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Sustainability through Simply Good Jars
內容大綱
Founded in 2017, Simply Good Jars (SGJ) was launched with the introduction of a unique salad-in-a-jar line of products. The founder, owner, and chief executive officer of SGJ was looking to build a ready-to-eat salad business with a mission of “making better-quality delicious food more attainable.” The SGJ brand promoted healthy, quality ingredients and sustainability. Initially, the product was tested in various locations, including vending machines in airports and businesses, and coolers in grocery stores. After achieving early success, SGJ’s founder quickly found pressure to balance growth opportunities with limited financial resources. In 2022, five years after starting the business, he had to decide whether to scale up and mass market SGJ’s products or continue to serve a niche segment through the company’s salad-in-a-jar business.
學習目標
This case is intended for undergraduate- or graduate-level courses in marketing, entrepreneurship, and sustainability. In working through the case and answering the assignment questions, students have multiple opportunities to do the following:<ul><li>Identify and evaluate the challenges and opportunities that small business owners and entrepreneurs face, both day to day and longer term.</li><li>Understand the guiding principles of sustainable marketing and why they are important.</li><li>Learn how social responsibility can build momentum for brands and consumers.</li><li>Lean how to manage through unanticipated market disruptions.</li><li>Learn the value of test and learn.</li></ul>