...Subhalaxmi Mohapatra; Risha Roy Learning outcomes After completion of the case study, students will be able to understand how a business model could use sustainability to develop a brand, assess the marketing logic of a new startup and how that links to marketing plan, identify the relevance...

... of competitive advantage. Recognize new venture opportunity for an emerging business model. Develop a basic marketing plan, including being able to define, calculate and analyze cost-per-install (CPI) and other online media marketing metrics. The primary conceptual foundations upon which this case...

... to go through the steps involved in evaluating and developing and creating a marketing plan for MTBD to increase its market share from the 4% in 2018 to an intended 8% in 2022. This case is best used as a capstone case at the end of core marketing classes of a full time or a part time MBA course...