li></ul>