Business Case Studies & Business Publications

UnbeLEAFable Snacks

Wilcox, Ronald T.,...

Case

UnbeLEAFable Snacks

Wilcox, Ronald T.; Grushka-Cockayne, Yael; King, Nick; White, John

M-0911 | Published December 21, 2017 | 11 pages Case

Collection: Darden School of Business

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In this case a business school student, Kate Maxwell, must decide whether to accept a job offer in wealth management or pursue her dream of building her own company around healthy gummy snacks for children. Because Maxwell’s gummies rely on high-quality, fresh ingredients that are more expensive than those used in similar gummy snacks, they would have to carry a hefty price premium in the marketplace to be viable. Could this new brand concept create enough value in the minds of consumers to justify the price tag? To answer this question, Maxwell uses Amazon Mechanical Turk to survey prospective users about her gummies, and survey results are presented in the accompanying spreadsheet for students to analyze.