Solved Case Analysis: Silk Soy Milk A by Paul W. Farris, Ervin R. Shames, Michael Wasden

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Description

The Silk soy milk brand evolves from a single homemade product to a regional and then national brand, facing challenges along the way such as investment influx, acquisition, and competition from new entrants into the very market it created. Silk’s marketing angles at various growth stages are discussed, and students consider whether the company should expand its presence or develop new categories, as well as how its efforts could best realize growth targets. Which option carries the biggest risks, and which would best enhance Silk’s position as a market leader?

Publishing Authority:

Darden Business Publishing – University of Virginia

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