New Market Entry : Hunting for an Effective Marketing Strategy for Brand Prime / Asheeabee R. Shaheen Hosany.

Format:

Book

Author/Creator:

Shaheen Hosany, Asheeabee R., author.

Language:

English

Subjects (All):

Branding (Marketing).

Branding (Marketing)--Social aspects.

Physical Description:

1 online resource

Other Title:

New Market Entry

Place of Publication:

Los Angeles, CA : SAGE Publications, Inc., 2024.

Summary:

This data challenge is suitable for modules at both the undergraduate and graduate levels, such as International Marketing, International Business, International Marketing Management, Global Marketing, Introduction to Marketing, Consumer Behaviour, Marketing Communications, Strategic Marketing, and Digital Marketing, following introductory and intermediate-level courses in these subject areas. Students will be required to demonstrate an understanding and application of analytical skills to answer multiple-choice questions. Students will also analyse qualitative data and carry out basic thematic coding.The data challenge captures the early stages of the international expansion of Prime hydration and energy drinks. Launched in 2022 in the United States by former boxing rivals and prominent social media personalities KSI and Logan Paul, Prime Hydration and Prime Energy rapidly spread to multiple geographical locations. During its journey, Prime faced several challenges. High demand led to regular stock outages. The brand's management also failed to recognise the legal limits for maximum allowable caffeine levels in its Energy variants across countries. As Prime upholds its popularity, KSI and Logan question whether their pace of expansion has been too fast. Research firm Marketing World was hired for guidance.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-0719-6973-0

9781071969731

OCLC:

1465660330