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Daily Crunch: Marketing a Start-up during a Shutdown
內容大綱
Daily Crunch was a sprouted-nut brand that launched in March 2020 during the beginning of a global pandemic. The co-founder and chief executive officer of Daily Crunch was responsible for determining the company’s marketing and business strategy in 2021. In this pivotal time for a new company, a multitude of avenues needed to be explored, such as deciding whether to focus on a digital or an in-person marketing strategy; examining new marketing opportunities in a new shopping environment; launching new products, flavours, or sizes; and deciding whether to focus primarily on direct-to-consumer sales through e-commerce. Daily Crunch had several key objectives—namely, increasing brand awareness and sales, and expanding distribution. However, its key objective was to survive as a start-up during a global pandemic.
學習目標
This case is recommended for upper-level undergraduate students or master of business administration students in courses focused on general marketing strategy, e-commerce, and brand growth. By working through the case and assignment questions, students will have the opportunity to do the following:<ul><li>Examine a trending consumer-packaged-goods market with high growth potential by evaluating multiple strategic decisions and utilizing frameworks to ultimately make a calculated recommendation.</li><li>Assess the impact that an e-commerce strategy can have on a year-to-year market plan for a growing brand by analyzing current market trends, consumer segments, consumer habits, and future growth opportunities.</li><li>Assess different sales channels and their effect on the overall profitability of a new company.</li><li>Use a variety of frameworks, such as the four Ps of marketing; a decision matrix; a strengths, weaknesses, opportunities, and threats analysis; and minimal financial analysis around profit margins.</li></ul>