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Insomnia Cookies: Owning the Night through Research & 'Doughvelopment'
內容大綱
In May 2022, an interactive brand activation for Insomnia Cookies (Cookies), called CookieLab, celebrated its one-year anniversary. Insomnia enjoyed strong brand-name recognition for its late-night snack of freshly baked cookies and offered a strong unique selling point (USP), especially among college students. But there were still many questions about the company’s next steps, including whether a growth strategy through CookieLab was the most suitable strategy for Insomnia.<br><br>Specifically, should Insomnia expand CookieLab to other locations, locally, in the north east region of the United States, or across the United States? If yes, what marketing strategy and tactics should Insomnia use to grow that expansion?
學習目標
This case is intended for use at undergraduate and graduate levels. It is best used as part of a marketing strategy course, or as part of a course or module on marketing and branding. It primarily addresses business growth strategies through expansion. In working through the case and answering the assignment questions, the case provides multiple opportunities to do the following:<br><br><ul><li>Analyze a company’s key success factors and challenges to determine if the business is suitable for expansion, including geographic saturation.</li><li>Analyze the value, rareness, imitability, and organization of a firm’s resources to identify competitive advantage.</li><li>Discuss the importance of management commitment, leadership and knowledge to a successful business venture.</li><li>Determine marketing strategies, tactics, implementations and controls needed to meet objectives. </li></ul><br><br>The teaching note is organized around a set of discussion questions that bring out each of these issues in the case.