The epic battle of protein beverages / Jonathan Ochoa, Claudia C. Mich, Ceren Ekebas-Turedi, Matthew Shell, and Andy Borchers.

Format:

Book

Author/Creator:

Ochoa, Jonathan, author.

Mich, Claudia C., author.

Ekebas-Turedi, Ceren, author.

Shell, Matthew, author.

Borchers, Andy, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Marketing--Case studies.

Marketing.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Society for Case Research, 2026.

Summary:

Epitomax Nutrition (EN) held a premium position as one of the most highly regarded sports nutrition brands in the world. It commanded premium pricing, used high-quality ingredients, and had over 25 years of proven trust and quality. EN now had the opportunity to pursue a larger market through product innovation in the ready-to-drink (RTD) water-based protein (WBP) beverage market. As a worldwide leader in sports nutrition, EN was confident that a new product would effectively capture market share. The company faced numerous marketing decisions and required a thorough assessment of all relevant factors as well as a clearly established strategic position. This decision-focused case is most applicable in a marketing strategy course, particularly in a higher-level undergraduate course or MBA course, as it requires an application of skills such as critical thinking and analysis, decision-making, and problem-solving. Students should have an understanding of marketing strategy and financial analysis.

Notes:

Description based on XML content.

ISBN:

979-83-488-3709-9

OCLC:

1569208518

Publisher Number:

T299736