Business Case Studies & Business Publications

Silk Soy Milk (A)

Farris, Paul W., S...

Case

Silk Soy Milk (A)

Farris, Paul W.; Shames, Ervin R.; Wasden, Michael

M-0771 | Published April 21, 2009 | 16 pages Case

Collection: Darden School of Business

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The Silk soy milk brand evolves from a single homemade product to a regional and then national brand, facing challenges along the way such as investment influx, acquisition, and competition from new entrants into the very market it created. Silk's marketing angles at various growth stages are discussed, and students consider whether the company should expand its presence or develop new categories, as well as how its efforts could best realize growth targets. Which option carries the biggest risks, and which would best enhance Silk's position as a market leader?

Students learn about creating a new market and building a brand, then protecting that brand as new competitors enter the market the company created. They explore the pros and cons of investment influx and company purchase. And they consider branding strategies.