學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Nutrinest: Extending A New Sustainable Product Line
內容大綱
NutriNest, founded by Le Danh Hoang, was the first company to introduce farmed bird's nest products in Vietnam. In January 2018, the company launched a sustainable product line under a new brand called the Green Bird. The Green Bird product line was positioned to meet consumers’ sustainability and health concerns, and quickly became the company’s best-selling products. To continue to grow NutriNest, Hoang was facing a crucial decision. Should he focus on the current portfolio of the Green Bird line or add new products? If he chooses to introduce new products, how should he ensure that these products will attract new segments of customers and increase sales?
學習目標
An instructor may use this case in marketing management courses within a graduate/master’s in business administration program to teach product line extension. The case study can also be used in a sustainable management/ sustainable marketing course to teach product management. This case study will help students understand business dilemmas in introducing new sustainable products and how to create differentiation. After working through the case and assignment questions, students will be able to do the following:<ul><li>Understand how a company’s sustainable product launch meets the customer needs.</li><li>Analyze mapping the new sustainable product with the customer segments.</li><li>Discuss adding a new sustainable product to the existing product line.</li><li>Analyze the new sustainable product’s contribution to the competitive advantage.</li><li>Deliberate the complexities of offering a new sustainable product in a competitive market.</li></ul>