... The development of an understanding of an effective marketing mix to position a niche and young brand. An understanding of the concept “co-opetition” and how it works in a growing market. The ability to assess the various growth stages of a business. The case illustrates several business strategy...

... of designing alternative growth strategies by identifying and assessing changes in the market/environment. They are introduced to characteristics of co-opetition strategies, advantages and disadvantages of co-opetitive business structures and impact of the choice of business partners over time...