The Assignment:
https://www.evergreen-capsules.com/
For this case, you are going to take EverGreen and find something that you feel should be addressed if you were working in this company. It can be changing consumer behaviour, brand image, segmentation, perhaps how to use Netnography to get closer to the consumer, how to adjust the positioning through the marketing mix to improve their situation, or some other topic like expanding to a new market (where and why). Choose something that is interesting to you and will help you to hold your interests but has also been a topic in this course.
Some questions that may be relevant and can perhaps get your ideas moving but do not all need to be answered:
They are a new company and have some growing issues. This can be a case about change in customer behaviour, or some other potential problem for example check trustpilot.com to see if you can find some bumps in the road. The webshop was open around the 1st of the year so there is not much info on the company so ways to get around that are . . .
You can also look into the case using Netnography to collect data. Find an online community that is centered around coffee for example, how do members talk about it? How can this help you in a problem proposal and solve the problem? You can also look at how to segment the market. Are there different buying behaviours for different potential differences in customer behaviour?
Do they need to change the overall communication? What is their focus? Should they use nudging and how? The target market who are they and why? Is there some type of product development that could make them relevant in the country you focus on?
