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
Coco Fresh: Overcoming Entry Barriers in Health Drinks
內容大綱
Coco Fresh was a natural tender coconut water bottled by Madhura Agro Process Pvt. Ltd. (MAPPL). The chief executive officer (CEO) sensed there was a market opportunity given the health benefits of Coco Fresh compared to other beverages. He developed the technology to extract the coconut water and package it without any preservatives. This market was crowded with many players, each claiming to offer genuine coconut water. The regulations in India did not distinguish tender coconut water from mature coconut water. The CEO was in a dilemma over how to overcome this regulation and drive home the value of Coco Fresh to consumers.
學習目標
After working through the case and assignment questions, students will be able to do the following:<ul><li>Analyze and strategize effective product positioning and differentiation in a competitive market, focusing on authenticity and quality.</li><li>Develop targeted communication strategies that clearly articulate the product’s unique value to enhance consumer awareness and engagement.</li><li>Understand regulatory impacts on business operations and advocate for changes that support transparent and ethical industry practices.</li><li>Understand the importance of an educated consumer to drive the differences in competitors’ offerings.</li><li>Assess opportunities for creative communication strategies and market segmentation to drive growth, considering consumer trends and organizational capabilities.</li></ul>