CASE STUDY

SWOON: MIXING UP THE PERFECT MARKETING COCKTAIL

pls answer the following questions using the case study. (long answers needed)

1. How "healthy" were the Be Mixed brand and business at the start of 2020?
2. What factors enabled Swoon co-founders Jennifer Ross and Cristina Ros Blankfein to enter such a competitive industry?
3. What steps did Ross and Blankfein take to minimize their risks when entering a competitive and crowded industry?
4. Analyze Swoon through the lens of classic strategy frameworks (e.g. Porter's Five Forces and the 5C analysis) and explain its competitive advantage within a classic innovation framework (disruptive innovation). What impacts Swoon and its ability to succeed?
5. Thinking about a digital-first strategy, how should Swoon implement a marketing strategy and go-to-market tactics in order to achieve its goals and support its brand?
6. What are the risks and rewards associated with launching a new lemonade (or other new product) during times of market disruption (e.g. during a pandemic)?