IMD-3-1870 © 2007
Leleux, Benoit F.; Savioz; Emmanuel
Domenique might not marvel however assist at the amazing plain cruising considering that she introduced her shake business in late 2004. Its earnings passed EUR1 million in 2006 with sales in the very first half of 2007 showing they might strike EUR10 million for the entire year - a 10-fold boost over the previous year - and forecasts showed a yearly development rate of some 200% for the next 3 years.
Mysmoothie The Swedish Fruit Invasion (Abridged) Case Study Solution
It took weeks to gather on sales and the business still had to pre-finance production. The business was facing its "winner's curse": the future looked sweet and brilliant; and it might extremely well end up being the leading manufacturer of long rack life pure fruit blends. The space in between wild success and disastrous failure never ever appeared so slim ... Learning goals: The case records the beginning and early advancement of a shake beverage business over 3 years - from late 2003 when the principle was hatched - to April 2007; when the creators unexpectedly recognized they were on track to recognize sales 500 % greater than expected for 2007 (close to EUR10 million).
Subjects: Entrepreneurship; FMCG; Growth management; Growth finance; Foodstuffs; Management team
Settings: Switzerland; Sweden; Portugal; Worldwide; Fast Moving Consumer Goods; Foodstuff; Beverages; 10 employees; 2004-2007
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