03122nam a22005291i 4500 000709974 CaToSAGE 20240202172917.0 20180103162434.3 m|||||o||d|||||||| cr ||||||||||| 180103r20132013enka fob 001 0|eng|d NEZPRACOVANÝ IMPORT 9781526429490 (ebook) : No price (OCoLC)1023546139 CaToSAGE eng CaToSAGE rda pn UtOrBLW HG4027.6 .C37 2013 658.15224 23 Carvalho, Luis, active 2013, author. True Fruits / Luis Carvalho, Michael Kunz, Alexander Laker, Willem Hulsink. London : Rotterdam School of Management, Erasmus University, 2013. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases Originally published in Carvalho, L., Kunz, M., Laker, A., & Hulsink, W. (2013). True Fruits. Rotterdam, Netherlands: Rotterdam School of Management, Erasmus University. Includes bibliographical references and index. The case focuses on True Fruits, a leading smoothie producer in Germany. The founders Marco Knauf, Inga Koster and Nicolas Lecloux spent their exchange semester in 2005 in Scotland where they discovered smoothies. In their homeland Germany they could not find smoothies in supermarkets and decided to start their own smoothie company. The trio's aim was to make the most desirable non-alcoholic drink in Germany and to build their business on quality, authenticity and lifestyle. In 2006 they incorporated True Fruits. They found the right bottler for their smoothies and soon supermarkets were stocking them. From then on the company grew exponentially until they sold over half a million smoothies per month by 2008. They also expanded to Austria and Switzerland. By 2010 competition from other brands was on the rise and supermarkets were negotiating sharply over prices. True Fruits had to decide what their strategy for the future would be. The options were internationalization, expanding production, or expanding the product range.The case addresses factors in start-up hurdles with regards to manufacturing and financing. It also addresses product placement, internationalization and the diversification of a product portfolio. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Knauf, Marco. Koster, Inga. Lecloux, Nicolas. True Fruits. New business enterprises Finance. Kunz, Michael, author. Laker, Alexander, author. Hulsink, Willem, author. SAGE Knowledge. Cases. SAGE Knowledge https://sk.sagepub.com/cases/true-fruits Plný text SBC EB NEPOSILAT EB