”Green Ox” was written specifically for a midterm exam in an MBA marketing management class. Rather than focus on one particular concept or issue (e.g., segmentation, product line depth), the case challenges students to develop a marketing strategy for a food and beverage manufacturer’s new line of sports beverages, which contain beneficial antioxidants. Focal decisions include choosing a segmentation scheme(s) and a specific target segment(s) and articulating a positioning statement(s) for the new product—all in light of market trends, customer information, and competitor positions. Students must also make recommendations regarding the product name, number of products in the line, and the price (including a break-even analysis). Distribution and promotion issues are downplayed, yet there is sufficient information to determine whether students’ recommendations on the larger issues account for the necessary integration of the 4Ps.
Article navigation
Case Study|
July 11 2007
Green Ox
This case was prepared by Darden Professors Marian Chapman Moore and Ronald T. Wilcox, and by Associate Professor Geraldine R. Henderson, Medill School of Journalism, Northwestern University. The product names have been disguised. The case was written as a basis for class discussion rather than to illustrate effective or ineffective handling of an administrative situation.
Our goal is to publish materials of the highest quality, so please submit any errata to editorial@dardenbusinesspublishing.com.
Publisher: Emerald Publishing
Online ISSN: 2474-7890
Copyright © 2007 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.
2007
University of Virginia Darden School Foundation
Licensed re-use rights only. To order copies, send an email to sales@dardenbusinesspublishing.com. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Darden School Foundation.
Darden Business Publishing Cases 1–9.
Connected Content
Case study:
Green Ox
See also
-
relatedCaseResource
Citation
Moore MC, Wilcox RT, Henderson GR (2007;), "Green Ox". Darden Business Publishing Cases, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/case.darden.2021.000010
Download citation file:
Suggested Reading
Whole Foods Market and Wild Oats Merger
Teaching Notes (December,2008)
Pancho’s Burritos
Teaching Notes (December,2015)
The Gourmet Atlas
Reference Reviews (February,1998)
Spice and Herb Encyclopedia
Reference Reviews (July,2002)
Segmentation at Sticks Kebob Shop
Teaching Notes (March,2014)
Related Chapters
Introduction to Gender and Food: From Production to Consumption and After
Gender and Food: From Production to Consumption and After
Standards and Their Problems: From Technical Specifications to World-Making
Transforming the Rural: Global Processes and Local Futures
Major Trends in Diets and Nutrition: A Global Perspective to 2050
Food Security in an Uncertain World: An International Perspective
Recommended for you
These recommendations are informed by your reading behaviors and indicated interests.
