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Lemonaid and chariTea evolving social and organic soft drink brands in California
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| 19.45 MB | Adobe PDF |
Orientador(es)
Resumo(s)
This Work Project results from a CEMS MIM Business Project developed with Lemonaid
Beverages in Vienna, Austria. The project aims at developing a successful market entry strategy for
the company upon its expansion to California in the Summer of 2016. Insights will be drawn
regarding brand perception, purchasing behaviour, market trends and size, competition, and
marketing mix strategy — including recommendations on Product, Place, Price and Promotion. In
addition, a link between this practical project and the field of Finance will be provided. Through a
thorough literature review, a theoretical discussion on the most appropriate valuation methods for
startups will be presented.
Descrição
CEMS
Palavras-chave
Ready-to-drink beverages Startups Market entry Valuation methods